Our Point of View
Your brand doesn't get invited into culture. It has to earn its way in. We're the ones who make that happen. One activation, film, campaign, PR moment, or genuine holy-shit-did-you-see-that at a time.
TAKE THE WORK SERIOUSLY. NOT OURSELVES.
The strategy isn't a joke. The joke is the strategy.
ENTERTAINMENT SELLS.
People don't skip things they enjoy.
EARNED IS THE NEW PAID.
One good PR moment can outrun an entire media buy.
MAKE NOISE OR DON'T BOTHER.
The world has enough paint drying.
DON'T OVERTHINK IT.
The best ideas fit in a sentence. Leave them there.
Our Values
The Founder
Before "earned media" was a phrase in anyone's deck, Hunter Fine was making it. Creating stunts and videos that got into pop culture without a media plan behind them.
He's spent the past 20+ years pointing that instinct at brands. Most recently, five years helping build Mischief USA as one of its first creative hires, through a run that made it a 5x Agency of the Year, overseeing accounts like Pizza Hut, Kraft, and Molson Coors. Before that: Wieden+Kennedy, BBDO, and Cliff Freeman, with contract stints at more than 50 agencies worldwide.
His ad work has won at places like Cannes, D&AD, The One Show, the Clios, the Effies and the Webbys, and been covered by the New York Times, the New York Post and Rolling Stone. His personal projects have turned up on HBO, in New York Magazine, and at TEDx.
Why spend marketing dollars on brand acts?
Short Answer: No Risk-it, No Biscuit.
Real Answer: Ads rent attention, but brand acts earn it by landing your company in the headlines, all over social, and in conversations no media budget can buy. That earned media is more trusted, more shareable, and more efficient than paying for every eyeball. Do something worth talking about, and the world does your marketing for you.
Why hire small?
Small doesn't mean small ideas. It means fewer people standing between the big ones and the world. We’re open to taking on project-based work, or working within the gaps around your current AOR.
Whatever the shape of the work we create together, it's all aimed at earned media, because that's where the math still works. Work people talk about gets a second life free. Work people ignore gets a bigger media buy.
Lowbrow Brilliant?
Hunter has been committing hijinks since well before anybody was paying for them. Every so often one got loud enough that New York Magazine would plot it on the Approval Matrix, their grid for ranking the week in culture. Never highbrow. Never despicable. Same quadrant every time: Lowbrow Brilliant. That stopped being a coincidence somewhere around the third one. Now it's a company.
A direct line to world class partners
We keep standing relationships with A-list production companies, editors, and music houses. It means your idea gets made properly, on timelines and budgets you won't get from a traditional agency, and you're not paying three people to forward an email.
Brands are earning attention
instead of buying it.
We help you be the moment.
info@lowbrow-brilliant.com