What Works Studio has a track record of successfully transforming brands, fueling fundraising efforts, and launching large-scale initiatives that drive substantial ROI, economic impact, and international attention.

Over nine years, our projects and campaigns have driven billions of impressions for clients and their initiatives globally while creating over $100m in economic impact locally.

We’re the folks who conceptualized, designed, and founded America’s first international light festival, Light City, which to date has generated $78.1 Million in economic impact for Maryland.

We work with organizations that are aligned with our values and measure success through a holistic lens that takes into account the overall impact our projects have for our clients and the world at large.


Brooke Hall and Justin Allen are entrepreneurs who also work with clients to help them engage audiences and grow their organizations. Their core specialties are brand strategy, campaigns, and experiential marketing.  See the press and awards.


We value honesty, courage, quality, wit, and adaptability.