The world of high-end creative advertising has gained a significant new player with the launch of Gravity. This innovative, independent agency is spearheaded by veteran executive Joshua Rogers, a name long associated with some of the industry’s biggest names. Rogers brings decades of experience, having previously worked with major creative houses including Trailer Park, Zealot, and Buddha Jones. The agency promises a fresh, dedicated approach to creative campaigns, moving away from conventional studio structures.
In a major industry development, Rogers has formally debuted Gravity, positioning it as a new creative-led entity. The news confirms the establishment of a boutique agency designed to handle complex, high-profile campaigns. This launch is positioned following Rogers’ tenure as both VP and creative director at Zealot and Buddha Jones, where he managed extensive campaigns for streaming and theatrical giants.
Building a creatively focused powerhouse
The establishment of Gravity is built upon a foundation of highly experienced talent. Rogers has successfully recruited several former colleagues to form the core team, including editors Matt McCrory and Brent Howard, alongside producer Patrick Dirks. The agency also features a significant partnership with creative director and editor Kazadi Katambwa. Katambwa, who previously worked with Rogers at Buddha Jones, brings extensive experience from his three years as Lead Creative at Amazon Studios.
At Amazon Studios, Katambwa was integral to managing campaigns for major productions such as The Peripheral, The Power, Shelter, and The Expanse. The depth of creative expertise within the founding team is remarkable. Katambwa’s earlier work with Rogers at Buddha Jones is also notable, having contributed creatively to blockbuster campaigns for titles like Wonder Woman, Dunkirk, Mad Max: Fury Road, and the entire The Dark Knight trilogy.
The philosophy behind the launch
Rogers revealed that the motivation behind forming Gravity was deeply personal, focusing on operational flexibility. He stated, “I wanted to build a company that I could run from the edit bay, not from a big office or a Zoom window.” This sentiment encapsulates the agency’s core ethos: a return to the tactile, dedicated craft of creative work. The agency’s operational model emphasizes deep immersion in the source material.
Rogers explained that the firm aims to be of service to the intellectual property itself. This means the team must completely disappear into the nature of the stories they are promoting. Instead of simply executing a client’s request, Gravity adapts to the client’s specific brand DNA, working to become a seamless, integrated extension of the client’s internal creative department.
Current projects and future focus
Gravity has wasted no time putting its new model into practice, securing work on several high-profile, ongoing campaigns. The agency is currently contributing to the promotional efforts for Season 13 of American Horror Story and It’s Always Sunny in Philadelphia. Furthermore, they have been commissioned to handle the theatrical rerelease of Guillermo del Toro’s acclaimed film, Pan’s Labyrinth.
The agency’s mission is to elevate its partners and honour the inherent stories that inspire them. This focus on the “joy of the work” suggests a commitment not just to delivering campaigns, but to ensuring the creative process itself is paramount. By concentrating on the story and the source material, Gravity seeks to redefine the relationship between creative advertising and the original content creators.
With its talented team and immediate slate of major campaigns, Gravity is set to make a significant mark on the industry. It is time for the creative world to witness the unique power of an agency built from the edit bay.
