Holly Wake

Holly WakeSep 17, 2026

“Gen Z are so entitled.” “Gen Z are lazy.” “Gen Z don’t want to work.” I’m Gen Z. 🙋‍♀️ But I started working at 13 for £20 a day in cafés. (Child labour, I know.) I worked at McDonald’s, going home absolutely stinking of chips and grease during the pandemic. 😷 I spent a while in retail, getting my hands stomped on by snotty kids and dealing with customers who apparently thought I personally came up with the refund policies. I spent loads of my free time doing courses, self-teaching and figuring sh*t out because I knew I wanted to work in marketing. ✨ To finally land my first job in the industry. And then work my way into agency world, being responsible for huge accounts, coordinating content shoots, working across organic and paid social and helping businesses actually grow. I’ve had clients win £30k - £300k+ gigs, grow their following, generate leads and build their pipelines. 💪 And I’m still only a few years into my career. So when I hear “Gen Z are lazy”, I can’t help but feel like we’re being judged and set up to fail. You can’t paint a whole generation with the same brush. 🖌️ ❌ We’re not all going to follow the same career path. ❌ We’re not all going to want to work 60-hour weeks to prove we’re committed. ❌ And we’re definitely not all entitled for wanting a decent salary, some flexibility and a life outside of work. Maybe Gen Z are just adapting to a world of work that looks very different to the one before us. Do you think Gen Z are really that different when it comes to work??? 🧐

Holly WakeSep 11, 2026

A client changed their packaging midway through our Amazon Store design and social campaign 😭 [ad] Keep in mind, we already had the photography, videography, mapped-out drafts of the Amazon Store, multiple calls… And then this was sprung on us!! 🫠 We tried using a few different AI models to recreate the imagery we’d already done, but it was looking pretty naff. BUT we’d had some really good results with Runway before, so we knew where to turn. 👀 So we used it to recreate the current imagery, as well as create new lifestyle shots that the client felt were missing. One of our designers went HAM. 🍖 And it saved us when the client threw that curveball. It also meant the credit could be shared across the account, and we could all get stuck into the comment threads and have a say on the visuals. 🧐 And I might have gotten a little carried away one evening doing visuals for some of my favourite brands just for fun… Soooo, if you and your team want to give it a go, I have a sneaky link for 30% off in the comments 👇 #MadeWithRunway

Holly WakeSep 14, 2026

I said I was going to cry if I didn’t go… So your girl is going to be at Scroll Forward this Friday!! 👀 The talks look incredible, the panelists are amazing, and hopefully I’ll get to catch up with some of my favourite people. And the merch they’ve been teasing… I’m going to have to restrain myself. 😂 Let me know if you’re going!!