From a DM to Building a Creative Agency

It’s crazy to think how it all started. Just a few years ago, we were two creatives who met through social media. Back then, it felt like a whole new world was opening up—COVID had pushed brands online, UGC was taking over, and suddenly, social media wasn’t just a side strategy; it was the main stage.

We met in France when influencer marketing was just starting to get serious. Irina, a fashion blogger and creative director, was already working with brands to help shape their image online. I was getting deeper into the French market, photography and learning how brands could authentically connect with their audiences.

We collaborated on several photo shoots, experimenting with different content. I still remember receiving that first message from an influencer with 11K followers—actually, it was from Irian, and you might have guessed that this is how we met. At the time, it felt like a significant moment. It was also when I began to realize the immense potential of social media, not only for influencers but also for brands that are willing to go beyond polished marketing and genuinely connect with their audience.

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Why Most Agencies Get It Wrong

After years of working in social media—with brands and agencies—we noticed the same problem. There’s a gap between what brands want and what agencies actually deliver. Most companies know who they are, but they get stuck when it comes to social media. They hesitate to adapt, avoid trends, and play it too safe.

At the same time, agencies weren’t helping. Instead of pushing brands to be more creative, they took briefs and executed them. There was no strategy, no vision—just a checklist of “we need three posts a week and some ads.”Social media doesn’t work like that anymore. You either stand out, or you disappear.

We had both spent years in spaces where good ideas were shut down before they even had a chance. By 2024, we were done with that. We wanted to create something different—an agency that actually understands how social media works today.

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Why We Built Unfiltered

un_filtered isn’t just a name—it’s how we think about social media. No unnecessary filters, no overcomplicating things, no playing it safe just because “that’s how it’s always been done.” We believe that brands should be bold, flexible, and ready to create content that feels alive.

The reality is that creativity is the only thing that sets brands apart now. Feeds are overloaded, algorithms change every five minutes, and audiences can spot inauthentic content from a mile away. Brands that are too slow to adapt get left behind.

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The ones that win in 2025 are:

✅ Trying new voices and formats—43% of brands have started shifting their tone (Hootsuite Social Trends 2025, p.7).

✅ Using AI to make better content, not just more content—80% of marketers use AI to refine ideas (Hootsuite Social Trends 2025, p.32).

✅ Focusing on smaller, engaged communities instead of chasing viral moments—niche virality converts better than mass reach (Hootsuite Social Trends 2025, p.25).

✅ Actively engaging, not just posting—41% of brands grow their audience by joining conversations, not just starting them (Hootsuite Social Trends 2025, p.12).

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Taking the Leap

Starting an agency is no small thing. It’s messy and unpredictable and sometimes makes you question your life choices. But when you love what you do, see what’s missing and know you can fill that gap, you go for it.

We’ve been in this space for years. We’ve seen trends come and go, we’ve seen what works and what’s just hype, and we’ve seen how brands either evolve or fade out. For us, un_filtered isn’t just about building an agency—it’s about doing what we love the way we know it should be done.

The future of social media belongs to brands that aren’t afraid to experiment, adapt, and actually connect with their audience. We’re here to ensure that they don’t just keep up—they lead.‍

Follow us for more insights, or leave your request if you’re ready to create something bold.

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Sources:

Hootsuite Social Trends 2025 Report. Hootsuite. (2025).

TikTok “What’s Next 2024 Trend Report.” TikTok Business.

The Social Intelligence Lab “State of Social Listening 2024 Report.”