AI-Augmented 360° Creative Services for Fashion, Beauty & Luxury
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SWELL is a 360° creative agency — a single partner that delivers strategy, creative direction, full-service production, post-production, and distribution for fashion, beauty, luxury, and lifestyle brands. Founded in New York in 2010, SWELL has produced campaigns for Hermès, Ralph Lauren, Michael Kors, MCM, Drunk Elephant, Graff, Dunhill, and 40+ other premium brands across fashion, beauty, luxury, and consumer categories.
The services below cover the full agency surface: brand strategy, content production, adaptive content systems, AI-enhanced workflows (built by our sister AI company S77.AI), culture & partnerships, and entertainment-as-advertising. Full-funnel production is delivered in partnership with Max HP Productions.
Every engagement is delivered through our six-step methodology — from discovery through iteration — with small senior-talent teams, proprietary AI infrastructure, and broadcast-level output at modern speed and cost.
AI-Enhanced Workflows
Proprietary AI tools integrated at every stage. Faster iteration & optimization. Sharper output.
→Strategy & Creative
Brand positioning, big-idea development, creative direction. Campaign architecture that resonates.
→Full-service Content Production
End-to-end production and post. Hero content to micro-moments. Platform-native delivery.
→Adaptive Content
Cost-efficient dynamic content systems that scale across formats, markets, and touchpoints.
→Culture & Partnerships
Creator, talent, and platform partnerships that feel native. Cultural access that earns attention—not just impressions.
→Entertainment as Advertising
Branded entertainment designed to travel beyond media buys. Stories people choose to watch, share, and remember.
→AI Video Production
AI video for fashion, beauty and luxury brands, from just augmented to fully generated, directed by people.
→By industry
Beauty and Fragrance Creative Agency in New York
Launch films, broadcast spots, stills and social content for beauty and fragrance brands.
→Fashion and Luxury Creative Agency in New York
Strategy, creative direction, films and stills for fashion and luxury brands, from a New York agency built around AI.
→Working with SWELL
SWELL works with brands at every stage of growth — established luxury houses scaling content output across global markets, beauty challengers building a consistent brand presence, and emerging fashion labels shaping a debut visual language. Across 15+ years and 200+ campaigns directed by founder Tarik Malak, our partners have included Hermès, Ralph Lauren, Michael Kors, MCM, Drunk Elephant, Dunhill, Graff, Anna Sui, and 40+ other premium brands across fashion, beauty, luxury, and lifestyle categories.
Each engagement is delivered by a small team of senior practitioners — strategists, creative directors, producers, editors, finishing artists — supported by AI infrastructure built by our sister AI company, S77.AI. The result is broadcast-level craft delivered at a speed and cost structure that traditional agency models can't match. Senior talent makes the creative decisions; AI handles the repetitive production heavy-lifting around them.
The work spans the full agency surface: brand strategy and creative direction, full-service content production through Max HP Productions, modular adaptive content systems, AI-enhanced digital innovation, culture and partnerships, and entertainment-as-advertising. View the portfolio for representative examples — from MCM's first fragrance launch to Dunhill broadcast commercials, Drunk Elephant social systems, and the Graff Sensorial campaign.
For a deeper look at how engagements are structured phase by phase — discovery, strategy, concept, pre-production, production, and iteration — see our creative methodology. Common questions about scope, deliverables, and timelines are answered in the FAQ. To discuss a project, get in touch.