We call it creative consulting.
Not deliverables. Not decks. Not polished films with bloated budgets.
Unless that's the smartest way to solve the brief.
Most of the time, we solve things differently—
through sharp strategic thinking from What The Brief,
and tech-enabled execution with our sister company, Ingenious:
a creative tech lab that turns ideas into tools, platforms, and self-spreading systems.
Together, we don’t just answer the brief.
We turn it into a shortcut to something smarter.
Some examples:
— With an AI-powered tool your audience will actually us
like building a custom experience that turns your users into creators — think a brand that drops an AI soundboard, meme generator, or character builder their audience makes famous on their behalf
— By repositioning the product so it's instantly clear, relevant, and irresistible
like simplifying a complex banking offer into a cultural statement — making it easier to share, sell, and remember, without the need for traditional media.
— Or by building digital systems that make creative work better
like a plug-and-play content generator for your marketing team, or a fully automated strategic briefing tool with your agency's ownable framework — developed with Ingenious.
It’s not just thinking outside the box.
It’s questioning why the box exists in the first place.
OUR TEAM
We don’t have employees. We have talent.
Every person we bring in has led or helped shape the kind of work you see above.
Creative leads who think like strategists. Strategists who think like provocateurs.
Some of them are visible. Some prefer to stay behind the curtain.
(But trust us—they’re real, and ridiculously good at what they do.)
Want to know who you’ll be working with?
Ask us. We’ll show you your team, one “What The Brief” at a time.
McDonald’s — The Chicken Raps
The brief: launch chicken wraps with almost no media budget.The twist: we turned the wrap into a rap.
All our budget went into producing a chicken rap album—yes, literally.
The content took off organically, got shared everywhere, and made the product launch unforgettable.
🏆 Dubai Lynx. Effies MENA. New York Festivals.