About Us

We are Applejuice, a creative strategy shop founded by Paulo Carvajal and Kenna Stout, partners for nearly a decade with experience at agencies like 72&Sunny, Saatchi & Saatchi, and Y&R.

Our core believe is simple: strategy is a creative discipline, and needs to be as bold, original, and exciting as the ideas it inspires.

Bored with the boring, predictable, “play-it-safe” strategic thinking of most ad agencies, we decided to start our own shop.

We are restless, playful, and plugged into emerging culture and tech. We love pushing boundaries with thinking that might feel uncomfortable at first, but will create new opportunities for brands. And we’re eager to innovate, experiment, challenge you, and blow shit up!

Client Record

We have been working with disruptive brands, agencies, and founders long before we became Applejuice. Some are global giants, others are rising challengers, but all come to us when they need fresh thinking that actually hits in culture.

Our projects range from brand and creative strategy to cultural research, social playbooks, and innovation workshops. And we don’t shy away from building creative platforms or developing one-off stunts when that’s what the brief calls for.

Our sweet spot is youth-driven brands, tech, and “vice categories” like alcohol, cannabis, nicotine, and betting.

Creative agencies hire us as the black ops of strategy on pitches, either as a named partner or as white label. In 2025 alone, we helped win four major pitches worth over $24M in agency fees.

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What we’ve been up to since 2025

Juicebox
︎Night Job Comedy
︎Flashback
︎Trumple

Ontario Lottery
︎Audience Research
︎Territory Development

Rogue Nicotine
︎Brand Strategy
︎Social Strategy
︎Audience Segmentation
︎2027 Tactical Planning

Super Studios
︎Name Development
︎Brand Strategy
︎Social Strategy
︎Creative Campaign

Bingo Blitz
︎Creative Strategy

SueroX
︎Go-to Market Strategy
︎Brand Strategy
︎Creative Strategy
︎Concept Development

Visible
︎Brand Strategy
︎Creative Strategy
︎Social Strategy

Samsung
︎Brand Strategy

Emperador
︎Gen-Z Ethonography
︎Brand Strategy

NFL (Pitch)
︎Hispanic Playbook

Ruffles
︎Creative Strategy
︎Creative Concept

Chokis
︎Brand Strategy
︎Creative Strategy
︎Creative Campaign

Kona Beer
︎Creative Strategy

Toblerone
︎Creative Strategy

Lay’s
︎Purpose Strategy