The company with the most perplexing name in the business was also one of the year's most memorable as it continued to carve out its place at the heart of pop culture. A highlight was Spotify's "RapCaviar Pantheon." Music video maven Director X, aka Julien Christian Lutz, chronicled the in-house project that honored the popular playlist's artists in an unusual way--as 3D-printed works of Greco-Roman-inspired sculpture that went on display at the Brooklyn Museum.

He then went on to tag-team with Josh Nussbaum and Bridget Savage Cole on eBay's "Fill Your Cart With Color" campaign, via 72andSunny.

Mohammad Gorjestani dug deep on Square's touching short film that paid tribute to the Lakota Tribe in honor of Indigenous People's Day, while Tucker Walsh partnered with Hyphen-Labs on the disturbing "Facing Everyday Killers" exhibit from Energy BBDO, which put faces to the lives lost to the opioid epidemic--by carving them onto individual pills.

Multidisciplinary director Jared Knecht joined the roster and went on to direct a sweet yet disturbing film for "Recovery Unplugged" that showed addicts at their lowest lows while still providing a glimmer of hope.

Other newcomers to the team in 2017 include Benjamin Palmer founder and former leader of the Barbarian Group and visual effect pro Mike Woods, who signed on as director of immersive content, executive creative director.