This ‘Hyphenate’ Studio Created a New Model for Content and Production

Los York blends best of creative and agency sides


Specs
Who Co-founders and managing partners Seth Epstein (l.) and Dex Deboree
What Content agency and production studio
Where Santa Monica, Calif., and New York

Los York is a "hyphenate" in a lot of ways. Its name, of course, comes from its dual locations in Los Angeles and New York, and its 30-person staff, which develops campaigns for Nike iD, Motorola, Fitbit and Jordan Brand—including a recent content series with NBA star Carmelo Anthony—comes with hyphenates as well. "By nature, everyone has a hyphenated skill set: Our creative directors do strategy, write and direct, and some of them DP and design. It lets us work with a really lean team," explained managing partner and co-founder Dex Deboree. "We work directly with brands, but also collaborate with their social agency, their digital agency and their advertising agency," added managing partner and co-founder Seth Epstein. "It's one thing to say you're collaborative, and it's another to actually do it. We envision ourselves as a new model, a hyphenate, where we're taking the best of what there is in the creative and agency sides." The new model has no doubt contributed to the agency's success: Its revenue spiked from $12.5 million in 2014 to a projected $25 million in 2016.

This story first appeared in the October 17, 2016 issue of Adweek magazine.
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