This Bicoastal Shop Takes Digital Into the Real World for Brands

Guild has done experiential work for Nars and Microsoft

Headshot of Lauren Johnson

Specs

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.


@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.
Publish date: September 21, 2015 https://dev.adweek.com/brand-marketing/brooklyn-shop-takes-digital-real-world-brands-166999/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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