• by Fern Siegel , January 5, 2026

The team behind social media’s LiveLab has launched Brand Imagination Group (BiG), a new creative and production agency, focused on the AI era of marketing.

“In an age where machines can generate ideas in seconds, imagination with purpose provides human advantage,” said Barry Krause, CEO of BiG. The former Publicis CEO co-founded the agency with film director Rick Wayne and photographer-design director Samuel Lucas Gove.

Based in Dumbo, Brooklyn, one of the agency’s proprietary tools is the SweetSpotter™ system, powered by Emotion AI to identify emotional triggers that drive engagement and loyalty.

“At BiG we believe imagination is data’s most powerful partner,” added Wayne, executive creative director. “We’ve built a space where creative courage meets emotional intelligence. We don’t just want to make work that sells short term. We want to make work that sticks to people’s hearts.”

The agency integrates in-house film, VFX and AI divisions to produce more emotional ads.

BiG’s first initiatives include working with global brands such as Sharpie, Paper Mate, Graco and NUK.