Austin, Texas, agency Callen hires people it calls “stupid smart.”

The shop’s guiding principle, according to the agency, is “We believe that the best ideas are the ones that are so obvious that they’re genius. The ones that make you say, ‘Why didn’t I think of that?’”

Those forehead-slapping brainstorms helped the agency notch $7.5 million in revenue last year. What’s more, given its swelling new business pipeline, Callen projects that its revenue will grow more than seven-fold in 2024. (No, that is not a typo.)

Powering that growth: a branding campaign for Nickelodeon featuring its famous splat; a regional Super Bowl campaign for Carl’s Jr. that led to an agency-of-record assignment; and a Disney+ activation that led to a branding campaign for the streaming service. These come in addition to work Callen is doing for Netflix, Buff City Soap and recovery footwear brand OOFOS. And its idea in 2022 to create a Dijon mustard brand with then-University of Texas running back Bijan Robinson is the gift that keeps on giving. The brand reached national distribution last year and led to the agency adding work for Robinson’s NFL team, the Atlanta Falcons.

Callen’s team of aberrant thinkers won the business (and budget) of Carl’s Jr. with a “leaked” training video showing employees how to fend off throngs of patrons storming in for its Free Burger Day by squirting them with barbecue sauce, hiding under tables and using trays as shields.

One spot even featured the chain’s chief marketing officer apologizing for the leak and saying, “Everything is 100% probably under control” while outfitted in a flak jacket.

This stupid smart idea yielded more than 1 billion impressions, 250,000 app downloads and 200,000 rewards program sign-ups.

Callen’s mission for Nickelodeon—to promote the overall brand—was achieved by creating a fanciful and colorful world celebrating its splat. That video involved claymation, virtual painting, sculpting, puppeteering and slime-making, winning the agency an Emmy.

And earlier this year, Callen found a tiny way to make a big impact for Disney+, driving awareness for its new mnemonic by devising a 2-inch vinyl record, complete with liner notes, that played the 5-second composition. (Tiny record player not included.)