The Mad Hattar x NGNM is a partnership born out of a mutual commitment to excellence in experience, technology and design that started nearly a decade ago.
Their keen eye for effective consumer engagement strategies, and wealth of skilled storytellers and craftspeople have birthed some of the most effective and talked about digital and experiential programs ever. Known for shattering industry benchmarks of success they continue to push the boundary of what is possible for brands looking to dynamically and memorably impress their customers.
Core Capabilities
- Experiential
- Installation
- Web
- Digital product development
- AR/VR
- AI/ML
- Web3
- Content creation
Cross-Platform Integration
Any individual skill set we possess is impressive on its own, but what really sets us apart is our vast cross discipline experience which allows us to comprehensively build ground swell impact. This means that we consider all parts of a brand campaign, whether produced by us or other partners, when we take on a challenge. This best insures a seamless user experience across all channels.
Our preferred, and most successful, engagements always include partnering with clients to plan the full ecosystem of engagement points.
The Team
Rania Hattar started her American experiential journey first at Acne Studios, then she later started UNIT9’s experiential arm before moving onto growing and elevating Thinkingbox’ presence. Rania also consulted other production companies & agencies on how best to be navigate and succeed in the experiential market. That is when “The Mad Hattar” came to life. Why try and teach old dogs new tricks… lets just do it ourselves!
With their colossal network of artists and production family globally, The Mad Hattar is able to problem solve and play in everyone’s backyard.
Past companies she’s worked with: MJZ, Little Minx (RSA), Acne Studios, UNIT9, & Thinkingbox. Not counting her Middle East, Europe, and Asia TVC, Film and TV (scripted & Unscripted) history.
Waël Hattar enjoys problem solving; and believes that creativity comes from finding the simple logical truth to the task.
Educated in design and film, he works in the fields of advertising, production, branded content and media, as well as the art world. Waël Introduced Branded Content into the Middle Eastern field in 2008 by elevating the Publicis Groupe division and working with all the clients on board Starcom, MediaVest and Zenith. Where he won multiple awards internationally for a transmedia content project for Chevrolet among others.
A strategic thinker, “I create content to alter our perspective, cut through the mainstream and figure out what is actually best for any brand messaging or story.”
James Outlaw has brought human relevance and strategic efficiency to some of the worlds most outstanding brands. His intuition, experience and methodology allows for rigorous and innovative solutions to brand challenges as well as poignant, relevant and empathetic communication concepts, in a time where the consumer and media are up to their gills with superfluous messages. He lends his consistent insight and solution finding to some of the world’s top brands and organizations.
Starting in new media and lifestyle marketing James was always keen to find new ways of starting a buzz, creating brand momentum and deeply engaging target consumers. He was part of the team who brought Shepard Fairey’s art as a strategic approach to promoting a young Illinois Senator running for President. His experience has crossed all industry lines and disciplines.
Greg Ipp has managed teams at a number of agencies, spent 12 years in the video game industry, and helped spin up - and sell - multiple technology start-ups. Prior to working at NGNM he was the creative technology lead at the US arm of ACNE’s production studio.
His commercial clients have included General Motors, Subaru, Coca-Cola, Hyundai, Meta, Live Nation, KLM, MTV, Vice, and many others. Greg’s first career was as a 3D artist making video games at Nintendo and Electronic Arts, before focusing on the application of technology to his creative endeavors.
Through NGNM, he helped Hala Systems prototype an early warning system for bombings in Syria. Donating his time as a Stanford researcher, he helped Starling Lab generate funding for and develop their war crimes attribution project. His passion is in the application of novel technology for social benefit.
Case Studies
The Mad Hattar
Founded by executive producer Rania Hattar, The Mad Hattar brings novel insanity into reality. Pulling from their 22+ years of experience they are able to approach the most outlandish challenges from a perspective that nothing is impossible if you dare to dream.
They are a woman founded, minority owned, LGBTQIA2+, and veteran staffed organization that believes in making art into accessible communication tools that anyone can enjoy. This philosophy of fun and fundamentals is core to how and why they deliver excellence in each and every brand execution they complete.
no gods. no masters.
Employing a philosophy of consumer empathy, NGNM drives highly engaging user experiences across digital and real world platforms. Their network of best in class digital and storytelling craftspeople have over delivered for many of the world’s top performing brands and organizations. Founded by Creative Strategist James Outlaw and Creative Technologist Greg Ipp, they manage a global team of world class designers, engineers, strategists and storytellers, to bring dreams(visions) of the future into cutting edge executions of the now.
