LETRS is here to prove gaming belongs in the wider culture conversation

Nick Hussain and Victor Hedström met as client and studio on a Puma and Final Fantasy XIV capsule, and then spent the following years swapping ideas, memes and Chris Cunningham videos over Discord. That relationship has turned into LETRS, a creative services agency co-founded to sit alongside Hedström’s Stockholm-based studio NMBRS, which produces cinematics and trailers for gaming and esports. Hussain arrives from the brand and commercial side, through London / Amsterdam agencies and Adidas; Hedström brings the CG production house. LETRS extends that world into music, fashion and sport. In this interview, the pair discuss the Sony PlayStation campaigns of the late 90s that set their bar for creative boldness, why they hire for taste and attitude before ability, and how they plan to make room for risk. TBI: Nick, Victor – how are you both? VH: We’re good! It’s been a wild few weeks, honestly, a wild few months, with this new chapter for the organisation as well as some EWC, which is always a big project calendar moment for us at NMBRS. The world is what it is but we continue to grow and move with the flow of it. So yeah, we’re good. (Nervous smile)