exploring the Powerful Partnerships Shaping Culture Vol. 10
These collaborations show that brand strategy is no longer about fitting in or standing out—it’s about tuning in. Whether it’s softness as strength, casting as narrative, or chaos as clarity, the brands winning now are fluent in culture, not just commerce.
Cut the BS – A culture-first show by Sage & Jester x MYTHOSMKRS
Misinformation just met its match.
In a digital world overloaded with half-truths and hot takes, Cut the BS is here to reset the narrative. Created by Sage & Jester in partnership with MYTHOSMKRS, this social-first show gives media literacy a Gen Z twist—sharp, entertaining, and built for the scroll.
Part game show, part cultural commentary, Cut the BS is fronted by the effortlessly magnetic Niall Gray, who leads guests through rapid-fire rounds of viral myth-busting, interactive chaos, and a healthy dose of humour. But it’s the cast that truly powers the message. Enter: @Sarel and @imtheproblem —two creators who bring unfiltered takes and the kind of cultural fluency that makes this feel like a conversation, not a classroom.
This Game Show will Put your Inner BS Detector to the Ultimate Test!
Whether reacting to dodgy “facts” or calling out everyday internet BS, their voices turn education into entertainment—and spark something bigger in the process. This isn’t about preaching, it’s about participation. It’s learning, without the eye-roll.
Cut the BS proves that when storytelling meets strategy, even a serious subject can make waves. And we’re just getting started. Stay tuned.
Harris Dickinson x Rhode
An image so clean, it almost feels rebellious. Dickinson, the thinking woman’s heartthrob, fronting a brand known for fluid, mood-driven silhouettes. It’s casting as cultural commentary. Rhode swaps influencer fatigue for silver-screen sincerity, using Dickinson not as a mannequin but a muse.
The result? A campaign that feels like a short film you want to live inside- one part romance, one part recession-core glamour. Visual savviness? Sure. But it’s also an emotional strategy. You can’t buy taste, but you can brand it.
Burberry Festival Campaign
Burberry’s Festival campaign - content so muddy, it feels like luxury. Liam Gallagher, the patron saint of British swagger, fronting a house once synonymous with aristocracy and now reborn in basslines and beer-soaked fields. It’s casting as national myth-making. Burberry trades sterile luxury for lived-in culture—coats that don’t just survive the rain, they headline it, another win in their cultural rebrand.
This isn’t product placement, it’s identity placement. Gallagher isn’t styled—he is the style. Joined by Cara Delevingne, Alexa Chung and Skepta, alongside a new generation of rain-drenched icons, the campaign feels like a documentary about Britishness—equal parts anthem, archive, and afterparty. It’s trench coats in the mosh pit. Checks in the mud. A brand once buttoned-up now loosened into a singalong. The aesthetic? Britpop meets battle gear.
Pedro Pascal x Apple
Apple’s Pedro Pascal x AirPods Pro (4th gen) campaign is a masterclass in brand strategy. It’s emotionally rich, visually elegant, and strategically designed to do much more than sell earbuds. It’s casting as emotional sanctuary-making.
Apple trades cold specs for lived-in feeling—headphones that don’t just block noise, they rewrite reality, another stroke in their cultural mastery.This isn’t product placement, it’s experience placement. Pascal isn’t posed—he is the mood. Guided by Spike Jonze’s visionary eye, the campaign feels like a short film about solitude—equal parts heartbreak, escape, and rebirth. Silence turned into color. A brand once clinical now pulsing with soul. We’re into it!