Client Start Year End Year
Google 2018 Current
YouTube 2018 Current
Amazon Web Services 2021 2021
Netflix 2020 2021
Viacom 2020 2021
Strava 2021 2021
Meta 2020 Current
AdCouncil 2022 Current
Shea Moisture / Unilver 2022 Current
Nike 2021 2021

Founded in 2015, Creative Theory Agency is a first of its kind culture-focused marketing agency. We work with leading global brands to identify and amplify critical cultural messaging.

We are a familiar resource that keeps our clients on the frontline of art, culture, and creativity.

We are visual content creators who inhale creativity, and exhale representation. We build innovative campaigns that tell inclusive stories.

We believe in an equitable and diverse media landscape that gives value to all perspectives, and shares real stories of real people.

We are Creative Theory Agency.

  • Gary  Williams

    Gary Williams

    co-founder + chief creative officer

    In a new media world replete with identity politics, Gary is the renegade who ditches the politics and focuses on identity. He doesn’t take on projects without asking Who is this story about, Who is this story for, and Why are we telling it? Authenticity is his portfolio’s pedigree. Over the course of the last decade, the award-winning photographer has adjusted his focus to capture the unique moments that bring value to communities, and prioritize perspective over commerce. Whether behind the lens or a podium, in a boardroom or a dark room, his work earns the right to tell diverse stories, turning a business into a brand. In other words, most brands and companies are reactors; with Gary’s eye they become creators. With a client list that includes Nike, BMW, Timex, and more, the corporate world is taking notice: says Williams, “Culture has many different meanings, but it hinges on authentic experiences within different ethnic groups. We know culture drives, shapes, and informs our world and without it we'd all live very bland lives void of unique experiences.” While the creative powerhouse calls Creative Theory his family, his greatest work occurs at home with his wife and children, where he proudly embraces his role as a husband and father.
  • Tamon  George

    Tamon George

    co-founder + ceo

    Tamon has dedicated his professional career to cultural storytelling, leading branded content campaigns at pivotal cultural moments for global brands such as Google, Meta, Youtube, Nike, Amazon and many more. Tamon, a creative academic, completed his MBA in 2015, and since then has completed digital strategy certificates from both Dartmouth and Harvard. In 2020, Creative Theory Agency was named AdAge Small Agency of the year, Tamon was recognized by the Washington Business Journal as 40 under 40 in 2021. Tamon is famously known for Wearing Levi Jeans and Doc Martens…every day.