Creative houses take different paths. Some focus on shaping ads, while others envision entire worlds, layered environments where music, streets, art, technology, and lived experience fold together into something that moves. For those drawn to vision in motion rather than a single brief, 91+9 offers a practice centered on world-building. "Our work flows across mediums and disciplines," co-founder Trevon Palmer states. "Design meets the street, sonic ideas connect with product, and technology brings experiences to life."
91+9 is committed to translating cultural intuition into lived narratives for brands and talent, shaping immersive worlds. Co-founder Malik Dean explains, "Each brief is an opportunity to build environments that feel inhabited, inviting audiences to step inside and take part." The firm's work spans creative services, experiential marketing, merchandise design, digital and social campaigns, and AI and technology solutions, emerging tools that carry ideas across time and space.
Najee Tyler, co-founder, adds that the name 91+9 reflects a philosophy of balance. "We see every project through storytelling, with 91% narrative, 9% magic, and 100% unwavering commitment to innovation," he remarks.
The company's origins trace back to the co‑founders' undergraduate years, where a shared commitment to culture, design, and the pursuit of what felt essential first took shape. That foundation carried forward into their careers, reinforced through ongoing exchanges that blurred the line between friendship and practice. Informal collaboration developed into a consistent pattern, and formalizing the agency gave structure to years of conversation and creation. That continuity of vision also shaped how the founders understood identity and access.
As a minority‑owned firm, the agency approaches its work from within the culture rather than at its edges. The team's perspective is informed by roots in cities where movements emerge organically, shaping both access and context. Palmer states, "Our position is participatory. We build from the inside, where ideas first take shape, and carry that energy forward." This approach allows the agency to stay close to emerging cultural scenes instead of focusing only on large, mainstream moments. By doing so, it turns subtle cultural signals into experiences that feel genuine for both communities and clients.
That same sensitivity to cultural signals has guided 91+9's collaborations. The agency partnered with Nigel Sylvester on his McDonald's Employee of the Month project, where Sylvester not only starred but directed a creative universe built around three vignettes. Each piece blended choreography, cinematic storytelling, and public activation, turning everyday fast‑food nostalgia into a stage for movement and imagination.
It's worth noting that 91+9 also partnered with MLB star Mookie Betts to create a pop-up experience in Japan. The activation aimed to bridge sport, fashion, and community in a way that reflected Betts' unique cultural world, celebrating his latest World Series championship.
"Sports are evolving," says Dean, "and so are the experiences around them. We had the opportunity to work with Sports FX alongside New York Jets Quarterback Justin Fields, to give a glimpse of what the future of sport feels like when the tech serves the people, not the other way around."
Building on these collaborations, 91+9 has sought out a strategic alliance with entertainment marketing agency Cogent World, reflecting a desire to combine complementary strengths. Cogent brings a set of systems for scaling cultural programs, while 91+9 contributes proximity to niche cultural nodes and a practice focused on immersive storytelling.
91+9 continues to explore how cultural world‑building can move beyond campaigns into spaces where technology, community, and narrative intersect. By grounding its practice in lived cultural insight and experimenting with emerging tools, the agency aims to find new ways for brands and talent to connect with audiences. As collaborations evolve and alliances grow, its philosophy of balance and innovation suggests a path where immersive storytelling may serve as a bridge between culture and commerce, opening possibilities for worlds still taking shape.
