Diana Simumpande

Copywriter & Creative Strategist

I work with brands to build narrative, voice, and meaning through copy, visual storytelling, and creative strategy. From scripts and treatments to campaigns and content, I create culture-led stories that connect, last, and actually mean something.
Currently a Creative Writer at Serato

I’ve worked with global brands and partners across New York, Los Angeles, London, and Auckland.
I’m also a content creator with 80k+ subscribers on YouTube, where I explore culture, media, and pop culture, keeping my work grounded in how stories actually live and last.

Women To The Front ft. ZEEMUFFIN

Serato + Music (2025)

The Idea

Women to the Front is a culture-led campaign created to push women forward in music, responding to the underrepresentation of women as DJs and producers by centring their voices, craft, and creative authority. Starring ZEEMUFFIN, the campaign brings her story to the front through narrative and visual storytelling. Shot in NYC.

My Role

Concept & narrative lead across campaign storytelling.

Developed the narrative approach for the Zeemuffin feature
Collaborated directly with Zeemuffin to shape and write her story
Conducted the interview and structured the narrative arc
Partnered with the Art Director to build the visual storytelling language
Worked with Apple Music to curate custom playlists extending the campaign into sound

The Approach

Story first, always. Editorial, visual, and audio elements were developed in conversation, creating a cohesive campaign experience that lives across platforms and feels culturally grounded rather than performative.

The Outcome

A multi-platform campaign moment spanning editorial, visual storytelling, and Apple Music playlists, reinforcing Women to the Front as a living cultural platform, not a one-off feature.

Director Abbas Deidehban

Starring ZEEMUFFIN

Writer: Diana Simumpande

Art Director: Leena Park

Two Caats Productions
EP Alex Advocaat
Production Manager Ian Kornfeld

Assistant Director Steve Valle

Production Assist

Shannon Fogarty, Nitara Ortiz, Juan Castillo
Photographer Anumeha Sinha

BTS videographer Jeremy Dehitta
Artist Manager John Bogaard

Hair Deandre Peoples
Makeup Amrita Mehta

Director of Photography

Joanna Thanh Ha Nguyen
Idil Eryurekli 1st AC
Sandy Werb 2nd AC

Gaffer Ace Buckley
Key Grip Matthew Foundoulis
Best Electric Maximo Maluso
Best Grip Harrison Rusk
Swing Sam Dahman

On Set Sound Mixer Harry Flax
On Set Editor Nicholas Briggs

Additional LED Wall Editor Drew Mercandante

Production Designer Crystal Geller
Art Assitants Kailah Armand, Leone Sky, Brie Noel Taylor & Andy Selkow

Editor Ciara Boniface
Post Producer Rebekka Bryndis Björnsdóttir

Original Music by ZEEMUFFIN

Supervising Sound Mixer Derrick De Mayo

Colorist Mikey Pehanich
Color Assistants Amonnie Nicolas & Nick Yelesin
Color EP Alexandra Lubrano
Color Coordinator Alex Ponce

Ian Blewitt VFX

Walkthrough With Guy Lawrence

Product Launch Campaign | Serato

HEX FX Launch Campaign

Product Launch Campaign | Serato

The Idea

Serato’s first FX plugin launched through a character-led story: Hexer, a glitching FX daemon who challenges producer DUCKGIRL to a beat battle, introducing HEX FX as a creative force, not just a tool. Shot in LA.

My Role

Script & narrative lead.

Wrote the hero launch script and developed the Hexer character
Built the narrative framework for the launch
Created the content structure and disclosure filming plan
Concepted a VHS-style walkthrough that blended product education with lo-fi, culture-led visual storytelling
Collaborated with Guy (UK Grammy-winning artist) on the walkthrough content

The Outcome

A distinctive, story-driven product launch that balanced personality and clarity, pairing character narrative with accessible walkthrough content to introduce HEX FX to the world.

Director: Abbas Deidehban

Starring Guy Lawrence of DISCLOSURE

Writer: Diana Simumpande

Art Director: Jerome Harris

Serato New Library Launch

Baby, We Changed the Library.

For the launch of Serato DJ’s New Library beta, I led the creative from the ground up — developing the concept, writing the scripts, and even singing the campaign sting. Yes, literally using sound to sell a product built around sound.

The update marked a major rethink of how DJs manage their libraries, with faster search, cleaner organisation, and a more intuitive workflow, all shaped by community feedback. Our job was to make those improvements feel exciting, not technical.

To ground the campaign in real DJ culture, we collaborated with Rich Medina on vocals, pairing his voice with original audio and social-first storytelling. The result was a campaign that felt made for DJs, not marketed at them.

The launch reached 664K+ impressions across social and contributed to our highest spike in new DJ downloads and highest beta uptake tied to a product announcement, proving that when product, culture, and storytelling align, people actually show up.

Serato 25: Anniversary Campaign

Level Up

To mark 25 years of Serato, I led concept development and wrote the script for a campaign that wasn’t just about longevity, but about who built the culture alongside the software.

This project went beyond a standard anniversary video. I flew to New York to support the shoot on the ground, working closely with production and conducting interviews with artists who have been part of Serato’s story across generations. The goal was to capture lived history, not nostalgia for nostalgia’s sake, but a real sense of lineage, impact, and community.

Alongside the hero film, I helped shape a suite of supporting social content that chronicled Serato’s history for our most dedicated, long-time users. This included revisiting pivotal moments, cultural shifts, and the way Serato grew with DJs rather than ahead of them. The campaign also featured a Scratch Live skin reveal, created as a love letter to die-hard fans who remember where it all started.

This work balanced brand storytelling with archival care, honouring Serato’s past while reinforcing its place in the present. It was about trust, memory, and reminding the community that Serato’s legacy isn’t abstract. It lives in the people who have been using it for 25 years.

Hometown Sounds Documentary Film

Serato Sample x UNIIQ3

I worked across the storytelling and delivery spectrum to bring this launch to life in a way that felt rooted, real and connected to culture.

I helped put the story together, developing the concept arc and supporting the create director’s vision in post-production to make sure the film really felt like Uniiqu3’s voice, not a generic brand spot.

Beyond the film itself, I led development on the supporting assets that made this work function in the wild: EDM, social content, paid media deliverables, and audience touchpoints that made sure the story landed everywhere it needed to. That included scripting, asset sequencing, and writing an article celebrating the film that gave context and historical grounding for Serato’s audience.

The result was a campaign that balanced creative storytelling, strategic messaging and operational execution, connecting product, artist and community in a way that went beyond a single video to breathe life into a multi-platform experience.