Vexx and Gawx Just Took Their Brand Deal to the World Cup

Two years ago, Portal A approached Vexx and Gawx with a brief, make a video with original artwork enabled by Lenovo devices. Their videos drove a combined 3 million views.

Lenovo came back for a second series, and watch time grew 50 percent.

By the third series, Vexx and Gawx were designing the creative challenge themselves, casting an ensemble from five countries, and hosting a live showcase in Mexico City tied to Lenovo's FIFA World Cup partnership.

Most brand-creator deals worked the same way. A company writes the brief, a creator makes one video, and that’s the entire relationship.

That's largely still true. Across a large sponsorship database, only 15 percent of brands run three or more deals with the same creator.

Lenovo and Portal A built the opposite. Chapter one of their Creator Odyssey series with Vexx and Gawx drove a combined 3 million views, and Lenovo came back for two more chapters instead of moving to a new creator.

By the third chapter of the event, Vexx and Gawx were given full creative control, running the show in Mexico City instead of showing up for someone else's.

As brand budgets shift away from one-off ads, a single sponsored video is worth less every year. Creative partnerships that compound across multiple seasons are becoming one of the few ways a brand deal actually holds its value.

That shift is creating a new kind of role for creators. Brands don't just want a video anymore, but they want someone who can carry the story across seasons the way a showrunner would.

That's why partnerships like MKBHD's equity stake in Ridge and Red Bull Media House's decades-long investment in athlete-storytellers keep showing up. Creator Odyssey, run by Vexx and Gawx with Lenovo, is a lighter version of the same idea.