Artist Lab Group

Founded Artist Lab Group, which includes The Studio, an innovative production company, The Edition, a publishing house, and The Campus, an artist training campus. Spearheaded the development of creative projects that merge artistic vision with market trends. Established a platform for emerging artists, launching over 50 successful projects in the first year. Cultivated partnerships with industry leaders, boosting visibility and creating opportunities for collaboration.

Founder

Artistlab Studio

As Chief Creative Officer of Artist Lab Studio, I lead the creative vision and oversee the development of original content across film, television, and digital media. I guide projects from concept to execution, ensuring each aligns with our artistic standards and market potential. I collaborate with writers, directors, and producers to craft compelling narratives, while fostering partnerships that expand our reach and impact.

Chief Creative Officer

NM1812

1:1 with founders, artists, and vision-driven individuals to develop narrative clarity, brand positioning, and strategic execution.
I bring a mix of storytelling mastery, deep psychology, and business acumen to help clients go beyond surface-level storytelling, and build something that lasts.

Storytelling & Creative Strategist

L'Atelier Productions

Film Producer

Ideal Glass Productions

Film Director

La Ruche

Your story isn't landing. Your audience scrolls past. And meanwhile, your competitors with weaker products are stealing the attention that should be yours.

I know this pain because I've lived it.

I've been rejected by the system. And applauded by it. The difference? Story.

I direct films and help founders build movements through cinematic storytelling. I remember those awkward pitches where I stumbled every single time. The bitter sting of rejection from film school. The heartache. The anger. The frustration of not knowing what to say to make people connect.

I was drowning in self-doubt when my grandma pulled me aside and said, "They can't reject what they don't understand." That's when I stopped trying to fit in and built my own table instead.

Years later, I was walking the red carpet and it finally clicked. The story I was so desperately hiding wasn't my weakness. It was actually my biggest asset.

Now I help founders, entrepreneurs, coaches and creators uncover the story they've been hiding and turn it into a magnetic brand.

Still while running a production company on two continents, opening a film school and launching a publishing company. More of that for another time

Most founders have gold they refuse to mine. They are are hiding their greatest asset. Cosplaying someone else's narrative. Forgettable by default.

That's why I wrote "Story or Be Forgotten." Because I'm tired of seeing founders with great, brave, innovative ideas give up because they're rattling off bullet points made of random facts instead of stories that move people. I'm tired of watching brilliant minds waste hours creating content no one remembers. The painful silence after a pitch. The lost deals. The slow death of dreams that deserved better.

Through my cinematic storytelling system, we transform businesses from invisible to unforgettable:
→ We uncover the real story you're here to tell & build your emotional arc
→ Shape it into your signature voice
→ Map it across brand, content, and offers. 

This blend of clarity and emotion is what builds connection and drives growth.

Your story isn't a nice-to-have. It's your most powerful asset in a saturated market.

Behind every unforgettable brand is an unforgettable story. Your audience is waiting. Don't let someone else tell your story first.

Want storytelling insights? Subscribe to my weekly newsletter, The Sunday Storyteller Club.

Ready to build a brand that feels like home and sells like hell? Book a call. Link in my featured.

Black Friday is in ten days and 90% of founders are about to make the same mistake that leaves them looking desperate.

"50% OFF!" "LIMITED TIME!" "DON'T MISS OUT!"

All caps. Urgency everywhere. Zero differentiation. Black Friday isn't about who screams loudest. It's about who sounds most like themselves while giving concrete value.

The brands that win aren't the ones with the biggest discounts. They're the ones with the clearest story. A story that makes people feel something real and take action.

Your audience has already seen 20 "LIMITED TIME OFFERS" before breakfast. So how do you stand out? 

You don't sell harder. You sell clearer. Why should someone choose you over everyone else screaming in their inbox?

As a narrative strategist and film director, I've found three key principles that could help your brand messaging:

1. Lead with the transformation, not the discount

Bad: "50% off our course this weekend only!"
Better: "This Black Friday, I'm opening 20 spots for founders ready to stop sounding like everyone else."

The discount is secondary. The outcome is primary.

2. Use real scarcity, not manufactured urgency

Bad: "ONLY 3 HOURS LEFT! Timer expires at midnight!"
Better: "I can only take 10 new clients this quarter without compromising 
quality. Black Friday is when I open those spots."

Fake urgency repels. Real limitations attract.

3. Tell the story behind your offer

Bad: "Black Friday sale starts now!"
Better: "Last Black Friday, I was scrambling to make rent. This year, I'm stable enough to open access to the work that changed everything for me. If you've been waiting, this is why I'm doing it."

People don't buy discounts. They buy into stories that resonate.

See the difference? One sounds like everyone. The other sounds like you.

Let's do something different. Drop your Black Friday offer in the comments below. Exactly as you plan to pitch it.

I'm curating the best ones into a thread so we can all see what value-driven Black Friday actually looks like.

Plus, I'll give you one specific way to make yours sound less like everyone else and more.

Théo Mahy-Ma-Somga

Narrative Equity for High-Performing Founders & CEOs | Story, Messaging, Investor-Ready Clarity | | Author of “Story or Be Forgotten” | Award-winning Filmmaker turned Strategist

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