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Selected Projects
A man in workwear holding a walkie-talkie kneels on a golf green, framed inside a large circular graphic showing a cross-section of turf and roots against a rolling green landscape.

Envu Golf — Plant Health Campaign
  • Envu
  • Campaign
A bold graphic on a black textured background featuring neon green text that reads "THE WATCH" and a white tagline, "KNOW BEFORE YOU GROW," alongside an image of an insect in the bottom right corner.

Bayer Traits — The Watch Campaign
  • Bayer Traits
  • Campaign
An array of Masterbrand cabinets cabinets in various colors.

Masterbrand – Fieldstone & Starmark Rebrand
  • Masterbrand
  • Branding
A cityscape with a purple and pink gradient shape surrounding it. Text that reads "break through to new horizons" and a prompt that instructs you to "Wave to move forward."

Envu – Innovation Trade Show Experience
  • Envu
  • Branding
A women wearing bright colors and makeup with text in the background that reads: Enter the Cryptoverse.

CINQ by Coinstar
  • Coinstar
  • Branding
A Collage showing a ranchers and wildfire workers around a central "Share the Spark Project" wildfire-prevention logo that reads: "partnering for Wildfire prevention."

Envu – Share the Spark
  • Envu
  • Campaign
A traveler with a hat and backpack walking a scenic trail, shown through a smartphone frame displaying the Marriott Bonvoy search bar.

Marriott Bonvoy
  • Marriott
  • Digital
A sketch of a jockey riding a horse with central text that reads: "Channel Seedsman Ignite 2023"

Seedsman Ignite
  • Channel
  • Branding
Three cans of ArchCity Defenders’ beer labeled "Justice for Some," with a dark blue and red design.

Justice for Some
  • ArchCity Defenders
  • Campaign
A women walking hand in hand with her young child down a path leading to a city.

Envu – Global Brand Development
  • Envu
  • Branding
A flyer that read "Stay on top of root Health" and "Introducing Resilia. A first-of-its-kind solution to protect your roots." A golf ball is located in the top right corner over a pink and purple gradient background.

Resilia
  • Envu
  • Campaign
Two men from Channel in a field with large crop reviewing data on a tablet.

Channel Brand Campaign
  • Channel
  • Campaign
  • 04 Feb 2026
  • News

Moves That Matter: Coupla Weirdos

A chaotic collage of bizarre images, quotes, and objects on a wooden floor. Large white text at the top reads "COUPLA WEIRDOS". The overall impression is a playful celebration of peculiarity.

Making Space for Work That Breaks Through

At HLK, we believe the work people remember rarely follows familiar rules.

The ideas that resonate most don’t announce themselves as advertising. They show up as experiences, collaborations or moments that feel cultural, human and worth paying attention to. MOVES sessions are designed to strengthen this way of thinking, helping teams move beyond convention and toward ideas that make people care.

Coupla Weirdos, led by Will Sharpe, challenged teams to rethink how creativity shows up when it isn’t confined by traditional definitions of advertising.

Teal text on a white background that reads "COUPLA WEIRDOS". Below it, a tagline reads, "Creating wonderfully weird work with anything-goes collaboration."

Rethinking What an Ad Is

The session opened with a simple but effective provocation: If something looks like an ad, feels like an ad and behaves like an ad, it may already be missing the point.

Rather than focusing on campaigns or placements, participants were encouraged to imagine ideas that live in culture — experiences people would engage with even if a logo weren’t attached.

The emphasis wasn’t on being unconventional for its own sake. It was on relevance. Work that earns attention by being interesting, entertaining or meaningful, not by following familiar formulas.

Teal text on a white background that reads “If it looks like and ad, smells like an ad, and feels like an ad... it's probably a bad ad.”, a quote from Rich Silverstein.

Why Collaboration Gives Weird Permission

One of the central themes of Coupla Weirdos was the role collaboration plays in creative risk-taking.

Unconventional ideas rarely survive in isolation. When people work alone, they second-guess. When they work together, ideas sharpen, evolve and gain momentum.

The session reinforced that trust within a team is what gives bold ideas permission to exist. When people feel supported, they’re more willing to explore unfamiliar territory — often where the most compelling insights emerge.

Teal text on a white background that reads “Weird happens when you trust your partners. You go further out on the ledge, because you know someone’s there with you.”, a quote from Rei Inamoto.

From Deliverables to Cultural Moments

Participants were asked to think less about outputs and more about impact.

What story would people tell after encountering the idea? Would it feel talk-worthy? Shareable? Unexpected in the right way?

Approaching work through this lens shifts the focus from making ads to creating moments. It encourages teams to blend strategy, creativity and collaboration in ways that feel less transactional and more experiential.

Teal text on a white background that reads “When they say, 'That's too weird,' you're probably on the right track.”, a quote from Dan Wieden.

How This Moves Us Forward

Coupla Weirdos served as a reminder that playing it safe can be the biggest risk of all.  When teams trust one another and create space for unconventional thinking, creativity moves beyond execution and into impact.

Teal text on a white background that reads “Safe is risky.”, a quote from Seth Godin.

At HLK, that mindset helps us build brands that don’t just show up, but stand out.