In late 2021, former BBDO and R/GA creatives Marcel Yunes and Rick Williams announced they were going to launch a new agency called Fable.works. The duo, which had worked with marketers including Anheuser-Busch InBev and Procter & Gamble in the past, decided to venture out and start their own business due to a “healthy dissatisfaction of big-agency politics,” among other reasons, according to the agency’s submission.

In its first year, the agency has made sure to show off its creative prowess with one of the more trippy animated campaigns of the year. Legendary rock magazine Creem tapped the small agency to help it relaunch after a 33-year hiatus.

To do so, Fable.works created a campaign that includes social, out-of-home and experiential, showing the resurrection of the magazine’s mascot “Boy Howdy!” through an animated film, done in collaboration with creative studio LOBO, that is a colorful masterpiece of rock and roll chaos. The film is like an Easter egg hunt for many more. “Boy Howdy!” even poops on Kanye West’s head at one point.

After the campaign launch, Creem sold out of its print magazine subscriptions.

The agency also launched a campaign for regenerative plant-based food company WhatIF Foods that not only educated customers about a new plant-based milk alternative made out of Bambara nut, but asked “What if there's a better better?”

Beyond creative, the agency also offers consulting services. For example, the shop led “branding breakout sessions” for Olipop’s in-house team, including its CEO, which led to two campaigns for the drink brand.