Boutique Call: Fabula – The New Creative Shop on the Canal

By Ella Riley-Adams 

Yan Elliott, Luke Williamson, and Sam Brookes must be well versed in narratology and anatomy. The name of their new creative shop, Fabula, means the chronological order of retold events, the raw material of a story. And of course the word can’t help but remind us of fibula, otherwise known as the calf bone, a key piece in efficient movement.

Hopefully as this business grows, it will be shortened to “Fab.” Just heading to Fab. We’re doing work with Fab now.

The trio of founders did well by choosing an intriguing name, but it’s the experience they bring to their endeavor that makes it more exciting. Elliott and Williamson were once creative directors at WCRS, while Brookes was managing director of Wieden and Kennedy Platform.  Further back, Elliott and Williamson teamed up at Mother, working on campaigns for Coca-Cola, Doctor Pepper, and the Orange Film Funding Board cinema ads. At W+K, Brookes ran projects for brands including Sony, Coca Cola, Nokia and Prada.

“Fabula is a creative studio that understands big brands and our aim is to make the mainstream anything but average, and to have fun doing it,” says Elliott in a statement. Their creed includes being a place that “capture the public’s imagination” and “fundamentally believes in the power of creativity to sell.”

So far, they’ve completed work with iTV Creative for Julian Fellowes’ drama ‘Titanic,’ including a series of moving posters (we bet you can’t watch just one). Next up is a brand redesign for personal training studio Body Studio and work for the Superhuman Exhibition at the Wellcome Collection in mid-July.

Other conversational points, should you meet Elliott, Williamson, or Brookes:

Fabula lives on a canal barge in Hoxton, providing for fluid thoughts and interesting lunch meetings. Is their canal swimmable? Bring your trunks in case.

Williamson runs a jeans brand called 7ft Cowboy. Made from Japanese denim with classic details for the English touch. While all Americans wish they had British accents, all Brits wish they could be cowboys.

Brookes knows all kinds. When she ran W+K Platform, the think tank opened their recruitment up to smart people outside of the advertising industry. “We need lateral brains working on problem solving to help extend and add value to what we’ve already got,” Brookes said to Creativity Online. This openness means Fabula should have no problem collaborating with a wide array of clients, and creating new, imaginative solutions for them all.