DECEMBER DEBRIEF: THE END OF FIGURING IT OUT
WHY THIS BLOG EXISTS
I'm not starting this blog to document the beginning of STUT Agency. We've been building for a while now - testing models, forming partnerships, figuring out what works and what doesn't.
This blog starts now because that phase is over.
The past few years were about exploration. Working with different brands, trying different formats, understanding what STUT could actually be. That was necessary. But it's not strategic.
What you'll read here is different. This is about execution with direction. Every month I'll share what we're building, how we're thinking about it, and why we're making specific strategic bets. Not the polished case studies - the actual decisions, the pivots, the reasoning behind the work.
This isn't just transparency for its own sake. It's a demonstration of how STUT thinks and operates. If you're a brand or creative considering working with us, this is how you'll understand what we're actually building and whether it aligns with what you need.
STUT is being built with Studio Chunk, Britt from June 5th, and every brand and creative who believes in collaborative work over toxic competition. As the founder, I'll share the strategic perspective - but make no mistake, this is a team effort.
Let's start with where we are in December.
THE SHIFT
December was about drawing a line. On one side: the testing phase. On the other: strategic execution.
The realization was simple but critical - effort without clear goals isn't just ineffective, it's exhausting. I was working on projects because they seemed like good ideas, not because they served a specific strategic purpose. That had to change.
I'm a goal-oriented person. I operate better with clear targets and measurable outcomes. For too long I avoided that structure because it felt too corporate. But structure isn't the enemy of creativity - lack of direction is.
So we got clear on three things:
What STUT actually is: Studio space, project management, and content production for brands who care about doing good work. Not any work - good work.
What we're building toward: A model where brands collaborate instead of compete. Where content production is shared, strategic, and actually sustainable.
What success looks like: Recurring revenue from studio operations. Strategic partnerships with sustainable and outdoor brands. Projects that prove the collaborative model works.
It didn't change everything, but it did allow me to focus and use my energy on things I'm actually good at and enjoy doing.
WHAT'S WORKING
Our studio partnership with Studio Chunk is clear and they've moved in for 80%. There are still some tweaks we want to make to improve things over Q1 2026. Britt from June 5th is still installing her corner - that's not final yet, but it's progressing.
This is a clear new starting point. We're in execution mode now, but we're still building. Both things can be true.
WHAT COMES NEXT
Now that we've clarified what STUT is and what we stand for, we can focus on the work that actually demonstrates those values.
We're working on a project for Q1 2026 that embodies everything STUT believes in: collaboration over competition, strategic content production, and brands working together to create something better than they could alone.
It's a multi-brand content expedition. Mountains, outdoor adventure, culture, city life. A pilot program where sustainable and outdoor brands share resources and costs while each getting unique, high-quality content tailored to their needs.
This project is the perfect case study for how we think content production should work. Not transactional. Not isolated. Collaborative and strategic.
I'll share more details in the next post - what the expedition actually is, where we're going, and why we're betting on this model.
THE STRATEGIC REALITY
STUT is built on specific partnerships and strategic bets. Studio Chunk is foundational to our operations. Britt from June 5th brings her craft and approach into our space. These collaborations aren't side projects - they're core to what makes STUT function.
The expedition is our bet on a new model. The studio is our infrastructure. The partnerships are our foundation.
Some of these will work exactly as planned. Some won't. But we're operating with direction now, not just reacting to opportunities.
This blog exists to show that process. Not to prove we have it all figured out, but to demonstrate that we're executing strategically and moving fast.
Next post: I'll break down the expedition in detail - what it is, why we're betting on it, and how we're building a new model for brand collaboration.
If you're a brand thinking about content strategy, or a creative looking for collaborative work that actually matters, let's talk.
