Parallel Atlas — Attention Architecture

While everyone
chases reach,
we build
relevance.

A collective leading with disruptive provocation at the intersection of storytelling and the algorithm. We help organizations earn attention in a world where distribution is infinite and awareness is scarce.

Ad for The Harrison, Floral Park · 3.7M views

25+

Years combined

500M+

Content views

3

Partners, no filler

Strategy·Creative·Marketing·Social Media·Advertising·Public Relations·Podcasting·Production·AI Coaching· Strategy·Creative·Marketing·Social Media·Advertising·Public Relations·Podcasting·Production·AI Coaching·

What we do

Attention systems for brands that refuse to be ignored.

We left the comfortable world of big agencies to help ideas and stories earn real attention — genuine relevance that compounds over time.

01

Brand Strategy

Positioning, narrative, and campaign architecture that earns attention and builds lasting belief.

02

PR & Media Relations

Media strategy, brand identity, and interview training from people who've done it at scale.

03

Paid & Organic Social

Full audits, hygiene, and growth strategy across every channel that matters to your audience.

04

Content Production & Podcast

Direct creative production plus founder interviews built to earn attention. See podcast details →

05

Experiential Marketing

Built from our event series, Brotaku.

06

AI-Powered Creative Upskilling

Practical AI workflows and training for marketing, creative, and operations teams.

In motion

Current work.

01 / 03

Audience Innovation / Live Entertainment Platform

Brotaku Live

Building a new category of live entertainment by blending competitive gaming, stand-up comedy, creator culture, and community into a recurring tournament experience. From concept through execution, created the brand, business model, visual identity, sponsorship strategy, production workflow, content engine, and audience growth strategy.

IMPACT

Selected as a featured event in the New York Comedy Festival.
Built recurring partnerships with gaming venues and sponsors.
Created a scalable IP spanning live events, digital content, sponsorship, and creator collaborations.
Designed an experience that transforms spectators into participants through comedy and competition.

Role: Founder & Creative DirectorNY Comedy Festival · OS NYC · EastVille Comedy Club · Izakaya Juraku · KARLSBALLS Takoyaki · Bronx Gaming Network

02 / 03

Creative Direction & Concepting, Social Media Optimization

SFC × Gather

Gather is a creative & innovation studio that helps companies evolve the work they do at speed and scale. Sports Fishing Championship League is a new national, co-ed deep sea fishing league that streams on ESPN and YouTube. Parallel Atlas plugged into Gather as a creative pod to help improve SFC's social content and storytelling.

IMPACT

Cross-platform social audit to identify quick-win improvements to post creation and distribution.
Evergreen creative narratives and production guidelines for SFC to capture at the tournaments to better appeal to broader audiences.
Bespoke creative consulting for their star angler — Jaselyn Bertholot.

Role: Creative DirectorGather · Sports Fishing Championship

03 / 03

Brand, Editorial, and Social Strategy, and Podcast as a Service

Mirror House / People ≠ Pixels

Founded by former Universal Pictures marketing executive Mary Erickson, Mirror House is a new kind of story studio that believes what we watch shapes who we become. People ≠ Pixels is Mary's thought-provoking editorial platform. Parallel Atlas partnered with Mary to nail down brand and editorial strategy, podcast strategy and production, and social virality.

IMPACT

Brand and editorial strategy balancing Mirror House and P≠P.
Podcast strategy and production for Mary's new podcast series.
Social strategy and optimization for the Mirror House / P≠P social ecosystem.

Role: Brand & Editorial StrategistMirror House · People ≠ Pixels

Founders prior brand experience

Brands our founders have helped move.

These projects reflect the founders' individual professional work prior to Parallel Atlas — not collective agency engagements.

IP we're building

Brotaku — where gaming meets the roast.

Competitive gaming tournaments with live stand-up comedy. Comedians from Netflix, Hulu, and NYC's best clubs roast competitors while they battle for cash prizes — livestreamed at Eastville Comedy Club.

2025 SEASON

Jun 27

Pokémon Fest + TCG Show

Jul 16

Tekken 8 Tournament

Aug 20

Mario Party Tournament

+ more

Smash Bros · Dragon Ball Z

About Parallel Atlas

Attention is the
ultimate currency.

"Attention is the ultimate currency. Social media made distribution infinite. The algorithm made awareness infinitely scarce. We build systems for organizations that want to matter."

Parallel Atlas was built on a simple truth: the agencies that shaped the last era of digital were never going to help brands thrive in this one. So we left.

Three veterans — from Digitas, AWS, NBC, IBM, AKQA, R/GA — joined forces to build something leaner, smarter, and genuinely closer to culture.

PR Boilerplate

Press & media reference copy.

Parallel Atlas is a New York–based creative and strategy consultancy built on a simple thesis: distribution is infinite, but attention is scarce. Founded by three operators — Joshua Teixeira, Christos Pietris, and Alex Libutti — the agency offers brand strategy, PR and media relations, paid and organic social, content production and podcast as a service, experiential marketing, and AI-powered creative upskilling. Rather than chasing reach, Parallel Atlas architects relevance: building attention systems, stories people stop on, and communities people join.

The team's combined track record spans Digitas, AWS, IBM, AKQA, and R/GA, alongside the independent creation of Brotaku. For press inquiries: info@parallelatlas.co

The partnership

Joshua Teixeira

Strategy & Experience Lead

25+ years helping organizations navigate change at the intersection of technology, creativity, and culture. Former SVP & National Head of Experience Strategy at Digitas North America, leading strategy for Visa, Sephora, Goodyear, and Bank of America. Founder of Parallel Atlas. Currently advising Riot Games on AI enablement. Writes and produces for Cool Hunting.

Christos Pietris

Creative & Content Lead

Creative Director, Digital Strategist, Product Leader, Stand-Up Comedian, Content Creator, and Founder of Parallel Atlas and Brotaku. Formerly at Amazon, AWS, Lowe's, and IBM. Building products, brands, and experiences that people actually care about. Content has generated hundreds of millions of views, while work spans enterprise marketing, viral campaigns, live entertainment, and original IP. Every project is approached through the lens of audience behavior, storytelling, and measurable growth — turning ambitious ideas into work that earns attention instead of chasing it.

Alex Libutti

PR & Media Relations Lead

Alex Libutti is a NYC based stand-up comedian, radio host, and media professional with over a decade of experience helping top brands create impactful media strategies. Developing robust media approaches to simplify brand narratives, Alex helps train, prepare, pitch, and cultivate the media landscape perfect for brand stories, product launches, and analysis to properly position companies for their goals. He's worked with top brands like Samsung, Skyscanner, Crunch Fitness, Harvest Hosts, Foxwoods Casino, Sparkling ICE, and more.

Stories that stop people.
Communities people join.
Experiences people remember.

Most agencies still behave as though awareness is scarce and distribution is expensive. In reality, distribution is infinite and awareness is scarce. The bottleneck isn't media anymore — it's attention.

We've spent careers watching the digital world reinvent itself. Now we're doing it on our own terms.

Services

What we
actually do.

We offer a focused set of capabilities — nothing we can't deliver with excellence.

01

Brand Strategy

Positioning, narrative architecture, and campaign strategy that gives a brand a real point of view — then builds the plan to earn attention around it.

Brand positioning & narrative
Campaign strategy & ideation
Brand identity & boilerplate
Channel & go-to-market planning

02

PR & Media Relations

Earned media, reporter relationships, and complete interview preparation — reporter research, briefing documents, and full media training sessions.

Media relations & earned coverage
Reporter & outlet research
Custom briefing documents & talking points
Full media training sessions

03

Paid & Organic Social

A full diagnostic of your social foundation paired with paid and organic growth strategy.

Platform-by-platform audit & hygiene
Paid media strategy & buying
Organic content calendar & growth
Implementation support

04

Content Production &
Podcast as a Service

Direct creative production and content built for culture — plus our founder interview format delivering a polished story, distribution-ready clips, and the raw file.

Creative direction & content production
Founder interviews (video)
Social clips & raw file delivery

05

Experiential Marketing

Live events and IRL activations that turn passive attention into active community — informed by building Brotaku from the ground up.

Live event concept & production
Brand activations & sponsorships
Community building & retention

06

AI-Powered Creative
Upskilling for Teams

Practical AI workflows and hands-on training for marketing, creative, and operations teams.

Marketing & creative workflow design
Operations process upskilling
Session packages & live workshops

Ready to build something
worth paying attention to?

Founders prior brand experience

The work
speaks.

A selection of engagements across our combined careers — from global enterprises to challenger brands.

In motion