Catherine Peacock & Christopher Keatinge have launched a new creative venture, 05:37 Brand Studio, with a vision “to create moments of breakthrough for the brands of our time”.
The pair worked together for almost seven years at Uncommon Creative Studio, joining in its earliest days, and leaving as global chief marketing officer and executive creative director respectively.
05:37? That’s the moment its founding idea struck, and the studio will catalogue all of its work by time. Keatinge explained, “The best ideas arrive in a rush of excitement, and sometimes unsociably early. 05:37 is our standard and our promise—to chase a feeling of breakthrough with everyone we work with. After all, in an age of white noise that’s only getting louder, brands have never needed creativity more. Thankfully, there is an increasing body of evidence that proves the effectiveness of what we do, whilst new technology enables us to be faster, smarter, and more prolific than ever before.”
05:37 Brand Studio is based in Spitalfields, London at VFX house, Freefolk. It intends to bring together the best of branding and advertising talent to offer “one brand world”, encompassing brand strategy, identity, campaigns and fame, as well as in-house integration. The studio is guided by an ethos of chasing briefs not brands, and plans to become a highly creative and collaborative home for talent to realise their full potential as thinkers, makers and relationship-builders, regardless of their discipline.
Peacock stated, “We all want to feel that what we do matters; to point to a moment in time and say: here’s where we made a difference. In founding 05:37, Christopher and I have thought carefully about the conditions and culture required to unlock business transformative ideas. As the pace of change accelerates, we will endeavour to read the room, meet people where they’re at, and offer empathetic, focused partnership. Ultimately, there is nothing more exciting than a blank sheet of paper, and the thought that at any moment, one idea can change everything.”
The studio has launched with a roster of freelance experts including Elise Santangelo-Rous, executive creative director of brand and former ECD at DesignStudio, who has led transformative projects for brands including Royal Ballet and Opera, Glenmorangie, Penguin Random House, World Rugby and Riot Games.
Peacock joined Uncommon in 2017, where she established its account management function, and led key client relationships, including ITV, and its landmark campaign Britain Get Talking. In 2023, she became the agency’s first global chief marketing officer, responsible for driving all new business activity. Her work included the agency’s international expansion, with Peacock helping to establish the New York studio, securing its first major client, SiriusXM. She most recently held the role of chief client officer at Havas London before departing in May 2025.
Keatinge joined Uncommon in 2018 as a senior copywriter, and left as executive creative director in 2024, working with clients including British Airways, The Guardian, Pinterest, ITV, Google and Method. His work has been recognised at D&AD, Creative Circle, The One Show and Cannes Lions, including the Grand Prix Outdoor for BA’s debut campaign, Purpose of Your Visit. He has spent the past year writing fiction at the Faber Academy.
Peacock and Keatinge conclude, “We are hugely grateful to Nils, Lucy and Natalie at Uncommon without whom we wouldn’t have met, and for the generosity of other friends in this industry, especially the team at Freefolk, who have shown us such remarkable support. Now the work begins.”
