Two renowned creatives from Yorkshire have launched a new studio called Filthy, aiming to revolutionise video content production.
- Paul Nichols and Stew Wells, with extensive experience in creative direction, spearhead this innovative venture.
- The duo brings a wealth of experience from renowned agencies, working with top brands like Adidas and BMW.
- Filthy promises to merge strategic thinking with top-tier video production to capture audience attention.
- Their approach is designed to produce standout, impactful content, moving beyond traditional production methods.
Paul Nichols and Stew Wells, both hailing from Yorkshire, have embarked on a new creative journey with the establishment of Filthy, a studio dedicated to transforming the way video content is produced and consumed. Their combined expertise, drawn from years at leading agencies, positions Filthy at the forefront of creative innovation.
Nichols brings a rich background of strategic concept creation, having served at Brahm and Principles, where he successfully worked on campaigns for household names such as BMW and Ronseal. Similarly, Wells has a distinguished career, predominantly at IMA Global, where he excelled as a creative director for motion, crafting video content for giants including Adidas and The North Face.
The duo is clear about their mission: they aim to create video content that not only meets but exceeds contemporary consumer expectations. They stress the necessity for brands to go beyond mere adequacy in their messaging, highlighting the critical role of engaging, visually-stimulating content in a media landscape saturated with brand communications.
Nichols acknowledges the evolving consumer experience, noting, “The consumer experience has changed beyond recognition in recent years,” and emphasises the need for content that arrests the viewer’s attention—a philosophy that underpins Filthy’s approach.
Wells complements this vision by asserting, “If brands want filthy good content, they must step out of their comfort zone.” His statement reflects the studio’s commitment to pushing creative boundaries while maintaining brand integrity. Filthy aspires to redefine the creative production studio model by eliminating unnecessary complexities and focusing on impactful storytelling.
The collaboration between Nichols and Wells signifies a forward-thinking step in video content production, poised to set new standards in the industry.
