Getting To Know… WIGZ

WIGZ™ is a creative studio that connects brands to culture through sports, fashion, music, and art.

Founded in 2021, WIGZ™ has collaborated with brands such as Jordan, Nike, Fanatics, and Bigface.

While based in NYC, the studio operates remotely, working with creatives worldwide. WIGZ™ crafts visual worlds around brands through various mediums, using unconventional approaches to spark conversation.

The studio is led by Nathan Wigglesworth (formerly Wieden+Kennedy) and Raquel Marvez (formerly Mass Appeal).

LBB> Tell us a bit about WIGZ – when did you form and why?

WIGZ> WIGZ™ was born out of helping NBA athletes develop and launch their own personal brands. Over time, our work expanded to brands looking to create campaigns that connect with culture – beyond traditional advertising.

Since then, we’ve built a community of creatives and brands who are obsessed with fashion, sports, music, and art.

People often ask, “Are you a film studio, a design agency, or an experiential shop?” The truth is, we always start with the campaign idea first and let it dictate the medium.

LBB> What’s the story behind your name?

WIGZ> I have a ridiculous last name, so we figured we might as well use it.

Wigglesworth sounds like a villain from a Charles Dickens novel, and WIGZ has been my nickname forever – it’s easy to spell and say. As a kid, I got bullied for my last name, but now, as an adult, people seem to remember it.

We also saw a wig shop in Chinatown and liked the metaphor – it represents how we can adapt and take on the persona of different brands.

LBB> Tell us about up to three campaigns that epitomise what you do as a company.

WIGZ> ‘Bigface’ – Jimmy Butler has an incredible vision for building a coffee empire.

We were lucky to collaborate with him, designing and producing exclusive clothing drops during the NBA Finals. Seeing him wear our pieces in press conferences was a bucket-list moment. Watching the product fly off the shelves was a special feeling too.

‘Jordan x AJ11s’ – Jordan challenged us to bring back the excitement of waiting in line for sneaker drops. So, we created a special chase: sneakerheads had to track down our Jordan-branded camper chairs hidden across the city.

The first 23 people to find them secured their spot in line for the drop. Seeing hundreds of fans sprint through the streets of San Antonio was amazing to witness.

‘Fanatics x NBA’ – Fanatics needed a campaign for the start of the NBA season. We had almost no time, and sometimes, the best work happens under pressure. Everyone pulled together and sprinted to get it done.

The final result was a visually stunning film and photography series we’re incredibly proud of. We were able to set basketball hoops on fire with thermal cameras, which was something we had always wanted to do.

LBB> Give us a fun fact about your company.

WIGZ> My business partner is also my life partner – Raquel Marvez. We officially joined forces last year, and I wish we had done it sooner. Everything has been 10x better since.

LBB> What are your strongest opinions about your industry?

WIGZ> We try to keep most of our strong opinions to ourselves, but since you asked…

We think advertising agencies have lost the edge they once had. Generally, the work feels safe – and doesn’t excite us in the way it used to. TV commercials are almost always boring.

Physical experiences, on the other hand, are becoming the centrepiece of how brands integrate into culture. We aspire to be a destination that creates something unexpected with purpose.

There are so many insanely talented creatives stuck making work they don’t love. We hope WIGZ can be an outlet where they can truly express themselves and create work they’re proud of.

LBB> What are you proudest of as a company?

WIGZ> Our roster of clients. We’ve been lucky to work with some of our favourite brands on the planet – Nike, Jordan, Fanatics, Away, the Brooklyn Nets, the Premier League, Bigface, and more.

Having the trust of brands we love is something we don’t take lightly. But nothing compares to the pride we feel when we create something beautiful for them. I’d happily frame any of our work and hang it in our home.

LBB> What are some upcoming projects our readers should keep an eye on?

WIGZ> Stay posted. This year, you can expect some creative that will definitely raise some eyebrows. Our YouTube channel is launching very soon and will be one to watch for.

LBB> Where can we check out WIGZ online?

WIGZ> We’re very active on Instagram and have met some of our favourite brands through DMs – so hit us up: @wi__gz.

We’re also on LinkedIn, or reach us directly at raquel@wigz.co or nathan@wigz.co.