Agency

The London UGC agency behind the creators.

hypjam is a UGC agency in London. We brief, cast, direct and edit creator ads, rather than handing brands a list of creators and hoping.

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The five parts of the agency, as drawn on the home page.

Based inLondon
FounderAvi Aggarwal
RosterMostly remote, mostly UK
Contacthello@hypjam.com

The story

Treat UGC like a production, not a marketplace.

Avi Aggarwal started hypjam in London after watching the same thing happen on repeat: brands hiring individual creators one by one, getting inconsistent briefs, inconsistent quality, and no one actually directing the work.

The idea was simple. Treat UGC like a production, not a marketplace. One team handles the brief, the casting, the script, the shoot notes and the edit, so the creator is only focused on delivering a great take, not guessing what the brand wants.

hypjam is built around that idea: direction first, creators second, brand deck never. It is still early days, and the team is growing around the same principle Avi started with. The work should look like it was directed, because it was.

The method

Start from evidence, not a blank page.

Most UGC work starts with an empty document and a good feeling: someone writes what they hope a buyer wants to hear, a creator films it, and the brand finds out three weeks later whether the instinct was any good. We start from what is already earning attention in your category, write original scripts around those structures, and let a few days in the feed decide what gets made again. The five steps below are the default, not a condition — if you want it run differently, we build the engagement around that, and still tell you what we think before we start.

  1. 01Study the categoryThe UGC programmes already running in your niche, pulled apart format by format: how a video opens, what the turn is, where the product arrives, how it ends.
  2. 02Adapt the formatFresh scripts for your product, built on the structures that hold up. The pattern is shared; the writing is not. If a script would still work for the brand it came from, it is the wrong script.
  3. 03Brief and book the castScripts and reference videos go to the creators cast for that brief, so the format is shown rather than described. Every creator is booked and paid by us, on a signed release.
  4. 04Test in the feedA few days of real attention, then we read them format by format: what held, what got watched to the end, what converted. You run the spend, so the numbers are yours.
  5. 05Run the winners againFormats that perform come back with new creators, new hooks and new angles, for as long as you want them running. The ones that did not hold up are retired.

Who does what

Four roles on every brief.

  1. 01Creative directorOwns the brief and the hook: the person making sure every video has a clear idea before anyone presses record.
  2. 02Producer and castingMatches the right creator to the right brief and keeps the sprint on schedule, from first call to final delivery.
  3. 03EditorTurns raw phone footage into a platform-native cut: pacing, captions and sound built for how people actually watch.
  4. 04StrategistReads what is performing and feeds it back into the next brief, so round two is sharper than round one.

What we hold to

Five things we will not trade.

  1. 01Direction over discoveryWe are not a search engine for creators. We are the people briefing, shooting and editing the work.
  2. 02One team, one contractNo juggling five separate creators and three invoices. One point of contact, start to finish.
  3. 03Honest about what is illustrativeWe will not invent results to make a story look better. Numbers are labelled for what they are, and empty slots stay empty until they are real.
  4. 04Creators are collaboratorsBriefed properly, paid properly, treated like the talent they are, not a vending machine for content.
  5. 05The work should look directedBecause it was. Every video starts as a script and ends with an edit, not a hope.

Founder

“We started hypjam because brands kept hiring creators one by one and nobody was directing the work. We treat UGC like a production: one brief, one team, a script before anyone films, an edit built for the feed.”
Avi AggarwalFounder, hypjam
Line drawing of hypjam's two-building HQ

Work with the agency.

Whether you are a brand or a creator, get in touch and we will walk you through how it works.

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