Creative Theory Agency

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09/01/2026

For , the shift happened when the work became bigger than the two people doing it.

Gary and joined Regi on Detox & Deep Talks, his Rematea series. Here Gary looks back on the early days of building CTA with Tamon and the operational learning curve of growing a team: accounting, benefits, people management, overhead, all the things you only learn by doing.

“Once we started hiring people, that was a big leap for us. That’s when it became an agency.”

FOUR. 🏆🏆🏆🏆“The Art of Possible” our film for celebrating Dr. Marian Rogers Croak, is officially a 4x Telly Award winner...
08/28/2026

FOUR. 🏆🏆🏆🏆

“The Art of Possible” our film for celebrating Dr. Marian Rogers Croak, is officially a 4x Telly Award winner.

People’s Telly Gold, General Non Broadcast
Gold, General Science & Technology
Silver, General Branding
Bronze, Documentary Short Form

From the beginning, The Art of Possible was about telling the story behind the innovation. The experiences, memories, people and possibilities that shaped one of technology’s most influential minds.

Big love to the entire team who brought the vision to life!

Director: T. Miller
Producer: Alexandra César // In Play Works
Director of Photography: Othello Banaci
Executive Producer: R. Hardy
Creative Producer: Ciara
Producer: Hannah Nicole | Washington, DC
Associate Producer: asg.
Production Manager: Jose Brown
Post Production Supervisor / Editor: Andy Nagashima
AI Generated Vignettes: VEGA
Colorist: Calvin Bellas

The tool is not the differentiator anymore. Judgment is.New op-ed from our co-founders in Muse by Clio, built around our...
08/27/2026

The tool is not the differentiator anymore. Judgment is.

New op-ed from our co-founders in Muse by Clio, built around our work with Wyclef Jean and Google’s AI music model Lyria. The technology could generate endless possibilities. Possibility is not direction.

Human creativity is not being replaced. It is being clarified.
“AI Doesn’t Build Belief. People Do.”

Link in bio.

Some stories don’t end when the film does.This week at the Martha’s Vineyard African American Film Festival, joined Dr....
08/13/2026

Some stories don’t end when the film does.

This week at the Martha’s Vineyard African American Film Festival, joined Dr. Marian Rogers Croak for ’s “The Art of Possible: Dr. Marian Rogers Croak’s Legacy from VoIP to Responsible AI,” moderated by Melonie D. Parker [].

After having the honor of telling Dr. Croak’s story through The Art of Possible, we had the opportunity to take the conversation beyond the screen. From her groundbreaking work in VoIP to the future of responsible AI and what it means to build technology with people in mind.

More conversations like this. And if you’re on the Vineyard, hit us up. 🙂

>Dr. Marian Rogers Croak, VP of Human-Centered AI and Foundational ML, Google
>Melonie D. Parker, VP of Emplyee Engagement, Google
>Gary Williams Jr., Co-Founder & Chief Creative Officer, Creative Theory Agency

📸

Today is the day! ⚽️ Wherever you are, there is a pitch waiting for you. Viewing parties from coast to coast!One final m...
07/19/2026

Today is the day! ⚽️ Wherever you are, there is a pitch waiting for you. Viewing parties from coast to coast!

One final matchp. Three cities. Yes, the world is watching. Good.

🎥 : Eden

📍DC, Navy Yard: Join and for The Finals Watch Party, featuring player appearances from Connor Antley and Jordan Farr. Drinks are on D.C. United from 1:30 to 2:30 PM.

📍LA: Join and Adidas Fútbol Society at The Beehive from 11 AM to 5 PM.

📍Brooklyn: takes over Bogart House with the Final watch party from 2 PM to 5 PM and the Jersey Party from 4 PM to 9 PM.

📍DC: Catch the World Cup Final at 3 PM at above . Free and open to the public.

We made it to the final. ⚽️ From The People’s Pitch to viewing parties coast to coast, this summer has been filled with ...
07/18/2026

We made it to the final. ⚽️ From The People’s Pitch to viewing parties coast to coast, this summer has been filled with matches, music, jerseys, community and plenty of vibes. The world has been watching, and tomorrow we’ll be tuned in for the finals!

Swipe to find your pitch:
📍 LA: Join and Adidas Fútbol Society at The Beehive from 11 AM to 5 PM.

📍 Brooklyn: takes over Bogart House with the Final watch party from 2 PM to 5 PM, followed by the Jersey Party from 4 PM to 9 PM.

📍 DC, Navy Yard: Join and for The Finals Watch Party, featuring player appearances from Connor Antley and Jordan Farr. Drinks are on D.C. United from 1:30 to 2:30 PM.

📍 DC, Union Market: Catch the World Cup Final at 3 PM at above . Free and open to the public.

Thank you to , & , and the entire team for helping bring the experience to life.

And a special thank you to the crew on the ground: , , , and .

🎥:

One final match. Four pitches. Three cities. Yes, the world is watching. Good.

07/16/2026

We still like to flex our creative muscles. For the past month, the world has been glued to football. But we know the game has never been the only thing people are watching.

They’re watching the jerseys, the celebrations, the style, the neighborhoods, the music, the barbershops, the flags, and the people who carry it all. So we made something about that. Yes, The World Is Watching.

Crew:
Film - &
Editor - Ciara Boniface
Graphic Designer - Darryl Sharp
Copy Writer - Jen Gustavson
Creative Direction - Gerald Oliver
Production Manager - Aden Coleman
Photographer - Joseph Hart
Photo Assistant - Saleena Titus  
Photo Assistant - Nathan Grimes .tif

Models:
Mahkai Dominique
Simi Liadi
Azarri White .white
Tunde akinlosotu .akinlosotu
Hakim Benouicha 
Adeola Sulaiman .ola

07/16/2026

We still like to flex our creative muscles. For the past month, the world has been glued to football. But we know the game has never been the only thing people are watching.

They’re watching the jerseys, the celebrations, the style, the neighborhoods, the music, the barbershops, the flags, and the people who carry it all. So we made something about that. Yes, The World Is Watching.

Crew:
Video - &
Editor - Ciara Boniface
Creative Direction - Gerald Oliver
Production & Casting Manager - Aden Coleman
Photographer - Joseph Hart
Photo Assistant - Saleena Titus  
Photo Assistant - Nathan Grimes .tif

Models:
Mahkai Dominique
Simi Liadi
Azarri White .White
Tunde akinlosotu .Akinlosotu
Hakim Benouicha 
Adeola Sulaiman .ola

05/22/2026

The creative process looks different after 10 years.
The work got bigger. The team grew. The references expanded. Taste got refined, and instinct had to be backed by discipline.

That is the tension of being a creative in this industry. You grow, you adapt, you answer to the client, but you still have to protect the thing that makes the work feel alive.

The foundation is the same one we started with: taste, culture, restraint, and a belief that good work does not need to overexplain itself.

Say less. Do more. Let the work speak.

That principle built The Gift Shop. Foreground. Guest Haus. What Prompted You? It shaped the client work. It keeps the creative process honest.

Film by 📸

What looks like a joke is usually great marketing mechanics. Spotify got the formula right; whether you like the design ...
05/21/2026

What looks like a joke is usually great marketing mechanics. Spotify got the formula right; whether you like the design or not, it sparked conversation and imitation, but they aren’t the only brand to have tapped into this marketing niche.

A football in a hand, and everyone knows the Rihanna announcement. A crystal glove, and suddenly, the timeline is back in the Drake conversation. A disco ball logo and brands everywhere know exactly what to do.

We joined in because these moments are more than trend participation. They are cultural shortcuts.
1. Instant recognition.
2. Low-friction participation.
3. High cultural spread.

That is why this kind of work travels. In a feed full of noise, the ideas that move fastest are often the simplest. A strong symbol. A familiar reference. A visual cue people can decode in one second and remix in the next.

Marketing inside jokes are one of our favorite genres because they remind us that disruptive ideas do not always need a long explanation. Sometimes they just need the right signal.

So yes, we joined the disco ball era.

Same theory. New shine.

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1258 4th Street NE
Washington D.C., DC
20002

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