INTERVIEW
MUSES:
Merging Data & Creativity with
Hephzibah Oyobo
FEBRUARY 2026
The journey of a creative or a visionary is rarely a straight line. It’s more often a series of pivots, leaps of faith, and a relentless commitment to a vision that moves you.
In Sacred Hive’s MUSES, we sit down with creatives and visionaries from around the world who have inspired us with their unique spark and creative path. Admiring the way they’ve found their gifts and how to utilize them in the world, we can’t wait to share their stories with you to inspire new ideas, dreams and ways of being.
Transitioning from a structured career to the unpredictable world of independent creative work is rarely a linear path; it is an evolution defined by pivots, leaps of faith, and the courage to dismantle the illusion of safety. In this first installment of MUSES, we sit down with Hephzibah Oyobo, the visionary behind Hephzibah Studios. A creative strategist whose work sits at the vital intersection of aesthetics and analytics, Hephzibah helps brands "show rather than tell" their story. From navigating the aftermath of a layoff to mastering the art of the of a whisper calling towards her own path, she shares how she traded perfectionism for action and built a practice rooted in consistency, intuition, and a deep understanding of the modern marketing landscape.
Hephzibah, so happy to invite you here! Tell us about what you do.
My work sits at the intersection of creative and data. In very simple terms, I help you create aesthetically pleasing and brand-aligned ads while ensuring you communicate your who, what, and why. Think of it as the ad version of showing and not telling.
How did you get here/what led you to this work?
My work sits at the intersection of creative and data. In very simple terms, I help you create aesthetically pleasing and brand-aligned ads while ensuring you communicate your who, what, and why. Think of it as the ad version of showing and not telling.
When did you know you wanted to chart your own path and go out on your own?
Even before I got my first job, working independently has always been my north star. Last year, a layoff honestly pushed me towards taking action. I quickly realized that external safety is an illusion. Once I saw how quickly that could be taken away and that there was no inherently safe path, it made me a little more willing to try the riskier path.
“It’s easy to get caught up in perfectionism, but many times the most powerful thing to do is just commit and act.”
HEPHZIBAH OYOBOWhat's the biggest thing you learned from going out on your own?
There is no right time, and imposter syndrome probably plagues everyone. I have to remind myself that we are all always figuring out each unique situation for the first time. Even with people who have decades of experience, they still have to trust their gut and be decisive in the unknown.
What are you currently learning on this journey?
It’s easy to get caught up in perfectionism, but many times the most powerful thing to do is just commit and act.
What is your creative process?
I do morning pages most mornings, and I think that really helps clear space and allow insights to emerge. Achieving this state will differ for everyone, but being calm has been the best way to access my creativity. Some days that is a walk, yoga or journaling - but whatever will ground me is typically the best way to allow my creativity to emerge.
How do you source inspiration ?
Instagram, Substack, PINTEREST. I do my best to keep a running note of things / people that intrigue me and note down why – like a digital commonplace journal. There’s rarely anything new under the sun in terms of creative recipes, but what is unique is how we individually see connections between disparate things.
How do you navigate creative blocks?
I have to leave things alone and go do something else. Ideally something completely unrelated to whatever I’m struggling with.
What is something the creative process has taught you or something you've learned about the creative process?
Creativity is neither something to force at will, nor is it some sporadic evasive thing. It’s always there, but we have to create the right conditions for it to emerge. I think that’s the key to more consistent creativity.
What are you paying attention to when conducting client work or creating a campaign? What informs your work? or where are clients typically at in their journey when they're ready to come to you?
Clients typically have a healthy level of brand awareness and an organic following and want to take that to the next level. The brands I’ve seen be most successful with performance marketing already have a loyal client base (regardless of size), and they are willing to experiment. I’m also paying attention to a client’s openness and receptivity in the process because the most successful relationships are with people who see that the relationship between performance marketing and the rest of the business is symbiotic, rather than treating it as a magic (and immediate) fix.
“Creativity is neither something to force at will, nor is it some sporadic evasive thing. It’s always there, but we have to create the right conditions for it to emerge.”
HEPHZIBAH OYOBOWhat do you feel is the unique gift or lens you bring to your clients and in your work?
I’ve worked with numerous brands at different stages of growth, different budgets, different audiences. I know what variables consistently lead to success and my skillset sitting at the intersection of creative and analytics means my creative direction always has a very clear why.
Are there any predictions you have around how the ad or marketing space might change in 2026? Any advice for business owners or creatives this year in growing their business?
I think we’ll see even more of a rise in experiential marketing. Ads won’t solely be used for getting people to purchase; we’ll start to see an increase in brand storytelling and teaching the audience for those willing to play the long game.
How do you personally measure success in your business and creative work?
Fulfilling work is collaborative work and work with clear learnings. We can’t always control how things will perform but if we set things up in the right way, we can ensure that regardless of the outcome, we learn something that will help you for future projects (at the very least). Exceeding revenue and ROAS goals are very nice to have's.
Rapid Fire…
SUN, MOON + RISING? Virgo Sun, Pisces Moon, Taurus Rising!
DEFINE YOUR CREATIVE SPIRIT IN 3 WORDS. Multidisciplinary, Experimental, Intuitive.
CURRENTLY OBSESSED WITH… Functional spirits. I’m especially obsessed with Aplos - it’s nice to have options that taste good, are pretty healthy and also help take the edge off.
READING,LISTENING,WATCHING? I know I’m late to the party, but Scandal…I love drama and mess, just not in my personal life, so we love healthy escapism.
ONE PHYSICAL OR DIGITAL TOOL YOU CAN’T LIVE WITHOUT? Physical: I’d lose my mind without my journal, digital: Pinterest. It’s truly my favourite social media.
ONE SENTENCE, OR LESS, ADVICE FOR OUR READERS. This is heavily influenced by The Artist’s Way, but start asking yourself how you can accomplish what you want, rather than whether you can.
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