Forget the media kit. FIX Dessert Chocolatier, the brand behind the Dubai chocolate bar that broke the internet, is opening its HQ doors to 10 UAE creators for a challenge with almost no rules: 10 bars, 10 days, and total creative freedom.
The open call runs across Instagram and TikTok, and FIX says the only currency that matters is the idea, not the audience size. Selected creators get behind-the-scenes access to FIX’s Dubai headquarters, time with the team, and a taste of the brand’s full lineup before they’re handed their bars and set loose. No scripts, no brand guidelines to mimic, no brief beyond “show us something we haven’t seen.”
For a brand that turned into a global phenomenon almost overnight, that’s a notable bet: hand creative control to strangers and see what comes back.
FIX Founder Sarah Hamouda framed the search as a deliberate departure from follower-count gatekeeping: “Some of the best ideas come from people who haven’t necessarily had the platform or opportunity to show what they can do yet. We don’t care whether someone has 500 followers or 500,000. We care about the idea. We want to be surprised, challenged and hopefully see FIX in ways we haven’t seen it before. That’s what makes this exciting.”
The strongest content gets amplified across FIX’s own channels — meaning the payoff isn’t a fee, it’s distribution to a brand community with genuine global reach. For creators still building an audience, that’s arguably the more valuable currency.
Applications go through a link shared via @fixdessertchocolatier on Instagram and TikTok, with FIX reviewing existing work and profiles rather than requiring a traditional CV or follower minimum.
The key takeaway: As brands lean harder into UGC and creator-led storytelling, FIX’s approach with access over instruction, ideas over reach, is a signal of where creator briefs are heading. Worth watching whether the format becomes a template other brands borrow.
