This Creative Shop Thinks It Has the Formula to Perfect Experiential

NA Collective knows how to make a scene

(L. to r.) Aaron Mason, founding partner; Chiara Adin, founding partner and CCO; Kevin Starkes, partner and director of production. Zach Hetrick

If social media ceased to exist, experiential marketing would, too. That’s according to experiential-focused NA Collective, a New York indie agency described as half production studio, half creative shop. “I’ve been doing experiential my entire career, so it’s really cool to see how social media changed the game for it,” said Chiara Adin, NA founding partner, CCO. Event effectiveness had historically been hard to measure—until marketers realized they can track social media hits. Adin explained that events must be unique, authentic and especially risky to become viral—a goal the 30-person NA team always aims to reach. The agency delivered when it helped create an instantly classic stunt at New York Comic Con, deploying 20 actors on pedicabs dressed as Stranger Things’ Dustin to promote the Netflix show’s second season. “When you go to an event like Comic Con, there’s a lot going on, so it’s really important to stand out,” Adin noted. “That’s really when we try to push our clients out of their comfort zones.”


This story first appeared in the March 12, 2018, issue of Adweek magazine. Click here to subscribe.

@kitten_mouse Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.