The collective
One head for every step. A crew when the job needs one.
Phil Henderson · Founder and lead strategist
We've sat in your chair.
Phil spent 15 years on the brand side, inside global marketing teams in powersports, automotive and retail. Product launches, content programs, athlete and partner deals, dealer networks. He knows what it's like to defend a budget and watch an agency deck die in a drawer.
PHLIK started as a side hustle in 2010. In 2021 it became the main event. Since then: head of communications and content for a factory rally-raid team through seven Dakar Rallies, a mining camp in James Bay, a food brand's rebrand, a dozen launches, and a lot of dealer floors.
He does the listening, the thinking and the strategy. Then he shoots it, edits it and launches it, with the people below when the job is bigger than one person.
20 years in marketing · 15 on the brand side · 7 Dakar Rallies
How the collective works
Not an agency.
Not a freelancer.
Assembled per mandate
No roster on payroll, no juniors learning on your budget. The crew is sized to the job and named in the proposal.
The strategist stays on set
The person who wrote the plan directs the shoot and cuts the edit. Nothing gets lost in a handoff, because there isn't one.
Credits stay generous
Every project names who did what. It's how the collective has worked for years, and it's how the press found us on the Lovo rebrand.
The bench
The people we call.
Senior specialists we've worked with for years. Assembled per mandate, named in every proposal.
Alex Poirier
Production · Peartree, Bromont
Yann Reynolds
Production · Peartree, Bromont
Josh Catogni
Cinematography · S3 Media, US
AJ van de Water
Photography · DOP · Overland
Cat Savard
Producer
Harry Drakopoulos
Creative direction
Eva Lagrange
Growth & transformation strategy