Psyop Founders: “25 Years Isn’t Just Luck, It’s Resilience”

^{Photo (left to right): Marco Spier, Marie Hyon, Todd Mueller, Matt Hunnicutt, Kylie Matulick}

In 2000, a group of friends and former colleagues from MTV and Nickelodeon turned an East Village dive bar into a studio. Rigging a Flame suite in the bathroom, the five founders – Marco Spier, Marie Hyon, Todd Mueller,Kylie Matulick and Eben Mears – kicked off what has become a 25-year journey at the forefront of adland’s animation and mixed media production.

Known for its ability to blend artistry with commerce, Psyop has since maintained its presence as an industry-leading studio, with work over the years for Coca-Cola, Aldi, Converse, Riot Games and more, and an ever-evolving roster of world-class storytellers.

2025 has prompted reflection for the founders, not only because of the significant anniversary, but also because founding partner and creative director Eben Mears passed away earlier in the year. Today, Eben’s four co-founders take a moment to mark the milestone, and share some of the most important moments, projects and lessons from the last 25 years.

LBB> What's been your proudest moment of the last 25 years with Psyop?

Kylie> Winning an Emmy was pretty exciting, but one of the more recent moments that was incredibly meaningful was the gathering for our 25 year celebration in New York this past October. There were so many people (old and new) from our span of 25 years who came with so much love for Psyop and their experiences working together. It was a beautiful reminder of the powerful and lasting community we’ve created, the various careers launched and the amazing creative collaborations that have taken place.

Marco> I’m always fascinated by the reach, or cultural impact Psyop has. I remember Marie and I going to a small store in one of the most remote places I have ever been in the Himalayas, in Bhutan, finding the characters we designed printed on a Fanta can. It made me feel pretty proud, but also very aware of what we do and the power of branding.

Todd> People often ask for a specific project or a big client win as my proudest moment. But to be honest, my proudest moment is simply the fact that we are still here. In an industry that changes overnight, standing tall after 25 years isn’t just luck, it’s resilience.

We didn't just survive; we thrived. We’ve kicked ass through dot com bubbles, recessions, and total shifts in how the world works. But more importantly, we grew up together. I’ve watched people start here as junior associates and become leaders. I’ve seen people buy homes, get married, and raise families. We have been part of so many eras of technology, yet our core spirit hasn't aged a day.

That’s the victory. We are still hungry, we still love the work, and we are still doing it our way. As long as I’m breathing, I plan to be right here, making cool shit and pushing the envelope.

Marie> I echo Kylie, set aside the Emmys, Clios, the Cannes Lions, and the accolades, what stays with me most is standing in a room with more than 500 people that travelled in from out of state and country to celebrate with us on our 25th anniversary. This filled me with a sense of achievement that was truly overwhelming and, I suppose, that feeling is pride. And what struck me most was that each person wasn’t just a face in the crowd, but an essential part of the community we’ve built together. And finding myself at the heart of such a talented, generous community made me feel like I was living the dream.

LBB> What projects from the last 25 years stand out? Why do they mean so much to you?

Kylie> There are so many projects that have been significant. Coke – ‘Happiness Factory’ was probably one of the more significant in terms of impact, both within Psyop and in shaping our future. It was a huge opportunity for us at the time and we were able to really expand our capabilities. It was also a super fun and fully immersive creative experience, and the whole team was completely dedicated to making something amazing. Luckily, it opened up a lot more opportunities to do character and story-oriented work which we love.

Marco> I may sound cliché but the project I’m working on right now feels like the most significant. Creating a character for Microsoft, using completely new technology and entering untouched territory, going places where no one has been before certainly excites me. But again, especially with this project, a lot of questions have arisen in regards to the future and how technology further impacts humans, especially in the context of having a young child myself.

Marie> There are many that I love but one that stands out is our short film ‘Bottle Cap’. Marco and I originally created it through an Epic Games grant in Unreal Engine, and now we’re developing it into a feature length film, which has been a dream of mine for years. I felt like an underdog in my adolescence, and our fiddler crab hero carries that same spirit – a story that feels personal to me. It's about finding resilience in the places you feel most vulnerable, a story I relate to.

Todd> Let’s be clear: the core of our job is helping clients sell stuff. We try as hard as possible to make it artful, funny, and captivating, but at the end of the day, we are here to drive ROI.

One of the toughest challenges we faced in this regard was the very first 'Kevin the Carrot' spot for Aldi 10 years ago. We wanted to tell a heartfelt Christmas tale about an earnest little carrot trying to meet Santa. The client, however, had a clear mandate: the spot had to be 90% about their massive Christmas food spread.

Instead of fighting the mandate, we leaned into it. We realised that for a three inch carrot, a Christmas dinner table could become a full landscape. The roast potatoes became boulders, the turkey became a mountain, the gravy boat became a river. We managed to weave a lovely story through the product, rather than around it. We sold the crap out of that food, launched a decade-long franchise, and proved that you don't have to choose between 'hard retail' and 'heart'.

LBB> What's been a project or moment that taught you the most, or provided the hardest challenge?

Todd> Every project teaches me technical, aesthetic, and other creative skills, but the hardest challenge is often the human element. I focus on active listening, reading the room and noticing unspoken tells, to help balance the collaborator's vision with my creative intuition. I’ve learned that effective partnership is simply about listening better. That is a lifelong pursuit for me.

Marie> Perhaps the toughest challenge was finding my directing voice in the early stages of my career. I can’t point to a single moment. There were just countless times early on when that little voice in my head would whisper, ‘Imposter!’. Learning to quiet it took years of practice. But eventually you pitch enough, you pour your whole heart into the work, and you realise you can own the room. Pushing through that doubt was tough, but honestly, it’s also been a thrill throwing myself in especially when it felt totally intimidating.

Marco> I would say that large scale live action projects with many aspects of technology, hundreds of people (and sometimes celebrities) will teach you the most, but also humble you the most. Seeing your vision come to life in front of your eyes, never fails to amaze me. I absolutely love it. It’s like you are entering a completely different universe of challenges, where for some reason, everybody is listening to you and follows your lead. And of course there is always the post shoot depression, where all of a sudden, when it’s all over, nobody listens to you anymore.

LBB> What's your main goal for Psyop going forward?

Kylie> I guess the main goal has been and always will be to make amazing work that touches the hearts and minds. There are so many amazing creative, passionate people working within Psyop right now and that energy is infectious and quite inspiring. I’m totally here for it!

Marco> I’m extremely excited to work with our CEO Matt Hunnicutt and to see where he is taking Psyop. He has a very strong vision of how he sees the company evolving and I’m absolutely loving it. I feel there is a fundamental shift in how we are positioning ourselves as we invent the rules for the next 25 years to come. Personally, my focus is on bringing characters to life in a way that redefines how we engage with them. I truly believe the most important years are still ahead of us.

Todd> We have the talent and the expertise, and with our new leadership, I’m focused on directing that energy to solve the biggest problem in the market right now: capturing fickle audiences with tighter budgets. I want to turn our creative potential into undeniable results.

Marie> I want us to keep building worlds and characters that people truly feel, personalities you want to get to know more, and worlds you want to spend more time within. I’m always thinking about how characters connect, how stories invite people in, and I want that same spirit for our studio: a creative community that’s strong, supportive, and driven by individual voices.

Psyop has always thrived on distinct perspectives, and our goal has always made sure those voices stay weird, passionate and uniquely themselves as we keep pushing the boundaries of what we can make together.