Alex Cooper is taking “Call Her Daddy” from the mic to Madison Avenue. The podcast star and Unwell founder has launched Unwell Creative Agency, a shop built to help brands actually connect with Gen Z women—through social-first creative, original productions, live activations, and access to Unwell’s fast-growing media network.
The agency launches with momentum, marking a multi-year creative and media partnership with Google. Unwell will produce social ads and on-the-ground Google experiences at marquee events, while the broader Unwell group spotlights its own use of Pixel and Android. The first work, a comedic road-trip spot titled “Get Lost,” features Aidy Bryant, Sabrina Impacciatore, and Cooper, and was created with T-Mobile and Google.
Cooper says the mission is to add honesty, humor, and edge to a category that often talks past its audience. “Gen Z is bombarded by tone-deaf brands,” she notes. “Picture-perfect influencers are selling endless products—and most of that generation has tuned them out.” Cooper plans to stay hands-on across decisions, strategy, and creative, but won’t front every campaign: “Sometimes the right move is bringing in a different face. Unwell doesn’t always need to be about me.”
Unwell Creative Agency plugs into a larger ecosystem Cooper has been building: Unwell Hydration (with an NWSL season-long partnership), Unwell Productions for film/TV, and the Unwell Network, which now produces 11 podcasts (including “Call Her Daddy”) and programs SiriusXM channels Unwell on Air and Unwell Music.
The company employs just under 100 staffers. The agency itself will remain lean, tapping into well-talented individuals and outside creators as briefs demand; Stephie Coplan (ex-Monks) joins as executive creative director. Unwell also leverages production resources from Unwell Productions and Trending, the Gen Z–focused media venture Cooper co-founded with husband Matt Kaplan (CEO, ACE Entertainment).
With a podcast audience reportedly averaging around 10 million listeners per episode, Cooper joins a wave of entertainer-led shops (think Ryan Reynolds’ Maximum Effort). The playbook is simple: own the story, own the audience—and invite brands in.
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