We believe well done is better than well said. We’re born from brand strategy, raised in a social world, and fluent in code. We don’t make ads that talk at people; we make ideas that move people—actions, experiences, and innovations that prove what a brand stands for in the real world.
In a culture of algorithm-choked feeds we’ve mistaken short watch times for short attention spans, when in fact, audiences are simply too inundated. They're not tuning out because they don’t want to care—they're tuning out because brands haven’t given them a reason to care.
That’s why we believe your brand needs to be a launchpad for action. We help our clients define what they stand for and bring that belief to life in ways that interrupt scrolling.
But you can’t overcome noise with more noise. You need to show proof of something. Something worth noticing. Something real. Something worth sharing.
In this landscape, advocacy isn’t just bought—it’s earned.
Every brand has its own language. Before we speak on your behalf, we listen to how you speak—what you care about, how your audience moves, and what’s unsaid but deeply felt. Strategy starts with understanding.
Layers slow down momentum. That’s why we keep things direct: our clients work with the people making the work. It’s not just more efficient—it’s how trust builds, nuance sharpens, and breakthrough ideas take root.
We believe the strongest signal isn’t simply what you pay to say—it’s how your message spreads. Sure, paid media has its place, but we’re always chasing earned resonance: ideas that feel so true, timely, or brave they get talked about.
We approach every project with an agile model to fit our clients needs. Our typical approach includes the following:
/ Brief
/ Project kick-off
/ Strategic interview sessions (in-person when possible)
/ Iterative concepting
/ Live timelines & project status
/ Weekly calls/co-working sessions
/ Dedicated slack channel (or similar)
/ Shared file drive
/ Project management & ongoing tracking against objectives
/ Post launch evaluation & campaign performance tracking
As the market leader in an emerging software category, Smartsheet wanted to place clear brand differentiation between themselves and emerging upstarts. They viewed their new sponsorship of the McLaren Formula One (F1) Team as the perfect opportunity to do just that—on an international scale.
But on a race car crowded with logos, how is a brand supposed to stand out? How could Smartsheet use their sponsorship to boldly convey what they stand for—beyond a simple brand impression?
Smartsheet flipped the idea of an F1 sponsorship on its head when they created Sponsor X, and removed their logo from the McLaren F1 cars, replacing them with those of a nonprofit.
At the Australian Grand Prix, they swapped in DeadlyScience who provides STEM resources and educational materials to remote Indigenous schools in Australia.
At the U.S. Grand Prix, it was The Hidden Genius Project that received placement on the McLaren cars. Their mission is to train and mentor Black male youth in technology creation, entrepreneurship, and leadership skills to transform their lives and communities.
The impact of Sponsor X was profound. Rather than simply attempting to break through the clutter and tell the world what they stand for, Smartsheet proved it.
But Smartsheet didn’t stop with the logo. While other sponsors would have created content about their own product to be featured in McLaren media channels, Smartsheet produced short films about each nonprofit that appeared in their place—raising broad awareness of their amazing work.
Sponsor X proves that sometimes the best way to show the world what you stand for is to shine a light on someone else.
Smartsheet and McLaren then brought the Sponsor X nonprofits to race weekends in their respective countries, each getting once-in-a-lifetime access to the paddock, technology, and logistics that goes into each F1 race. These in-person experiences kept the fans buzzing as new content about DeadlyScience and The Hidden Genius Project in year one, and Steam Co. and Girlstart in year two. These multi-day influencer-led experiences streamed into social media during each race weekend frenzy.
To build on the successful launch of Sponsor X in Australia, Smartsheet joined forces with a respected voice in F1 media to help announce the continuation of the story leading into the U.S. Grand Prix. Wolf Pack Performance podcast interviewed McLaren Racing’s Matt Dennington and Brandon Nicholson, Ph.D., Executive Director of The Hidden Genius Project about the Sponsor X platform, its impact in Australia and the plans for its continuation at the U.S. Grand Prix.
1.6 billion global audience reached
7.4 million social media engagements
4,133 organic mentions & shares
#1 mentioned McLaren sponsor in respective markets
#2 mentioned F1 sponsor in respective markets
99% positive consumer sentiment (unprecedented in industry)
Generated more conversation and engagement than competitors’ Super Bowl Ads
