In an industry that often runs on late nights and tight turnarounds, the idea of a four-day work week still feels mildly subversive. But for Tux Creative House, an agency with offices at NeueHouse Venice Beach and around the world, it’s a practical choice — an insistence that creativity flourishes best in balance. This ethos informs their practice and their work, fueling campaigns for global brands like Levi’s, W Hotels, and Ralph Lauren. Co-founder Dominic Tremblay sat down with NeueJournal to share their unique creative philosophy and how it shapes a culture centered on flexibility, inclusivity, and well-being.
NEUEJOURNAL: What’s the story behind TUX Creative? What did you set out to build?
DOMINIC TREMBLAY: Both Ludwig [Ciupka, TUX co-founder and CCO] and I had previous experience in the traditional agency and production model. We felt it was too heavy and slow for the digital era. We also felt the creative agency industry needed a more human and content-focused approach.
NJ: How would you describe your creative philosophy?
DT: Fundamentally we believe in the synergy of different types of creativity. I think the magic happens when you mix various art forms and gather them around a problem to solve.
NJ: TUX won Silver for Best Agency Culture at the Ad Age Small Agency Awards—congratulations! What does that culture look like day to day, and what does it take to sustain it?
DT: Our culture is rooted in inclusivity, well-being, and a commitment to doing business differently. Day to day, this means fostering a space where team members can be themselves wholeheartedly, without leaving their identities at the door. We are B Corp and LGBTQ+ certified, and actively pursue the well-being of our talent, local communities, and the environment. TUX was among the first agencies to implement a 4-day work week, supporting work-life balance and “active rest” to recharge our team’s creativity and we emphasize flexibility, allowing people to shape their own career paths and try new roles within the agency. Sustaining this culture requires ongoing attentiveness to team needs, open communication, and a mission-driven approach that prioritizes people over profit.
NJ: What kinds of projects excite you most right now?
DT: Projects that blend diverse expertise and really push our creative boundaries. Some of our recent campaigns, like Lndo Norris for Ralph Lauren fragrances, Levi’s Summer Collection, Levi’s Pride 2025 and W Hotels’ Hotel Tales with Chloé Sevigny, allowed us to innovate and explore our creative process to deliver some truly unique storytelling. We’re particularly drawn to initiatives that connect diverse creative expertises, that’s when magic happens!
NJ: How do you keep the work fresh, both creatively and strategically?
DT: Embracing a generalist mindset, mixing wide-ranging expertise, and staying agile in a rapidly shifting industry definitely keeps things fresh. We encourage lateral movement within teams, allowing individuals to explore new interests and roles, which keeps perspectives dynamic. Strategically, we have a willingness to challenge industry norms and adopt new tools, such as integrating AI into workflows, and we foster a culture where learning and experimentation are truly valued
NJ: Are there any habits or creative practices you swear by?
DT: Three main practices come to mind:
- Encourage creative connections between diverse expertises.
- Nurture a culture of progress and continuous learning through experiment.
- The power of “active rest”! By ensuring that our talent has time to recharge with our 4-day work week, we have found that creativity goes up. The agency also values open dialogue, flexibility in roles, and supporting personal growth, which helps maintain high creative energy as well as job satisfaction.
NJ: Do you think environment shapes creative output?
DT: Absolutely! Our workspace are a hybrid hub for creativity, collaboration, and community events. I believe that environment directly influences wellbeing and creative performance. We often use large spaces to create creative brainstorms or client workshops.
NJ: How do you see the role of a creative agency evolving? What’s changing in the industry?
DT: Creativity is a powerful way to solve problems. With the rise of AI and data we believe our role will be more and more focus on new ideas, innovation as a whole and connected synergies. As we become better and better in using all the new tools available we gain more flow time and get to invest in big new ideas. Our talents will remain our unique point of difference, especially as AI tools become widely available.
NJ: What’s the biggest misconception people have about running a creative agency?
DT: The most persistent misconception about running a creative agency is that it’s all about creativity and glamour, with little structure, business acumen, or operational rigor required. In reality, agencies require strong processes, management, and operational rigor. People also believe that bigger agencies deliver better results when in fact smaller agencies can be way more nimble, adaptable, and attentive to client needs. The HOW is often more important than the WHAT we do.
NJ: What’s your favorite part of the job now?
DT: For us in a leadership role, the most rewarding aspect is seeing our talent achieve their goals and grow within the company, something we put down to a flexible and supportive culture. There’s pride in building a workplace where everyone can be themselves and contribute meaningfully to both client projects and the broader community. We also have a wonderful partnership with Rainbow Railroad and this year we will help 12 – 15 individuals through Rainbow Railroad’s Emergency Travel Support program – covering relocation, housing, medical care, and post-resettlement aid. For our entire team, being able to contribute to our community is vital as well as incredibly rewarding.
What advice would you give another creative team looking for the right environment to grow?
DT: Seek out a workplace where you can be authentic and where flexibility is encouraged. Prioritize environments that support your personal and professional growth, and don’t be afraid to challenge traditional models if they don’t fit your values or ambitions.
NJ: Has being at NeueHouse led to any unexpected conversations or collaborations?
DT: Being surrounded by like minded people in similar industries is exciting and very inspiring. We meet new interesting people and new exciting projects every week! The well-designed spaces are definitely amenable to connecting with our co-workers.
NJ: What’s the best piece of advice you’ve ever received or would pass on to someone starting out?
DT: Be your wholehearted self at work. Growth comes from authenticity, flexibility, and a willingness to try new things, even if it means making lateral moves or changing direction.
NJ: What’s next for TUX? What are you looking forward to?
DT: TUX turns 15 this summer so we are busy preparing a big celebration! We’re also focused on continuing our mission-driven growth, deepening our community engagement, and pushing creative boundaries. We are excited about integrating new technologies, expanding our impact, and remaining a catalyst for positive change in the industry.
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