BACKGROUND & FOUNDING STORY

Q: Let’s start with THOMPSN FORGE. What inspired the creation of the company, and what gap did you feel was missing in the Nigerian and global brand ecosystem?

A: We started THOMPSN FORGE because we were tired of watching brilliant cultural ideas get lost in translation. There was this growing disconnect between brands and the audiences they wanted to reach, especially young people. Everyone wanted to "tap into culture," but very few actually understood the communities behind it. We saw a gap for a company that could bridge brand ambition with cultural fluency, without compromising the creativity or context that makes ideas powerful in the first place.

Q: Both of you have worked at notable organisations in Nigeria and abroad. How have those experiences shaped your philosophy on brand-building and storytelling?

A: Those experiences gave us structure, yes, but also clarity on what not to do. We've worked in places where the briefs were solid but the delivery fell short because no one thought to ask, "Does this really resonate?" Working across markets helped us see the universality of storytelling, but also the need for local nuance, community insight, and platform-specific thinking. That’s the energy we bring to every brand we touch, because as members of a younger generation, we offer a perspective that is often underrepresented within organizations.

Q: You describe yourselves as a “bridge to the next generation.” What does that look like in practice, and what sets you apart from traditional agencies?

A: For us, being a bridge means translating between two worlds: the pace and culture of youth, and the strategy and structure brands require. Where traditional agencies might focus on top-down campaigns, we build from the ground up with real community insight, creator-led content, and multi-channel storytelling that feels native, not forced. We're not just building for Gen Z and younger Millennials, we're building with them.

CAMPAIGN VISION – UNMUTE US

Q: Let’s talk about Unmute Us. What prompted this campaign? What was the insight or moment that sparked it?

A: We kept hearing the same frustration in different ways: “This ad doesn’t speak to me.” Whether it was music creatives, fashion entrepreneurs, or everyday students, they all felt like brands were showing up in their spaces, but not for them. That’s where Unmute Us was born. We wanted to create a campaign that didn't just talk at young people, but handed them the mic.

Q: Why do you think there’s such a growing disconnect between corporate brands and young audiences today, especially in Africa?

A: Honestly, because many brands still see young people as a “segment” instead of a community. In Africa especially, youth culture is dynamic, diverse, and deeply layered. But what we often get from brands is a repackaged trend or a surface-level slogan. That disconnect happens when companies don’t invest the time to listen, co-create, or even understand the rhythm of the culture they’re trying to enter.

Q: How did you go about gathering insights from Gen Z and creative communities? What patterns stood out to you from their responses?

A: We went where they were, online and offline. Instagram polls, TikTok threads, group chats, open Q&As, and actual hangouts. One major pattern was exhaustion, from being marketed to in ways that feel robotic or exaggerated. They told us clearly: “We don’t hate ads, we just hate ads that talk down to us or don’t get us.” Another theme was a craving for realness, brands that show up with honesty, not just aesthetics.

INDUSTRY RELEVANCE & STRATEGIC DEPTH

Q: There are a lot of “awareness” campaigns out there, but Unmute Us seems to go a step further. How are you converting cultural insights into actionable brand strategy?

A: We didn’t want Unmute Us to end as a “cool video drop.” Everything we’ve gathered is being translated into strategic tools like brand audits, youth sentiment reports, live panels, and custom decks for partners. Our consulting framework turns cultural listening into campaign pivots, tone guidelines, and content strategy, so brands don’t just react, they evolve.

Q: What’s your take on how most brands currently show up in the African creative economy? What are they getting wrong, and what are a few that are doing it right?

A: A lot of brands show up like guests at a party, they’re dressed for the vibe but don’t know the music. What they get wrong is assuming access equals understanding. The ones doing it right? Brands like MTN with Pulse, Piggyvest, and GTCO. When they succeed, it’s because they tap into the rhythm and rituals of youth culture, not just the aesthetics.

Q: Some people might see this campaign as “calling brands out,” but it also feels constructive. How have corporate leaders responded to the message so far?

A: The surprising part? Many have actually said, “We needed this.” Once they saw it wasn’t just critique, it was clarity, they leaned in. The ones who get it know this isn’t an attack. It’s an invitation: Let’s do better, together.

COMPANY VISION & LONG-TERM IMPACT

Q: Where do you see THOMPSN FORGE playing a role in the future of African product and brand innovation? What kinds of brands do you want to work with more?

A: We want to be the creative partner for brands who care about culture and outcomes equally, whether they’re in fintech, fashion, FMCG, or music. Long-term, we see ourselves at the intersection of product, storytelling, and youth engagement. Not just making things look good, but making them matter.

Q: Do you think African Gen Z and Millennial consumers are misunderstood by brands globally? What’s the biggest misconception brands have about this audience?

A: Absolutely. One big myth is that Gen Zs are just “always online” or “easily distracted.” In truth, they’re sharp, emotionally intelligent, and values-driven. What they really want is respect, relevance, and realness. They can tell when a brand is faking it, and they’ll mute you for it.

Q: Beyond Unmute Us, what’s next for THOMPSN FORGE? Any upcoming projects or expansions in the pipeline?

A: We’re currently working on a content lab focused on youth subcultures across West Africa—think docu-series, creative directories, and original insights. We’re also building more B2B tools to help brands implement the kind of shifts Unmute Us has surfaced. Expansion-wise, we’re definitely looking beyond Nigeria in 2025.

CLOSING REFLECTIONS

Q: If there’s one thing you wish every CMO or CEO would take away from this campaign, what would it be?

A: Stop assuming you know your audience. Start listening. The answers you need aren’t in your boardroom, they’re in the culture you’re trying to reach. Listen, co-create, evolve.

Q: Finally, what advice would you give to other young creatives and strategists trying to build something fresh in a saturated market?

A: Don’t try to be everything. Just be honest—in your voice, your craft, and your vision. Culture rewards originality, not mimicry. And the best ideas? They come from actually caring about the people you’re building for.