Brand X Culture

We are a creative agency and production company that lives at the intersection of brand and culture. From feature length documentaries to episodic digital series – our projects are all rooted in provocative and emotional storytelling. Over the years we’ve helped build some of the world’s biggest brands through original content and innovative creative strategy. Our clients include: Adidas, Def Jam, FUJIFILM, Google, Marshmello, Spotify, Universal Music Group and YouTube Music.

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MARSHMELLO

CASE STUDY

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We started working with Marshmello in 2015 when the project had just begun. Since then we’ve overseen the brand’s creative direction and content production, helping grow the YouTube presence from 25k to over 35 million.

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Marshmello

Global Brand

Overall Creative
Direction

Story-Driven
Visual Albums

Original
'Cooking' Series

Branded Partnership
Integrations

Original
'How To' Series

Original
'Gaming' Series

Live Show
Skits & Visuals

Print & Billboard
Campaign Content

Release Campaign
Content & Strategy

Youtube
Spotlight Documentary

Marshmello

Global Brand

Overall Creative
Direction

Story-Driven
Visual Albums

Original
'Cooking' Series

Branded Partnership
Integrations

Original
'How To' Series

Original
'Gaming' Series

Live Show
Skits & Visuals

Print & Billboard
Campaign Content

Release Campaign
Content & Strategy

Youtube
Spotlight Documentary

Case Study

Brand Strategy

Marshmello Global Brand

CASE STUDY

When we began working with Marshmello in 2015, his manager Moe Shalizi had the idea to create a brand that was accessible to everyone. We helped him bring that vision to life through emotional and story-driven content that connected on a global level. The brand has since become a digital sensation, jumping from 25k YouTube subscribers to over 36 million in 4 years.


The evolution
of Marshmello

July
2016

Alone Release

39K Subscribers

The Alone music video captures the universal and emotional struggles with overcoming bullying. The short film resonated worldwide, receiving 100+ million views in the first few months. It is responsible for helping launch Marshmello’s YouTube channel and overall brand. 

January
2017

Joytime Series Begins

1.8M Subscribers

The Summer music video built upon the story-driven ‘Joytime world’ that we created with the Alone music video. By leveraging the non-human aspect of marshmello’s character, we developed stories that position Marshmello as a young teenager to explore universal themes of: first love, peer pressure, following your passion, teenage angst, and many more.

October
2017

Cooking Series

7.2M Subscribers

Cooking with Marshmello showcased recipes from around the world, allowing Marshmello to connect with international fans in a way that truly connected to their culture. The show has since become a cross-promotional marketing tool for new music, product launches, merch drops, and many other brand initiatives.

June
2018

Gaming Series

16.3M Subscribers

Gaming with Marshmello featured a wide range of celebrity guests playing an assortment of new and classic videogames. The show has incorporated on-screen game recordings and became a platform for videogame specific brand integrations.

September
2018

Joytime II visual album

18.8M Subscribers

With the release of Marshmello’s 2nd studio album, we continued using his music videos to craft short films that explore universal themes/emotions. For Joytime II we created a visual album, with each of the 9 songs having their own unique narrative short.

September
2018

Happier release campaign

19.9M Subscribers

For Happier we built a full campaign to visually support the release of the single. The music video captured an emotional relationship between a young girl and her dog. The stylistic and innovative vertical video became the most watched vertical video in Spotify history. The song was in the Billboard Top 10 for 27 weeks.

June
2019

How To series

35.7M Subscribers

Capitalizing on the most common ‘how-to’ tutorials, this series was developed to piggyback off existing internet searches and organically increase marshmello’s online presence. The series shows fans ‘how to’ do a wide range of common things such as ‘tie a tie’ or ‘change a tire’.

July
2019

YouTube Music Documentary

36.2M Subscribers

‘More than Music’ is the story of how Marshmello built a global brand that is rooted in all aspects of today’s culture and transcends music. The documentary explores how his positive message and innovative creative strategy has reached audiences around the world.

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(subscribers in millions)

FUJIFILM

Case Study

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We began working with FUJIFILM in 2016 when the brand brought us in to spearhead all production and creative strategy. Since then we’ve overseen every product launch, and work on a daily basis to create content for the entire United States division.

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Fujifilm

Global Brand

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Documentary
Series

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Product Launch
Campaigns

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Animated
Series

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Youtube
Launch

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Social
Strategy

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Print
Advertising

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Branded Partnership
Integrations

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Experimental
Events

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International
Photo Campaigns

Fujifilm

Global Brand

Documentary
Series

Product Launch
Campaigns

Times Square
Campaigns

Animated
Series

Youtube
Launch

Social
Strategy

Print
Advertising

Branded Partnership
Integrations

Experimental
Events

International
Photo Campaigns

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Case Study

Brand Strategy

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FUJIFILM Global Brand

CASE STUDY

When we began working with FUJIFILM in 2016, the US division was simply manufacturing cameras and rarely producing original video content. We developed the first annual content plan, new branded digital series, and started to oversee each product launch. The creative strategy we’ve since provided has pushed FUJIFILM to new heights and the US division has started to develop a lasting brand identity in the film and photo community.


The evolution
of Fujifilm

June
2016

X-T2 Launch

A 4-part interactive commercial series that premiered live on vertical + horizontal jumbotrons in Times Square for the launch of FUJIFILM’s flagship X-T2 camera.

June
2017

Shot On X Series

A compilation of short films exploring the people, places, and ideas that shape today’s world. The series is shot entirely on FUJIFILM cameras and lenses, showcasing how the X Series system can create stunning video content for both the consumer and professional creative.

August
2017

Magnum Photographer Series

A 6 month doc-series profiling the world’s most respected and renown Magnum photographers. Each episode explored different aspects of their career, inspiration and approach to imagery.

November
2017

Spotlight Series

A compilation of short documentary-style films that provide an inside-look on the process behind different photographers & filmmakers’ creative endeavors – all using the FUJIFILM cameras and lenses.

February
2018

X-H1 Launch

A 5-part international launch campaign for FUJIFILM’s X-H1 camera, consisting of an experiential event at Hubble Studio and 4 mini-documentaries shot entirely on the X-H1. The experiential event had 3 unique rooms – all designed and built from scratch for guests to explore.

July
2018

Monster Glass Launch

A 3-part documentary series used to launch FUJIFILM’s newest lenses. The mini docs profiled a different photographer creating imagery in various environments such as: Rio de Janeiro, Alabama Hills, and Smoky Mountains National Park.

September
2018

X-T3 Launch

A 4-part launch campaign for FUJIFILM’s flagship X-T3 camera. The content roll-out consisted of a product commercial and three short documentaries profiling different filmmakers and photographers including Matthew Libatique, A.S.C.

February
2019

X-T30 Launch

A 6-part launch campaign for FUJIFILM’s X-T30 camera built on the idea of ‘legacy’. The content roll-out consisted of a marquee commercial, product sizzle commercial, three unique digital series pieces, and a short documentary.

February
2019

Making Of A Photograph Series

A monthly series that features FUJIFILM photographers selecting one of their best, recent images and breaking down its step-by-step creation. Fusing documentary filmmaking and screen-capture tutorials, this initiative seeks to both inspire and educate the consumer audience.

February
2019

Camera Prep Series

A recurring series that profiles talented cinematographers as they put unreleased, upcoming FUJIFILM products through precise camera tests. This exploratory element gives the series a strong narrative flow, while also touching on specific technical details.

May
2019

GFX100 Launch

A 5-part launch campaign for FUJIFILM’s GFX100 built around the camera’s superior capabilities within the world of medium format imagery. The content-roll out consisted of a product sizzle commercial, two unique digital series pieces, and two short documentaries.

July
2019

Glossary Series

A monthly animated series that breaks down photography and filmmaking techniques in an engaging, concise manner. Developed with the beginner-level consumer in mind, these videos help explain the world of photography to all types of creators.

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Meet the team

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Daniel Malikyar // co-founder, creative director

Daniel is photographer, filmmaker and creative director based in Los Angeles. He is 1 of 20 official FUJIFILM X-Photographers and has shot commissioned film… Read More

Daniel is photographer, filmmaker and creative director based in Los Angeles. He is 1 of 20 official FUJIFILM X-Photographers and has shot commissioned film and photography projects in over 40 countries. 

 

His most recent project, ‘Factory of Dreams’, explores the complexities of Brazilian culture through the perspective of soccer. He has also photographed projects for Honda, Spotify, Adidas, and Movado that have supported international print & digital campaigns.

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Karam Gill // co-founder, creative director

Karam is a filmmaker and creative director based in Los Angeles. He was named one of Variety Magazine’s Top 10 Documentary Filmmakers… Read More

Karam is a filmmaker and creative director based in Los Angeles. He was named one of Variety Magazine’s Top 10 Documentary Filmmakers to Watch and has won numerous awards for both feature-length and branded content projects. 

 

His most recent film, G Funk, tells the story of Warren G, Snoop Dogg, Nate Dogg & the rise of hip-hop’s most iconic sub genre. Prior to being acquired by YouTube Originals, the project’s premiere at SXSW made Karam the youngest director to have a feature film premiere in SXSW history.

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Andrew Primavera // Head of Projects & Dev

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Phillip Vernon // Creative

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Anthony Abaci // Project Manager

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Jackson DeLoach // Project Coordinator

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Troy Charbonnet // Creative

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Nina Kramer // Creative

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Josh Whitaker // Creative

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Amika Khurana // Executive Coordinator

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Michael Stanziale // Project Manager

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Liam Tangum // Creative

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