Uncommon Hires Emma Nabridnyj as First Head of PR & Editorial

Uncommon Creative Studio has hired Emma Nabridnyj as its first head of PR and editorial. Emma has been working with the studio over the past four years on a consulting basis to help grow the studio’s fame and presence both in and outside of the industry.

Since working with Uncommon, Emma has played a fundamental role in building the studio’s global reputation across its creative output and client partners. From landing ITV’s Britain Get Talking initiative during the pandemic to building momentum behind the studio’s first work for British Airways and launching H&M’s One Second Suit initiative in the US and UK. As well as baking PR into ideas from their inception, such as the recent AI art exhibition with WWF, to highlight the future of UK nature in the midst of climate change.

Emma’s storytelling has also translated across the studio’s founding ambition to build their own brands. From planning and executing the comms for product launches such as: Sex Brand and Scents of Normality and across its first feature film with Nick Cave and Warren Ellis. To creating meaningful conversations across Uncommon’s self-initiated projects including the crowdfunded big gay 'donation' fronted by Miriam Margolyes and the studio’s first art piece in collaboration with Jealous Gallery.

The promotion marks a continuation of the studio’s ethos to create a brand for itself in disciplines not traditionally associated with advertising such as consumer products, lifestyle, art and more. In her new role she will oversee and grow a team, focusing on building the studio’s own editorial voice through publishing its own content, merch and editorial offering as the studio continues to grow into new spaces as well as continuing to elevate and amplify the studio’s work.

Emma first started in the industry at the age of 18, after completing a Foundation Diploma in Art & Design at Central Saint Martins. After work experience in fashion, she went on to do an internship at Grey London and soon found her place in the PR team - where she first worked with Uncommon’s founders. She then moved on to build external PR and comms for D&AD and Stink Films before setting up her own company at the age of 24, consulting across projects including launching start-ups in tech and design to building the profiles of individual directors and photographers - as well as working with Uncommon from its second year of operation.

Nils Leonard, co-founder at Uncommon said, “Emma is a key part of the leadership team of a studio that wants a new relationship with the world, not just the industry. She is a voice in the story of Uncommon, recognising her work here with this appointment is a joy.”

Emma Nabridnyj, head of PR and editorial at Uncommon said, “To take on this role with Uncommon, 10 years after I first met Natalie, Lucy and Nils, feels full circle and marks a special moment. They have been incredible mentors throughout my career, and I couldn’t think of a more ambitious and provocative studio to call home. Much of the time, PR isn’t prioritised and utilised in our game, but Uncommon was built on understanding its power to amplify every project’s message from the offset.”