(Holy Sh*t!) New Women-led Agency Foul Mouth Takes Shape in Seattle


By thelaegotist / /

Foul Mouth Creative is hanging out its shingle, offering to meet brands’ desire for less bloat, fewer layers and a simplified process. Rachel Carlson is the creative director/copywriter, Jourdan Huys is managing director and a creative director/art director is soon to come onboard.

Among the many services Foul Mouth offers are brand strategy and positioning, visual identity and design systems; campaign concept development, execution and production; short- and long-form video, digital content, photography, graphics and illustration.

“We’re looking at a concerning lack of female leadership in the industry, with fewer than 1% of agencies having women ownership. That’s wild, as women consumers control 85% of spending power,” said Carlson. “With Foul Mouth, we’re making a deliberate decision to shift away from the industry’s uber-competitive grind culture that’s burning out talent, weakening business relationships, and harming creative output. We prioritize humanity and want to bring the joy back.” 

Carlson comes from Deutsch LA, Crispin Porter + Bogusky, DonerLA and Mekanism as creative director, and was a partner at a small creative studio called World Famous. She has led creative and developed campaigns for clients including Alaska Airlines Safety Dance, Target, Old Navy, vitaminwater, Amazon Small Business, DiGiorno, and several Netflix shows. 

Recently, Carlson was behind the new GameStop campaign “There’s a Place for Us,” and the Frida Baby “Stream of Lactation” breast-care campaign with Mekanism, getting the first lactating nipple on network TV during the Golden Globes. 

Huys is a creatively driven brand marketing generalist with nearly 15 years of experience across a bevy of industries, including food, retail, tech and travel. She ran the Ace Hardware and Chili’s AORs at OKRP in Chicago, where she had a hand in the “Hardest Working Jingle” campaign as well as the “Chili’s Is Back, Baby” brand reintroduction. She then moved on to Mekanism West, where she spearheaded award-winning, business-driving campaigns for the likes of Alaska Airlines, Sling TV and Weber, in addition to Amazon and Adobe.

She is passionate about building brands and bringing stories to life across full-funnel campaigns that give people the feels and drive business results.   

Said Huys, “We come to our brand partners as a trio who can go in SWAT-team-style to land solutions quickly and effectively. And by utilizing AI, we can devise strategic platforms quickly, using our expertise to analyze and interpret the results to eliminate any unconscious bias from understanding what motivates people.” 

In differentiating the agency from others, Huys said, “Most agencies claim to make work people care about. We make work that cares about people. We approach every problem from a deep understanding of the philosophical motivations of clients, their audiences and how to translate that to creative. Without a true appreciation of humanity, you’re not going to get work that motivates people.”

About the unique agency name, Carlson said, “Passion and creativity should never be censored. Humans are wonderful, weird and complex. The quirks that make any of us individuals are rarely tidy and bland. And as for any brand, the riskiest thing is to be ignored. So as creative partners, our job is to make sure that people give a shit about our partnership brands, getting noticed through an outspoken and unapologetic embrace of humanity. And that’s exactly the sentiment behind Foul Mouth. Also, we swear (often).”

L-R Rachel Carlson/Jourdan Huys

Photo: Tariq Williams


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