To anyone who’s watched Marvel’s What If…?, you know it’s a show that dives into the multiverse, playing out endless alternate versions of the stories we already know (and, let’s be honest, are a little fatigued by at this point).
But “what if” isn’t just Marvel’s territory. It’s also the beginning of something far more valuable: a collaboration between us—the creatives, strategists, consultants, and producers—and you, our clients.
“What if?” is more than a question. It’s an invitation. A willingness to explore. It’s that vulnerable moment when a spark is voiced and released into the world, unlocking countless new directions. The best client–agency partnerships are the ones where “what if?” isn’t asked once, but again and again, throughout the entire project. Yes, it can bring challenges. But those challenges often push the work higher, and everyone involved ends up better for it.
And here’s the thing: just because a project begins with clear parameters doesn’t mean it has to stay locked in place. There’s always room for it to grow into something sharper, braver, or more impactful.
If you’re a client, keep seeking partners who will not only hear your “what if?” but dive in with you to explore it. If you’re a creative or strategist, remember—progress doesn’t come from shrugging and saying, “eh, good enough.”
Because at the heart of every great idea—whether it’s a global campaign or a single piece of content—is that small but powerful question: what if?
So next time you’re reviewing concepts or kicking off a campaign, pause and ask it. You might find the best ideas come from the places you didn’t plan to look.