Welcome to SOCI Studio.
The studio I built so brands could behave like creators.
Audiences trust people over corporations.
Platforms reward watch time, saves, and shares. They no longer reward the impression.
Creators live this in their bodies. They show up ten to twenty-five times a day, building daily cultural touchpoints that compound while a brand waits for its next launch.
Agencies were built for a different physics. Quarterly campaigns. Big reveals. Then silence.
You cannot brief your way out of an org chart that was never designed to behave like a creator.
So I built one that was. SOCI Studio is the first creator-led studio inside a legacy advertising agency.
Rogue's own channel turned scrolls into intent. A Tom Segura debut drove the brand's biggest reach since 2023.
In a category that rarely goes viral, creator-style storytelling tripled the stopping power of a health brand. CityMD renewed three times.
Lactaid had a perception problem with the people it needed most. Millions of women in their mid-30s to late-40s live with mild dairy sensitivity and manage it quietly. They do not call themselves lactose intolerant, and they would not reach for a product that did.
The category had spent decades optimizing for the symptomatic. The largest untapped audience wasn't looking for relief. They were looking for permission. To enjoy what they wanted, without making an announcement of it.
So we stopped speaking the language of the medicine cabinet and started speaking the language of the table. La La Lactaid turned the brand into an original musical platform, a hook that worked as both mnemonic and mood, running across TV, CTV, and social.
SOCI Studio launched on the world's biggest advertising stage.
We used Cannes Lions 2025 to introduce Creator Darwinism: the idea that creators evolve faster than brands, and that trust, loyalty, and influence now follow them.
We did not go to close deals on the beach. We went to plant a flag. Real-time content shot and posted from the festival, and a creator panel that became one of the week's standout rooms.
It was truly one of the standout moments of Cannes. What resonated was how you framed this as an evolution, one where creators aren't added on at the end but built into the strategy from the very beginning. That distinction, between virality and sustained influence, was incredibly powerful.— John Cobb, CEO, Vue Planner
The Chief Creator Officer role rewrote the job. SOCI Studio rewrote the org chart.