Brooklyn-based art alliance MSCHF has unveiled its new internal creative agency, Applied, with a video campaign.
On Tuesday (Aug. 19), the art collective debuted a montage of news stations, content creators, and Jimmy Fallon name-dropping MSCHF. The clip ends with variations on the logo for Applied that will be dedicated to the new external products division.
MSCHF was founded in 2016 by CEO Gabriel Whaley, Chief Creative Officers Lukas Bentel and Kevin Wiesner, and Chief Operating Officer Stephen Tetreault.
Among the collective's experimental—and sometimes controversial—projects are Lil Nas X's Satan Sneakers that each contained a drop of blood and a construction boot that replicates the traditional Timberland design.
In a press statement, MSCHF shared its plans to deliver projects that equally stand the test of time with luxury and leather goods products, art, and other ventures that "rejects the churn and predatory language of traditional advertising."
"Instead, it builds tangible cultural output with depth, permanence, and power," the press release continues. "MSCHF builds for itself. APPLIED MSCHF builds with partners."
Also joining the creative agency hype are hip-hop icons like Kendrick Lamar, who founded private communications company PGLang with Dave Free in 2020, and Pharrell Williams, who recently launched creative hub and "community platform" VIRGINIA.
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