Industry creatives Matt Heath and Matt Rogers are joining former K-Swiss president David Nichols to launch Party Land, a new full-service creative agency in "constant pursuit of creating reasons to celebrate," say the founders.
The agency's creative side will be overseen by Rogers and Heath, who first came together while working at Chiat\Day LA. Now serving as Party Land's executive creative director, Heath led several notable campaigns including the rebrand of restaurant franchise Arby’s while at Fallon.
Rogers, Party Land's creative director, has worked on campaigns for Little Caesars, DirecTV, and most notably, the Cannes Grand Prix-winning campaign for MailChimp, which he helped oversee while at Droga5 in New York. Rogers also led brand operations and product development for Liyo, a social music start-up he co-founded back in 2014.
The business side of the agency will be handled by Nichols, who first met Heath during the creation of the 72andSunny/K-Swiss campaigns that featured "Eastbound and Down’s" Kenny Powers.
“We have a unique opportunity with this agency: a creative force combined with my 25+ years experience client side," says Nichols. "I sat in the same seat that our client partners are sitting in, responsible for making the hard marketing decisions that could make or break their brands. I took several creative risks during my career, always rooted in strategy, that paid off, so I am excited to help guide other brands who are ready to make influential work and tell great stories."
To further illustrate the agency's non-traditional structure, Party Land has set up its Los Angeles-based shop in a fully restored 1974 GMC motorhome. Not wanting to be restricted to the confines of a traditional office, Party Land’s “mobile office” allows them to draw on an ever-changing environment in the pursuit of inspiration and freedom. Plus, they get to work at the beach every day, joke the founding partners.
“It’s hard to have a strong point of view these days--especially for brands. People love to beat you up for stepping out of the lane they have assigned to you," says Heath. "We’re really good at helping brands resist the temptation to be electable, there are too many politicians in this world as it is.”