What is The Con.cept?
The Con.cept is a creative agency based in Brooklyn that partners with brands to tell their story through visuals + experiences.
How did you guys get here? Tell me a bit about yourselves.
We were introduced by a mutual friend almost 10 years ago and connected over similar passions for everything we love; music, fashion, sports, travel & wellness.
What has been your favorite project so far?
Different projects come to mind for different reasons! This year, we directed a video for the Women’s World Cup with an amazing team. It was our first project in the sports-world, and the first time we were able to be in the room for the editing process (love to Wax Studios!) something we had been wanting to do for a while, so that one was really fulfilling for us.
Jack Harlow for New Balance was another one of our favorites in terms of overall Creative – Jack and his hometown friends in an old school pizza parlor we designed with one of our favorite set designers, Mat Cullen. After the shoot, we went for a team dinner where everyone shared their ‘rose and thorn’ from the project – those moments with the team are really special to us.
Lastly, we just wrapped a Holiday project with Tommy Hilfiger where we designed, produced and hosted a 2-day style suite for 40 people, and a Holiday dinner at SAGA downtown. We found an unrealized love for experiential work and an amazing partner in the Tommy team – more to come!
What do you look for in a client?
A new challenge. A creative partner with a vision that aligns with ours. Our best work is for brands that naturally align with our values, taste and lifestyle.
Why do you think brands are always looking for consulting / creative agencies such as your own? What do you think brands are lacking the most?
Brands that hire us are usually looking for a fresh, authentic perspective. Most brands come to us for a certain combination of ‘realness’ while still being aspirational through the stories we tell, and the overall styling, casting and environment we create with each of our clients.A content creator also partners with brands for paid content which is very fun because I can be creative and style the pieces my way. I love creating content – it is something I have always loved doing even when I was younger and how my social media organically grew! I love connecting with people across my platform, traveling and curating interesting and organic content.
How would you guys describe your personal style and how does that translate into your work?
Classic, cozy and influenced by the season, weather and the mood we wake up in. We both grew up playing team sports, so the early 00’s ‘off-court style’ has a big influence on the way we dress for work-days. We equally love clicking through the current season’s runways and digging for 90s style references. Both of our moms’ styles growing up also had a big influence on our personal style, from the sneakers to the jewelry – they got it. 🙂 This translates into our work in the genuine approach we take, from the set design to the styling – we aim to create worlds where the viewer can relate, but also be inspired by the overall aesthetic of our visuals.
What is your main source of inspiration and how do you guys keep yourselves motivated?
We truly find inspiration in everything. Living in New York, it’s hard to not be constantly inspired by the everyday energy of the city. We’re big music people that believe in the power of a good playlist and strong coffee. We gain a ton of inspiration from late 90s – early 2000s music, movies, sports and advertisements. And our motivation comes from staying active and putting ourselves in environments and with people that keep our ‘wheels turning’!
What does The Con.cept look like in 10 years for you?
In 10 years, we’ll be telling stories through not only visual but through product and experience as well. In the crystal ball, there’s a beautiful Con.cept HQ with an in-house content studio, a good espresso machine, our favorite candles and our team-turned-family cozy working throughout the space.
What does a “normal” day look like for both of you?
Every day is different! On weeks that we’re not in production, our team usually takes the mornings separately – that’s our time to tackle the inbox, work on decks or get a workout in. We normally link up in Dumbo mid-day to work together, take calls, meetings, site visits, etc. On weeks we’re in-production, it’s usually a full day of our favorite on-set chaos. Throw in some travel days, team dinners and late night brainstorms and that’s our ‘normal’!
Who is your dream client?
The Con.cept! : ) We’ve been quietly working on the brand-side of things and hope to eventually turn clients into partners where we’re designing and developing products and experiences with our favorite brands – through the Con.cept lens.
What is the biggest lesson life has taught you so far?
Communication.
Teamwork.
…and we love this quote Jerry Lorenzo tweeted:
“Your gift will bring you into rooms where only your character can keep you”
