Our Guidelines

Our Values

We are people. Creators are people. And brands are led by people. We believe in doing right by people and, if we’re lucky, creating a little spark.

Yes, there’s a lot of them. We pride ourselves on our values and beliefs and we share them. We use them as a manifesto and guide of sorts — not just marketing material.

  • Content is King (& Queen)

    We don’t just follow trends—we anticipate and shape them boldly, turning curiosity and cultural insight into groundbreaking ideas. It isn’t out of the ordinary to transform a casual afternoon of scrolling YouTube Shorts into Invisalign’s viral smile quiz campaign with 75+ million views.

  • Nimble & Versatile

    We thrive through agility—constantly adapting with foresight and flexibility, turning unexpected changes into opportunities. Agility is a superpower—bureaucracy isn’t in our vocabulary.

  • Enabled by Tech

    We’re enabled by technology, not disabled by it—boldly integrating AI into our processes to amplify innovation and speed, enabling us to deliver results before others. Technology is essential—like carbon to life—enabling us to drive accelerated growth, while influence is our Sulfur: the element that ignites and sparks a match on impact, amplifying our reach.

  • Speak Human

    While many of us are engineers, lawyers, or Ivy-League educated, we don’t use jargon-filled corporate speak—we choose clarity and simplicity. Human connection and reliability drive meaningful work, so we speak like real people, not robots or bureaucrats.

  • Enable Creativity

    Great ideas can come from anywhere, but they’re fragile—needing room to breathe, develop, and flourish. We believe creativity is the heartbeat of our success, essential to our industry and the work we do. That’s why we fiercely protect the creative process as we partner with creators and bring brand values to life for our clients.

  • Solutions, not Problems

    Problems are easy to spot; solutions take talent. We don’t dwell—we fix, pivot, and level-up. We approach every challenge as an opportunity, proactively solving issues rather than simply flagging them.

  • Passion or Nothing

    Passion fuels excellence. If you’re not deeply proud and intensely passionate about the work you do, don’t do it. That is a core belief of ours. Life’s too short to waste on anything less. It’s why we have a stellar team, everyone has that fire 🔥.

  • Own the Outcome

    We don’t wait to take action—we think like owners, make bold moves, and hold ourselves accountable for the full outcome. We’re decisive, clear-headed, and allergic to excuses. Mistakes happen, sure—but we own them, learn from them, and come back smarter.

  • Think Different

    We don’t just tolerate different thinking—we seek it out, cultivate it, and celebrate it. Question everything. We appreciate diversity of thought, backgrounds, experience, and skills. With this approach, we're able to deliver results when others can't. “Normal never changed anything,” says Zee.

  • Make an Impact

    Mediocrity is a silent killer. We chase epic, game-changing results—passionately, fearlessly, relentlessly. At Sulfur, passion drives initiative, initiative creates impact, and impact makes history. If you’re going to do it, do it epically.

  • Double Click, Now Zoom Out

    Description goes hereWe master the details and never lose sight of the bigger story. To lead in social and cultural influence, we obsess equally over details and big-picture trends. Mastering subtlety and macro-drivers are a pre-requisite. You’ve gotta be able to delve into the details AND see the big picture at the same time.

  • Radical Candor

    Candor is our oxygen—vital, ever-present, and energizing. It takes courage and vulnerability to openly ask how we can improve, seek alternative perspectives, or deliver honest feedback directly to colleagues. It fuels rapid growth for each of us individually and propels our collective success.

  • Simplify.

    Ironically, achieving simplicity is complex—and we believe in removing friction and making every touchpoint truly simple and elegant.

  • Execution is Everything

    We aim high and play to win. Execution is our obsession, excellence our standard, and we’re brutally honest about where we need to level up. By doing fewer things—but doing them brilliantly—we deliver quality at speed. Our success isn’t just ours; it’s measured by the wins of our customers and creators.

🔥 OUR VALUES

Wanna build something different?

We’re always looking for curious, collaborative minds who aren’t afraid to question the way things are. If that’s you, check our open roles or just say hi. We’d love to meet the weirdo genius you bring to the table.

1. Make it simple, but never basic.

What looks smooth to a client or creator takes serious complexity behind the scenes. We manage the mess so the experience feels frictionless.

2. Talk like a human.

We don’t do brand-safe legalese or industry echo chambers. We use words real people use, because marketing is about connection—not confusion.

3. No black boxes, no bullshit.

We’re transparent on performance, pricing, and process. If something’s not working, we say it. If something’s crushing, we celebrate it (probably with way too many emojis).

4. Creators are not a commodity.

We treat talent like creative partners, not rented billboards. We listen, we pay fairly, and we don’t micro-manage their magic.

5. Kill the cookie-cutter.

Every campaign we run is built from the ground up. Best practices are fine, but originality wins attention. And attention wins everything.

6. Professional, not ‘professionalism.’

We take the work seriously, not ourselves. Respect is required. Suits are optional. Karaoke is encouraged.

7. Burn down silos.

Strategy, creative, partnerships, ops—there are no closed doors here. Everyone’s invited. Everyone’s responsible.

8. Create with consequences.

We don’t make content for content’s sake. Every move we make is aimed at real impact—on culture, on brands, on creators’ careers. If it’s not meaningful, measurable, or memorable, we scrap it and make something that is.