# SWELL — Full Content Reference > 360° Creative Agency • AI-Enhanced Production • New York > Last updated: 2026-02-26 > Summary version: https://swellny.com/llms.txt SWELL is a New York-based 360° creative agency specializing in fashion, beauty, luxury, and lifestyle brands. AI-enhanced production, adaptive content, and integrated workflows. ## Services ### 01. Strategy & Creative Brand positioning, big-idea development, creative direction. Campaign architecture that resonates. ### 02. Full-service Content Production End-to-end production and post. Hero content to micro-moments. Platform-native delivery. ### 03. Adaptive Content Cost-efficient dynamic content systems that scale across formats, markets, and touchpoints. ### 04. AI-Enhanced Workflows Proprietary AI tools integrated at every stage. Faster iteration & optimization. Sharper output. ### 05. Culture & Partnerships Creator, talent, and platform partnerships that feel native. Cultural access that earns attention—not just impressions. ### 06. Entertainment as Advertising Branded entertainment designed to travel beyond media buys. Stories people choose to watch, share, and remember. ## Core Methodologies & Technical Capabilities - **AI-Native Infrastructure** — Proprietary AI tools built in-house and integrated into every workflow (not third-party plugins). Strategy, production, post, and distribution all run on AI-enhanced pipelines. - **Modular Content Architecture** — Single productions yield adaptive asset systems that scale across TV, digital, social, OOH, and emerging platforms. AI-assisted reformatting and versioning reduce cost while maintaining brand consistency. - **Data-Driven Creative** — Big data analysis informs creative briefs, social strategy, and audience targeting. Decisions are backed by performance signals, not gut instinct. - **Previz-to-Finish AI Pipeline** — AI is embedded from previsualization through VFX and finishing. Generative models handle environment extension, compositing, texture generation, and motion graphics alongside traditional craft. - **AIO / AEO Optimization** — Structured content, semantic markup, FAQ schemas, glossaries, and machine-readable files (llms.txt) ensure brands are discoverable in AI-generated answers — not just traditional search results. - **Lean Senior-Talent Model** — Small teams of senior creatives and producers replace bloated agency layers. Faster decisions, tighter feedback loops, lower overhead, broadcast-level output. ## Case Studies ### MCM — Fashion Forward - **Type**: 360 LAUNCH CAMPAIGN - **Year**: 2024 - **Categories**: Creative, Content, Campaign - **Description**: A full 360° campaign for MCM’s first-ever fragrance launch - from concept to delivery - including influencer/creator casting and production of the world’s first beauty XR commercial. The fragrance sold out in under 24 hours. - **Credits**: Creative Direction: SWELL | Production: SWELL - **Detail page**: https://swellny.com/work/fashion-forward-mcm ### Drunk Elephant — Beauty Redefined - **Type**: HIGH FREQUENCY SOCIAL CONTENT - **Year**: 2025 - **Categories**: Content, Social, Beauty - **Description**: End-to-end creative campaigns for Drunk Elephant—from concept and ideation through animation and video production—covering the full post pipeline (edit, color, sound, and original music). Built a content-first digital strategy that elevated the brand to the front of the pack in social media creative and performance. - **Credits**: Creative Direction: SWELL | Content Production: SWELL - **Detail page**: https://swellny.com/work/beauty-redefined-drunk-elephant ### Dunhill — Luxury Essence - **Type**: BROADCAST SPOT & KEY VISUALS - **Year**: 2024 - **Categories**: Creative, Broadcast, Luxury - **Description**: Broadcast spot and key-visuals campaign for Dunhill—an end-to-end production built to express modern luxury craftsmanship with precision. From concept development and art direction through shooting and post, we crafted a refined visual world focused on materials, detail, and restraint, delivering hero film assets and a cohesive suite of premium stills for multi-channel rollout. - **Credits**: Creative Direction: SWELL | Production: SWELL - **Detail page**: https://swellny.com/work/luxury-essence-dunhill ### Graff — Sensorial Fragrance - **Type**: BROADCAST COMM & STILLS - **Year**: 2024 - **Categories**: Creative, Broadcast, Luxury - **Description**: Product video and stills campaign for Graff, translating sensorial fragrance storytelling into a polished, cinematic visual language. From concepting and art direction through tabletop production and meticulous post, we built a world of light, texture, and motion—capturing the bottle’s detail, materials, and atmosphere. Delivered hero films, cutdowns, and premium key visuals designed for digital, paid social, and brand channels. - **Credits**: Creative Direction: SWELL | Production: SWELL - **Detail page**: https://swellny.com/work/sensorial-fragrance-graff ### Michael Kors — Star Products - **Type**: SEASONAL CAMPAIGN - **Year**: 2024 - **Categories**: Creative, Campaign, Fashion - **Description**: Seasonal Holiday campaign for Michael Kors, showcasing hero products through elevated, festive storytelling. From creative development and styling through production and post, we crafted a premium visual world built around light, texture, and giftable moments - delivering a suite of films, cutdowns, and key visuals optimized for digital, paid social, and retail channels. - **Credits**: Creative Direction: SWELL | Content Production: SWELL - **Detail page**: https://swellny.com/work/star-products-michael-kors ### Anna Sui — Mesmerizing Loops - **Type**: 3D ANIMATION CAMPAIGN - **Year**: 2024 - **Categories**: Creative, 3D, Animation - **Description**: 2D animation campaign for Anna Sui, creating mesmerizing looping visuals that translate the brand’s universe into motion. Developed a distinctive graphic language and palette, then produced seamless, hypnotic loops designed for high-impact social and digital placements -delivering a versatile suite of animations that feel instantly Anna Sui while staying endlessly rewatchable. - **Credits**: Creative Direction: SWELL | 3D Animation: SWELL - **Detail page**: https://swellny.com/work/mesmerizing-loops-anna-sui ## AI & Innovation — S77.AI We've redesigned our entire agency around AI. Not as a service—as infrastructure. We're solving issues around brand consistency, privacy and creative excellence. From ideation to execution, every workflow is enhanced by proprietary tools we've built for ourselves and our partners. - **AIO / AEO** — Proprietary Tools for extra reach. - **AI enhanced/generated Content** — AI as VFX. AI as full content production. - **AI driven Social Strategy & Creative** — When big data leads conversion. ## Production & Post-Production — Max HP Productions We built Max HP to deliver premium work without the drag of unnecessary overhead. Lean teams, senior talent, and a streamlined pipeline — from pre-pro through finish — so you get broadcast-level results with modern speed and cost discipline. - **Microcontent to Broadcast** — One partner across every format - **End to End Post** — Editing, color, sound, VFX, finishing. - **AI in Post** — From Previz to VFX. Only where it helps. ## Clients SWELL is trusted by leading global brands: Hollister, Samsung, Amazon, Nike, Dunhill, Converse, Macy's, Drunk Elephant, Matrix, Jo Malone London, MCM, DKNY. ## Frequently Asked Questions ### What is SWELL? 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. ### Where is SWELL located? 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. ### Who founded SWELL and when? 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. ### What does "360° creative agency" mean? 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. ### What services does SWELL offer? 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). ### What is adaptive content? 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. ### Does SWELL do social media content? 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. ### Does SWELL handle video production and post-production? 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. ### How does SWELL use AI in creative production? 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. ### What is S77.AI? 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. ### What is AI Optimization (AIO) and Answer Engine Optimization (AEO)? 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. ### What makes SWELL an "AI-native" agency? 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. ### What is Max HP Productions? 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. ### Can SWELL produce broadcast TV commercials? 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. ### What industries does SWELL specialize in? 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. ### What brands has SWELL worked with? 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. ### How do I start a project with SWELL? 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. ### Does SWELL work with brands outside of New York? 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. ### Does SWELL work with startups or only established brands? 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. ### What is SWELL's approach to branded entertainment? 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. ### How does SWELL approach brand consistency when using AI? 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. ### What is the difference between SWELL, S77.AI, and Max HP Productions? 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. ### How can I contact SWELL? 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. ## Glossary ### AI Augmented 360 **Definition**: A full-service creative agency model where AI tools and workflows are embedded into every discipline — strategy, production, post, and distribution — rather than offered as a standalone service. **How SWELL applies it**: SWELL operates as an AI Augmented 360 agency: every project benefits from proprietary AI tools at each stage, from concept development through final delivery, without clients needing to engage a separate AI vendor. ### AI Native Advertising **Definition**: Advertising content conceived, produced, and optimized using AI from the outset — not traditional ads with AI applied after the fact. The creative process itself is designed around AI capabilities. **How SWELL applies it**: SWELL creates AI native advertising where AI informs the creative brief, generates and tests variations, and optimizes delivery — producing work that couldn't exist through traditional pipelines alone. ### Adaptive Content **Definition**: A modular content production approach that creates dynamic asset systems capable of scaling across formats, markets, and touchpoints from a single production — reducing cost while maintaining brand consistency. **How SWELL applies it**: SWELL builds adaptive content frameworks so a single shoot or production yields assets optimized for TV, digital, social, OOH, and emerging platforms, with AI-assisted versioning for different markets and audiences. ### Adaptive Content Systems **Definition**: The technical and creative infrastructure that powers adaptive content — including templating frameworks, AI-driven reformatting tools, and automated versioning pipelines that generate platform-specific variants at scale. **How SWELL applies it**: SWELL's adaptive content systems allow clients to brief once and receive deliverables across dozens of formats and aspect ratios, with AI handling the reformatting, resizing, and platform optimization automatically. ### AI-Enhanced Workflows **Definition**: Production and creative workflows where AI tools are integrated at specific stages to accelerate output, improve quality, or enable capabilities that would be impractical manually — while keeping human creative direction in control. **How SWELL applies it**: SWELL's AI-enhanced workflows use proprietary tools for tasks like previsualization, content generation, social strategy, and post-production — cutting timelines and costs without sacrificing the creative standard. ### Answer Engine Optimization (AEO) **Definition**: The practice of structuring content so AI-powered answer engines — like ChatGPT, Google AI Overviews, and Perplexity — can accurately understand, reference, and recommend a brand when users ask relevant questions. **How SWELL applies it**: SWELL's S77.AI division implements AEO strategies including structured data, FAQ schemas, semantic content architecture, and llms.txt files — making clients discoverable in AI-generated answers, not just traditional search results. ### AI Optimization (AIO) **Definition**: A broader discipline encompassing all strategies that make a brand's digital presence more visible, accurate, and favorable within AI systems — from large language models and recommendation engines to automated content analysis tools. **How SWELL applies it**: SWELL applies AIO across a client's entire digital footprint — website structure, content strategy, metadata, and external signals — ensuring AI systems have the right information to represent the brand accurately and prominently. ### Entertainment as Advertising **Definition**: A creative approach where branded content is designed as genuine entertainment — stories, films, and experiences people choose to watch, share, and remember — rather than interruptive ads that rely on media buys for reach. **How SWELL applies it**: SWELL develops entertainment-first branded content that embeds brand narratives into culturally relevant formats, earning organic attention and shareability that extends well beyond paid media placement. ### AI as VFX **Definition**: The use of generative AI models as a visual effects tool within production and post-production — replacing or augmenting traditional VFX pipelines for tasks like environment extension, compositing, texture generation, and motion graphics. **How SWELL applies it**: SWELL and Max HP Productions use AI as VFX to deliver broadcast-quality visual effects faster and at lower cost, enabling productions that previously required large VFX teams and extended timelines. ### AI-Driven Social Strategy **Definition**: Social media strategy and creative development informed by AI-powered data analysis — using big data to identify content patterns, optimal posting strategies, audience segments, and creative directions that maximize engagement and conversion. **How SWELL applies it**: SWELL's S77.AI division uses AI-driven social strategy to replace gut-feel decisions with data-backed creative direction, ensuring social content is optimized for performance from concept through distribution. ## Key Facts - **Founded**: 2010 - **Founder**: Tarik Malak - **Location**: New York City - **Phone**: - **Specialty**: Fashion, beauty, luxury, and lifestyle brands - **Differentiator**: AI-native agency — proprietary AI tools built into every workflow, not bolted on - **Divisions**: S77.AI (AI innovation), Max HP Productions (production & post) - **Contact**: hello@swellny.com ## Links - Website: https://swellny.com - Portfolio: https://swellny.com/#work - Services: https://swellny.com/#services - AI Division: https://swellny.com/#ai - Production: https://swellny.com/#production - Contact: https://swellny.com/#contact - FAQ: https://swellny.com/faq - Glossary: https://swellny.com/glossary - Summary (llms.txt): https://swellny.com/llms.txt - Instagram: https://www.instagram.com/swellny - LinkedIn: https://www.linkedin.com/company/swellny