CREWED is a cultural influence, marketing and creative strategy agency. We focus on building 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, Art), Consumer Packaged Goods (Fashion, Food & Beverage, Beauty), Non-Profit and Service industries. Together, we bring a wealth of intersectional knowledge and expertise to every project.

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 great outcomes. With roots in grassroots marketing, direct-to-consumer marketing, psychology, creative direction, storytelling and experiential design, CREWED has evolved alongside the digital era, mastering the art of engaging consumers who live fully connected lives.

CREWED’s operational structure balances vision with accountability, ensuring every project—regardless of scale, complexity or budget —moves with with both creative agility and operational precision (clarity, cohesion, and purpose). While our roles are distinct, our practice is deeply collaborative. As multi-hyphenate artists fluent in design, storytelling, production, and facilitation, we operate without silos—adapting to each project’s unique needs while maintaining clear lines of responsibility.

Roles & Responsibilities

Gabrielle Grier

Leads as Accounts Director & Executive Producer, managing relationships, timelines, and deliverables with precision. She bridges the creative and operational, ensuring that client vision is translated into actionable strategy and delivery.

PRESIDENT
Account & Partnership

An artist, visionary, and designer who moves fluidly between culture, strategy, and production. A multi-hyphenate creative producer with 18 years of experience across community, education, and the arts, she leads with imagination and precision. As founder of GSG Consultants Group, Inc. and partner at Crewed Agency, Gabrielle designs initiatives that merge systems change with creative excellence. Her work spans partnerships with schools, foundations, and civic and corporate entities—managing multimillion-dollar projects rooted in equity, belonging, and cultural innovation.
Rooted in ancestry yet driven by the future, Gabrielle uses design thinking and storytelling to transform collaboration between artists, policymakers, and brands. She builds ecosystems where creativity becomes a civic tool for transformation. Holding a Master’s in Human Development & Leadership and a Certificate in Corporate Citizenship from Boston College, she expands what’s possible when art, policy, and design move together toward a collective vision.

VICE PRESIDENT
Creative & Production

Jathan Wilson

Drives Narrative & Brand Voice, crafting the story architecture that connects the creative work to its community. His background in entertainment and storytelling, helps shape the emotion and conceptual core of our campaigns, translating strategy into language that moves audiences.

Jathan Wilson is a storyteller and strategist with over two decades of experience in entertainment, culture, and brand innovation. He spent 16 years at The Walt Disney Company, most recently as Senior Product Manager, Creative Strategy for Disney Music Group, leading campaign strategy and narrative development across Disney Parks, ESPN, Lucasfilm, Hulu, and Onyx Collective. He developed original IP, cross-platform content, and music-driven brand experiences such as Music For The Movement, ESPN Top Plays Playlist, The Big Score, and the Star Wars single “Power of Two.”
As Manager of Global Partnership Marketing, Jathan managed brand collaborations for Disney recording artists and soundtracks, partnering with ESPN, ABC, Beats by Dre, NBA, and FENTY to deliver integrated campaigns and activations that bridged culture and commerce. Operating at the intersection of entertainment, community, and civic engagement, Jathan uses storytelling to make institutions more accessible and messages more meaningful. His work centers representation, equity, and mentorship—creating access for emerging artists and creatives.

More updates can be found on our blog.

Asa “Ace” Rice

Serves as the Founder & Visionary, guiding the overall creative direction and strategic framework of each project. As the lead architect of concept and tone, Ace ensures that every campaign or activation aligns with our agency’s core values of cultural integrity, innovation, and impact.

Founder / CEO
Strategy & Marketing

A Creative Executive with 20 years of experience in creative strategy and brand marketing, Ace specializes in delivering user-centric solutions that scale and build meaningful connections. He is known for driving the growth of both emerging and legacy brands across industries. His leadership has included overseeing campaigns for artists like Machine Gun Kelly, leading to impactful collaborations with the NBA and NASCAR.
At COMPLEX NTWRK, Ace held a dual leadership role as Director of Creative Services and Director of Marketing, where he led global campaigns with partners such as Takashi Murakami, LeBron James, Swizz Beatz, and Puma. As Creative Director for SUPRA Footwear and K-SWISS Brands, he also served as Global Head of Marketing for the $220M annual revenue footwear and apparel business.
With a background in art, design, and the music business, Ace is adept at crafting and managing innovative campaigns, lead large-scale creative teams and overseen multi-million-dollar budgets across diverse industries.

Bio.

Bio.

Bio.