Who From left: Partner Sam Ewen and partners and co-founders Jeffrey Hatfield and Peter Brown
What Digital creative agency
Where New York, Portland, Los Angeles
After studying art in college and working together to build theater sets, Jeffrey Hatfield and Peter Brown opened Guild in 2006. Designing experiential campaigns for brands like Dior, Converse and Showtime, Guild strives to mesh digital with the real world. "Every single brand in the world has some sort of physical experience," explained Hatfield, partner and co-founder of Guild. When Microsoft wanted to promote its line of Windows 8 products, Guild made a 200-foot model of Manhattan with computers that New Yorkers could interact with. And for Nars, the shop asked fashionistas to help crack a giant orb for the chance at winning a handbag. Those kinds of over-the-top stunts are why Guild shies away from calling itself a traditional digital agency. "We're much more interested in how you take technology off of physical screens and put it into environments," said partner Sam Ewen.
This story first appeared in the Sept. 21 issue of Adweek magazine. Click here to subscribe.