Tamon George, 36, co-founded Creative Theory in 2015 in a Starbucks. Now, the small Washington, D.C.-based agency works with big-name clients such as Google, YouTube, Meta, Amazon and Nike.

One notable contribution has been the shop’s work for Google Pixel. Creative Theory helped create the work process between Google’s photographers and engineers that led to the creation of the phone’s Real Tone feature, according to George. The agency continues to work on Google Pixel’s campaigns and has become a key partner for Google. Earlier this year the agency launched its second campaign for Google’s Tech Equity Collective, which is meant to increase Black representation in tech.

Under George’s leadership, the agency has continued to bring a diverse voice to the tech world beyond its clients’ work. In May, the agency launched a self-funded “What Prompted You?” campaign, an ongoing initiative to spark interest in AI from diverse voices by highlighting the risks of excluding different perspectives from AI innovation.

“The biggest companies and agencies in the world already have their departments set up for Gen AI creative but what they don’t have is decades worth of experience of delivering creative for communities of culture like we have,” George said. “We want to continue to lead in that lane. If it leads to us creating really cool and incredible AI campaigns, that’s fantastic. But we certainly want to be leaders in reminding people about the importance of that particular work.”

Creative Theory has also created a hip-hop 50 video for YouTube Music and an engineer recruiting campaign for Meta.

If you could have dinner with one person, alive or dead, who would it be and why?

In moments of uncertainty, I find myself watching old interviews of Bob Marley—to remind myself of my own rebel spirit. A true courageous visionary who never lost sight of himself and his purpose—I’m sure dinner would be delicious too.

What are the top two social media sites you use on a regular basis? 

Instagram, and as of late TikTok. 

What’s currently on your bedside reading list?

“1000 Lights,” edited by Charlotte and Peter Fiell.

What was the last show you binge-watched? 

“The Night Agent” on Netflix.

At what age do you hope to retire? 

If I’m lucky, I’ll retire at 99. But I’ll stop “working” a few decades before that.