Forwards Studio is a company.
Key people at Forwards Studio.
Forwards Studio was founded by Sten Tamkivi (Co-founder).
Forward Studio is a culture marketing agency specializing in entertainment strategies at the intersection of culture, technology, and media. It builds innovative experiences, products, and stories for brands, leveraging relationships in entertainment and culture to drive relevance, engagement, and long-term affinity.[1][2] Born from Coachella's innovation team, the studio focuses on AR experiences, fan platforms, film launches, and digital quests for clients like Google, Universal Parks, The Weeknd, and Black Mirror, while prioritizing responsible tech use through positive, non-addictive user experiences.[1][2]
The agency serves brands navigating digital transformation, addressing the gap between proficient audiences and lagging media landscapes by prototyping new audience engagements and managing partnerships with platforms, talent, and creators.[1][2]
Forward Studio emerged from Coachella’s in-house innovation team around five years ago (circa 2020), amid a shifting agency world seeking more bespoke services.[2] Three entertainment and innovation leaders—Kevin McMahon (Co-Founder & Chief Business Officer), Rachel Noonan (Co-Founder & Chief Strategy Officer), and Sam Schoonover (Co-Founder)—united to push boundaries in entertainment and technology.[2] Early traction came from "firsts" in innovative marketing, growing with a team of dozens including creative producers like Eric Wagliardo and Daniel Kelly.[2]
This collective evolution allowed Forward to help brands innovate for future competitiveness, tapping culture naturally through programs and relationships.[1][2]
Forward Studio rides the wave of intertwined culture and technology, where digital platforms amplify entertainment amid rapid audience proficiency in navigation tools.[2] Timing is ideal post-digital transformation, as media lags create opportunities for AR, immersive fan experiences, and tech-driven storytelling—evident in projects blending Google Maps AR with music or Black Mirror quests.[1][2]
Market forces like platform evolution (e.g., Google, Snapchat) and demand for authentic cultural relevance favor them, enabling brands to compete via natural, innovative integrations.[1][2] They influence the ecosystem by pioneering "firsts," fostering responsible tech (non-addictive designs), and bridging entertainment with tech, helping smaller bespoke services disrupt legacy agencies.[2]
Forward Studio is poised to expand its "firsts" in AR/VR, AI-enhanced cultural campaigns, and platform-native experiences as Web 3.0 and immersive media trends accelerate. Evolving focus on responsible innovation—safe, positive user spaces—positions it against addictive tech pitfalls, potentially scaling partnerships with rising creators and global platforms.[2]
Expect deeper Web3-entertainment hybrids and fan-owned ecosystems, amplifying their Coachella roots into a broader culture-tech vanguard. This agency defines tomorrow's marketing by moving at culture's speed, turning tech intersections into enduring brand movements.[1][2]
Forwards Studio was founded by Sten Tamkivi (Co-founder).
Key people at Forwards Studio.