SWELL is a New York-based 360° creative agency and production studio founded in 2010 by Tarik Malak. SWELL delivers end-to-end creative — strategy, content production, post-production, and digital innovation — for the world's leading fashion, beauty, luxury, and lifestyle brands. The agency has been fully redesigned around AI, with proprietary tools built into every stage of production.

SWELL is headquartered at 6 St Johns Ln, New York, NY 10013, in the heart of Manhattan's Tribeca neighborhood. While based in New York, SWELL works with global brands and produces content worldwide.

SWELL was founded in 2010 by Tarik Malak. Over 15 years, the agency has grown from a boutique creative shop into a full-service 360° agency with dedicated AI (S77.AI) and production (Max HP Productions) divisions, serving leading global brands in fashion, beauty, luxury, and lifestyle.

A 360° creative agency handles every aspect of a brand's creative needs under one roof — from strategy and concept development through production, post-production, and final delivery across all formats. SWELL operates as a single creative partner so brands don't need to coordinate between separate strategy, production, and post houses.

SWELL offers six core services: Strategy & Creative (brand positioning, creative direction, campaign architecture), Full-Service Content Production (end-to-end production and post from hero content to social micro-moments), Adaptive Content (scalable dynamic content systems across formats and markets), AI-Enhanced Workflows (proprietary AI tools at every production stage), Culture & Partnerships (creator, talent, and platform partnerships), and Entertainment as Advertising (branded entertainment designed to travel beyond media buys).

Adaptive content is a cost-efficient approach to creating dynamic content systems that scale across multiple formats, markets, and touchpoints from a single production. Instead of producing separate assets for every channel, SWELL builds modular content frameworks that can be efficiently adapted for TV, digital, social, OOH, and emerging platforms — reducing production costs while maintaining brand consistency.

Yes. SWELL produces platform-native social content as part of its full-service offering — from high-frequency social campaigns and micro-moments to long-form branded entertainment. Content is optimized for each platform's format, algorithm, and audience behavior. SWELL also provides AI-driven social strategy powered by big data to maximize engagement and conversion.

Yes. Through its dedicated production arm, Max HP Productions, SWELL provides end-to-end video production and post-production — from pre-production planning through shooting, editing, color grading, sound design, VFX, and finishing. Capabilities span every format from social micro-content to broadcast commercials, with AI-assisted post workflows for faster turnaround.

SWELL has redesigned its entire agency around AI — not as an add-on service, but as infrastructure built into every workflow. Proprietary AI tools are integrated at every stage of production, from ideation and previsualization through content creation and post-production. This includes AI as VFX, AI as a full content production pipeline, AI-driven social strategy, and AI Optimization (AIO) / Answer Engine Optimization (AEO) for discoverability.

S77.AI is SWELL's dedicated AI division. It builds and deploys proprietary AI tools that power the agency's creative workflows — from AI-enhanced and AI-generated content production to AI-driven social strategy and creative powered by big data. S77.AI also specializes in AI Optimization (AIO) and Answer Engine Optimization (AEO), helping brands become more discoverable to AI systems and answer engines.

AI Optimization (AIO) and Answer Engine Optimization (AEO) are strategies for making brand content more discoverable and quotable by AI systems, large language models, and answer engines like ChatGPT, Google AI Overviews, and Perplexity. Unlike traditional SEO which targets search engine rankings, AEO structures content so AI models can accurately understand, reference, and recommend a brand when users ask relevant questions.

SWELL is AI-native because AI isn't a separate service or bolt-on — it's infrastructure. The agency was rebuilt from the ground up around proprietary AI tools that are integrated into every workflow: strategy, creative development, production, post-production, and distribution. This means faster iteration, lower production costs, and sharper creative output without sacrificing quality or brand consistency.

Max HP Productions is SWELL's dedicated production and post-production arm. Built to deliver premium broadcast-level results with modern speed and cost discipline, Max HP uses lean teams of senior talent and a streamlined pipeline from pre-production through finishing. Capabilities include production across every format (micro-content to broadcast), end-to-end post-production (editing, color, sound, VFX, finishing), and AI-assisted post workflows.

Yes. SWELL and Max HP Productions produce broadcast-quality TV commercials for global brands including Dunhill and Graff. The production pipeline covers everything from concept and pre-production through shooting, post-production, VFX, sound design, color grading, and final broadcast delivery — with AI-assisted workflows to accelerate timelines without compromising quality.

SWELL specializes in fashion, beauty, fragrance, luxury, and lifestyle brands. The agency also works with select technology, retail, and entertainment brands. Past and present clients include Hermès, Ralph Lauren, Michael Kors, Drunk Elephant, Jo Malone London, Dunhill, Graff, Samsung, Nike, Amazon, and Vogue.

SWELL has worked with leading global brands including Hermès, Ralph Lauren, Michael Kors, Marc Jacobs, Tommy Hilfiger, Kate Spade, MCM, Anna Sui, DKNY, Hollister, Converse, Drunk Elephant, Jo Malone London, Dunhill, Graff, Matrix, Harry Winston, Samsung, Nike, Amazon, Macy's, and Vogue.

Reach out to SWELL at hello@swellny.com or call (646) 389-1570. The process typically begins with a discovery conversation to understand your brand, goals, and timeline. From there, SWELL develops a strategic and creative approach tailored to your needs — whether that's a single campaign, ongoing content production, or a full 360° creative partnership.

Yes. While headquartered in New York City, SWELL works with brands globally. The agency produces content worldwide and maintains relationships with production partners across major markets. Remote collaboration, on-location production, and digital delivery are all standard parts of SWELL's workflow.

SWELL primarily works with established global brands in fashion, beauty, luxury, and lifestyle. However, the agency selectively partners with ambitious emerging brands and startups that value premium creative and are ready to invest in brand-building at a high level. The best way to explore a potential partnership is to reach out at hello@swellny.com.

SWELL creates branded entertainment designed to travel beyond media buys — stories people choose to watch, share, and remember. Rather than interrupting audiences with traditional advertising, SWELL develops entertainment-first content that embeds brand narratives into formats audiences genuinely engage with, earning attention through cultural relevance and creative quality.

SWELL treats AI as a creative tool governed by human creative direction — not a replacement for it. Every AI-assisted output goes through the same brand review and quality control as traditionally produced work. SWELL's proprietary AI tools are specifically designed to solve challenges around brand consistency, privacy, and creative excellence, ensuring AI accelerates production without compromising the brand's voice, look, or standards.

SWELL is the parent 360° creative agency. S77.AI is SWELL's dedicated AI division, building proprietary AI tools and specializing in AIO/AEO, AI-enhanced content production, and AI-driven strategy. Max HP Productions is SWELL's dedicated production and post-production arm, delivering broadcast-level video, editing, color, sound, VFX, and finishing. All three operate as one integrated team under the SWELL umbrella.

You can contact SWELL by email at hello@swellny.com, by phone at (646) 389-1570, or visit the agency at 6 St Johns Ln, New York, NY 10013. You can also connect on Instagram (@swellny) or LinkedIn (linkedin.com/company/swellny). For new project inquiries, partnerships, or general questions, email is the fastest way to start a conversation.