Digitas, Vox Media, and Free Association Launch Exclusive Development Slate Spanning Dining, Entertainment, Sports, and More

NEW YORK, NY — [February 18, 2026] — Digitas, the Networked Experience Agency and founder of Digitas Pictures and The NewFronts, today announced a partnership with Vox Media’s award-winning branded content studio, Vox Creative, and Free Association to offer an exclusive development slate for Digitas clients spanning dining, culinary experiences, entertainment, sports, and more. United by a bold mission to redefine brand entertainment, Digitas, Vox Creative, and Free Association have joined forces to produce branded content that transcends traditional advertising and helps brands earn a place in culture.

“Our mission is to broker partnerships that break through culture and capture the attention of mass audiences—helping brands step into their role as cultural curators and entertainment producers. It's not about interrupting what people love; it's about creating content they actively seek out because it adds value, meaning, and relevance to their world.” — Mark Book, EVP, Head of Content, Digitas North America

Free Association, the entertainment company co-founded by Channing Tatum, Peter Kiernan, and Reid Carolin — and the force behind global cultural touchstones like the Magic Mike film and live entertainment franchises — brings a track record of developing IP that blends high creative ambition with broad audience appeal. Leveraging their experience across film, television, and live experiences, FA will help brands tap into world-class storytelling and production expertise—originating ideas with lasting cultural impact—stories consumers love—that can be scaled commercially and globally.

“Great storytelling doesn’t just live in movie theaters or on streaming platforms anymore—it can thrive in entirely new places and formats, and brands have a real role to play in making that happen,” said Peter Kiernan, Principal at Free Association. “When you combine Digitas’ cultural strategy, Vox Media’s storytelling platforms, and FA’s creative production, you’re not just making branded content. You’re creating entertainment that’s story-first, genuinely authentic, culturally sticky, and built to earn its way into people’s lives.”

Vox Media, home to New York Magazine, The Cut, The Verge, Eater, and more, will amplify the slate with the full power of its editorial networks, talent relationships, and distribution ecosystem—ensuring that projects reach audiences with relevance and impact. From concept development to multi-platform execution, Vox Media will bring journalistic insight, editorial credibility, and proven distribution muscle to each project.

“Vox Creative and Digitas Pictures have produced inspiring, industry-recognized films in collaboration with brands like Sephora, KitchenAid, and most recently, Sensodyne,” said Yosef Johnson, SVP and Head of Vox Creative. “We’re excited to build on this successful partnership and team up with Free Association to bring these new, brand-forward stories to engaged audiences across Vox Media’s expansive portfolio.”

Together, the three companies will operate at the intersection of brand, culture, and entertainment—offering clients a one-stop creative and production powerhouse that can ideate, produce, and distribute cultural properties at scale. This is not just a 1+1+1 collaboration—it’s a multiplier effect where combined expertise accelerates the ability to make things audiences actually want to watch, share, and talk about.

About Digitas Pictures:
Digitas Pictures pioneers a non-traditional approach to brand-led content, generating culture-breaking partnerships that seamlessly integrate entertainment, media, and strategic storytelling. This innovative model delivers powerful narratives while forging deeper consumer connections—turning audiences into lifelong brand advocates. Digitas Pictures has already made waves with acclaimed projects such as Sephora’s Faces of Music (Hulu), KitchenAid’s A Woman’s Place (Hulu), The Foundation of Belleza (Peacock), The Beauty of Blackness (Max), and high-impact collaborations like Flonase x Bridgerton and Ragu x Hot Ones. Working in partnership with notable industry leaders including Vox Media, Imagine Entertainment, Ventureland, CAA's Media and Entertainment Partnerships team, and Shondaland, Digitas Pictures is redefining how brands connect with consumers through authentic experiences.

About Vox Media:
Vox Media, the leader in modern media, is home to a portfolio of top talent and engaging editorial brands that ignite conversations and set trends, including Eater, Vox, The Verge, SB Nation, The Dodo, New York Magazine, The Cut, and Vulture. The company’s podcast network is one of the largest in the U.S., publishing premium shows that inform, entertain, and delight, including Pivot,Criminal, Today Explained, Where Should We Begin?, Stay Tuned with Preet, The Vergecast, Waveform,and A Touch More. Across platforms, Vox Media defines culture through stories that shape all aspects of our audience’s lives.

About Free Association:
Free Association (FA) is an entertainment and film production company led by principals Channing Tatum, Reid Carolin, and Peter Kiernan. Launched in 2014, FA has produced award-winning films, television series, and live entertainment experiences with a focus on creating IP that bridges commercial viability and cultural resonance. FA is currently producing a feature film and corresponding docuseries on the famed Isle of Man TT Race for Amazon. In 2024, FA produced Zoë Kravitz’s directorial debut, BLINK TWICE, released theatrically by Amazon MGM. FA also produced the critically embraced MGM film DOG, which grossed over $85 million on a $15 million budget despite being released during the pandemic. Other FA productions include the 21 Jump Street and Magic Mike film franchises; Fatherhood starring Kevin Hart; Spaceman starring Adam Sandler, Carey Mulligan, and Paul Dano; and Logan Lucky starring Daniel Craig and Adam Driver. In television, FA has executive produced Finding Magic Mike for HBO Max and Step Up: Highwater for Starz. FA also produces the internationally acclaimed live experience Magic Mike Live, with sold-out runs in Las Vegas, London, Australia, Berlin, Miami, and Dallas, with plans to expand the franchise into additional global markets in the near future.