In just three years, this creative force has helped redesign football’s most iconic trophy, engineered over 30 brand collaborations, scaled companies from £30M to £250M+, and brought international artists like 21 Savage, Swae Lee, and Sexyy Red into the brand world in ways that actually matter.

We caught up with the founder behind the movement, Lazer, to break down the blueprint behind their rise, the power of proximity to culture, and why the future belongs to those who can blend brand, capital, and creative instinct into a single engine.

Let’s start at the beginning—what made you launch this company?

I didn’t start this company to play it safe. I didn’t have a VC check. No 50-slide strategy deck. I just had raw instinct and real access to where culture actually lives. I saw brands missing the mark over and over—trying to chase culture from the outside, instead of building within it.

So we decided to do it our way. Not as an agency, but as more of a platform. A kind of house, maybe more of a studio. Actually- call it a home.

You’ve already worked on some iconic projects. Talk to us about the FA Cup redesign.

Helping redesign the FA Cup was a legacy move. That’s one of the most respected trophies in sport. That type of project only lands on your desk if people trust your cultural sensitivity. Dan from Creative Grid and the FA approached us with a couple of ideas and we knew the answer had to be Slawn. However, this wasn’t about trends, it was about timelessness. The outcome had to reflect this and we feel like we hit the nail on the head.

Growing companies from £30M to £250M isn’t light work. How did that happen?

It’s all about velocity. We come in and build clarity around the brand, reshape the narrative, connect it to the right artists, voices, and communities. Then we help scale and add value. When your story hits the right audience with the right energy, capital follows.

You’ve done over 30 brand collaborations in three years. What’s the strategy behind that?

Every collaboration has to be a moment, and it has to make sense. We’ve orchestrated 30+ collaborations in three years, from fashion to lifestyle to tech, always with the same goal: make it real. We’ve also worked with over 100 international artists—guiding brand development, PR, launches, everything. We’ve even got a number 1 album from building a brand collaboration that just made sense to both demographics!

How do you decide which brands or artists to work with?

It starts with alignment. We don’t say yes to everything. If there’s no story to tell, no energy to build on, we don’t touch it. We look for ambition, for edge, for people who know they’ve got something about them. In turn, we just provide the right push or platform.

What’s next? Where does this all lead?

Again, we’re building infrastructure. We’re scaling brands, launching our own, and staying 10 steps ahead of where culture is moving towards. Whether it’s collabs, capital, or content—we’re devising moments.

We’re just getting started, follow the journey @noboagency
Instagram: @noboagency @lazersworld