Case study · Social · Campaign · 2026
Creators and Influencers
Adam Lyons and the money-talk series
- Year
- 2026
- Discipline
- Creator partnerships
- Role
- Partnership strategy, creative direction
Workers do not take financial advice from staffing brands. They take it from the people already in their feed talking about money — which is why the fastest route into that conversation is to go through a creator rather than around one.
We partnered with Adam Lyons, whose finance-bro character already owns that territory, and built a fully sung, lyric-driven parody around flexible work as an income strategy. The brief deliberately started from his existing bit rather than from our messaging, so the piece plays as entertainment first and a Flex argument second.
The format matters as much as the partner. A sung, captioned, vertical piece survives a muted autoplay feed, rewards a rewatch, and gets shared for the joke — which is how a staffing brand ends up in a conversation about money without buying its way in.
The idea
Don’t interrupt the money conversation. Write a song for it.
Results
- Built from his bit, not our brief
- Creator-led
- Survives a muted feed
- Sung + captioned
- Native to Reels and TikTok
- Vertical
How it was built
Borrow the trust, don’t buy the post
The brief was built around the creator’s existing argument about income and flexibility, with Flex as the proof point — which is why it reads as a bit he would have made anyway instead of a placement.
Make it a song, not a script
Lyrics and on-screen captions do the work that a voiceover cannot in a sound-off feed. It also gives the piece a hook people repeat, which is the cheapest distribution there is.