About me

Sherina Florence is a creative leader, cultural strategist, artist and founder working at the intersection of culture, technology and commercial transformation.

She believes creativity is not a department or discipline, but an operating system: a way of seeing possibilities, solving complex problems and creating new forms of value. Her practice spans brand architecture, creative direction, film, design, cultural strategy, emerging technology and the development of original intellectual property.

As co-founder and Chief Creative of IABM!, Sherina builds culture-first brands, creative systems and AI-native products designed to help organisations think beyond conventional agency models. Her work explores how creativity, artificial intelligence and cultural intelligence can work together without sacrificing authorship, originality or human judgement.

Across her career, Sherina has led and shaped work for brands including Instagram, Apple/Beats by Dre, Vaseline, Dove, Comcast, Smirnoff, 1800 Tequila, Toyota, Coca-Cola, adidas and The Roots. Her independent work includes #StandFastForJustice with Yasiin Bey, which transformed a complex human-rights issue into a global cultural conversation, and Dead Lines, an AI-assisted rap album that reimagined The One Show's call for entries as music.

Sherina is Head of ONE School UK, helping develop the next generation of Black creative talent. She also serves across creative, cultural and educational institutions including The One Club for Creativity, Poster House, the Marcus Graham Project and Spotify's Creative Council. She has taught at Miami Ad School and mentored creative talent through organisations including Google and D&AD.

Her work and thinking have been recognised by Cannes Lions, The FWA, The One Show, Clios and Webby Awards, and featured by publications including TIME, Rolling Stone, Little Black Book and FilmSupply. She has served on international juries across advertising, design, film and artificial intelligence.

She remains committed to 2 simple propositions:

1. Anything that moves people drives business. And culture drives people.

2. If you change thinking, you change behavior. If you change behavior, you change the world.