Irina Kirvesmäki is an award-winning Senior Creative and Creator at TBWA\Chiat\Day Los Angeles who is redefining social craft. With an MSc in Marketing from Aalto University, she specialises in creating culture-first content across fashion, beauty, food, finance, travel, tech and sports.

Irina has shaped breakthrough campaigns for leading brands including Levi's, Sephora, Gatorade and Discover. Her standout work includes Behr’s viral ‘It's Alive’ series – generating 50m+ organic views – and a creator-powered reality series that drove 187m impressions and featured in Fast Company, People, WWD, and PR Week. She has orchestrated 200+ creator collaborations and driven 500,000+ follower growth across client accounts.

Beyond execution, Irina operates as a creative strategist who blends social-first thinking with disruptive creativity. She challenges traditional agency approaches, treating social as core creative output rather than an afterthought, and helps brands unlock relevance through genuine cultural insight while turning ideas into movements.