B-Reel Products

What B-Reel Products does

B-Reel is a privately held creative technology studio founded in 1999 and headquartered in New York, operating a portfolio that blends project-based creative services, proprietary product development, and venture building. The company serves enterprise clients across multiple industries, with named customers including Nike, H&M, The North Face, Storytel, Save The Children, Activision Blizzard / Diablo, the telecom operator 3, and Ramsbury Gin, delivering advertising campaigns and digital experiences under a sales-led, portfolio-driven go-to-market motion.

Its product surface comprises five distinct offerings. Feels Like Studio (introduced 2024) is the latest embodiment of the studio's design and technology capabilities. State App is a consumer breathwork and mental/physical well-being application co-developed with neuroscientist Andrew Huberman and performance coach Brian Mackenzie, distributed via shiftstate.io. Live Boutique is a proprietary software-and-hardware platform for live shopping, integrated with FaceTime, Zoom, and Skype, with the initial version developed in partnership with Teenage Engineering. Earth Studio, an animation tool for Google Earth's geo dataset, was developed at B-Reel/Feels Like and acquired by Google in 2019. Hotel 626 (2008) was an interactive horror experience built for Doritos using webcam and microphone inputs.

Revenue derives from three streams: creative services and advertising on a project basis; product development and licensing through platforms like Live Boutique and State App; and venture building under the B-REEL umbrella. Pricing is not publicly disclosed and varies by project scope. The company is led by CEO Anders Wahlquist, employs 51-100 people, and maintains an active portfolio-based website as its primary marketing channel.

Name

B-Reel Products

Website

https://b-reel.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

B-Reel is a New York-based creative technology studio founded in 1999 that develops advertising campaigns, digital products, and proprietary software platforms for enterprise clients including Nike, H&M, The North Face, and Storytel.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Creative Services & Advertising: Project-based creative services for major brands including advertising campaigns, brand development, and digital experiences. Clients include Storytel, The North Face, Nike, H&M, and other enterprise brands.
2. Product Development & Licensing: Development of proprietary products and platforms (Live Boutique, State App) with potential for licensing, acquisition, or subscription-based revenue models.
3. Venture Building: On-going venture development under the B-REEL umbrella, with products like Feels Like Studio representing embodiment of design and tech capabilities.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

B-Reel Products is a creative studio and venture builder that consults startups and established brands on digital product design, development, user experience, and strategy. It produces advertising campaigns and digital experiences for major brands (Nike, H&M, The North Face, Storytel) and develops proprietary software products such as the State breathwork app and the Live Boutique live-shopping platform under its Feels Like Studio design and technology arm.

Product overview

B-Reel Products is a creative technology company with ventures spanning Design and Technology since 1999. The portfolio includes Feels Like Studio (the latest embodiment of their design and tech capabilities), the State App (a breathwork and well-being application developed with Andrew Huberman), Live Boutique (a proprietary live shopping platform), and historical projects like Earth Studio (an animation tool acquired by Google). The company also developed Hotel 626, an interactive horror experience for Doritos. The offering functions as a studio-plus-products model where Feels Like serves as the design and technology studio while specific products like State App and Live Boutique represent distinct commercial offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Feels Like Studio: Design and technology studio focused on pushing the boundaries of interfaces, creating new brands, software products, and experiences.
• Earth Studio
• Live Boutique

Products and services

• Feels Like Studio Design and technology studio service that pushes the boundaries of interfaces, creating new brands, software products, and experiences for clients. Operates as B-Reel's current design and technology arm.
• State App

Named customers8 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Teenage EngineeringcoreStrategic or Co-development PartnerInitial version of Live Boutique platform was developed in partnership with Teenage Engineering, combining their hardware expertise with B-Reel's software and creative capabilities to create an enhanced live shopping solution.
• Andrew Huberman and Brian MackenziecoreStrategic or Co-development PartnerState App, a breathwork application for mental and physical well-being, was initially developed together with neuroscientist Andrew Huberman and Brian Mackenzie, leveraging scientific research for product development.
• GooglecoreTechnology or IntegrationEarth Studio, an animation tool for Google Earth's geo dataset that was initiated and developed at B-Reel/Feels Like, was acquired by Google and is now operated as google.com/earth/studio/.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Huge: Independent digital agency delivering strategy, design, and technology for major global brands, competing with B-Reel for the same enterprise creative and product briefs.
• Buck: Design and animation studio producing brand campaigns, motion content, and interactive experiences for major clients, comparable in craft and brand-client overlap to B-Reel.
• Ustwo: Digital product studio that builds both client work and its own consumer products (e.g., Monument Valley), directly comparable to B-Reel's hybrid creative-services-plus-venture approach.
• Active Theory: Immersive digital experience studio building interactive web and XR work for global brands, overlapping with B-Reel's experience-design and interface-pushing capabilities.
• Instrument: Independent creative and technology agency serving major brands across design, content, and product, operating a similar hybrid services-plus-products studio model.
• R/GA: Global digital product and innovation agency that combines brand work with proprietary product ventures, very similar to B-Reel's studio-plus-products model and serving comparable enterprise brand clients.
• Resn: New Zealand-based creative technology studio building award-winning interactive web experiences for global brands, comparable in boutique scale and boundary-pushing approach to B-Reel.
• Work & Co: Digital product studio focused on design and engineering for large brands, with a similar hybrid model of client services and product-style delivery to B-Reel.

Broad incumbents

• Method (Globant): Experience innovation agency (now part of Globant) offering design and digital product services at significantly larger scale, competing with B-Reel for enterprise experience-design engagements.
• frog (Capgemini Engineering): Global design and innovation consultancy (now part of Capgemini Engineering) with deep enterprise design work, comparable in strategic product-design capability though operating at much larger scale than B-Reel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/B__REEL
• Facebookfacebook.com/breel.production
• LinkedInlinkedin.com/company/b-reel

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about B-Reel Products