Known for her non-traditional approach to innovating brands and connecting them to culture, Shirin has deep experience activating brands across experiential, social, content, PR, and emerging technology. Most recently she created a 'mixed reality' bar for Rekorderlig using Magic Leap technology.¬† As deputy executive creative director for VCCP Kin, she's¬†responsible for delivering social-first campaigns, content and experiences for the agency's client partners such as O2, EasyJet and Nationwide. Shirin joins from Havas UK's culture, sport and entertainment shop Cake, where she served as ECD leading the agency's creative output for the likes of EE, BBC, Gordon's Gin, Rekorderlig, and Coors Light. Prior to Cake, Shirin was creative director at the LADbible Group where she helped build the creative team and launch the publisher's in-house creative agency Joyride, which delivered more than 75 campaigns in its first year, winning multiple awards including Lovies and Webbys. While at Edelman and Splendid Communications as ACD and CD respectively, she created some of the world's first social media communities and campaigns for brands like Smirnoff, such as the Nightlife Exchange which saw 14 countries throwing parties on the same night.