When you’re located in a vibrant media hub like Culver City, which is home to established and rising entertainment juggernauts like Sony, HBO (we rebuke the name “Max”), Amazon and Apple – along with a host of other creative agencies and production studios that enhance your creative work and collaboration opportunities – it’s only natural that you’re going to produce some truly outstanding work that both the consumer and client will remember.
For the good folks at HAYMAKER, that work now includes some very clever and hella fun spots for Olipop, the natural soda brand that has exploded (pun intended) on the scene and is bursting the bubble (had to do it) of legacy brands that have dominated the soft drink category for decades.
IAN spoke with Founder and Chief Creative Officer, Jay Kamath, and Co-Founder and Chief Strategy Officer, Matt Johnson, to get a peek at the brief for the client-pleasing work introducing the brand’s new energy drink flavor, “Ridge Rush.” The campaign includes humorous 15-second TV spots depicting people in unexpected “workplace” settings—such as Area 51 and a paleontology dig site—who become energized after trying Olipop, breaking through their afternoon slump.
The gents took us through the production choices, noting their collaboration with the director duo Fatal Farm, who helped create scenes rich with allusions to popular films like Alien and Jurassic Park and enhanced the humor through art direction and set design. They also chose actors whose performances bring a relatable yet exaggerated frustration that resonates with viewers experiencing the “afternoon slump,” making the scenes both entertaining and memorable for spots not created for the biggest sporting event of the year.
The duo also shared how their agency space was designed as a “clubhouse,” allowing them flexibility and a laid-back atmosphere that encourages spontaneous creativity. They emphasize the value of being able to brainstorm ideas in person within a walkable community, contrasting it with the remote or virtual work environments commonly adopted post-pandemic. For the busy team of 25, the setup fosters organic discussions, impromptu mentoring, and project collaborations they value, which might be stifled in a fully digital workspace.
With the campaign officially out in the world, the Haymakers are now gearing up for the “slow period” of Q4, with Johnson offering some optimism and nuggets of wisdom for persevering through it.
“It’s easy to say ‘no’ this time of year, but I think some of the biggest opportunities that we’ve capitalized on throughout our time have come in Q4,” he said, suggesting that indie agencies should remain open to new opportunities despite time pressures, as many of Haymaker’s best projects emerged in the year’s final quarter.
In the meantime, Kamath is focused on maintaining team morale and energy, especially in busy periods, with a belief in celebrating wins in real time and acknowledging the team’s hard work to foster a sense of accomplishment and build positive momentum.
“Even though we are going at ludicrous speed, and [we say] ‘celebrate the people and the work,’ [we] really talk about the wins and why they are. They’re so meaningful, you know.””
Kamath also emphasizes the importance of balance; while pushing toward deadlines, he ensures that the team feels supported and encourages a transparent leadership style that addresses the team’s struggles and achievements. Matt added that the agency seeks freelance support when necessary to avoid overburdening full-time staff, framing the ability to ask for help as a strength rather than a weakness.
With leadership that conveys a strong sense of community, adaptability, and ambition, while reflecting their commitment to cultivating an environment that values both creativity and well-being, it makes sense that the work they produce looks like it’s done with care and even a bit of fun. And their flexible approach to work culture and transparent, supportive management style underscore their indie philosophy, emphasizing innovation, resilience, and a genuine appreciation for their team and clients.
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