• Advertising/Creative
  • Brand strategy
  • Creative technology


Virtue, the agency powered by VICE Media Group, builds brands from inside culture. A full-service strategic and creative agency with industry-leading expertise, Virtue helps brands find an authentic voice at the epicentre of culture.

With a presence in 17 cities across 13 countries, Virtue is a ‘borderless’ agency, putting together bespoke teams of people with diverse skills, backgrounds, and perspectives. Virtue works with brands like Coca-Cola, HBO, Logitech, P&G, General Mills, H&M, Volkswagen, McDonald’s, eToro, Red Bull, and Beats.






The metaverse can be a creative renaissance

A view from Morten Grubak, Global Executive Creative Director at Virtue Futures / Vice, on how 'the metaverse will spark the same creative renaissance as digital and TV — but not until we get over our infatuation with it'.


Putting the action back into digital activism: getting serious about purpose

Two of the creative minds behind multi-award winning project 'Backup Ukraine' - Tao Thomsen and Morten Grubak - shared thoughts on using technology to enable activism in New Digital Age.


We, The Family: Introducing Gen Z Parenthood

In just a couple of years, nearly half of all new parents will be Gen Zers — an unexplored cohort quietly dismantling the face of parenting as we know it.


The Screenwear Paper: A Global Exploration of Digital Fashion

Virtue Futures X The Demtaterialised began a deep exploration of the digital fashion space in 2022, its consumers, its creators and contributors. We interviewed 19 leading experts. We then spoke to 3000 consumers (a mixture of Gen Z, Millennial, Gen X and Boomer) across the world (US, UK, Germany, Mexico, South Korea, Saudi Arabia, Egypt and UAE) about what they think, feel and expect. What did we find?


New Codes of Luxury

The latest in our 'Youth In Pandemic' series tracking the behavioural shifts of Gen Z, the report flips notions of traditional luxury on its head — what used to be about external expression is now about internal alignment with their values.


Collective Awakening

Since the onset of the first lockdowns, we have been monitoring the effect of the pandemic on society, culture and young people all over the world. Perhaps one of the most fundamental shifts we’ve seen so far is on how it is affecting our values: driving a shift from the individualistic to the collective.