The line
How we cook with your team, the rooms we build, and the solutions on the pass.
Own the recipe.
Michelin-star chefs don’t outsource their recipes. They own the sourcing, the prep, every detail. That’s what turns food into art. Marketing deserves the same.
of generative AI pilots are failing to deliver.
SOURCE: MIT NANDA, THE GENAI DIVIDE, 2025Most of the industry is chasing the next AI tool like it’s the ingredient that fixes the dish. It isn’t. The problem was never the technology. It’s who’s holding the knife.
Uphousing is how we fix that. Not by handing your marketing to another vendor. Not by inhousing everything and hoping for the best. By teaching your people (your kitchen) to cook like masters, with AI as the sous-chef, never the chef.
Uphousing is a hands-on partnership where our team and yours become co-authors of the work.
Not client and vendor. Together, we:
Own the recipe
Your talent takes strategic command of the value chain: the decisions, not just the execution.
Know every ingredient
A working view of your whole tech stack, not a black box someone else operates for you.
Run a tighter kitchen
Workflow that’s efficient, elegant, exact. Nothing wasted, nothing repeated without getting better.
It’s not about replacing your people. It’s about sharpening their knives.
The relationship has to change too.
The old model, where the agency cooks everything and one size fits all, doesn’t serve anymore. People deliver the work, not agencies. Smaller teams, sharply trained and running tuned tools, move faster and cut cleaner than a bigger bench ever could.
Nothing on the tableis an accident.
The Dining Room is where the brand actually meets a guest: at a booth, an activation, a stage, a pop-up, and gets felt instead of just read. Every sensory choice on the floor, the pour, the plate, the lighting, has to say the thing the brand actually stands for, or it’s just noise. None of that happens by accident. It’s backed by the same discipline that runs the rest of the kitchen, just never visible from where the guest is sitting.
Experiential Activations
Brand moments built to be felt, not just seen.
Sponsorship Integration
Presence that earns its place in someone else’s spotlight.
Event Branding & Environments
The space itself becomes the message.
Trade Show Presence
Creative, production, and custom booth design and builds.
Virtual & Hybrid Events
The room extends past the room.
Pop-Up & Mobile Experiences
The brand shows up where the audience already is.
Demos
The product does the talking.
Cookedto order.
Order one on its own or put a few together. Each one has its own station below.
Pasta Market
Every AI tool we’d trust enough to hand a client, and the ones we make by hand when nothing on the shelf fits.
SEE THE DISHExpo
Nothing leaves the pass without a check. Every creative asset scored, with the specific fix.
SEE THE DISHSoup to Nuts
The whole campaign from one kitchen, from the first strategy conversation to the report.
SEE THE DISHA market only works if youcan actually find what you need.
Pasta Market is where we keep every AI tool we’d trust enough to hand a client. Vetted ourselves, proven on real work, not chosen off a pitch deck. But not every need shows up the same size, and not everything worth having comes pre-made. Some days, what you’re looking for is already on the shelf, ready to go. Other days, nothing on it is cut right for the job, and it has to be made by hand. Pasta Market is built for both.
Every counter, stocked before service starts.
Every kitchen has a pantry. Ours is stocked with AI tools we’ve tested ourselves, not the ones with the best pitch deck. The ones that survive a real ticket. When something earns a place on the shelf, it’s because it proved itself on real client work, not a demo. Grab what you need, exactly as it comes.
ON THE SHELFAnd when nothing on the shelf is cut to the shape of your problem, that’s what the rest of the kitchen is for.
Some sauces need a shape that isn’t on the shelf.
Box pasta works because someone already figured out the shape: the ridges on a rigatoni hold a chunky ragù, a thin strand carries something lighter. But every so often, what you’re making doesn’t match anything sitting in the pantry, and forcing the wrong shape onto it just makes a worse dish. That’s when it’s time to bring in actual chefs. Fresh Pasta is built by senior hands, sat down with your team, working from what you actually need instead of what’s already pre-made.
Tell us the shape
The actual problem you’re solving, not just the tool you assume you need.
We check the shelf first
If something on Box Pasta already solves it, that’s what you’ll get. We’re not in the business of building for the sake of building.
If nothing fits, we roll it fresh
Shaped around your workflow, your data, your team.
It earns its place
The same way everything else does. Proven on real work before we call it finished.
Nothing leaves the passwithout a check.
Every kitchen has an expo, the person who checks every plate before it goes to the floor. Wrong temp, sloppy plating, wrong ticket: it gets caught there, not in the dining room. Expo does that job for creative. It scores every asset against the dimensions that actually define brand quality and sends back specific notes, not a vague pass or fail. What goes out has already been checked.
Scoring dimensions
Voice and tone, brand accuracy, visual consistency, message clarity, compliance.
Feedback, not a grade
Every score comes back with the specific fix, the same way a chef tells you what’s wrong with the dish, not just that something is.
Built for speed
Catches what a tired reviewer misses on the fifth asset of the day.
Raw dough. One shapeyou can actually read.
A trafila is the die that shapes pasta as it’s extruded: same dough, different shape, depending on what’s needed. This tool works the same way. Feed it raw performance data and it comes out the other side as the dashboard, the client deck, or the single number that actually answers the question being asked. No more building the same report five different ways by hand.
One data pipeline, many shapes
The same underlying numbers become a live dashboard, a client-ready deck, or a one-line answer, depending on who’s asking.
Built on analytics reporting
Extends the performance measurement and analytics reporting services already on the Menu, rather than replacing them.
Less manual assembly
Cuts the hours spent rebuilding the same numbers into a different format for a different audience.
Nobody cooks alone.Nothing cooks itself.
A brigade is how a real kitchen survives a full service without falling apart. Every station has an owner. Every hand knows their job before the ticket comes in. Nothing moves without someone accountable for it. That’s the team behind every Hmde. engagement: senior strategists and specialists working defined roles, trained to the same standard, moving in sync instead of improvising client by client.
AI has a station in that kitchen too. It works the line like everyone else. It speeds up prep, it catches what a tired hand might miss, it never runs a station alone, and it never decides what goes out to the floor. That call still belongs to a trained person, every time. The brigade is what makes that true by design, not by luck.
AI-empowered
Best-in-class AI, customized to the engagement, never generic.
Rigorously trained
Knowledge shared, skills sharpened, consistency guaranteed.
Everyone does
No ivory towers. Every hand executes, every voice shapes strategy.
Kaizen-inspired
Continuous improvement. A task never repeats without getting refined.
Motivated to deliver
We recruit for ambition, nurture it, and reward it.
By focusing on people first, technology becomes seasoning, not the dish.
Order thewhole menu.
One kitchen. Every course. Start to finish. Most clients don’t want to pick one dish. They want the whole meal, cooked well.
Soup to Nuts is that offer. One team runs the whole campaign, from the first strategy conversation to the report that tells you it worked. Nothing gets lost between courses. Nobody’s guessing who owns what. And every course is built by the same kitchen that built the one before it, so the work compounds instead of resetting at every handoff.
FOUR COURSES, ONE MEALEach one is a service Hmde. already runs on its own, served here as a single, connected campaign instead of separate line items.
The Soup
Before anything gets built, we find out what’s actually broken and what’s worth fixing first. Marketing operations, research and insights, customer journeys, brand extension, program management. The broth everything else is built on.
The Main
The story, the channels, and the campaign people actually remember. GTM planning, funnel optimization, social and content strategy, nurture and acquisition, events and OOH.
Service
We build it, launch it, and stay at the stove while it runs. Production, iteration, channel mix, media management.
The Nuts
Every campaign closes with a real answer, not a vanity number. Performance measurement and analytics reporting, shaped into whatever format the room actually needs: a live dashboard, a client deck, or a single number.
One accountable team
No vendor handoffs, no re-explaining the brief at every stage. The people who wrote the strategy are still in the room when the campaign launches.
A story that holds together
Strategy, creative, media, and measurement built to connect, not stitched together after the fact from four different vendors’ work.
Nothing wasted
Each course is built on what the last one learned. No redoing research because the creative team never saw it. No guessing what worked because reporting was an afterthought.
You don’t have to order à la carte. Soup to Nuts is the whole thing, cooked by the same kitchen, start to finish.
The pot got smaller.The share is still winnable.
AI Overviews cut organic clicks by 39.8% where they appear. A citation is worth 29% more clicks than sitting on the same page uncited. A hard 38% never comes back, no matter how well the page performs.
Every organic team asking about AI Overviews gets a different answer depending on which vendor study they read, and none of those studies alone is enough to plan a year against. So Kris ran the evidence: five external studies reconciled against each other, one randomized field experiment, and a model that turns the number into a plan. The finding that matters most isn’t the size of the loss. It’s the size of the part that doesn’t come back, and what’s actually worth funding in the part that does.
Building something different on purpose. Senior Operators using the right tools.
Tell us whatyou need.
We will get right on it. What you write here goes to a person who can actually answer it, and the person who answers is the person who will do the work.
Heard, chef.
It’s with a person now. You’ll hear back from the one who will do the work.
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