Firstborn

Firstborn was a New York digital creative agency combining interactive design, creative technology and multimedia production. Founded in 1997, it developed from an early web production studio into a full-service agency working directly with global brands. Its standalone brand was retired in June 2022 when its people, leadership and client accounts were integrated into Dentsu Creative.

The agency’s roots were in bespoke websites, CD-ROMs and Flash-based experiences. As digital platforms evolved, its work expanded into brand strategy, digital products, immersive experiences and content production. It brought together design and technical capabilities to create experiences spanning websites, mobile applications, social platforms and physical installations.

Digital experiences and production

Firstborn’s capabilities included user experience and interface design, custom web applications, enterprise content management systems and digital communications planning. Its production offering encompassed live action, editorial, computer-generated imagery, visual effects, 3D modeling and motion design. Augmented reality, virtual reality and WebAR became further areas of focus, alongside experiential marketing and interactive installations.

Its portfolio included work for technology, fashion, beverage, entertainment and sports brands. Projects ranged from UNIQLO’s Pinterest activation and Mountain Dew’s virtual reality skate experience to Supercell’s Fantasy Royale platform and Patrón’s virtual reality production. Interactive product showcases and digital campaigns for Google Nest and HBO also formed part of its work. These projects reflected an approach connecting campaign ideas with the design and development of the experiences through which audiences encountered them.

Development within Dentsu

Dentsu Network West acquired Firstborn in February 2011. In March 2017, Firstborn joined the global Isobar network, connecting its creative technology capabilities with a broader consulting organization. The subsequent launch of Dentsu Creative brought Firstborn together with other Dentsu creative agencies under one network. That consolidation ended Firstborn’s operation as a standalone agency brand; its earlier portfolio and history remain attributable to Firstborn.