TH Experiential, the New York-based independent experiential marketing studio, announces the formal rollout of its experiential world-building approach and a series of senior leadership appointments designed to scale that offering.

Founded in 2006, TH has spent two decades producing immersive brand activations for clients including Unilever, LVMH, Puma, Nordstrom, Capital One, IBM, DoorDash, NBCUniversal, and McDonald’s. The agency is marking its anniversary milestone not with a retrospective, but with a forward-looking statement: experiential is no longer a supporting channel. It is the campaign.

Over 20 years, TH has experienced 495% revenue growth from year one to year twenty. TH has partnered with over 1,000 agencies and brands to produce world-building activations in its two-decade history across almost every industry.

TH Formally Rolls Out Its Experiential World-Building Approach

TH Experiential is today formalizing experiential world-building as its core creative framework, a structured approach to designing brand activations that integrate multiple channels, communities, and content simultaneously.

Traditional activations typically serve one purpose: a product launch, a press moment, a sampling or influencer event. World-building activations are engineered from the outset to serve as a press experience, an influencer content set, a UGC engine, a commerce platform, and a community anchor all at once. The build is the campaign.

Recent examples of how TH executed this approach:

Philips Sonicare’s The Night Switch, an immersive experience at Lavan Midtown in New York City. The activation used projection mapping, interactive installations, and AR to bring the science of overnight oral health to life for hundreds of press, KOLs, influencers, creators, and consumers, generating cross-channel content directly from within the Philips Sonicare world. The campaign led to a 41% increase in consumer brand awareness.

TH transformed a Malibu beach setting into a fully realized brand world for Cetaphil Skin Labs. Guests moved through nine interactive skin labs bringing Cetaphil's key ingredients to life through hands-on experiments, with KOL dermatologists woven throughout to drive credibility and content. A surprise musical performance by Tinashe, games, ingredient-infused meals, and product storytelling were layered across the space, each touchpoint connected to a healthy outdoor lifestyle narrative. The experiential world TH produced garnered over 3B global social impressions over the length of the campaign.

“If you can build a brand into the real world and let an audience step inside it, that is the purest form advertising can take. Anyone can activate. We build worlds that press, creators, and consumers walk into and tell the brand story through their own lens, where Gen Z and alpha can enter from any digital touchpoint and feel like they belong,” said Tristan Brennan (pictured right), CEO & Founder, TH Experiential.

TH’s 2026 white paper, Experiential World-Building, lays out the strategic case for experiential as a primary campaign channel, not a line item, arguing that the convergence of digital fatigue, creator commerce, and Gen Z’s identity-driven purchasing behavior makes IRL brand experiences the most efficient engine for content, community, and conversion.

"The way brands create content has to evolve. Hiring a production company to shoot a campaign is one approach, but when you build a brand world and invite the right creators inside it, you get something a production crew cannot manufacture: authentic, unscripted content that audiences actually believe. Formalizing our world-building practice was a natural next step because we have always known that the most powerful content studio a brand can build is an experience,” said Nicole Falco (pictured left), Chief Creative Officer & Partner, TH Experiential.

Leadership Expansion Positions TH for Its Next Phase

To deliver on the world-building practice at scale, TH has expanded its senior leadership team with three new appointments. 

The agency continues to be led by CEO & Founder Tristan Brennan and Partner & Chief Creative Officer Nicole Falco. Tristan brings 20 years of agency-side experience building TH from the ground up, while Nicole brings 20 years on the brand side, giving TH a leadership dynamic that is rare in the industry: equal fluency in what agencies can execute and what brands actually need.

The following senior hires have been made:

• Kareem Cervantes - Director of Communications & Partnerships: a former IPG strategist and entertainment PR veteran, most recently hailing from experiential shops NVE Experience Agency and BMF, responsible for amplifying TH’s brand partnerships, work, and world-building expertise across trade press, social, and industry channels.
• Dan Rosenthal - Head of Production: a producer with 15 years of experience joins TH from experiential agency BMF, leading the production function that translates TH’s world-building concepts into physical reality.
• Nikki Hershik - VP of Operations & Client Experience: coming from the ABM Agency, Hershik will build the operating model for TH to produce bigger, more complex world-building programs while delivering a client experience that feels seamless, strategic, and unmistakably premium.

Image courtesy of TH Experiential