We are a women-owned creative collective.

We believe in creating work that not only sells, but inspires change. 

We are committed to working with like-minded humans. To shatter the status-quo.

To empower. To include. To raise consciousness. To provoke ass-kicking waves of positivity.


We form swat teams on a project-by-project basis with creative directors, Sharon Ehrlich and Tracey Smith at our core.

We tell authentic, engaging stories. We bring the brand's soul to life. We are digital. We are social. We are content.

We are an A-list network of strategists, creatives, designers, directors, editors, photographers, social junkies,

techies, producers, seeders, event and music-makers. We are whatever our story requires.


We are bold. We are streamlined. We are collaboration. We believe in creating from a happy place.

And making the world a better one. One brand at a time.

We are We.


Sharon Ehrlich



Sharon fell madly in love with words as a kid, got a journalism degree, and then decided cracking brands’ voices was way more fun than the news. As a writer and group creative director, she has spent over 15 years impacting some of the world's biggest brands like MasterCard, Coca-Cola, Wendy's, Staples, Verizon, and Nikon. And leading multi-million dollar accounts Weight Watchers and Kohl’s. When she’s not telling brands' stories, she’s developing lyrics, TV shows, and giving back - with a big fat smile on her face. sharon@thewecollective.nyc

Tracey Smith


Tracey is an artist, creative and director based in NYC. For over 15 years, she has been generating ideas and designs for all types of brands including Nikon, MasterCard, USPS, Ad Council, The US Army, Verizon, Moroccan Oil, Starbucks, among others. By the age of 28, she was sent to Cannes to represent the US in the Young Lions Creative Competition. In 2009, she launched 48h & Sons, a start up design and branding collective that originated out of design-love done beautifully within their 48hour concept. This led to all types of art projects, package design and product development over the years. Tracey is also in post production on a documentary she directed, The Passion Project. And currently focusing on truth, reality and storytelling, co-directing under SMITH+TOPAZ, with award-winning filmmaker Topaz Adizes. tracey@thewecollective.nyc


Collective Awards include: 
2016 Webby Award, #1 Green Website of 2016
2015 Emmy Award, Outstanding Creative Achievement In Interactive Media
2014 Cannes Lions Interactive Finalist
2011 Shorty Award, Best use of social media
2010 NY Cresta Awards, Finalist, TV/Cinema/Digital
2010 NY Festivals Finalist
2009 NY ADDY’s, Mixed Media
2009 NY ADDY’s, OOH
2009 District Two ADDY’s, OOH & Mixed Media
2009 NY Festivals Finalist
2007 Creativity Platinum Award
2007 Cannes Lions Finalist
2006 Cannes Lions Young Creatives, 1st place Team USA



Brands WE've

American Express









United States Postal Service

US Army


Weight Watchers

Wendy's, etc.


Harbor Picture Company

Killer Films Media




Create 360

Badger & Winters

Wax Editorial

The Skin Deep

Rage Grace & Partners

Goodification, etc...



Work We've Done.




Created and launched Etsy’s first ever brand films for TV to coincide with their partnership with NBC’s ‘Making It.’


Back To The Source Films

Richard Turner transforming obstacles into opportunities, Werner Herzog working his magic, and young filmmakers competing for a 5k filmmaker's grant are just a few of the highlights we captured for social during our Mountain Valley's sponsorship of the Hot Springs Doc Film Fest.



We won a Webby!

Congratulations to our friends at Yeloha! The Solar Sharing Network and the entire We Collective team who worked on this amazing project winning the Webby Award for Best Green Website of 2016



Luck Reunion Partnership

Going back to the source is all about feeding creativity and self expression. In this partnership, The We Collective and Create 160 teamed up The Mountain Valley with Luck Reunion and its emerging artists, sponsored the festival, and released The Luck Sessions on social. 


Mackage. WINTER 2017.

Mackage VS Nature. The We Collective and Killer Films Media teamed up to launch Mackage’s 2017 winter line.

Mackage | WINTER 2017
Agency: The We Collective
Production: Killer Films Media
Director: Tracey Smith + Sharon Ehrlich
Producer: Rachel Fleit
Editor: Melissa Huffsmith-Roth


The Mountain Valley. We The People.

The We Collective and Create 160 teamed up to create a relaunch and new campaign platform for The Mountain Valley Spring Water. This brand film is the first piece of content to be rolled out in 2017. More to come!

Client: The Mountain Valley Spring Water
Agency + Production: The We Collective
Creative Directors: Sharon Ehrlich & Tracey Smith
Directors: Smith+Topaz
Producer: Jenya James
Editor: Jason Sager, WAX Editorial



The Taylor Swift Experience.

AMEX UNSTAGED + RadicalMedia.

'This is by far the most widely viewed 360 VR project to date' -Cinematography Database

'American Express UNSTAGED and @RadicalMedia brings Taylor Swift fans a first-of-it's-kind video experience for her new "Blank Space" Music Video. Shot with groundbreaking 360° cameras, the experience is an immersive journey with intertwined storylines, multiple rooms and dozens of hidden interactive features waiting to be unlocked and explored.' -TaylorSwift.com

Tracey Smith: Creative Director



TMV :09 portals

Our collaboration with The Mountain Valley Spring water grows as does their market share with these short sip-able :09 portals back to the source, Shot by SMITH+TOPAZ. 



CaratLane. V-Day Social Experiment

The We Collective and CaratLane, one of India's top Jewelry brands, set out to find real couples in love for Valentine's Day. What We found was a whole lot of laughter. 

Agency: The We Collective
Creative Directors: Sharon Ehrlich & Tracey Smith
Production: Harbor Picture Company
Directors: Smith+Topaz
Producer: Jenya James
Editor: Ed McGowan



MasterCard. Priceless. 

Agency: McCann NY
Creative Director: Tracey Smith
Production: Furlined
Directors: Speck and Gordon





WW Online. Ana Gasteyer + Charles Barkley.

We shared a funnier, lighter side of Weight Watchers with comedian Ana Gasteyer and kept the conversation alive on Twitter.

Sharon Ehrlich: Creative Director





Dentyne. Make Face Time.

'Dentyne's New Campaign Turns Heads. Attractive, twenty-somethings canoodling and exchanging minty kisses. Friends locked in tight embrace. Dentyne's provocative new ad campaign is hard to miss.' -FastCompany

'Power down, log off, unplug... Make Face Time. The brand with the temerity to tell us to disconnect from our totally wired lives? Dentyne chewing gum.' -New York Times

Tracey Smith: Art Director / Creative Director






Weight Watchers. Jennifer Hudson Launch.

'Weight Watchers stock soars 46%... Jennifer Hudson is the new face of Weight Watchers' - Daily News

An A-list celebrity, a remake of a classic Nina Simone song, and music-video-like spots instead of classic weight loss testimonials proved to be a new day for Weight Watchers indeed - memberships shot through the roof, stocks soared, and heads turned, including Oprah's. The campaign led to doubling agency revenue on the account.

Sharon Ehrlich: Writer / Creative Director



U.S. Army. More Than A Uniform.

'US Army Recruits in Social Media. The Army's latest campaign to attract recruits is focused on the uniform as a symbol of strength, commitment, achievement and leadership.' -NY Times

Tracey Smith: Art Director / Creative Director







Dentyne. Practice Safe Breath.

'The Dentyne Safe Breath Alliance campaign moved passive fans and followers to become passionate brand advocates. And, beyond huge wins in digital engagement, the effort moved product. In fact, the campaign helped drive a 229% increase for Dentyne Pure product sales. The success of the movement also helped spur an increase in product distribution of Dentyne Pure by 11.7%.' -Shorty Awards

Tracey Smith: Art Director / Creative Director








Stop Dieting. Start Living.

The 'History of Dieting' viral video launched the work by asking people to stop crazy dieting and try Weight Watchers instead. We inundated cities with OOH, print, and an interactive campaign (kicked off by digital boards in Times Square) that invited people to text in and say goodbye to their worst diet ever. They could see it projected in real time right there or online.

Sharon Ehrlich: Writer / Creative Director








Kohl's. Capsule Collections.

Launched Kohl's first designer collections, SimplyVera Wang and Jennifer Lopez's line.


Sharon Ehrlich: Writer / Creative Director








Nikon. Ashton Followers. 

'Ashton Kutcher and His 12 Million Twitter Followers Wake Up A Forest for Nikon D3200 Ad' - GreatAds

Tracey Smith: Art Director / Creative Director

Nikon.  _____ography campaign.

Everyone is a pro with a Nikon whether you're a mom-ographer, prom-ographer, foodporn-ographer, or a, well, you get it.  

Sharon Ehrlich: Writer / Creative Director








'Finally, a spot that convinces you to have a coke and a smile' - AdAge.

Sharon Ehrlich: Writer / Creative Director






US Postal Service. Whatever it takes.

Whatever It Takes holiday campaign was listed as one of 'the 10 Most Effective Holiday
Ads of 2013' -AdAge

Tracey Smith: Art Director / Creative Director





Friend Request Accepted. Dentyne. 

'This playful commercial compares sharing pieces of Dentyne gum to sending and receiving friend requests on Facebook. They wrap it up up with “Dentyne: 60 connections in every bottle.” Very clever.' - FireBelly Marketing



Coles. The everyday inspired.

When this Australian conglomerate asked for a single message to sell every product, including the kitchen sink - literally, carried by its massive chain of grocery stores, department stores, and gas stations, we decided the best way to tie mundane everyday purchases together was with a little magic. 


Wendy's. Good To Be Square.

Smart Square told the world it's smarter to be (and eat) square (burgers) with traditional TV and tons of digital content including unbranded teasers and his very own website long before digital was par for the course. 

Sharon Ehrlich: Writer / Creative Director







Lose For Good. Cause Marketing.

For every pound you lose, Weight Watchers donates a pound of food to someone, somewhere who needs it. Weight Watchers has donated millions of dollars to date and continues to support LFG annually. The idea won a NY International Advertising Award, was short-listed at Cannes, and was a finalist at The One Show.

Sharon Ehrlich: Writer / Creative Director














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