Meet Anna Muzova

We caught up with the brilliant and insightful Anna Muzova a few weeks ago and have shared our conversation below.

Anna, appreciate you making time for us and sharing your wisdom with the community. So many of us go through similar pain points throughout our journeys and so hearing about how others overcame obstacles can be helpful. One of those struggles is keeping creativity alive despite all the stresses, challenges and problems we might be dealing with. How do you keep your creativity alive?

Keeping Creativity Alive — Even When Life Gets Hard

A year ago, I left my office job to follow a path that felt more like me. What started as a small hobby became a creative life I now get to live every day.

A few years ago, I couldn’t imagine calling myself a creator. My life looked nothing like it does now. I was working long hours as a salon administrator — twelve, sometimes fifteen hours a day. I was constantly on my feet, emotionally and physically exhausted, and even though I gave everything, the return never felt equal.

Then, in 2023, life brought me one of the hardest seasons I’ve ever faced. A very close person in my life passed away. Everything felt heavy and colorless. I needed something — anything — that could help me breathe again. That’s when I found the world of UGC (User-Generated Content).

At first, it was just a small way to escape. I started filming short videos for brands that sent me their products — skincare, beauty, wellness. It wasn’t about money or recognition; it was a quiet form of therapy. Creating something beautiful helped me heal. It gave me a sense of meaning and light when I needed it the most.

People often ask me where I find inspiration. The truth is — it’s everywhere. A song, a line in a movie, a color in a photo, or even a random thought can spark a visual in my mind. Sometimes an idea just arrives as a feeling, and I instantly see how I want to bring it to life.

But I also believe that inspiration doesn’t come out of nowhere. It comes from observation. I watch films, listen to music, explore art, and simply live — and all of that builds a kind of “creative library” inside me. The more we feed our senses, the more easily ideas come.

Whenever an idea pops up, I write it down — even if it’s just one sentence. I learned that inspiration is fleeting, and sometimes the most spontaneous thought becomes the seed for a future project.

One of my favorite reminders of this is a campaign I did for Clarins. It was one of those days when everything just clicked. I filmed a simple horizontal video in natural light, sitting by the window. It took me twenty minutes. I didn’t overthink it. A few weeks later, Clarins featured that very video on their official page. It reminded me that sometimes, the simplest things resonate the most.

There’s a myth that creative people work only when they feel inspired. I don’t believe that.
If I waited for inspiration, I’d never finish a project.

Every Sunday, I plan my week — which brand I’ll shoot for, what concepts I’ll film, and what deadlines I have. I treat creativity as both art and structure. There are days when I wake up and don’t like my makeup, my outfit, or my mood. But I still create. Because I know that once I start, I’ll find my rhythm.

Discipline doesn’t kill creativity — it protects it. It gives it a space to exist.

In my daily life, I also have small rituals that keep me grounded: evening walks, journaling, and saving music or visuals that spark something inside me. I keep an “idea bank” and a “music bank,” so when I feel stuck, I can always go back and rediscover that spark.

Working with brands has been one of the most exciting parts of my journey. From Path to Obagi, Natural Factors, Vitafusion, and FHI Heat — each collaboration has taught me something new.

I love the feeling of taking a brand’s product and translating it through my own vision. That’s where creativity lives — in the in-between space of what’s expected and what feels authentic to me.

Every project pushes me to grow, to refine my eye, and to raise my standards. I analyze what’s trending, what feels fresh, and what could make my content stronger. In this industry, you have to be both student and artist at the same time.

There are, of course, days when I feel empty. When the last thing I want to do is film another video.
But I’ve learned to treat those moments gently.

Sometimes I make a deal with my inner child — “Let’s finish this one project, and then we’ll go get ice cream.” It sounds funny, but it works. Other times, I simply take a break, go for a walk, or switch formats. I remind myself that creativity isn’t something you lose — it just changes form.

In the early days, I often burned out because I tried to do too much at once. I didn’t know how to say no or manage my workload. The turning point came when I started treating my creativity as a business. I built structure, defined my workflow, and learned to rest with purpose. That’s when everything shifted — my work became more consistent, and my energy returned.

To me, creativity is not just a skill — it’s energy. It’s life itself. It’s in everyone, not just in artists.
When we nurture that energy — through curiosity, through learning, through honesty — we grow.

Creativity has become my compass. It’s what helped me rebuild myself, and it’s what continues to move me forward.

It’s not something you wait for — it’s something you cultivate every day.

If you’re a new UGC creator or just starting your journey, I host a safe community space for UGC Creators, where we share insights, support each other, and grow together.
You can find more about it on my socials — and I’d love to see you there.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

I’m a UGC creator focused on beauty, wellness, and lifestyle content. What excites me most about my work is the opportunity to tell authentic stories through visuals and videos that connect with people in a meaningful way. Every project is a chance to combine creativity with strategy, turning simple ideas into engaging content.

Beyond content creation, I’ve built a small community for UGC creators — a safe space where we share insights, support each other, and grow together. My goal is to inspire and empower others to approach creativity not just as a hobby, but as a professional, fulfilling path.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

I believe the most impactful qualities in my journey have been curiosity, discipline, and adaptability. Being open to learning, observing trends, and experimenting with different formats helped me grow as a creator.

In terms of skills, visual storytelling, understanding brand goals, and consistently producing content were key. It’s not just about having ideas, but about turning them into content that resonates with an audience.

My advice for anyone early in their journey: don’t wait for inspiration to strike — build a routine, practice consistently, and create your own structure. Keep a bank of ideas, observe what inspires you, and be open to learning from every project, big or small. Most importantly, treat your creativity like a skill you develop every day — not just a hobby.

Before we go, any advice you can share with people who are feeling overwhelmed?

When I feel overwhelmed, I rely on structure, small rituals, and self-compassion. I make a plan for my tasks, break them into manageable steps, and focus on one thing at a time. I also take short breaks — a walk, listening to music, or simply stepping away from work helps me reset.

Another strategy I use is negotiating with myself: I remind my inner self that we’ll complete what’s necessary first, and then reward ourselves — like taking a treat or doing something enjoyable. This helps me stay consistent without burning out.

My advice for others is to acknowledge the feeling, create small routines to manage it, and remember that you don’t have to be perfect. Progress is built one step at a time, and even small actions count.

Contact Info:

• Instagram: https://www.instagram.com/annamuzova/
• Youtube: https://www.youtube.com/@AnnaMuzova