Why Madison Avenue Should Be Scared of This Gen Z Agency from London
If you want a video to go viral, you don’t hire a 70s ad man—you hire someone who’s actively doing it. Seb Von knows this. That’s why brands are now running to him.
1 June 2025 | Written by Parker Floris
Photo by Seb Gardener
Throughout history, as technology develops, so do the ways we communicate. You wouldn’t think a print editor knows how to host radio. Nor a radio host knows how to captivate a TV audience. So, why do we think legacy agencies built on TV marketing know how to talk to GenZ through social media?
When I arrived in London last year, one of the first people I reached out to was Seb Von. Then at Camp Film Fest in April, we finally met—and I got to learn about not only his incredible story, but also the journey he is on to revolutionise marketing in the modern age.
Having worked with elite creators like Yes Theory, MrBeast and Simon Squibb, Seb is perfectly positioned to build a bridge from Gen Z to legacy brands—helping them communicate with an audience they have never been able to reach before.
So, how did he get here?
While Seb did not perform well in traditional education environments, that didn’t stop him. He not only travelled across the world and got offered an internship with Canva in Australia by standing outside their headquarters with a placard asking for a job. But he also landed an editing job with Yes Theory in LA, soon after reaching out, and showcasing his skills, unprompted. So, I asked him,
L to R: Seb Von (Screw Loose), Parker Floris (Creators Trove), Callum Church (HelpBnk) at Camp Film Fest.
What was it like to move across the world to follow your dream?
“Yeah, I was so excited. It was my dream job … I would recommend it to anyone. I think it’s only a positive thing. Even though there will be moments, inevitably where you will get scared and little bit lonely … the highs are so worth it. And the self-confidence it gives you, the expanding of your knowledge of what’s possible in life, is 100% worth it.”
Tell me about the idea of the Third Door.
“Traditionally in the past, you have gate keepers in Hollywood, and they are the ones who decide if your talent is good enough to get through. Think of like, Britain’s Got Talent.”
“How I got my job at Yes Theory was by making a video. Every single person there had made a video to get a job. Which, wasn’t asked for, right … you have to be creative and put in the extra effort.”
Earlier in the year I asked a producer for the Sidemen whether they hired via applications, and he said “no”. He said that open call outs wield thousands of ineligible applicants who apply because they like the YouTube group, not because they can actually do the job. Now they usually only hire either internally or through a friend of a friend.
So, if finding that alternate access to the opportunity you desire is essential to bypass the crowds, how do you do this? These are the three things I focus on in my career, and is evident Seb engages in his:
1. Get in the room
2. Be fun to work with
3. Deliver phenomenal results
With this, you are the only person they will bring back, not daring to risk it on an unknown variable. Further, when their friends need assistance, they will be confident in putting your name forward, willing to associate their reputation with you and your work.
What characteristics within yourself have led to the incredible opportunities you have received?
“Authenticity is very important to me … when you fully embrace, like, all your curiosities and everything that makes you special, and you're like, I [don’t] care if people were going to say I'm quirky or weird, I'm just going to be completely myself. I think that is when you start to really develop an authentic feel and people can feel that.”
Social media allows you to express this uniqueness and find the people who resonate on the same level.
What is the benefit of Screw Loose being Gen Z and creator-run?
“Traditional agencies are very good at making polished adverts (like what you see on TV) … but they don’t understand how to make content that performs on social media ‘and’ TV. They don’t understand how to make a video go viral. [They have] no real data or statistics to show how people are actually liking this … Now there’s so much direct accountability. You can really see [whether] the ROI is there.”
“Everyone on our team has worked with the biggest creators. [The biggest creators are] people who understand how to get the world’s attention, and hold it the best. So, we are better positioned than any other agency in the world to capture people’s attention, because we’ve done it … We [also] bring the traditional side back, because we really have top quality traditional filmmakers [and editors]. So [our videos are] classy, unique, and stand out.”
One of these top-quality filmmakers Seb works with is Raiffe Ingledew, who was the Head of Post-Production for Beast Philanthropy (MrBeast’s charity).
“I have been collaborating with Screw Loose on projects over the last few months. We are currently working on one with Substack now, which is pretty exciting … The way I like to look at what Seb and Screw Loose does is connecting talented filmmakers, directors, and editors to the brands they have always wanted to work with.”
“Yeah, Seb is incredible. He's got an incredible mind.”
Raiffe, where did you learn your skills in video production?
“I didn’t go to university … My only education was YouTube University”
“Where Seb and I benefit is [that] we have worked with some of the biggest creators in the world, so we kind of understand what works … We know what is needed for a video to go viral. We can integrate those tactics into new media social ads and content.”
Seb showed me a preview draft of Screw Loose’s new trailer video, and it is one of the most magnificently produced, captivating minutes of film I have ever watched.
It is clear that people like Seb and his agency will continue to rise as new technologies develop and storytelling consumption habits change.
If you want Screw Loose to help your business stand out and make videos that reach your target audience, find them here: www.screwloose.co
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