Bio — whm

Will Mayer began his unconventional career at 14, working weekends before graduating high school early to direct campaigns for Vans. Drawn to action sports–despite a string of broken bones–he quickly found his calling behind the camera. By his early twenties, he had joined the Director’s Guild of America, collaborating with Russell Westbrook, Shaun White, and others, while leading award-winning campaigns for Uber, New Balance, Samsung, and Google.

In 2018, Mayer co-founded Better Half, a creative studio built on the idea that brands should inspire cult-like devotion, not just passive awareness. Within a year the studio was profitable, growing into seven figures, and later expanding from Los Angeles to New York. Under his direction, Better Half helped shape the identities of Nike, Disney, and Netflix, and earned top industry recognition including a Cannes Lion, YouTube Works Grand Prix, and multiple Webby Awards.

At 26, Mayer became the youngest Vice President in Equinox history, serving as Executive Creative Director. There, he repositioned the brand, brought all creative in-house, and delivered record sales alongside landmark partnerships with American Express and Sotheby’s. His Equinox campaigns are now studied in leading universities such as NYU Stern.

Today, Mayer is the founder of Cult Holdings Co, an ecosystem of ventures dedicated to building cult-brands through creativity, psychology, and community. Cult Holdings spans three entities: Better Half (agency), Cult Ventures (a seed-stage venture studio), and Propaganda Firm (a media arm). As an investor and advisor, Mayer partners with companies including Bilt Rewards, Bryan Johnson’s Don’t Die, and a new venture with NBA All-Star Jayson Tatum.

Recognized in Forbes 30 Under 30 in Advertising & Marketing, Mayer has become a leading voice on how to design brands that transcend commerce and become belief systems. An accomplished offshore sailor, he competes in 600-mile races worldwide. He lives in New York City with his wife and business partner, Alyssa Bonnano.

Will Mayer is a New York based founder architecting ideological control.

Co-Founder of Cult Holdings Co. + Better Half.

Investor & Advisor to start-ups such as Bilt Rewards, Don’t Die.
Director in the Directors Guild of America.

Previously leading Brand + Creative for Equinox.

Will Mayer is a New York based creative,
founder & advisor.

Co-Founder of studio Better Half.
Investor & Advisor to start-ups such as Bilt Rewards.
Director in the Directors Guild of America.

Some things.

Will Mayer is a New York based founder architecting ideological control.

Co-Founder of Cult Holdings Co. + Better Half.

Investor & Advisor to start-ups such as Bilt Rewards, Don’t Die. Director in the Directors Guild of America.

Previously leading Brand + Creative for Equinox.

Will Mayer is a New York based creative, founder & advisor.

Co-Founder of studio Better Half. Investor & Advisor to start-ups such as Bilt Rewards. Director in the Directors Guild of America.

Some things.

Investor & Advisor to start-ups such as Bilt Rewards, Don’t Die.
Director in the Directors Guild of America.

Will Mayer is a New York based creative,
founder & advisor.

Co-Founder of studio Better Half.
Investor & Advisor to start-ups such as Bilt Rewards.
Director in the Directors Guild of America.