Living year-round in Montauk, we saw how the beach town brought some of NYC’s most interesting creatives out for the weekends to surf, relax, and make work. We decided to explore these personalities through a limited edition newsprint publication. We chose newsprint because it wasn’t precious – something people could easily read while having a lazy Saturday at the beach. We called ourselves “The Usual” because our mission was to be anything but that – exploring the unusual stories and people that make the area so vibrant. Remind us to tell you about the time Yasha uncovered that Sea Monkeys were invented in Montauk by the first Jewish member of the KKK.
Since we began in 2011, we’ve expanded into a boutique creative agency to help clients translate their vision through an authentic lens. We work across a variety of platforms including print, video, web, events and social media, specializing in smart, irreverent branded content. We’ve worked, and work with, awesome clients including Patagonia, EDITION Hotels, The Surf Lodge, J.Crew, TOMS, Metallica, MoCA, and more.