The "Same Team" campaign by MANDEM Studios serves as a strategic introduction of the agency’s brand identity, emphasizing community, inclusivity, and authentic representation of queer, masculine-centered creatives and allies. The campaign’s core proposition centers on fostering connection and challenging prevailing stereotypes within both the queer and broader cultural landscapes. By spotlighting the nuanced dynamics of masculinity in the queer community—particularly addressing unspoken competition among masc-identifying individuals—the campaign promises to redefine representation through vulnerability, unity, and shared experience. The accompanying product, the SAME TEAM HAT 001, acts as both a symbol and extension of this message of solidarity.
From a market strategy perspective, MANDEM Studios leverages a nostalgic aesthetic rooted in late 1990s and early 2000s cultural touchpoints to create an approachable setting that invites broader audience engagement with themes often marginalized in mainstream narratives. The use of a candid conversational narrative—captured through intimate filmmaking and authentic dialogue—enables deeper exploration of identity, self-expression, and community growth that resonates with queer audiences while also appealing to allies and those outside the immediate demographic. The creative partnership between writer and creative director Kim Alex Hall and director Chrris Lowe provides a layered, genuine perspective that enriches the storytelling with cultural specificity and emotional nuance.
The timing of the campaign aligns with sociopolitical currents that increasingly threaten queer visibility, positioning MANDEM Studios as a necessary platform advocating for unfiltered queer voices. Additionally, the campaign functions as an indirect extension of Kim’s ongoing "S.i.r" series, reinforcing its commitment to multilayered narratives around sexuality, gender, and identity. Overall, "Same Team" employs a culturally informed, intersectional approach to agency self-promotion that foregrounds storytelling as a vehicle for empowerment and systemic change.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign centers on an authentic, nuanced portrayal of masculine-centered queer individuals engaging in a relatable, candid conversation—inviting viewers into a familiar late '90s/early 2000s social setting. The focus is less on dramatizing a problem–solution arc or symbolic visuals than on showcasing a realistic community, reflecting values, aspirations, and styles that resonate with the target audience. Through dialogue and shared experience, the “Same Team” hat is situated organically within the scene, but the true creative engine is rooted in aspirational user imagery and cultural representation rather than a plot-resolving product intervention.
1. WONDHER – WONDHER positions itself as a cutting-edge agency that blends creativity with social impact, specializing in narrative-driven brand stories that amplify underrepresented voices, particularly within LGBTQ+ and BIPOC communities. Their strategic focus lies in merging art with activism to foster authentic, inclusive storytelling that resonates across diverse audiences.
2. The Glimpse Group – This agency leverages immersive technologies and innovative film production to craft bold, experiential narratives. Emphasizing virtual reality and interactive media, they uniquely position themselves at the convergence of technology and storytelling to engage niche communities, including queer and marginalized creatives, with forward-thinking content.
3. The Brooklyn Brothers – A creative agency that balances bold, culturally relevant messaging with high production values, The Brooklyn Brothers differentiate through their reputation for unapologetic storytelling that challenges norms. They strategically align with brands and projects pushing progressive social narratives, including LGBTQ+ representation, to foster authentic community connections.
4. House Productions – House Productions crafts cinematic, emotionally resonant campaigns that integrate identity, culture, and community. They set themselves apart by focusing on nuanced, intimate storytelling formats for queer and marginalized identities, often collaborating with emerging creatives to elevate fresh perspectives in the agency self-promo space.
5. The Mill – Known globally for their high-end visual effects and innovative film production, The Mill uniquely combines technical excellence with socially conscious narratives. Their strategic edge lies in producing visually stunning and conceptually compelling agency self-promos that spotlight inclusivity and diversity, positioning them as leaders in progressive creative storytelling.
Q: What is Same Team about?
A: Same Team is a 2025 campaign from MANDEM Studios, launched in the United States as the agency’s debut effort. Directed by Chrris Lowe and written by MANDEM Founder Kim Alex Hall, the campaign centers on a 90-second short film and editorial that premiered in Los Angeles. The creative idea explores the dynamics of masculinity within the queer community, using a nostalgic late-1990s/early-2000s hangout setting to frame a candid conversation between friends. The campaign introduces the SAME TEAM HAT 001 as a symbol of unity, aiming to foster connection, challenge stereotypes, and redefine representation for masculine-centered creatives and their allies.
Q: What creative device does Same Team use?
A: Same Team employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device centers on depicting a user profile that the target audience can relate to or aspire to, rather than dramatizing a problem–solution arc or relying on overt symbolism. The campaign presents an authentic, nuanced portrayal of masculine-centered queer individuals in a familiar social setting, focusing on realistic community dynamics and aspirational cultural representation. The SAME TEAM HAT 001 is integrated organically, with the true creative emphasis placed on relatable dialogue and shared experience.
Q: What is the campaign proposition for Same Team?
A: The campaign proposition for Same Team positions MANDEM Studios as a creative force dedicated to community, inclusivity, and authentic representation of queer, masculine-centered creatives and their allies. The brand’s message is a call for connection and solidarity, challenging prevailing stereotypes and unspoken competition within the queer community. By leveraging a nostalgic aesthetic and candid storytelling, MANDEM Studios seeks to engage both queer audiences and allies, asserting the urgency of visibility and self-expression in a climate where queer voices face cultural and political threats. This strategic stance aligns with the agency’s broader mission to drive systemic change through storytelling.
Q: How does Same Team rank in Clapboard's archive?
A: Same Team holds a Clapboard Campaign Score of 71/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial authority.
Q: Who are the competitors in MANDEM Studios' category?
A: In the agency self-promo and media/entertainment category, MANDEM Studios competes with agencies such as WONDHER, which blends creativity with social impact to amplify underrepresented voices; The Glimpse Group, known for immersive, technology-driven narratives targeting niche communities; The Brooklyn Brothers, recognized for culturally relevant storytelling and progressive social messaging; House Productions, which specializes in cinematic, identity-driven campaigns for marginalized audiences; and The Mill, a global leader in high-end visual effects and socially conscious, inclusive storytelling. Each brings a distinct approach to narrative, representation, and creative innovation within the space.
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