Shock Theory Interactive’s creative work was recently seen at the Verizon Wireless Ladies First Tour 2004 at the Philips Arena in Atlanta, starring Beyonce Knowles and Alicia Keys. The Atlanta shop launched a national “It’s cool to be smart” campaign for Hip Fit Kids, and Knowles signed on as a featured artist. The effort includes posters that are distributed to schools, churches and civic organizations across the country with photos of artists such as Knowles and their answers to why “It’s cool to be smart” questions. Knowles (center) is shown here with two members of the Hip Fit Kids program.