By: Jay Feldman

Understanding youth culture is no easy feat. Connecting with it meaningfully, at scale, and across platforms can be challenging. But that’s precisely what Ian Packard has built his career on: helping brands not only speak to younger audiences but also earn a lasting place in their world.

As COO and co-founder of OS Studios, Packard brings a mix of entrepreneurial grit and cultural fluency. His mission is straightforward: turn fans into brand advocates by delivering work that feels authentic, creative, and culturally relevant.

“You don’t need to be big to win,” Packard says. “You just need to be precise.”

From Humble Origins to Wider Influence

Although Packard started his career in the film and television field, it was the speed and passion of gaming that drew him in. Alongside co-founder John Higgins, he launched OS Studios to bridge a growing divide. The pair recognized that brands often struggled to speak authentically in gaming, and many game publishers faced challenges expanding their reach beyond their core fan bases.

“We built OS to close that gap,” says Packard. “To help non-endemic brands find a real voice in gaming, and to help publishers and platforms communicate more naturally with broader audiences.”

That proposition quickly gained attention. OS Studios established itself as a creative force, helping both global brands and game publishers make a more meaningful cultural impact. In 2021, OS was acquired by Project Worldwide, a global network of independent creative agencies.

Understanding Fandom on a Deeper Level

OS Studios doesn’t just produce content or run events. Its edge lies in a deep understanding of fandom and online culture. From TwitchCon and Riot Games’ Netflix show “Arcane” to “Call of Duty: Next,” the team has delivered noteworthy activations in gaming.

For Packard, results matter more than buzz. “You don’t earn attention just by showing up. You earn it by knowing what matters to your audience and delivering at a high level.”

As the agency scales, Packard remains focused on consistency and cultural alignment. “We’re not just here to make noise,” he says. “We’re here to make brands part of something people care about.”

The Rise of Gaming as a Career Engine

For Packard, Higgins, and their team at OS Studios, gaming’s impact isn’t just cultural. It’s economic.

Over the past two decades, the international gaming industry has created thousands of new roles — from producers and animators to broadcast engineers and community managers — and Packard saw the opportunity early on.

“Ten years ago, most people wouldn’t bet their career on gaming,” he says. “But now, it’s a $200 billion industry with a growing job market behind it.”

As Packard explains, many team members at OS Studios started out as fans. Today, however, they are directors, strategists, and producers shaping important moments in the industry.

“It’s not just about hiring,” says Packard. “It’s about building a place where people can grow and do career-defining work.”

Recognition That Follows Results

Over the years, OS has picked up accolades including Muse, Drum, EX, Clio Awards, and even an Emmy. However, Packard admits the focus hasn’t always been on entering awards.

“When you’re small, your time and budget go into the work itself,” he says. “That’s always been our priority.”

Yet, the company’s more recent campaigns have marked a shift. “‘Call of Duty: Next’ and ‘Arcane’ were turning points,” says Packard. “We realized this wasn’t just good work — it was benchmark work. It deserved to be part of conversations at places like Cannes and One Show.”

What’s Next for OS Studios

Looking ahead, Packard remains focused on helping brands play a meaningful role in the lives of modern fans. “We’re not chasing every trend,” he explains. “We’re building long-term value for the people who trust us, and for the culture we’re part of.”

According to Packard, the goal isn’t just growth. It’s staying in sync with a generation that values honesty, creativity, and genuine connection.

“This isn’t about being everywhere,” Packard says. “It’s about showing up where it counts and doing something that matters. That’s how you earn trust. That’s how you last.”