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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Clientele

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Services

CREATIVE STRATEGY

  • Annual Content Programming
  • Youtube Growth & Management
  • Cross Platform Digital Campaigns
  • Refillable Branded Content Properties

CONTENT PRODUCTION

  • Documentaries
  • Digital Series
  • Commercials
  • Music Videos

Recognition

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Recognition

Marshmello

Case Study

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We began working with Marshmello in 2015 when the project had just begun. Since then we’ve overseen the brand’s creative direction and 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

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 could connect on a global level. Since 2015 we’ve helped support and grow the Marshmello project with new series, original programming, and innovative content strategy. The brand has become a digital sensation, jumping from 25k YouTube subscribers to over 35 million in 3 years.


The evolution
of Marshmello

December
2016

X-T2 Launch

Subscribers

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.

November
2017

Shot On X Series

Subscribers

The Shot On X Series is 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.

November
2017

Spotlight Series

Subscribers

The Spotlight Series is 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

A Night in LA

Subscribers

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

July
2018

Monster Glass Launch

Subscribers

A 3-part documentary style commercial series used to launch FUJIFILM’s newest lens series. The pieces profiled each photographer creating imagery in various environments, including Rio de Janeiro Brazil, Alabama Hills, and Smoky Mountains National Park.

September
2018

X-T3 Launch

Subscribers

A 4-part launch campaign for FUJIFILM’s flagship X-T3 camera. The content roll-out consisted of a sizzle commercial as well as three documentary style commercials profiling different filmmakers and photographers including Matthew Libatique, A.S.C.

February
2019

X-T30 Launch

Subscribers

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

March
2019

GFX100

Subscribers

A 6-part launch campaign for FUJIFILM’s X-T30 built around the idea of GENERATIONS. The content roll-out consisted of a marquee commercial, product sizzle commercial, three unique digital series pieces, and a documentary style commercial. TBD

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(subscribers in millions)

Fujfilm

Case Study

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Fujfilm x MGX Case Study Text Goes here…placeholder: with Marshmello in 2015 when the project had just begun. Since then we’ve overseen the brand’s creative direction and production, helping grow the YouTube presence from 25k to over 35 million.

Read More
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Fujifilm

Global Brand

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Documentary
Series

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Product Launch
Campaigns

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Times Square
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

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 could connect on a global level. Since 2015 we’ve helped support and grow the Marshmello project with new series, original programming, and innovative content strategy. The brand has become a digital sensation, jumping from 25k YouTube subscribers to over 35 million in 3 years.


The evolution
of Fujifilm

December
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.

November
2017

Shot On X Series

The Shot On X Series is 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.

November
2017

Spotlight Series

The Spotlight Series is 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

A Night In LA

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

July
2018

Monster Glass Launch

A 3-part documentary style commercial series used to launch FUJIFILM’s newest lens series. The pieces profiled each photographer creating imagery in various environments, including Rio de Janeiro Brazil, 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 sizzle commercial as well as three documentary style commercials 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 built around the idea of GENERATIONS. The content roll-out consisted of a marquee commercial, product sizzle commercial, three unique digital series pieces, and a documentary style commercial.

March
2019

GFX100

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

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Meet the team

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Daniel Malikyar // co-founder

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

Daniel Malikyar is photographer, filmmaker and creative director based in Los Angeles. He is 1 of 20 official FUJIFILM X-Photographers and has been the face of the brand’s 3 most recent flagship launch campaigns. Daniel has traveled to over 40 countries creating films and still images for the world’s biggest brands.

His most recent project, ‘Factory of Dreams’, explores the complexities of Brazilian culture through the perspective of futbol. On the branded side, he’s shot commissioned projects for Honda, Spotify, Adidas, and Movado with global personalities such as Will Ferrell, Snoop Dogg, Shawn Mendes, and Ice Cube. Daniel’s distinct style has received international praise for its ability to combine bold commercial textures with intimate ersonalities such as Will Ferrell, Snoop Dogg, Shawn Mendes, and Ice Cube. ersonalities such as Will Ferrell, Snoop Dogg, Shawn Mendes, and Ice Cube.

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Karam Gill // co-founder

Karam Gill 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 Gill 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 first feature film, G Funk, tells the story of Warren G, Snoop Dogg, Nate Dogg & the rise of hip-hop’s most iconic sub genre. The film had its World Premiere at the SXSW Film Festival, making Karam one of the youngest directors to have a feature film premiere at SXSW (22 years old). G Funk also had its European Premiere at the BFI London International Film Festival and was released July 11th 2018 on YouTube Premium.

Karam’s branded content has over 3 billion views on YouTube and he has been featured in major publications including Rolling Stone, Variety, and Billboard. He also serves as Creative Director and Co-Founder of MGX Creative.

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Andrew Primavera // Head of Project Development

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Phill Vernon // Creative

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Anthony Abaci // Project Coordinator

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Nina Kramer // Creative

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Jackson Deloach // Project Coordinator

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Josh Whitaker // Creative

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Amika Khurana // Executive Coordinator

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Mike Stanziali // Project Coordinator

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Troy Charbonet // Creative

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Liam Payne // Creative

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