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About Us.

About Us.

About Us.

The Story is a strategic communications and creative agency working at the intersection of climate, capital and systems change. The agency was co-founded and is directed by its principals, Anna Tuson and Ilyas Eralp, in Geneva, Switzerland in 2019.

Anna leads the crafting of narrative architecture and communications strategy. Her foundation in storytelling was formed in journalism two decades ago before she entered the sustainability and ESG field in its early days in 2008 at RepRisk in Zurich. She has since supported leaders and organisations in climate and nature, impact investing and social impact, including ongoing work with the World Economic Forum & partners, OceanX, IUCN, Tdh, IFRC, NRC and Jacobs Foundation. In 2013, Anna founded an NGO for refugees in Türkiye and served on its board, and she is an external advisory board member of Xaida - a European think tank using AI to predict extreme weather events.

Creative direction is led by Ilyas, who brings over two decades of international advertising and brand strategy experience. Beginning his career as a copywriter and creative director in global advertising agencies, he has developed campaigns and brand platforms for leading companies including Nike, Netflix, Unilever, Microsoft, Danone, P&G, Nokia, Coca-Cola and Bayer, as well as international organisations such as WWF, Greenpeace and UNICEF. His work spans large-scale campaigns, brand building, digital and social media strategy, and creative direction across multiple markets, earning many of the industry’s leading awards.

Working with a trusted network of senior collaborators, disciplined editors and creative talents, The Story combines strategic depth with forward-thinking execution. Together, we build the narratives and tell the stories that strengthen institutional credibility, inspire hearts and minds, and amplify impact.

The Story is a strategic communications and creative agency working at the intersection of climate, capital and systems change. The agency was co-founded and is directed by its principals, Anna Tuson and Ilyas Eralp, in Geneva, Switzerland in 2019.

Anna leads the crafting of narrative architecture and communications strategy. Her foundation in storytelling was formed in journalism two decades ago before she entered the sustainability and ESG field in its early days in 2008 at RepRisk in Zurich. She has since supported leaders and organisations in climate and nature, impact investing and social impact, including ongoing work with the World Economic Forum & partners, OceanX, IUCN, Tdh, IFRC, NRC and Jacobs Foundation. In 2013, Anna founded an NGO for refugees in Türkiye and served on its board, and she is an external advisory board member of Xaida - a European think tank using AI to predict extreme weather events.

Creative direction is led by Ilyas, who brings over two decades of international advertising and brand strategy experience. Beginning his career as a copywriter and creative director in global advertising agencies, he has developed campaigns and brand platforms for leading companies including Nike, Netflix, Unilever, Microsoft, Danone, P&G, Nokia, Coca-Cola and Bayer, as well as international organisations such as WWF, Greenpeace and UNICEF. His work spans large-scale campaigns, brand building, digital and social media strategy, and creative direction across multiple markets, earning many of the industry’s leading awards.

Working with a trusted network of senior collaborators, disciplined editors and creative talents, The Story combines strategic depth with forward-thinking execution. Together, we build the narratives and tell the stories that strengthen institutional credibility, inspire hearts and minds, and amplify impact.

Meet the team.

With decades of experience in journalism, communications, marketing and advertising, working at every level from the world’s largest corporates to fresh start-ups, global media and international organisations, our team combines strategic insight with high quality execution skills.

Communications Director and co-founder of The Story, with a background in top-tier journalism and global communications. She shapes strategic narratives, builds visibility through mainstream media, and supports leaders and organisations to communicate with clarity, credibility and influence.

Anna Tuson

Communications Director

Creative Director and co-founder of The Story, with more than two decades of global, award-winning experience in advertising and brand strategy, including Cannes Lions and D&AD. He has led campaigns for Nike, Netflix, Unilever, and more, bringing bold creative thinking to purpose-led storytelling across every channel.

Ilyas Eralp

Creative Director

Editorial strategist and former journalist shaping climate and humanitarian stories for global organisations. From COP to Davos, she turns complex issues into clear, impactful content.

Gabriella Musmanni

Senior Editor

Working across strategy and storytelling, she helps organisations articulate what they stand for and how to communicate it with clarity and conviction. Her work bridges narrative, positioning and content across diverse audiences and platforms.

Kelsey Lundgren

Story & Strategy Lead

Branding-led art director and illustrator with deep experience shaping visual identities for global names like Unilever, Diageo, Coca-Cola, and Kraft. She builds bold, cohesive brand worlds across print, digital, and campaign work.

Elif Kavalci

Branding Lead

Multi award-winning art director specialising in brand-led digital design, UI/UX, and 2D–3D animation. He brings high-impact craft and fresh thinking to every project, with experience across global brands like Netflix, Danone, IKEA, Snickers, and Ford.

Fahri Guclu

Senior Art Director

Senior digital designer specialising in web design and UI/UX, with more than two decades of experience across advertising and gaming. He supports The Story’s digital production, crafting clean, high-performing experiences that bring brands to life online.

Aydin Gurer

Web Developer