01
Partnerships that matter
Platforms, institutions, and organisations that create access, credibility, and distinctive opportunities. Proof: TED, and a pipeline of new and impactful partnerships.
Welcome to Culture3
Freedom Works’ Culture Lab.
AI can talk about culture. It can never be in it. Culture3 is Freedom Works’ Culture Lab. We put brands in the rooms that matter: intimate moments with cultural leaders, impactful partnerships with platforms like TED, and stories that travel far beyond the room.
Run by
We bring cultural access, strategic partnerships, relevant voices, and culturally fluent creativity together to build propositions, formats, and opportunities that let a brand take part in culture.
What goes into the lab
Four ingredients.
02
Moments that matter
Events, formats, and spaces where the relevant conversations are happening. Live programming, salons, and original formats such as Offstage.
03
Voices that matter
Thinkers, speakers, creators, and specialists who bring authority, perspective, and cultural relevance to a conversation.
04
Creativity that matters
Freedom Works’ global network of independent creatives, bringing culturally fluent perspectives across markets, disciplines, and communities.
Our methodology
How the lab works.
Where to show up. Who to show up with. What to build.
Step 01
Strategy
We find the cultural opportunities, audiences, and moments that fit a brand’s commercial or cultural ambitions.
Step 02
Access
We connect brands with established cultural institutions, communities, and influential voices.
Step 03
Programming
We develop and curate events, conversations, and experiences that bring cultural ideas to life.
Step 04
Content
We make original film, editorial series, and content that builds cultural relevance and keeps audiences engaged.
What comes out of the lab
Four formats.
Cultural partnerships
Strategic partnerships and cultural access
We connect brands and organisations with established cultural institutions, platforms and intellectual property, and build bespoke opportunities across content, events, influential voices, and audience engagement. This includes partnerships with TED, one of the world’s leading platforms for ideas, whose ecosystem of voices, content, and events gives brands a credible role in the conversations shaping their industry.
: Offstage
Event sponsorship and partnerships
Culture3’s curated event series for C-suite leaders, decision makers and cultural voices, held at key moments such as Cannes. Brands sponsor an intimate, moderated conversation built around their industry, with access to a carefully curated room of people and perspectives.
A Conversation
Sponsored conversations and cultural partnerships
A focused, programmed discussion on a question that matters to a brand’s industry, at moments such as SXSW London. We find the topic, partners, and speakers, with the option to extend the conversation into editorial content.
Brand partnerships
Brand strategy, content, and experiences
We work directly with brands and organisations on bespoke cultural partnerships, from original film and editorial series to curated events and live experiences, to give them a credible role in culture and reach new audiences.
Culture gets you noticed.
Bring a brief to the Culture Lab.
How can we help?
By submitting this form, Freedom Works will use the information you provide to respond to your enquiry. See our Privacy Policy and Cookie Policy for more information.
