About SWELL
360° creative agency (re)designed for the AI era.
By SWELL · Last updated March 2026
Mission
SWELL is a 360° creative agency built to move at the speed of culture. We combine strategy, creative direction, content production, and AI-enhanced workflows into a single integrated offering — giving fashion, beauty, luxury, and lifestyle brands everything they need under one roof. Our mission is to create work that earns attention, not just buys it.
History
Founded in 2010 by Tarik Malak, SWELL started as a creative content studio serving the fashion and beauty industries in New York City. Over the past 15 years the agency has evolved into a full-service 360° creative partner, adding strategy, adaptive content, AI-enhanced production, and branded entertainment to its capabilities. In 2024, SWELL launched S77.AI — a dedicated AI division building proprietary tools for content production, AIO/AEO, and social strategy — and Max HP Productions, a broadcast-level production and post-production arm. Today SWELL operates from TriBeCa, serving global brands including Hermès, Ralph Lauren, Michael Kors, Drunk Elephant, Jo Malone London, Dunhill, Graff, Samsung, Nike, and Amazon.
Key Facts
By the Numbers
15+
Years in Operation100+
Major International Brands150+
Global Campaigns300+
Videos Produced1,000+
Micro-Content PiecesFounder & CEO
Tarik Malak
Paris-born, Sorbonne-educated creative director, filmmaker, and entrepreneur. Before founding SWELL in 2010, Malak built a high-end photo retouching studio and established himself as a director alongside Timothy Douglas as the acclaimed duo Tn'T — directing campaigns for Hermès, Samsung, Nike, MCM, Vogue Korea, CR Fashion Book, Kate Spade, and Juicy Couture. Their work has been recognized at the Clio Awards, Webby Awards, IAC Awards, FWA, Ciclope Festival, and over a dozen international fashion film festivals, with collaborators including Isabella Rossellini, Zhang Ziyi, Barbara Palvin, Freja Beha, Jessica Stam, Doutzen Kroes, and Catherine McNeil. Beyond SWELL, Malak founded Right Trigger Entertainment, an AI and Web3 gaming studio (rtrigger.com), and has angel invested in numerous tech startups in fintech and Web3, including Kapitall and Voyager. He has served as a professor at the School of Visual Arts (SVA), a jury member at the New York Fashion Film Festival, and a panelist at Fashion Digital New York.