Digital Foundations

Strategic Vision · Cultural Innovation · Early Digital Leadership

The Challenge

In the early 2010s, brands and institutions across fashion, tech, and the arts were facing a new reality: digital presence was no longer optional, but the industry had no roadmap. There was a need for visionary thinking—people who could bridge emerging technology with cultural strategy before “digital strategy” was even a standard role.

Our Role

As early practitioners at the intersection of culture and the internet, we were part of the core teams that helped global institutions rethink how they launched products, built audiences, and partnered with emerging voices:

For Adidas (2012), we helped define the brand’s long-term digital partnership strategy, crafting a framework that shaped a decade of campaigns and influencer relationships.

For Leica, we were instrumental in repositioning the company from a niche technical brand to a cultural icon—tapping early tastemakers and image-makers to reimagine Leica as the luxury lifestyle brand it is today.

For the Marina Abramović Institute, we co-led the first serious uses of Kickstarter by a major artist—developing a full digital campaign that raised over $600K USD and set the precedent for how contemporary art could meet digital fundraising tools.

The Outcome

These projects laid the foundation for how brands and institutions now understand and deploy cultural digital strategy. Whether through innovative funding models, early influencer frameworks, or lifestyle positioning, our work helped shape the playbook—long before the industry caught up.