Brand experience firm Avantgarde has launched a new, Amsterdam-based studio CAYA (Come As You Are) set to be focused on global creative and strategic brand experiences centred on modern culture and storytelling.
The Munich agency’s new studio will complement its existing operations, as it looks to offer an improved and expanded service to its current and prospective clients.
Drawn to Amsterdam’s cosmopolitan status, Avantgarde’s new agency will aim its content primarily at Gen Y and Z by producing ‘culturally forward and inclusive stories.’
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CAYA will be led by co-founder and executive creative director Alexis Mardapittas, who will be supported by co-founder and Avantgarde London MD Stuart Bradbury.
“Brands that live in the now are curious, they are always exploring their own space inside modern culture,” Alexis Mardapittas executive creative director said.
“We engage with that space to create drama and invite people into experiences that will become part of their own storytelling. After all, who talks about any ads they saw in life? Advertising people. Who speaks about the experiences they lived? Everyone.
He added: “Our vision is to tell stories through immersive experiences that add value to culture instead of appropriating it, and that’s one of the reasons we set up shop in Amsterdam, one of the most culturally diverse cities in Europe.”
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