Welcome to the latest edition of Indie Pulse, an LBB series in partnership with Worldwide Partners (WPI) dedicated to spotlighting the most inspiring campaigns from across their network of over 95 agencies in 45 countries.
The final edition of Indie Pulse for 2025 highlights the ingenuity powering independent creativity across automotive, tourism, telecoms, wellness, and food and beverage. These campaigns capture the fearless spirit of indie agencies — where sharp ideas, emotional storytelling, and strategic insight collide to move audiences and industries alike.
More than just a showcase of great work, Indie Pulse is a celebration of the heartbeat of the independent agency world: a thriving ecosystem of talent, collaboration, and bold thinking. Whether you’re a brand marketer, agency leader, or creative professional, this series will provide a fresh perspective on the future of advertising, highlighting how the synergy of independent agencies is driving both creative excellence and business growth in new and exciting ways.
USA
Agency: Giant Spoon
Location: LA/NYC
Client: Lucid Motors
Campaign: ‘Driven’
Giant Spoon transforms automotive advertising into cinematic spectacle in their new work with Lucid Motors for ‘Driven.’
Set against the sweeping deserts outside Tucson, the campaign blends narrative action and high-end design, with starring roles from Timothée Chalamet and model Larsen Thompson who participate in a daring desert heist.
With the Lucid Gravity SUV taking centre stage, James Mangold’s cinematic prowess enhances the lux feel of the automotive centrepiece, while Giant Spoon’s strategy ensures the brand’s innovation and craftsmanship shine through every frame. ‘Driven’ demonstrates how independent agencies can merge storytelling, star power, and premium branding into a brief but unforgettable experience, redefining what car ads can look like for the world’s most advanced electric vehicles.
Agency: Zambezi
Location: US
Client: Club Pilates
Campaign: ‘Every Body Club Pilates’
Zambezi makes a confident debut with Club Pilates’ first national campaign, ‘Every Body Club Pilates.’ This new brand approach reframes Pilates as an accessible, energising practice for all ages, abilities, and body types. Shot by Steven Counts and directed by Travis Hanour, the campaign foregrounds real instructors and authentic movement, moving away from filtered, idealised fitness imagery.
Produced by FIN Studios, the work highlights the strength, healing, and inclusivity inherent in Pilates, positioning the brand as a practice for everyone. Across broadcast, CTV, social, and upcoming OOH, viewers are invited to see themselves in the movement, celebrating diversity of body, experience, and energy. With approachable visuals, grounded storytelling, and inclusive ethos, Zambezi’s campaign demonstrates how independent agencies can redefine category norms while building broad, meaningful connections with audiences.
Read the full article here.