Funworks' innovative approach to the creative process, it says, centers around "helping employees and clients learn to reach the 'flow state,'" a term in psychology that means one is focused, energized and enjoying the work (what some might call "being in the zone").

Whatever it's called, the work seems to prove it's effective.

The shop's buzzy, funny campaign for ESPN this past Christmas, created in a bid to underscore basketball's aim to be associated with holiday staples, featured uncomfortable-looking basketball stars sitting on a Santa's lap while he interrogates them in not quite warm ways. The effort resulted in a 39 percent ratings spike, the shop says, and further partnerships between Funworks and ESPN.