Illuminate the Unseen

The power of creativity.

As a team of creatives made up of copywriters, illustrators, designers, video editors, karaoke extraordinaires (okay, maybe that’s a stretch), we pride ourselves in our abilities to take an idea and bring the wow! 

Whether your idea starts on a bar napkin on a Friday night, or is a product of years of hard work and discussion, our team is up for the challenge. 

Our focus?

Utilizing a smarter and faster way to strategically usher ideas through the creative process we: 

  • Create beautiful and accurate early visualizations 
  • Explain product benefits in a unique and compelling way 
  • Use data, ideas and insights to tell stories

The foundation of our work allows us to take ideas to succinct visions, enhancing product/service communication and aesthetics. 

Let’s talk details…

We like to take on the challenges and projects bigger agencies shy away from. Deeply technical, highly visual. 

We specialize in: 

  • Creative exploration
  • Illustration
  • Digital and Print Design 
  • Visual Prototyping  
  • MOA and RTB Visuals 
  • Veteran Commercial and Product Storytelling 
  • Content Creation 

So why is Upstream different?

While a lot of agencies have a claim to fame on storytelling, creative exploration, etc., our unique process is practical.  Information first, built with heart and humor.  Media-agnostic and flexible.  With quick turnaround times, because after all, fast is our default. 

Oh, and did we mention all of this happens under one roof? Impressed yet? Inspired by our variety of backgrounds, and our furry friends (yes, Upstream is dog-friendly!), we’re here to provide brilliant results for our clients, within our community, and beyond. 

Your Spark. Our Focus. Brilliant Results


In the city of Cincinnati, filled with creative energy and different mediums of advertising, we find ourselves just one of the many talented agencies helping companies capture their spark. 

In a city full of diverse talent, how do you find the right partner to help you take your idea to the next level? It starts with finding a company that is going to make YOUR SPARK their FOCUS.


We are a Cincinnati-based agency that believes relationships and genuine midwestern grit are the secret to developing irresistible content.  The foundation of our work is in clearly visualizing and explaining product benefits and attributes with a compelling story that engages the heart and mind.  With our suite of creatives, copywriters, illustrators, designers, and video editors – as well as an on-premise studio – we’ve got a smarter, faster way to strategically usher ideas through the creative process.  

Our Focus

At our core, our focus is in three core areas: Innovation, Creative, and Production. Streamlining a fractured traditional process, we do it all under one roof. 

  • Innovation – Reveal Hidden Insights.  We thrive on solving product puzzles – patterning with you to make the unreal real.
    • Workshops
    • Concept Development
    • Technical Product Stories
    • Product, Brand, and Commercial Innovation
  • Creative – Illuminate the Unseen.  Using data, ideas, and insights, we synthesize, aggregate, and iterate until the final product shines.
    • Illustration
    • Digital and Print Design
    • Visual Prototyping
    • MOA and RTB Visuals
    • Veteran Commercial and Product Storytelling
  • Production – Capture the Magic in a Moment. Our imagination and expertise propel us to look at the world from unique angles that tell – and sell – the story.  
    • Ecommerce
    • Snackable Content
    • Full In-house Post-Production Studio
    • 2D and 3D Animation
    • Motion Graphics

Let’s Work Together

Let’s be honest. There are many talented agencies out there, each with their unique approach. So, why Upstream? Hear us out…

  • When looking at any new project, we are Information-Led and Story-Driven.  We mine science and data, through a strategic lens, using intense focus to unlock dazzling, effective communication. 
  • We have a deep product development experience.  We create content with an expert understanding in a new product innovation and “go-to-market” strategy.  
  • We pride ourselves on how agile we are.  We create and respond quickly to feedback because everything happens under one roof. 
  • We have an experimental, exploratory mindset, which means our curious nature makes us fearless and forward thinking.  

At the end of the day, we love what we do. We are a diverse group, rooted in passion, excitement and curiosity. And we hope to partner soon.

If you haven’t heard the term “spluff” yet…you will.

When Upstream was tasked with creating a multi-faceted campaign for our friends at Comfort Zone, we went above and beyond to bring a unique kind of innovation to life – and people are responding to it.

Instead of stopping at personas, style guides, and the other basics of any well-rounded brand toolkit, we took it a step further with #spluff. We invented a term that captured the heart of the Comfort Zone mission – celebrating calm, happy pets – and used that as a key positioning element. 

Now CZ has an ownable hash tag to share out on social, the Internet has a new adorable craze to play with, and Upstream has a happy client. That’s a win in our book.

Under New Management

Exciting news at Upstream 360! Mike Thomas has acquired ownership and assumed CEO responsibilities from Neal Morris, who founded our company 19 years ago. For the past four years, Mike has served as Upstream 360’s Chief Innovation Officer and has been deeply involved with strategic direction of the business.
You may be wondering, “What’s going to change?” In the near term, mostly the name on the contracts.
Mike will continue to lead innovation and will now run operations, with a sharp focus on growth and ensuring clients get the best innovation thinking possible. The same team members you know and love are still working on your business. 
Neal will still be heavily involved with strategic creative, directing and client relationships. Neal’s experience and product knowledge – huge assets for Upstream 360 clients – aren’t going anywhere.
Looking beyond the horizon, Upstream 360 will continue to innovate, just as our clients do. 
Since Upstream 360 was launched, our capabilities have greatly expanded to meet the ever-growing needs of our clients. In addition to maintaining world-class production capabilities – the original foundation of our business – we now help some of the world’s most iconic brands with innovation strategy, new product launches and benefit communication / visualization.
Most recently we’ve created new ways to partner with clients to create compelling benefits and key visuals faster … even in a socially distant environment. 
If you’d like to discuss Upstream 360’s innovation capabilities or any of the exciting changes that are taking place, please contact Mike Thomas at

Finding Music in Crisis

While quarantined at home these past several weeks, my fifteen-year old daughter taught herself to play the ukulele.  She hadn’t planned to learn a new instrument this spring.  Honestly, it was the furthest thing from her mind.  She had planned to be spending most of the spring playing softball, starting at catcher for her varsity softball team.  She had planned to be immersed in busy school days and preparing for exams.  She had planned to be goofing around with her friends, evenings filled with sleepovers and ice cream shops.  But as we all know, this spring hasn’t gone as planned.

So, she picked up the ukulele.

Apparently she’d had a nagging interest in learning to play for quite a while.  One of those projects to start “whenever there is free time”.  Well… there never was free time.  In the fifteen years that she has walked the Earth, she had never seen a time where life slowed down.  That’s just not how life works.  Until now.  This pandemic came out of nowhere and has changed everything.  Suddenly, the impact of this global crisis has stopped the world from spinning.  Without warning, life as we know it just stopped and one side effect is that we all have a lot more time on our hands.  Time that we didn’t expect to have, but are now able to invest.  Reacting or acting.  Learning the ukulele.

This in no way minimizes the tragic impact that the coronavirus has had.  The loss of life, loss of employment, and loss of emotional support continues to send shockwaves that will impact our world for years to come.  And the loss of sports, loss of school, and loss of socializing are very real as well, and have led to additional fear, sadness, and grieving.  None of us have a choice as to being impacted by this crisis.  But we all have a choice as to how we respond.  And she chose to invest in learning, growing, and playing.  How will we all respond?

I once worked for a leader who frequently said to “Never waste a good crisis.”  That is not to say that we should minimize the importance of that crisis, but rather to use it as a chance to initiate needed and lasting change.  In this crisis, our team at Upstream has been forced to largely reinvent the way we work through our creative process.  We have been extremely fortunate to maintain a full project load and full employment throughout the quarantine, and this good fortune is largely predicated on our ability to effectively work from home.  Not simply meetings with ourselves and with clients, but also ideation sessions, video post-production, creative content development, product demo exploration, and more.  We have had to revolutionize the way that we collaborate, improving our ability to be creative, clear, and concise in our communications.  We have made improvements in our internal processes and logistics that have been on our priority lists for months, but that we could never quite find the time to put into practice.  Necessity is the mother of invention.

Moving forward, these changes will not merely help our business operate throughout this quarantine, but also should leave a lasting impact on our day-to-day efficiency, our ability to work remotely, and even our work-life balance as we come out of this crisis and start to return to a new form of normalcy.  

Learning the ukulele is a skill that won’t go away when this crisis ends.  It is now a part of who my daughter is that will she can carry with her throughout her life.   And while we are all excited to get back to our own respective “ballfields”, “school days”, and “ice cream shops”, let’s learn from this crisis, invest in positive change, and maybe eventually play our new ukuleles proudly out in the world.

They’re More Like Guidelines

“Critique: evaluate in a detailed and analytical way”

– Lexico/Oxford

Critique. This can be a scary word to most people who are not accustomed to this review process.  As a Video Editor, critiques are part of my daily life at work.  Sitting through a critique means having your work analyzed and broken down in front of you – and it can be quite uncomfortable.  You share the work you have spent your time and creative energy on, and watch it get pulled apart.  

The foundation of a good critique should be about successfully accomplishing the objectives of the client for the project AND collaborating with everyone in the review process.  There are good and bad ways to carry out a successful and collaborative critique.  Over the years I have taken note of what basic aspects of a critique are critical to its success – and keeps everyone happy.

Did We Accomplish Our Client’s Objectives?

With the start of any project, we review the objectives our client gives us.  Likewise, with any critique, this is also where we should start: “What were the objectives of the project, and did we accomplish them?”  

This is where the basis of feedback should flow from the people involved in the critique.  If the objectives were not met, how can we revise the project to accomplish our client’s objectives?

It’s Not Personal, It’s Business

In order to meet your objectives, you can’t take it personally when you’re given feedback.  I know this can feel like you’re going against the grain, because you have put your personal “umph” into this project, but if the people reviewing are critiquing on the basis of “did we accomplish our objective,” then it really isn’t personal. View it as a team effort to make the overall project better. 

Don’t Jump Around

This will change based on project type, but for me, I always work in the video field.  So, it’s pretty simple…. Start from the beginning and move through to the end. Don’t jump around and critique all over the place – it can be very confusing to follow to track necessary changes for whoever is taking notes.  In other words, treat it like reading a book – you wouldn’t read Chapter 1 and then Chapter 8.

Be Specific

When giving feedback, be as specific as possible.  For videos, give detailed timecodes. For design, print your work out and physically circle certain aspects of the design.  The more specific you can be, the less likelihood there is of misinterpreting changes.

Undivided Attention

Shut your laptops, put your phones on silent, pay attention, and don’t talk while watching the first look-through.  Give your fellow employees the respect of watching the video thoroughly through.  This should also decrease the number of “follow up” revisions that could have gone unnoticed in the first pass, possibly setting you back hours after making initial changes. I promise you that anyone who has ever had a project reviewed will agree on this!

A Critique Should Be About Collaboration

You could look at a critique as “evaluating a project in a detailed or analytic way” – which sounds boring and painful – OR – you could look at it as “a team of employees collaborating together to review a project to figure out how it could be even more AWESOME!” 

At the end of the day, the creative world is all about collaboration – so why don’t we bring that into our reviews?

Share Your Reasoning

During a critique, don’t be afraid to share your reasoning for doing something. It’s okay to explain and defend your creative or technical choices. This is not bad; it just lets the team better understand your perspective and could influence some key aspects of the critique.

All Opinions Wanted

When you cram a room full of creatives, client liaisons, directors and more – you’re going to have different opinions.  All opinions should be heard, and no one should be made to feel uncomfortable with sharing theirs. A successful critique ensures that every voice is heard.  

Some view disagreeing with others as a bad thing – it is not a bad thing. If anything, in my opinion, it fuels the creative process.  By sharing your opinions and disagreements, you may reveal a whole new way to do something, or a better way to create content.  

The Final Say

With different opinions being shared in the critique, it can be hard to get the team to settle on one thing.  Before going into a review, make sure the team knows who has the final say.  In a critique, someone should be put in charge of the overall review and to settle on any differing opinions.  This makes the review more streamlined and cohesive.

Critiques don’t have to be scary if you go about them the right way.  It’s a great way to collaborate with your fellow employees while also learning what you can personally work on.  Try implementing some of the guidelines above, and I bet you will start to see positive changes in your critique process – both for your projects and employees. 

Our Neighbors in Need

It’s a beautiful thing to walk through the front door at Operation Give Back in full swing. Volunteers breeze through the hallways with a smile, kids of all ages laugh and joke as they unpack their homework, the owner of Buckabee Brownies shows up with a surprise treat, and the facility is buzzing with warmth and energy. This inviting place is home to a food pantry, library, and gathering spaces – and it’s all for the students and families in our Blue Ash neighborhood who need a little extra.

Upstream had been involved with Operation Give Back for some time before the Executive Director approached us with a challenge. Their year-end ask was approaching, and they wanted to capture the attention of donors in a special way. Her vision was to create a video showing a day in the life of OGB – a clear depiction of the many different facets of their operation and why each one is essential. Could we help? 

Unique Challenges

Operation Give Back had unique challenges to overcome as a non-profit with limited resources. It’s difficult to dedicate time communicating your “wow” moments when you’re already busy doing the good work. They simply didn’t have the means or expertise to put together the kind of video they wanted to drum up much-needed support.

Helping Our Neighbors

Our team, however, was up to the task. We took a step back from our ideation sessions and product demos to tell a story that could make a difference to the people in our neighborhood. We came together to capture and share what a day in the life of Operation Give Back really meant for the students and families they serve. We didn’t need a big budget to work efficiently and with purpose, and we knew what we were doing would be instrumental to their cause.

A Newfound Partnership

When all was said and done, the result was invaluable for both of us – a newfound sense of partnership, founded on mutual appreciation of one another and the work we do. The video we delivered for OGB was shared extensively, which dramatically increased their reach while allowing those who are unfamiliar with their mission to instantly understand what they need and what they do. Upstream was able to tap into its community, forming new relationships and connecting with our city in a way we couldn’t possibly have planned.

Adapting to COVID-19

Speaking of things you can’t plan…a day in the life of Operation Give Back is exceedingly different since the COVID-19. No more buses dropping off students after school, snacks to share, or volunteers swarming the halls – but that isn’t stopping OGB from stepping up to the plate for the community they love so much. 

The food pantry is in full swing, but instead of parents shopping the shelves, volunteers pre-pack bags and set them on the curb to minimize contact. Restaurants are stepping up with food donations. Local organizations (including the police department) have made themselves available to deliver meals to the homes of students and families who need them now more than ever. 

It’s incredible to witness Operation Give Back fighting the good fight, pivoting so they can continue to serve our community in a drastically changed environment. What a reminder that no matter what unexpected obstacles we face, it’s always possible to adapt our approach to a problem and tackle it head-on. Both in business and in personal life, we are all finding creative ways to charge forward without losing sight of what’s really important.

Operation Give Back has certainly inspired me to realize my full potential as a friend, neighbor, and advocate. I hope during these uncertain times, each of us can find a way to offer a helping hand to those who need it most.

*If you have interest in supporting Operation Give Back, here are some ways you can help:

  • Donate monetarily here – this is their biggest ask right now as donating actual goods increases the risk of spreading germs. 
  • Link your Kroger Plus Card or Amazon Smile account so a percentage of every purchase you make is automatically donated at no extra cost to you.
  • Follow them on Facebook to find out what specific needs they have each day.
  • Share their video so others can learn about their mission.

A Goal Should Challenge You

As a former athlete, you never truly lose your competitive side. You can ask my fiancé and friends…even game night gets a little out of control every once in a while. 

Setting Concrete Goals

As I advanced in athletics growing up, setting concrete goals became vital to success. Dedicating so much time at a young age to training, my ultimate goal was to play college sports. Turns out, that wasn’t in the cards. A season ending injury made that goal unachievable. 


Over the years, I pivoted and set new goals: to graduate from the University of Dayton, move to Cincinnati, start my career. I felt a major sense of accomplishment as I continued to cross these off of my list. 

At the start of 2019, I decided I wanted to challenge myself in a different way. A way that tapped into my competitive side and settle on a goal that seemed nearly impossible. I want to preface this by saying, heights aren’t my thing… 

The Climbing Gym

One night I joined my fiancé and friends at a local climbing gym, with equipment (and lots of band aids) in hand. When we walked into the space, I remember desperately wanting to bail. After much hesitation, I approached the shortest wall. Let’s just say it didn’t end well. I was confident this would be the last time I would ever step foot in a climbing gym. I was defeated before I started. “On to the next goal”, I thought. Little did I know, this was a key moment in my adult life. After many failed attempts, I completed the easiest route in the gym that night. And much to my surprise… I went back the next day. 

It’s been over a year since that first day on the wall, and now I climb regularly. Since that day, I’ve gained not only physical strength but immense mental strength… and a confidence I didn’t know I had. All it took was persistence. 

A Sense Of Accomplishment

Climbing a wall is a very literal sense of accomplishment. You start at the bottom, anxious, excited, potentially apprehensive. Navigate the wall using focus and trust, encountering problem after problem. One movement at a time, you’re pushed to make quick decisions and be methodical in your approach. If the climb is successful, you reach the peak. This process is not unlike real life.

A way to start any meaningful endeavor is to envision the end result. What is the big idea? How can we make this a reality? How can we become better storytellers? At Upstream, we take on the challenge of setting BIG goals, allowing curiosity and creativity to drive forward thinking. In the words of professional climber, Tommy Caldwell, “The goal is to find something that looks absurd and figure out how to do it.” In the words of the Upstream team, “our goal is to make the unreal real.” 

7 Ways to Facilitate a Successful Brainstorm

It’s 8:30am. Smells of coffee and catered breakfast fill the room as the team files into the Think Tank for another ideation session at Upstream. There is a lot of chatter (dogs included) as excitement builds for the day ahead. Conversations vary from breakfast reviews, to current bingeworthy TV series, to strategy for the upcoming session. Some have worked together for years; others are meeting for the first time. The goal? Bring product benefits to life through visualization, creativity and curiosity. 

Let’s be honest with ourselves – not all of us have that overwhelming feeling of excitement when we see the words “Ideation Session” on our calendars. It can be daunting, knowing the consequences of a poorly executed session. Varying personalities and distractions can alter the progression of brainstorming in its entirety.  Schedules are tight and output is vital to success. Plus, not all attendees are extroverts, so contributing might not be easy for them.

The question then becomes: “How do you set the tone for the day, and what rules can help maximize effectiveness throughout the session?” “How can we illuminate the unseen?” 

Our team of creatives, strategists and scientists weigh in.

Inspiration is Key. 
Innovation is challenging. These workshops are meant to bring cross-functional teams together in a unique learning space. To promote creative dialogue, we encourage inspiration at the beginning. What’s an example of something that sparks your creative thought process? How do you get your creative juices flowing? Whether this is homework that participants are bringing into the session, or inspiring work relative to the project, it’s important to bring the group together at the start of the session to gather focus. Those conversations and thoughts not related to the project should shift at the start so that the team goes into the workshop with the right mindset. 

Positive Vibes Only.  
It’s important to create an environment where all ideas are welcomed. Negativity deters the creative thought process and may hinder participants from expressing ideas, thus affecting output. Showing excitement as others share their thoughts encourages everyone to keep the creative juices flowing! A solution? Music! Pop. Coffeehouse. Chill Hits. You name it. It’s just one thing we do to keep up the energy in the room. 

Wild & Agile Ideas.
Remember, the team’s ultimate goal here is to make the unreal real! No idea is a bad idea in these types of exercises.  Our team is there to drive those conversations and provide input from all angles of the product development experience. Who knows? That crazy idea might be a breakthrough concept. And remember – quantity over quality here. Our default speed is fast. 

Engage the Entire Entourage.
It’s easy to be distracted by texts, calls, emails. These sessions take time, so it’s fair if someone needs to step out to tend to other business. The key here is to maximize involvement as much as possible to boost output. With various talents in the room, each individual brings a unique perspective. More brainpower! Less phones/computers! 

Builds, Builds, Builds.
At Upstream, the foundation of our work is in story integration. As the team learns more about the product and ideation is in full swing, we encourage further builds to transform insight to full concept. 

Put it on Paper.
Sketching, illustrating, notetaking. All important steps to bring visions to life. By adding a dedicated Upstream illustrator and other members of our creative team to each group, we are able to efficiently bring ideas from conversation to visualization. We pride ourselves in bringing possibilities to life!  

Time is of the Essence.
Typically, these sessions are planned out with little time to waste. Use your break times and brainstorming time effectively. If you need to make a call, try to wait until the next break so no ideation time is wasted. Encourage table leaders to keep everyone on track and respect the schedule for the day! Tess, our amazing Office Manager, always makes sure to have snacks and coffee readily available throughout our sessions so no one goes hungry! These breaks are perfect chances to refuel and reset. Not a coffee person? Grab an iced tea, LaCroix, Diet Coke, you name it, we have it all. 

So, the next time you are challenged with planning or attending a session, keep these in mind! And remember, everyone has the same goal! Bring clearer understanding to a complex world.

The End of Skywalker. The Rise of Baby Yoda.

The end of the Skywalker Saga.  A story that has been a massive part of my life since the earliest days of my childhood came to an end last night.  As I sat in a theater packed with three generations of family and friends, we travelled one more time to a galaxy far, far away and immersed ourselves in the action, adventure, and nostalgia of the Star Wars universe.  It is a story that we as a family, as a society, and as a culture have shared over these past 42 years, and it has been a magical ride.

But that ride has not been perfect.  After the success of the original trilogy in the late 70s and early 80s, fans were overwhelmed with excitement when the production of a new prequel trilogy was announced and ultimately launched in 1999.  For me personally, where the original movies hit theaters at the beginning of my life, this new trilogy hit at the beginning of my life after college. George Lucas, the mastermind of this cultural empire, set out to not only delight the current mega-fans of the franchise, but to also introduce Star Wars to a new generation of kids around the world.  And while the movies made a fortune and had a ton of great moments, many of the hardcore fans were not pleased.  Too childish. Too silly.  Too far from the “canon” they expected.  Kids and casual fans generally loved the movies and enjoyed the ride.  These super fans did not.  It did not meet their dreams and expectations, and they very vocally voiced their displeasure. Thus began some toxic fandom in the Star Wars universe.  And this was before social media.

Fast-forward to 2012 when it was announced that Disney purchased the Star Wars franchise and were launching a new sequel trilogy that would start in 2015.  Again… expectations were through the roof.  Now those same hardcore fans from the 70s were looking for movies that would right the wrongs of the prequels.  The kids who grew up with the prequels were excited to revisit their own childhoods, and Disney also hoped to introduce a new group of kids to the wonder (and merchandise) of Star Wars.  And for me… now it was a chance to see the newness of Star Wars through the eyes of my own children.

And again, the result was polarizing.  The first movie, The Force Awakens, was a huge box office success, but criticized for being too predictable and too much of a rehash of the originals.  The second movie, The Last Jedi, saw the rise of toxic fandom rise to a whole new level.  Paralleling the political landscape of these turbulent times, this movie, which set out to “subvert expectation,” divided the fandom and gave rise to a very vocal minority of haters and trolls.  Too much “forced diversity.”  The mishandling of Luke Skywalker’s character arc.  A plot that didn’t follow the first movie.  The destruction of childhoods.  The world of social media, as too often happens, became a darker place for the Star Wars universe. 

So for this final movie, I have been beyond curious for how J.J. Abrams and the good folks at Disney would pull this off.  Would they try to please everyone and, if so, could they do it?  Well they certainly gave it a valiant effort.  Without giving any spoilers, they did successfully bring a definitive conclusion to the stories of each character in all three trilogies.  They packed in a ton of action sequences and brought back nostalgia from each generation. And most importantly, they brought out the feels.  This movie truly does tug on some heartstrings, creates a few tears, and allows you to leave the theater feeling the magic of Star Wars.  Whoever you are. The movie was fun.  It was far from perfect.  It didn’t ruin my childhood.  You should watch it.  And I will see it again.

All of this begs the question… is it possible for something like Star Wars… a powerful story and a brand that spans 40+ years to create a product that delights all of its fans?  2 months ago, when I first thought to write this blog, I was prepared to say that it was next to impossible.  And then everything changed.  

Baby Yoda happened.

In November, Disney launched its streaming service, with its hero offering being “The Mandalorian,” the first live action Star Wars TV show.  This series, positioned as a “western” featuring a badass bounty hunter surprised everyone by introducing the most fascinating and surprising Star Wars character in almost 40 years.  The Child, lovingly known as “Baby Yoda” in countless memes, tweets, and articles, is a new character shrouded in mystery.  He is rich with mythology but has no backstory.  He is pure and innocent but immensely powerful. He is overwhelmingly cute but with a not-so-subtle air of danger.  He is everything Star Wars fans (and non-fans) have needed but didn’t know they wanted.  “Baby Yoda” has united the Star Wars fandom, balancing the rich air of nostalgia, the delight and excitement of the moment, and the anticipation of what is to come. “Baby Yoda,” out of nowhere, has become the future of Star Wars.

How did they do it? Instead of trying to please everyone in the movie world of “Skywalker,” where fans had so many and such differing expectations of what should change and what should stay the same, they created something new.  That something was still wrapped in the mythology and the spirit of Star Wars, but unburdened with the expectations of the past.  They literally gave a rebirth to the Force of Star Wars and found a way to create a character, a story, and a future that new and old fans could support.

So can a brand like Star Wars, which has been a cultural phenomenon for 40 years, adapt and evolve to tell new stories into the future?  It can.  Not through trying to change what is already powerful and loved, but by creating something new and fresh that evokes those old and new feelings of the magic that originally created the power and love.  While it is time for the Skywalker story that started “A long time ago in a galaxy far, far away” to finally end, the universe is infinite for new stories that evoke a Force of familiar feelings.

May the Force be with You.