Bringing Creative to the Forefront: Why We Launched PIXL Studios™

| Culture

Creativity and innovation. I’ve focused my career on those two concepts, and during my time at Undertone, I’ve witnessed firsthand the value placed on both. We’re constantly leveraging the creativity of our teams, not only in developing our unique cross-screen ad formats, but also in helping our clients design and build compelling ad experiences that take advantage of these high impact formats. The results of our campaigns speak to the power of creative – with some of the highest engagement rates in the industry.

Undertone has been doing this very well for a long time. Our creative services have been employed by hundreds of our clients over the years, from small agencies to large holding company divisions to brands themselves. (And in the past year alone, Undertone has been recognized for outstanding creative work with awards from OMMA, Digiday, IAB MIXX, and the 4A’s.) So we felt it the time had come to support our creative offering with its very own brand: PIXL Studios.

What exactly is PIXL Studios? It’s a new division here at Undertone comprised of an entire team of creative experts including designers, art directors, developers, and project managers dedicated to our brands’ campaigns. PIXL provides end-to-end support for our clients’ high impact media buys, including creative ideation, design, and production work. While we will be actively growing the division, the initial PIXL team is made up of the same Undertone faces that our clients already know and love – so they already have deep expertise building complex creative and designing beautiful campaigns for high impact formats. To foster creativity and collaboration, we’re also creating a dedicated workspace for the PIXL team in our New York City headquarters to foster creativity and collaboration.

Why launch PIXL Studios? We had several great reasons:

  • To ensure that Undertone is synonymous with great creative. We want to make sure the digital industry understands how much we value creative, and the level of investment we have and will continue to commit to creative.
  • To show our clients the value we can deliver: not just our formats and media, but the quality end-to-end creative support that we provide with every Undertone campaign.
  • To ensure that our clients receive the best experience working with Undertone’s creative team, by formalizing the process and all the services we can offer.

comScore confirmed years ago that great creative is essential to campaign success. In the cluttered digital world, that’s more true than ever today, and it’s something that we live by here at Undertone. I’m really excited to grow PIXL Studios and our investment in creativity, which will result in even better digital campaigns for brands.

P.S. Check out the Wall Street Journal’s coverage of PIXL here!

Tom Woods is a product executive who has built and led award-winning user-experience, creative, and innovation departments across North America, Europe, and Asia. As VP, Creative & Innovation, Tom leads Future Proof Labs and PIXL Studios, two divisions within Undertone charged with leading the advertising industry in creating next-generation experiences. Tom has a history of innovating, designing, and deploying products across mobile devices, television, console-gaming, desktop, CPE and embedded applications. With nearly 70 patents to his name, he has demonstrated his passion for disruptive design and new technology. Tom holds a bachelor’s and master’s degree in "Human Perception" from Loyola University and currently resides in Chicago with his family.


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