The Festival Was Never the Problem. The Brief Was.
Every April, Coachella becomes a stress test for the influencer marketing industry, and every year, the industry manages to fail it in new and creative ways. This year was different …
Blog
Expertise Type: Brand Design & Storytelling
Sonic Branding
Posted on by Alexa Krivoniak
Sonic branding is no longer a jingle or an afterthought—it’s a strategic, system-level asset that encodes emotion, builds memory, and drives measurable brand impact when designed upstream. Sonic Branding: Built …
Netflix
Posted on by Jess Carson
insight Reality romance needed a spark. Reality dating shows had become a cultural ritual and must-see TV. But for Netflix, the category was uncharted territory. Known for prestige storytelling and …
The Pulse of Culture: Kameron McCullough and the Experiential Revolution
Posted on by Jess Carson
Chemistry’s EVP of Experiential and Influencer, Kameron McCullough, outlines a bold vision for the future of experiential marketing rooted in culture, connection, and creator collaboration. McCullough is helping reshape the …
CG
Posted on by Chuck Cramer
INSIGHT When victories faded, so did pride. Cricket isn’t just a sport in the West Indies, it’s the region’s soul, rhythm, and identity. For generations, cricket was the force that …
Chris Breen of Chemistry Explains How Sports Teaches Us to Navigate Life
Posted on by Jess Carson
In Muse by Clios’ “2 Minutes With” series, partner and Chief Creative Officer Chris Breen of Chemistry shares personal insights into how his upbringing and lifelong love of sports have …
For Real: Is Non-AI Craft the New Flex?
Posted on by Jess Carson
In “For Real: Is Non-AI Craft the New Flex?” Little Black Book explores a growing creative countercurrent: as AI becomes table stakes, human-led craft is regaining cultural and commercial value. Chemistry’s Mike …
Atlanta United
Posted on by Jess Carson
INSIGHT A divided year. A shared game. In 2021, unity felt fractured. Headlines divided. Distance grew. When Atlanta United was invited to design its third kit, we turned to the …
Netflix
Posted on by Jess Carson
Insight Lost in translation. Found in emotion. In 2025, Korean culture wasn’t just trending, it was defining global taste. Yet while K-fashion, K-beauty, and K-pop dominated feeds, Korean storytelling still …
The 2026 Organic Social Growth Playbook: How Fandom Drives Real Revenue
Posted on by Jess Carson
In 2025, the brands that grew the fastest weren’t the ones flooding feeds with more content.They were the ones building and activating fandom. They treated organic social like a growth …