Founders with Strong Advertising Backgrounds
Jon Serna and Micah Berry, both ex-employees of Richmond’s Arts & Letters Creative Co., launched their new agency, Field Pattern, in February 2026. They each bring nearly six years of experience from Arts & Letters, with Serna having overseen high-profile projects for Google, while Berry held roles that included director of technology for brands like ESPN and HubSpot. Their decision to create Field Pattern stems from a mutual interest in technology and creativity, particularly in how AI can enhance branding efforts.
Agency Services and AI Integration
Field Pattern aims to provide branded content creation, commercial production, and proprietary AI model design tailored for brand-safe content generation. The agency positions itself as a facilitator of AI tools, ensuring clients can leverage technology without the risk of unlicensed data use. This is critical for maintaining brand integrity through clear licensing and ownership structures.
Mechanics of AI in Branding
The founders argue that AI should amplify human creativity rather than replace it. Their proprietary systems allow clients to visualize concepts before committing to expensive production costs. This method aims to streamline processes, particularly in video planning and campaign development, appealing to industries such as real estate and media.
Market Implications and Growth Potential
Field Pattern’s emergence highlights Richmond’s growing intersection of advertising, technology, and AI, a trend fueled by rising demand for tech-savvy creative services. The founders plan to expand by hiring freelancers and eventually employees, which raises questions about operational scalability and the hidden costs of rapid growth.
Financial Considerations
Currently self-funded, Serna and Berry have not disclosed their initial investment, a common practice that raises concerns about transparency. The real question is how quickly they can generate revenue and whether their business model can sustain the costs associated with expanding their remote team into a physical office.
Looking Ahead: Predictions for the Agency
In the next 6 to 12 months, Field Pattern will likely face challenges in establishing a stable client base while navigating the complexities of AI integration in branding. If they can secure contracts with significant brands, they could solidify their position in a competitive market. However, the potential for cash flow issues looms if the founders underestimate the costs associated with scaling their operations.
