Here are the principals you will actually work with, not get passed off to a junior account executive and never see again.
Joshua
Belhumeur
CEO + Chief Strategist
The jack of all trades. The one who asks why. The calm while the room panics.
Got a marketing degree then spent two decades unlearning most of it.
Started in media as a wunderkind building websites for clients over AOL instant messenger — back when they called you a webmaster.
Spent a decade plus in Washington trying to change the world. Still trying.
Now in South Philly because proximity to cheesesteaks > proximity to power. Go birds!
Will reframe your problem in one sentence and make you say "yes, that's exactly it."
Got a marketing degree then spent two decades unlearning most of it.
Started in media as a wunderkind building websites for clients over AOL instant messenger — back when they called you a webmaster.
Spent a decade plus in Washington trying to change the world. Still trying.
Now in South Philly because proximity to cheesesteaks > proximity to power. Go birds!
Will reframe your problem in one sentence and make you say "yes, that's exactly it."
Malcolm
Critcher
Partner + Chief Creative
The creative force. The one who asks why not. The storyteller while the room watches.
First film school, then Hollywood. Directed music videos and made writer's rooms laugh for a while before walking away from both. Sat in LA traffic just a bit too long.
Still directs, but for clients instead of greedy studios and fickle rappers.
Is passionate about propaganda in all its forms — as a student, teacher, practioner, and co-host of This Is Propaganda.
Now in West Philly which is Brooklyn for people who pay a mortgage. Go birds!
Will make your brand or cause impossible to scroll past.
First film school, then Hollywood. Directed music videos and made writer's rooms laugh for a while before walking away from both. Sat in LA traffic just a bit too long.
Still directs, but for clients instead of greedy studios and fickle rappers.
Is passionate about propaganda in all its forms — as a student, teacher, practioner, and co-host of This Is Propaganda.
Now in West Philly which is Brooklyn for people who pay a mortgage. Go birds!
Will make your brand or cause impossible to scroll past.
Webby Award Winners / Elected and re-elected a reform DA / Social Impact Award Winner - Tribeca Film Festival / Best of the Year - Vimeo / Podcast in top 5% globally / Doubled a credit unions assets in 5 years / Anthem Award Winners / Helped nonprofit tech reach record sales and $300M exit / Official Selection - BrandStorytelling @ Sundance Film Festival / Launched a purpose-driven startup at pre-seed to $200M+ valuation / Shifted Republican voters 18 points on trans acceptance / Official Selection - SxSW Film Festival / Shortlist - 1.4 Awards / Created a TIME 50 Best Website / Helped an Art School rank top 5 nationally / Improved recruitment of women and BIPOC by 5x for government / Staff Pick - Vimeo / Official Selection - Toronto International Film Festival / W3 Awards Winners / Adobe Creative Jam Champions / You've made it this far, maybe it's time to chat?
Josh and Malcolm co-host This Is Propaganda, a Webby Award winning podcast in top 5% global listenership and a growing fixture on classroom syllabuses.
They dissect how propaganda moves through culture looking both to the past and the present.
The intersection of brand & culture is over-crowded.
Attention is pointless if you're forgotten by next swipe.
Make what matters to people and you'll matter too.
The breadth of our work is diverse, but you feel a consistent point of view embedded in its stories.
- We prioritize meaning over volume.
- We treat attention as sacred and finite.
- We believe people connect with craft.
- We reflect reality in our stories.
- We know richer characters make richer stories.
- We make richer characters with nuance.
- We opt-out of trend chasing.
- We meet people where they are.
- We articulate motivation behind every decision.
- We leverage the power of subversion.
- We don't fear sincerity.
- We don't exploit fear and anxiety.
ARE WE A GOOD FIT?
We support human-centered causes and value-creating (not extractive) brands. If we're going to change the way people think, the world needs to be better for it. If you believe that too, then let's have a conversation.