CREWED is a dynamic cultural influence and creative marketing agency that builds meaningful connections between brands and their audiences by generating cultural and social capital. Founded by Asa-Azriel “Ace” Rice, alongside partners Gabrielle Grier and Jathan Wilson, our team has spent over 20 years shaping impactful brands and creating memorable brand moments across Entertainment (Sports, Music, Film), Fashion, Consumer Packaged Goods, Non-Profit, and Service industries. Together, we bring a wealth of intersectional knowledge and expertise to every project.

We collaborate with a wide range of businesses—from launching cutting-edge startups to revitalizing global legacy brands. Partnership is at the heart of our work; we believe in the alchemy of collaboration to unlock possibility. With roots in grassroots, direct-to-consumer marketing, psychology, and creative direction, CREWED has evolved alongside the digital era, mastering the art of engaging consumers who live fully connected lives. Our mission is to craft unforgettable brand experiences that align with people’s identities and aspirations.

When a clear signal resonates and a community is galvanized and activated, the foundation for brands to achieve meaningful, sustained impact is realizes. We specialize in uniting communities at key inflection points for brands, activating in ways that are inclusive, celebratory, and accessible. Through thoughtful curation, intentional relationship-building, and energetic connectivity, CREWED drives authentic impact for both brands and the communities they serve.