A Brand is never
finished. It's an
ongoing
conversation.
- Years
- 20+
- Brands Built
- 50+
- Est.
- 2004
Strategy without convictionWhat We Actually Believe →
is just research.
What We Actually Believe
Built with
purpose.
Strategy without a point of view
is just research.
This is where we think out loud: essays, provocations, and the occasional admission that we were wrong. We've been writing since 2004. You should know how we think before we work together. Full archive →
This is where we vibe.
We use AI tools every day. We're not finished learning, and we don't pretend to be. This section is a live record of what we're testing, what's working, what failed, and what we haven't figured out yet.
We believe a studio that hides its process is a studio that's afraid of its process. You deserve to see how we actually work. Including the parts we're still getting wrong.
AI-Assisted Competitive Mapping
Using Claude + Perplexity to compress 3-week audits to 3 days. Finding: the gaps it misses are consistently the most interesting ones.
Generative Identity Concepting
Running Midjourney in parallel with traditional sketching. Current view: AI generates volume; human judgment selects direction.
AI-Written Brand Positioning
Result: usable scaffolding, not finished strategy. The AI doesn't know what the client is afraid to say. That's still our job.
Fully AI-Directed Campaign Concepting
The work was technically competent and completely forgettable. Writing it up now. Watch this space.
"We don't fear AI replacing creative directors. We fear creative directors who refuse to find out what AI can teach them."
Ish Obregon · OISHII Creative
Twenty years
of daring inspirations.
From global sports empires to challenger brands. We've had the rare privilege of building brands that millions of people feel, even when they can't articulate why. These are the organizations that trusted us enough to let us ask the uncomfortable questions.
- NFL NetworkSports / Broadcast
- ESPNSports / Media
- EA SportsGaming
- DisneyEntertainment
- NetflixStreaming
- Make-A-WishNon-Profit
- HBOPremium Media
- DiscoveryNon-Fiction
- Claremont McKenna CollegeHigher Ed
- BETEntertainment
- TBS / TurnerBroadcast
- UNICEFNon-Profit
We built OISHII to be a place where
curiosity is the strategy
and daring is the method.
Founded in Los Angeles in 2004, OISHII Creative is a brand strategy and creative consultancy. Over two decades, we've worked at the intersection of culture, design, and strategic thinking, building identities for organizations that millions of people feel, even when they can't explain why.
Today, we bring the same depth of thinking to a new era. Our practice is AI-augmented, digitally partnered, and strategically led. We are not the largest option. We are the most considered one.
We will ask you questions you haven't asked yourself. Some of them will be uncomfortable. That's the point.
We will disagree with you. Respectfully, clearly, and with evidence. We are not here to validate a direction you've already decided on.
We use AI as a legitimate part of our process, not as a secret shortcut. You'll know when and why.
We work in close collaboration with a digital agency partner when execution demands it. The strategy is ours. The full build is ours together.
We will tell you when we're not the right fit. That's not a weakness. That's how we protect the work and your time.
The Invitation
Let's have
the conversation
most won't.
If you want someone to agree with you, there are plenty of options. If you want someone to think with you, rigorously, honestly, and without a predetermined answer. We'd like to hear from you.
[email protected] · 323 932 1626 · Los Angeles, CA