Marshmello
Our 6+ year partnership with the digital phenomenon
Content Strategy, Creative Direction, Production, Post Production, Photography, Brand Integrations
We saw a storytelling opportunity
For the first year of Marshmello’s career, every music video we made explored a different universal human emotion. Fans around the world deeply connected to these videos, with each one sparking conversations and drawing in a global audience. As a result, his YouTube subscriber count started to grow rapidly, reflecting the powerful emotional impact of the content. The increasing engagement and widespread popularity underscored the need for a strategic approach to maintain this momentum. This rapid growth led to the question…
How can we consistently create content that fosters a deeper, more meaningful connection with this expanding global audience?
We created Cooking with Marshmello, a weekly show featuring authentic recipes from around the world.
25K to 40 Million subs in 2 years
The show sparked international buzz in every country we featured. As the fanbase grew, they were hungry to see more.
Which lead us to the next content series: Gaming with Marshmello.
Featuring the newest and most culturally relevant games
We launched a weekly gaming series and invited the most followed streamers into the Mello cave.
Then we brought Mello into everyday life topics & trends
We launched a weekly “How To” series that focused on practical, frequently searched topics, providing step-by-step guides on everyday tasks. One example included demonstrating how to tie a tie, helping our audience easily tackle common everyday challenges.
360 MUSIC VIDEO CAMPAIGNS
We also spearheaded the cross-platform release campaigns for many of Marshmello’s chart-topping singles. At the heart of each strategy was leveraging Mello’s eclectic mix of content channels, crafting a seamless, 360-degree promotional blitz that hit all the right notes.
Our narrative music video for ‘Happier’ hit 1 billion views and received a MTV VMA Nomination for Best Dance Video.
In just a few years, our innovative content strategy transformed the Marshmello brand into a dynamic entertainment hub, offering a variety of premium content tailored to fans of all kinds. From exclusive behind-the-scenes footage to interactive fan experiences, we created a platform that kept fans engaged and coming back for more. This strategic approach not only solidified Marshmello’s position in the industry but also fostered a dedicated global community.
PARTNERING WITH YOUTUBE
We worked regularly with the team at YouTube and released ‘More Than Music’ – the official Marshmello documentary as part of their Artist Spotlight Stories.
MORE THAN MUSIC
The film showcased how Marshmello built a global brand that goes beyond music, tapping into every facet of modern culture. It highlighted his ability to connect with diverse audiences, from fashion to gaming, turning him into a cultural icon who resonates worldwide.
Over time, we strategically used Marshmello’s various content series to cultivate specific audiences — creating natural pathways to introduce Marshmello products and partner brands.
The Cooking Audience
After producing over 100 episodes of Cooking With Marshmello, we organically built a highly engaged fanbase passionate about cooking. Through an entertainment-first approach, fans tuned in weekly, and over time, they began to subconsciously associate Marshmello with food and lifestyle culture.
Launching Stuffed Puffs
Once Marshmello’s fanbase grew to over 50 million subscribers, we seamlessly introduced Stuffed Puffs — his own branded product — directly into the cooking series. This integration felt natural and hyper-targeted, the result of three years of intentional audience-building.
A Huge Success
Stuffed Puffs quickly became a nationwide success, selling out in Walmarts across the country and creating widespread buzz.
