Will Mayer began his unconventional career at just 14, working weekends before graduating high school early to direct for Vans. Drawn to the industry by his passion for action sports—despite a string of broken bones—he found his calling behind the camera. After helping shape Vans’ internal content studio, Mayer joined the Director’s Guild of America as a Director, collaborating with luminaries such as Russell Westbrook and Shaun White, and earning awards for campaigns with Uber, New Balance, Samsung, and Google.
Never one to settle on a single ambition, Mayer co-launched the platform-first creative studio Better Half in Los Angeles in 2018. Leveraging his production expertise, he guided digital brand identity and strategy for clients like Disney, Nike, and Playboy. By 2019, Better Half had reached seven figures in profit; in 2021, the studio opened its New York office. In a short span, Better Half garnered major industry recognition, including a YouTube Works Grand Prix, a Cannes Bronze Lion, and multiple Webbys for Best Video Campaign.
In 2021, at the age of 26, Mayer joined longtime client Equinox as Vice President of Creative/Executive Creative Director—becoming the brand’s youngest VP. Over the next three years, he repositioned the brand for a post-COVID era, brought all creative in-house, and delivered record sales months alongside landmark partnerships with American Express and Sotheby’s. The campaigns he spearheaded at Equinox are now taught at leading universities, including NYU’s Stern Marketing Department. Mayer parted ways with Equinox in 2024 to pursue new ventures, including his continued leadership at Better Half and new endeavors in brand investment.
Today, Mayer serves as an early-stage investor and advisor to startups such as Bilt Rewards and Bryan Johnson’s Don’t Die, and he co-founded a new business with NBA All-Star Jayson Tatum. In 2023, he was named one of Forbes’ 30 Under 30 in Advertising & Marketing, recognizing his swift ascent from teenage director to global creative leader.
In his latest chapter, Mayer is partnering with Cult Holdings, focusing on building distinctive brand experiences and guiding strategic growth across multiple industries. An accomplished offshore sailor, Mayer regularly competes in 600+ mile races around the world. He divides his time between Los Angeles and New York, where he resides with his wife and Better Half co-founder, Alyssa Bonnano.
Will Mayer is a New York based creative,
founder & advisor.
Currently:
Co-Founder of studio Better Half.
Selected Awards:
Forbes 30 Under 30, Forbes Next 1000, Cannes Lions, Webbys, Clios, YouTube Works, Addys, UKMVA.
Selected Clients:
Airbnb, Amazon, American Express, Apple, Axe, Bayer, Bilt, BMW, Bolt Threads, Converse, Disney, Everlane, Equinox, Facebook, Fender, Freeform, Gatorade, Google, Habitas, Hinge, Hims, John Elliott, KIND, Korres, MillerCoors, Netflix, New Balance, Nike, Match Group, Oura Ring, Pandora/SiriusXM, PayPal, Playboy, Redbull, Rothys, Saint Archer, Samsung, Skoda, Soul Cycle, Spotify, Uber, Vans, Vogue, WeTransfer.
Co-Founder of studio Better Half.
Investor & Advisor to start-ups such as Bilt Rewards.
Director in the Directors Guild of America.
Selected Awards:
Forbes 30 Under 30, Forbes Next 1000, Cannes Lions, Webbys, Clios, YouTube Works, Addys, UKMVA.
Selected Clients:
Airbnb, Amazon, American Express, Apple, Axe, Bayer, Bilt, BMW, Bolt Threads, Converse, Disney, Everlane, Equinox, Facebook, Fender, Freeform, Gatorade, Google, Habitas, Hinge, Hims, John Elliott, KIND, Korres, MillerCoors, Netflix, New Balance, Nike, Match Group, Oura Ring, Pandora/SiriusXM, PayPal, Playboy, Redbull, Rothys, Saint Archer, Samsung, Skoda, Soul Cycle, Spotify, Uber, Vans, Vogue, WeTransfer.
©2022
willhmayer@gmail.com