This Could Work

Nic Hill has spent the last decade helping brands evolve from traditional spots to immersive, interactive experiences. As co-founder and Chief Innovation Officer at Sawhorse, he’s worked with Walmart, Alo, and other major brands to build worlds on platforms like Roblox and Fortnite that audiences actually choose to spend time in.In this episode, Nic joins host Will Trowbridge to unpack how Sawhorse went from a scrappy production company to a leader in interactive marketing, why Gen Z audiences are forcing brands to rethink everything, and what it really takes to create branded experiences that feel like entertainment instead of ads. They get into the risks of going all‑in on a creative company, what metrics actually matter in immersive environments, and how AI fits into the future of production without replacing human storytelling.In this episode, we cover:00:00 – Introduction & welcome02:02 – From filmmaker to co‑founder and the pivot into interactive04:20 – Early days of Sawhorse and landing bigger brand work05:22 – The “this could work” moment and going all‑in on the company09:12 – Why nothing can fully prepare you for entrepreneurship09:49 – How Sawhorse became a leader in interactive marketing and gaming11:00 – Why traditional entertainment marketing is being disrupted13:00 – What immersive marketing really is (and why Nic hates most ads)15:21 – Inside Walmart’s Roblox world and multi‑platform campaign strategy17:34 – Being both innovation partner and ROI‑driven marketer for brands18:43 – Defining success: KPIs, flywheels, and always‑on campaigns24:30 – What Gen Z actually wants and how UGC communities “vote” on content26:15 – Busting the “gamer = teenage boy in a basement” stereotype26:28 – Gaming as mainstream behavior across every demographic27:02 – How Sawhorse is thinking about AI in production29:58 – Looking ahead: the future of immersive marketing and Sawhorse’s next chapterAbout Nic Hill:Nic Hill is the co-founder and Chief Innovation Officer at creative agency Sawhorse, where he leads award-winning branded content, gaming, and immersive marketing work for some of the world’s biggest brands. He’s also the co-host of Brands In Play, an immersive marketing podcast exploring how culture, technology, and play are reshaping the future of advertising. On the show, Nic interviews leaders from brands, platforms, and agencies about what’s next for consumer engagement. He’s passionate about the evolving marketing landscape and the role emerging technologies play in how audiences connect with brands. About This Could Work: This Could Work, a Webby-award winning podcast hosted by Saylor CEO Will Trowbridge, celebrates creative risk-taking and the people reshaping the future of brands. Follow Saylor: Website: www.sayloragency.comInstagram: @SaylorAgencyLinkedIn: https://www.linkedin.com/company/saylor-agency/

Abby Ho has built her career at the intersection of fandom, social, and storytelling. As VP of Digital & Social at Disney Branded Television, she leads campaigns that help fans discover, connect with, and stay engaged with some of the most beloved franchises in the world, including Percy Jackson, Bluey, and Mickey Mouse Clubhouse.In this episode, Abby joins Will Trowbridge to share how she went from HR to shaping digital strategy for major entertainment brands. They discuss the creative differences between Disney and Netflix, why the best campaigns are built around human behavior, how Percy Jackson became a global social and out-of-home moment, and why she launched her “Fellow Kids” newsletter to translate youth culture to the masses.In this episode, we cover:00:00 – Introduction & welcome02:22 – Abby’s path from HR into entertainment and social05:00 – Cold-calling her way into Degrassi and early digital fandom building06:47 – Launching creator and content programs at CBC and Wattpad08:57 – What Disney and Netflix taught Abby about creative culture11:44 – How ideas move from concept to campaign at Disney13:38 – The Percy Jackson billboard and the power of a big swing15:20 – Building a global campaign across out-of-home and social16:59 – The High School Musical TikTok stunt and reintroducing beloved IP21:07 – Why all great marketing starts with human storytelling25:00 – Fellow Kids and translating Gen Alpha and Gen Z culture27:24 – What’s next, including Hannah Montana’s 20th anniversaryAbout Abby Ho:Abby Ho is the VP of Digital & Social at Disney Branded Television, where she leads fan engagement strategy across franchises including Percy Jackson, Bluey, and Mickey Mouse Clubhouse. She has held senior roles at Netflix, Wattpad, and CBC, building a career around fandom, audience development, and culturally resonant storytelling. She is also the author of Fellow Kids, a newsletter focused on decoding Gen Alpha and Gen Z culture for marketers and brands.About This Could Work: This Could Work, a Webby-award winning podcast hosted by Saylor CEO Will Trowbridge, celebrates creative risk-taking and the people reshaping the future of brands. Follow Saylor: Website: www.sayloragency.comInstagram: @SaylorAgencyLinkedIn: https://www.linkedin.com/company/saylor-agency/

Nick Borenstein has dedicated his career to celebrating the best of the internet. As the General Manager of The Webby Awards, he oversees the most prestigious and competitive awards for digital creativity, honoring everyone from independent creators to global brands.In this episode, Nick joins Will Trowbridge to discuss what it actually takes to win a Webby and how the internet's creative bar is shifting. They dive deep into his own experience winning for the hit podcast Missing Richard Simmons, the messy but authentic state of human creativity in 2026, the rise of unhinged brand campaigns like Nutter Butter, and how AI is acting as a tool rather than a crutch in the landscape of digital art.In this episode, we cover: 00:00 – Introduction & Welcome02:22 – Nick's journey to winning a Webby for Missing Richard Simmons 05:43 – Will’s experience winning for Netflix’s Dressing Funny 06:47 – What it takes to win a Webby (and why it doesn't cost $30 million) 09:00 – The Webby Awards judging process 09:38 – How AI is shaping the 2026 Webby Awards and creative workflows 12:17 – The state of creativity in 2026: Is the bar getting lower? 16:08 – Unhinged marketing and the demand for authentic content 17:50 – Why creators are the last bastion of trust on the internet 25:20 – Top tips for submitting and winning a Webby AwardAbout Nick Borenstein:Nick Borenstein is an award-winning producer, filmmaker, and content executive who currently serves as the General Manager of The Webby Awards. In this role, he leads strategic development, partnerships, and industry relations to champion creative excellence and innovation across the internet. Before taking the helm at the Webbys, his diverse background spanning film, television, and audio yielded notable credits such as the Emmy-nominated series AKA Wyatt Cenac and the Webby-winning podcast Missing Richard Simmons.About This Could Work: This Could Work, hosted by Saylor CEO Will Trowbridge, celebrates creative risk-taking and the people reshaping the future of brands.Follow Saylor: Website: www.sayloragency.comInstagram: @SaylorAgencyLinkedIn: https://www.linkedin.com/company/saylor-agency/

Monica Austin has built her career by following her curiosity into the heart of shifting industries. As the current SVP and Chief Marketing Officer at Blizzard, she oversees global marketing for iconic franchises like World of Warcraft, Diablo, and Overwatch.In this episode, Monica joins Will Trobridge to discuss her journey from traditional entertainment to Silicon Valley giants. They dive deep into the culture of Netflix, the early days of Instagram, and how Blizzard continues to foster one of the most passionate communities in the world.In this episode, we cover:00:00 – Introduction 05:00 – From the UTA Mailroom to SVP12:00 – Leaving Fox for Facebook18:00 – The early days of Instagram25:00 – The "Sink or Swim" culture of Netflix and scaling during the Stranger Things era35:00 – Turning Calm into the "Nike of Mental Health" during the 2020 election45:00 – Why gaming is the new comic book and the future of BlizzardAbout Monica Austin:Monica Austin is a seasoned marketing executive who has led teams at some of the most influential organizations in the world, including Blizzard, Calm, Netflix, Fox, and Facebook.About This Could Work:This Could Work, hosted by Saylor CEO Will Trowbridge, celebrates creative risk taking and the people reshaping the future of brands.Follow Saylor:Website: www.sayloragency.comInstagram: @SaylorAgencyLinkedIn: https://www.linkedin.com/company/saylor-agency/

Independent agencies aren’t the scrappy underdogs anymore—they’re the ones pushing the industry forward.In this episode, host Will Trowbridge sits down with Doug Zanger, founder and editor-in-chief of Indie Agency News, a member-first platform built as a true home for independent agencies across advertising, marketing, and production. They dig into how Indie Agency News is tapping into a real changing of the guard—from holding company dominance to hundreds of powerful indie shops—and what it means to create infrastructure that helps those agencies feel seen, supported, and connected.This Could Work, hosted by Saylor CEO Will Trowbridge, celebrates creative risk taking and the people reshaping the future of brands.