Will Mayer began his unconventional career at 14, working weekends and eventually graduating high school early to work as a freelance director for Vans. His love of the industry was fueled by his interest in action sports, finding a home behind the camera after breaking several bones himself.
After several years shaping Vans’ internal content studio, Mayer joined the Director’s Guild of America as a Director, where he collaborated with the likes of Russell Westbrook and Shaun White. During his time in the DGA he won numerous awards directing campaigns for brands such as Uber, New Balance, Samsung and Google.
Rarely content to stick to a singular goal, Mayer co-launched platform-first creative studio Better Half in Los Angeles in 2018. Focusing on digital brand identity and strategy, Mayer’s experience in production informed his role as a consultant and creative, working alongside the leadership of companies such as Disney, Nike and Playboy. By 2019, Better Half reached seven figures in profit, and in 2021 the studio expanded its footprint to New York. This year alone, Better Half has been honored with several awards, including the YouTube Works Grand Prix, Creative Innovation and Meeting the Moment awards, two Webbys for Best Video Campaign and a Cannes Bronze Lion.
At 26, Mayer joined longtime client Equinox as Vice President of Creative/Executive Creative Director and the brand’s youngest VP. Within his first months, Will was responsible for bringing all creative in-house and repositioning the brand for a post-COVID recovery. Mayer is responsible for leading all global creative and brand marketing, overseeing every brand manifestation while reporting to the Exec. Chairman Harvey Spevak. Under his leadership, the brand has seen all-time record sales months as well as some of its largest partnerships(American Express & Sotheby’s).
In addition, Mayer is an early stage investor and advisor to numerous startups such as Bilt Rewards and Paceline.
In 2023, he was named one of Forbes 30 Under 30 in Advertising & Marketing.
Mayer resides between New York and Los Angeles, with his partner and Better Half co-founder Alyssa Bonnano and their dog, Cowboy.