We are Theoretical Mass, a New York City-based design and advertising firm. We focus on business transformation, marketing & branding through the lens of innovation and creative strategy. Our work integrates systems thinking, transformative technology, and storytelling.

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Short Story

We've worked with a number of great clients, brands whom we admire. Some our favorite projects include:

 USTA, Coca-Cola, Yale University, Banana Boat, The Art Directors Club, Enfamil, Whole Foods, AstraZeneca, Flonase, Count It Labs, Herman Miller, Humira, Houghton Mifflin HarcourtMatthew Christopher Couture, and the New York Deaf Theatre Company, to name a few.




Net Generation is a celebration of a game where no one sits on the sidelines! 

Building a brand from the ground up is always fun, but we can't remember working with a team that was more imaginative. From building an illustration style to launching a national 360 degree campaign the production was always LOVE : LOVE.

Branding, Digital, Social, Broadcast, & Print.






We enlisted six professional photographers and life-long allergy sufferers to visualize daily life without symptoms. For 24 hours, the photographers shared photos and video diaries in which they’re breathing clearly amidst pollen-filled hayfields, trails, tree blossoms, and dandelion patches.

Strategy, Social, & Digital.

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My Startup

Run On Sparkles

Taking a risk is always an adventure. Launching (and closing) my own fashion app was an experience no grad school could have taught me. But out of the rubble of my most epic fail came a tumbling beautiful mess of successful personal rewards. I ended up selling thousands of dollars worth of 'Glitter Poo Pills’ on Etsy, I learned how to code, I launched 5 games into the App Store (with almost 100,000 downloads), and kickstarted a wildly popular insta-worthy Unicorn Cookbook

Product Design, Marketing, & Business Development.

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The Art

Directors Club

The ADC Annual Awards, is the oldest continuously running industry award show in the world. Now heading into its incredible 98th year, these Awards celebrate the very best in advertising, digital media, graphic design with a focus on artistry and craftsmanship. 

As the lead design partner for their 89th Annual Awards, we created a Coffee Table Book, and a full 360 degree campaign for the year end Gala and Exhibition.

Creative Direction, Event Design & Production.

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A Startup

Run On Sparkles

Cinderly has been hailed as a “startup to watch!" As a fearless partner and innovator together we've shown a proven level for success with over 100,000 downloads from the App Store.

TM worked with the small company to establish their branding, app design and a full product line. 
We helped them reach social fame with these infamous 'Glitter Poo Pills,’ and their instagram worthy Unicorn Cookbook

Branding, Product Design, Innovation.

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The mission of the Yale University Art Gallery is to encourage appreciation and understanding of art and its role in society through direct engagement with original works of art. The Gallery stimulates active learning about art and the creative process which is why they contacted us to create a digital experience for one of their main exhibition. 


With more than 120 works from the from the Indo-Pacific region, it was integral that the app give a sense of history and conveyed a deeper meaning for casual visitors.

Product Design, Exhibition Design & Production

Branding: Hyper Island
Branding: Soapbox USA
USTA Net Generation Branding
Easy to Bake Unicorn Cookbook
Book Design: ADC 89th Annual
Branding: Matthew Christopher
Branding: Count It Labs
Interactive: This Light Shines
Product Design / Branding : Cinderly
Branding: La NewYorkina
iPhone Games
Branding: New York Deaf Theatre

"To understand the art of design is to understand how tmake the complicated, simple."



New York, NY

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