• by Fern Siegel , Yesterday

Day One Agency has launched Side Projects. The company's new venture believes that critical thinking, writing and editorial POV are competitive advantages for brands, given AI's reach.

To that end, Side Projects, led by Eli Williams, strategy director, and Clara Malley, editorial director, are committed to helping brands make a greater impact on culture.

Specifically, clients are offered newsletters, customized workshops, cultural curation tied to product releases/media planning, and focused white papers that decipher consumer behaviors.

The studio uses a critical lens to determine how advertising shapes culture across digital, demographics and social networks to give clients clearer direction to deliver key markets.

“Each great editorial company has a creative agency — we’re flipping that idea on its head. We’re a creative agency starting an editorial business,” said Josh Rosenberg, CEO of Day One Agency. “In our increasingly obsessed-with-AI world, critical thinking is a superpower. It’s important to keep moving against the grain. Writing is a way of organizing our thoughts and giving brands the time and space to block out the noise and think for themselves.”

The studio’s editorial output includes a weekly newsletter and podcast, cultural analysis and quarterly special projects, starting with ISSUE 01, a zine available at side-projects.co.

Day One Agency's client list includes American Express, Nike, Chipotle and e.l.f.