Worldbuilding… What Is It?

The term worldbuilding is becoming increasingly popular and for good reason.

Social media has caused a mega-mammoth-sized shift in the way we consume both content and advertising. These days, you can’t just sell a product and expect people to buy. Unless we really need it, we’re looking for something more. Something with a sense of universe. Something we can belong to.

We want to feel like your product is a piece of memorabilia from a bigger story a slice of culture from a world we admire and want to be part of.

That’s where worldbuilding comes in…

At its core, worldbuilding means creating content that places your product in an aspirational context.

It might represent freedom, creativity, ambition, nostalgia, or belonging… but whichever it is the product is not the key visual.

The product becomes ‘incidental but integral’

Woven into a story that evokes emotion, lifestyle, and identity. A world where the product doesn’t just exist, but plays a meaningful role. It becomes a visual and emotional cue that taps into how your audience sees themselves or how they want to be seen. The product is no longer just an object; it’s a character in the story, a symbol of values, and a gateway into a shared experience.

Why does that work?

Because it's easier to justify a purchase based on a feeling than on pure function. Most of the time, we don’t buy because we need, we buy because we want to feel a certain way.

Storylines, repeatable imagery, and a sense of ongoing narrative are your brand. And I’ve loved helping to build these small worlds for the brands I work with.

Because at the end of the day, we’re not just buying things. We’re buying into stories.

Waffle over. Have a good week! :)