Virtue is the creative agency born from VICE.

Since 2006, we’ve used our entertainment DNA to help brands capture the attention of their audiences with work that speaks to our most primal instincts of pleasure, attraction and delight.

We believe in commanding, not demanding; entertaining, not interrupting; contributing, not leaching. Because brands should add to the world they want to be a part of — not distract from it.

With presence in 21 countries, we craft campaigns, platforms, and IP for some of the most important brands on the planet. Using proprietary tools, access, and intelligence, we find new ways for brands to matter to the world through an entertainment-centric approach that plunges its hooks into audiences’ subconscious and refuses to let go.

Virtue is behind award winning work including Carlings digital clothing collection adDRESS_THE_FUTURE, Q - The World's First Genderless Voice, Weedmaps' Museum of Weed, Dove Men+Care’s Dear Future Dads, and McDonalds Upcycling Swimwear Collection

In the Americas, Virtue is led by Managing Director, Krystle Watler and ECD & Head of Creative, Genie Gurnani. As two BIPOC leaders of a general market agency, Krystle and Genie most recently penned an open letter to the marginalized and diverse talent of the advertising industry. Come Through details their personal and relatable experiences that underrepresented talent often live and work through within the industry, while serving as a siren call to those that have gone through the same.