Made to be chosen.
Most brand content is tolerated. Some of it is skipped. Almost none of it is chosen. We make the kind that gets chosen — work with enough mass to pull an audience toward it instead of being pushed at them.
The shift.
The next decade of storytelling won't be financed by networks. It'll be financed by brands.
Broadcast budgets are shrinking. Platforms commission less and buy more. Meanwhile brands have never had more money, more distribution or more direct access to an audience — and almost none of them know how to make something worth watching.
That's the shift: not brands advertising inside culture, but brands paying for it. The line between branded and original is disappearing, and the companies that can work on both sides of it will make the work that lasts.
Push & Pull is built for that world. We make original formats so we know what people choose to watch. We make brand work so we can finance making more of it.
How we work.
We work like a production company, not an agency. We diagnose before we produce — what you promise, what you actually publish, and the gap between them — then build the system that closes it and make the work ourselves. The same team that develops original formats for platforms works on your brand assignments. That's where the difference comes from.
What we do.
Content systems
The editorial architecture behind your content: voice, formats, calendar and how it's measured. The operating model, not one-off posts.
Branded entertainment
Long and short-form films people choose to watch instead of skip. Made in-house, start to finish.
Original formats
Series and IP we develop and own, made with platforms, networks and brand partners.
Fractional content leadership
Senior content direction on tap, for when you need the operating model before you need the film.
What you get.
Judgement most brands can't hire.
Twenty years making content for Red Bull, MTV and ASICS — brought straight to your brand, not filtered through layers.
A senior operator, no agency layer.
You get the person you hired. Direct line, no carousel, no three weeks waiting on a deck.
Sebastian Vermeulen has spent twenty years making content for brands and networks — Red Bull, MTV, ASICS — and has built and sold several companies along the way. Push & Pull is what comes next: senior craft and judgement brought directly to brands and platforms, with no agency layer in between.
Something worth being chosen?
Clients
- MTV
- ASICS
- T-Mobile
- Mercury
- Ramp
- Funda