Chances are you’ve seen NBA star Kyrie Irving in disguise as “Uncle Drew” in a mini-movie for Pepsi Max. After all, it won multiple awards—including a 2013 Gold PRO Award—and garnered more than 25 million YouTube views. Meet that killer campaign’s maker. This 20-year-old agency likes harnessing the power of emotion for its 100-plus blue-chip brands. With the launching of in-house crowdsourcing platform Flockstar and multicultural agency Cultur8, The Marketing Arm is looking to get quicker and more diverse.