Jade Mercedes Fraser:
The Lore
Back in the day, bright eyed and armed with my Bachelor’s Degree in Media, my (distinction-worthy) dissertation 💅🏾 on ‘Online Fandom and Consumer Culture’ and a dream of bringing people together - I made my first foray into the fashion world.
First, in-house as a marketing executive and then eventually founding my own marketing studio, Massimo Media.
Over my 12 years here, I’ve worked inside 50+ fast-paced commercial ecosystems, building out ‘2K followers-per-day’ growth strategies and launching international campaigns for established brands and successfully helping startups create MVP audiences for angel investment pitches.
In 2026 one thing has became clear:
”Stand out marketing doesn’t just push a great product -
it reshapes the customer’s identity by showing them how that product or service can be part of a desired lifestyle.”
Jade Mercedes Fraser:
Creative Director
Today, my focus as a Creative Director & Cultural Strategist means I use my experience to help brands, founders, and creatives translate who they are into a message that actually lands - emotionally, aesthetically, and commercially with customers.
Day to day that looks like:
World-building an authentic brand from the ground up by creative directing campaigns that blur the line between commerce and community
Directing culturally-resonant campaigns and 360 content ecosystems for optimised impact and ROI / ROAS
Advising founders by consulting on positioning, narrative, best practises and measurable, long-term goal setting and KPIs
I’m less interested in stale copy/paste trends for virality and hollow, unpredictable growth - and far better versed in creating meaning, resonance and longevity that builds true fandom and community around your brand that can be measured through actual sales.
If you’re ready to build something considered, culturally fluent and future-proof - we’re going to be able to find alignment. Let’s chat.
Creative Director
After a stint of soul-searching in 2025, I felt ignited to encourage others to also take a beat out of the drudgery of day-to-day life to deconstruct, intentionally rebuild and romanticise a life that’s truly aligned, for you. ✨
Jade’s Good Life Journal is my open diary and reminder to you to also hit pause, rethink, rebuild a life that actually feels as fulfilling as it looks on Instagram...
It’s a safe space when you want encouragement and social proof that it’s ok to ignore the tide of trends and opinions on what you ‘should’ be doing and, instead find joy in the slow art of getting to know this version of yourself. Here, today.
It’s your daily reminder that never too late to course-correct and make the changes that will allow you to feel happy and fulfilled going forward.
Much like the iconic Bratz dollz, I have quite the ‘passion for fashion’ but to challenge THE OG doll herself…
Life in plastic? NOT so fantastic.
Which is why I’m dedicated to styling as many sustainable and circular fashion pieces as I can to help move the tide away from fast fashion to a ‘reduce, reuse, recycle’ mindset.
To me, fashion is art; to be celebrated and curated over time.
Besides, how can we all have our dream walk-in-wardrobes if we keep throwing our shit away?!
Check out my lastest campaigns here.
Marketing Consultant
I now have 12+ years of experience building innovative, 360° digital marketing and PR campaigns - most recently through my own Massimo Media studio. My focus here is creating data-driven, culturally rich campaigns that create, not one-time customers but bought-in, lifetime fans of your brand.
My personal zone of genius is guiding you on how to reach your fans where they already are. Tapping into the trending topics of the zeitgeist whilst remaining as authentic you are engaging, for a sales strategy that is sustainable in its brand storytelling.
Wanna know the ‘3 Golden Rules’ to converting a lead from your Instagram feed?