welcome to the
kaleidoscopic era
obsessing over your
“brand dna”
is the equivalent of looking through a
microscope.
let us help you and your team
zoom out,
shift perspective,
and see your brand in multiple dimensions.
recent projects
launching a record label in 3 days
SUMMARY
Working directly with Daniel Bedingfield, we launched his new record label Future of Records in just 3 days at a songwriting camp held at a secret location in Chelsea. Rising stars in UKG and D&B were joined by legends like Bigfoot, Boy George and Imogen Heap and dozens of hooks were produced.
OUTCOMES
"In The Dark" by Ashdunn & David Dyson feat. Conni was catapulted to over 2.2M aggregated views (and counting) off a fresh Instagram account. In partnership with our sponsor Lovable, a custom dashboard tracked the trending hooks.
Future of Records Instagram
Hookathon.ai
“Let's celebrate! It works: You can make a hook. You can blow it up straight away. You can get it signed.”
– Daniel Bedingfield, Founder
SERVICES
Creative Strategy
Channel Strategy
Sponsor Relations
Executive Producing
Legal Support
worldbuilding luxury influence
SUMMARY
Being a multi-entrepreneur can be overwhelming when managing multiple social media identities. Advising Mike Baxter (House of Gods hotel, Le Coeur sparkling wine, Leith Social Club) we witnessed the transformation of his personal brand into a multi-brand ecosystem sitting at the intersection of hospitality, beverages, and urban social life.
OUTCOMES
Leveraging Meta Raybans and best practices for viral hooks, we upped Mike's average reels' reach from 4 to healthy 5-figure views across his personal brand account The Hautelier, testing positioning for Le Coeur, and entrenching his position as the face of social comms for the House of Gods hotel and the newly opened Leith Social Club.
“Thanks to their hands-on approach, we’ve become fluent in the language of the platform.”
– Mike Baxter, Founder
SERVICES
Founder Journey Coaching
Brand Strategy
Creative Strategy
Channel Strategy
Worldbuilding
Copywriting
exporting a proper british classic
SUMMARY
The classic high street menswear brand Charles Tyrwhitt operates in the French and German markets via ecommerce only. Without a brick and mortar presence on the continent, a more nuanced approach was called for to position the brand abroad.
outcomes
Leveraging our European expertise, we tapped our network of native speakers and acting talent to give a local energy to the British campaign assets. With live edit support, we insured over 40 diversified individual assets in German and French were pitch perfect.
The resulting campaigns doubled the number of monthly new customers compared to business as usual.
“The most social-forward campaign we’ve ever done.”
– Global Head of Digital Marketing
services
Creative Strategy
Channel Strategy
Copywriting
Cultural Context Research
Localisation
Translation
Voiceover Production
Postproduction Supervision
Asset Naming Conventions
activating An emergent community
SUMMARY
In the last couple years, a wide variety of AI events have popped up across the city of London. Yet many of these communities appeal to the hobbyist or almost folk art use of AI tools. Apiary Studios in Hackney, a longtime stalwart of East London’s creative community, wanted to offer something that spoke to an indy filmaking / video art crowd.
outcomes
Working in partnership with Apiary Studios, we created the Liminal Centre brand as a home for London’s hybrid production community. To activate people and create a space for serendipity and experimentation, we produced four editions of In The Loop, a community event designed to enable prototyping with AI VFX filmmaking workflows.
“Yesterday was honestly an incredibly helpful day for me. Exactly the kind of environment needed for video to video R&D.”
– Filmmaker Community Member
services
Brand Strategy
Creative Direction
Web Design
Community Building
Event Production
embodying a brand mascot
SUMMARY
Xsolla, the global payments company powering transactions for major gaming titles like Fortnite and Roblox, had long been a dominant player in the B2B space. With the emergence of Web3 and the metaverse, Xsolla sought to engage a consumer audience for the first time. Aligning with the aesthetics of the gaming industry, a tag team of dual mascots were created to represent their B2C brand: an eccentric granny named Babka and her cybernetic feline familiar Nushi.
Our mission: Transform Nushi from a digital entity into an embodied phenomenon, both in the real world and across social media. The stakes were high: this debut at GDC San Francisco needed to generate buzz, drive engagement, and establish Nushi as a legitimate virtual influencer.
outcomes
We turned Nushi into a furry quadroped robot!
55M+ video views in just 10 days
465K+ followers on TikTok
8K+ comments across social platforms
30M+ plays on the viral Do the Noosh video series
Coverage by top gaming influencers, including Esfand TV on Twitch
A flood of user-generated content, memes, and viral tweets
The campaign demonstrated the extraordinary power of fusing physical and digital experiences in modern marketing. The sheer velocity of engagement proved that bold, unconventional storytelling could drive tangible, large-scale impact.
Read the full case study.
“Still confused as to what @yo_babka is used for, but IDGAF this marketing blew me away and now I must find a way to use this product lol meet @yo_nushi”
– @Euthenia_HP on Twitter
services
Creative Production
Robotics Customisation Supervision
Prototyping
R&D
Tactical Marketing Team Coordination
Event Production
Media Buying
Influencer Relations
Transmedia Strategy
about us
Based in London, with global reach via our network of creative associates, we are true cosmopolitans with deep roots in arts and culture.
We believe in the triple meaning of our name.
Brave because we lean into daring strategies;
New because we stay on the cutting edge;
Agency because that’s what we give our associates and partners when they work with us:
a renewed sense of what’s possible.
We curate teams of world class multi-hyphenates bespoke for your most pressing creative business needs.
This keeps our org chart lean and efficient, allowing us to punch above our weight and take on projects traditionally booked by much larger firms.
Our founder's background as an ex-Meta Creative Shop creative strategist, serial entrepreneur, museum-exhibiting fine artist, and award winning commercial director enables us to both hold a big picture vision while also getting hands on with execution.
team
Gabriel Shalom
Founder / Creative Strategy
James Pimentel-Pinto
Creative Technology
Estella Reed
Partnerships
Pippa Bhatt
New Business
Kelsey Farish
Legal
