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PEOPLE

REMEMBER

STORIES

THEY DON'T REMEMBER ADS.

*SOME WORK IS FROM PAST CLIENTS IN PAST LIVES... OTHER WORK IS FROM CURRENT CLIENTS IN OUR CURRENT INCARNATION.

BROTHERHOOD

No matter where you are in the world, one thing is true... when you order Jack, you'll never drink alone

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Jack Daniels is the spirit that brings people together.  When you sit down at a bar and order a Jack, you're sure to get a nod from a like minded Jack drinker.  When it's time for celebration, Jack will be there.  In mourning, Jack will bring the boys together to remember the great times.  Jack is the glue that binds.  And as a portfolio of global brands, it represents brotherhood.  

*DONE WHILE AT ARNOLD WORLDWIDE

I WANNA GO BACK AGAIN

Every restaurant talks about the good times and good food at a friendly place.  It's pretty categorical expected.  So, how does an 80 year old brand start to separate itself in a category filled with copycats?  

 

Well, you go back to move forward.  

 

We went back to our roots... to the Big Boy himself.  Our icon.  Our heritage.  The one thing that no one else can copy.  We made him our storyline and everything we do came from his mouth (literally).  

 

Connecting with the statue became key... and the food was the cherry on top.  We rekindled relationships, created new ones, laughed social stories and invited people to try new things... all 'round the statue.      

FASTEST TO THE FIGHT

Call of Duty, Modern Warfare 2 was the most anticipated game of the year.  And being the first to get your hands on it was a sense of pride for gamers.  We needed people to think of Walmart as the place to get it first.

 

Be the first to get knee deep in the shit.  

 

We played off the inherent male truth that guys will always try to one up their buddies.   In a series of ads and social extensions we created a competitive friendship wherein two guys hilariously talked shit to each other about being the first to get and play the game.    

*DONE WHILE AT THE MARTIN AGENCY

THE FASTER YOU LIVE

THE MORE YOU LIVE

*DONE WHILE AT CHIAT/DAY

Nissan was launching the new 370Z... but in a world of Fast and Furious, Need for Speed and Gran Tourismo, how do you sell a car that you've seen before.  

 

We tapped into the hyperdrive mentality of tuners and wannabe tuners, getting them to rethink their car choice... making them need speed... realizing that the faster you live, the more you'll live.  

 

Partnering with Sports Illustrated Swimsuit models, Need for Speed gaming, and the LA Auto Show, we created branded experiences (and a global ad campaign) that provoked speed in us all.       

LIVE IN BETA

We believe in a constant state of improvement... of finding what is next... 
pushing ourselves to push each other.   To elevate, to uncover, to explore.  

 

Let Nike celebrate the champion.  Let Adidas leverage the creative class...
We will inspire and enable the innovators.  

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Everything we do at New Balance is to innovate... from our shoe labs, our athletes, our partnerships, our media, our offices... we exist to seek what's next... We are 'Always in Beta'.  

*DONE WHILE AT ARNOLD WORLDWIDE

BREW TRUE

Across the world, breweries are popping up with their 'craft' creations everyday.  Blueberry Lager, Peach Pilsner, Hoppy Frog, whatever.  Great for some, but is it really beer?  Some may question.  

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Detroit Beer Company is one of the oldest breweries in the midwest... and with that come some traditions.  Traditions that cannot be forgotten or skipped.  

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We created the 'Stay True' campaign as a way to pay homage to what's come before us and to offer those who want to drink real beer, well real beer.  Not that fru-fru swill that the bandwagon breweries concoct.  

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Everything we do, from our beer to our cans, to our restaurant to our ads to our partnerships... it all stays true.  

CARNIVEROUS

Late at night, you don't eat to fill your belly... you eat to fill a need...  a need that's deep within you... a need that yearns... one that cannot be filled with what you consume during the day... but rather one that must be filled with food of the night.  

 

Welcome to the Fourthmeal. 

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We created an entire world where you could lose yourself in the night... where you could find your alter ego... where you could connect with other night eaters... one that was full of the need to feed, to be carnivorous.  

*DONE WHILE AT FCB WORLDWIDE

COPYRIGHT 2016 - CLUTCHWORKSHOP

Routine masquerades as stability. Safety is seductive. Familiarity feels wise. And if that comfortable life is left unquestioned, it inevitable calcifies into conformity. 

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Fear the Familiar presents a blunt assertion; the greatest threat to your growth isn't failure. It isn't rejection. It isn't risk. It's the refusal to break your own patterns before they break you. 

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Laid out are 37 PROVOCATIONS directed to question the routines, beliefs, and identities you've mistaken for truth. To unsettle you. To interrupt your habits. To challenge conclusions you've held out of repetition, not conviction. Each PROVOCATION is a call to break invisible rules. To trade passive comfort for active evolution. They are not affirmations. They are not gentle nudges. They are controlled detonations designed to make you rethink how you live, work, create, and show up.

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Most people don't need motivation. They need interruption. They need to dismantle complacency. To sabotage the status quo within their own mind. To destabilize the autopilot they've allowed to take over the predictable flow of their existence.

 

Fear the Familiar is a self-confrontation book camouflaged as self-help. It's built for people who sense they're capable of more but keep defaulting to what's safe, predictable, and socially acceptable. For people who desperately want to reengage their everyday through radical awareness.

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If you're looking for reassurance, this isn't it.

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If you're ready to unsettle yourself on purpose, let's get unfamiliar.

"Andrew was my Professor at Northeastern last semester. What he teaches opens your mind to new ways of thinking about not just brands, but how you can become a more creative person who isn't afraid of what people will think of you when you go at a problem in a new way. "

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Thomas R - Boston, MA

"I was at a time in my life when I had no direction. I was scared of what was happening and that I was rudderless. This book challenged me to rethink how I approach my life and got me moving again. Thank you."

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Alyssa G. - Dallas, TX

"This book will challenge the very way you wake up and go about your every day. I read it from cover to cover, and now I'm going back and highlighting the key lines that completely blew my mind." 

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Sabrina C - Boston, MA

"Gonna be honest, the front cover made me rethink if I could actually have this on my desk. But once you get into the Provocations, you get why Andrew pushes so hard to make you unexpect what you're going to learn and how it will totally change your thinking patterns." 

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David C - Tampa, FL

There are people who leave well enough alone. Andrew Butler is not one of those people.

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For 25+ years, Andrew has built a career on pushing leaders, brands, and individuals to see their everyday in a new way. Not for shock value. Not for disruption theater. But to force clarity where complacency has quietly settled in. His work lives at the intersection of provocation and performance.

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As the principle and founder of CLUTCH Workshop, a brand consultancy established in 2017, Andrew works with executives and entrepreneurs who feel the friction between success and significance at key inflection points in their business. Through a rigorous PROVOCATION methodology, brands are challenged to rethink how they show up in the world - focusing not just what they sell, but why they matter. 

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Alongside his consultancy work, Andrew serves as a University Professor, challenging the next generation of leaders to elevate beyond conventional academic dogma and embrace real-world-inspired practical learning. Leveraging decades of experience, his classrooms are laboratories of provocation - where students learn that brand is not marketing, but belief and behaviors that create cults of enthusiasm. Inciting students to explore the edges of their own consciousness to uncover ideas that will open up industries that they want to not just work in, but truly escalate. 

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His work has driven radical business transformation, repositioned organizations, and sharpened personal brands into reputational leverage. But beneath the metrics sits something more volatile: cognitive unrest. The practical shift that perpetually moves people from sedentary to recognition to refocus to determination. 

 

Fear the Familiar is not just a book title. It is the operating system behind his work and life... provoking you to break your own patterns before they break you. Helping people to recognize that they aren't stuck because they lack ambition, but because they've accepted the comfort of their familiar.

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Andrew lives just south of Boston with his badass-crossfitting wife, two beautifully-unique teenage daughters, and best-friend-ever German Shepherd. When not taking care of his 175-year old farm, he can be found wandering the beaches of Cape Cod and Scituate.

copyright 2026

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