LISTEN
Learn the business, the people, the audience and the culture surrounding them.
INGREDIENTS
MEDIA
ABOUT INGREDIENTS / 01
NOT A
TYPICAL
AGENCY.
We don’t parachute into markets.
We get inside the worlds we work with.
REAL PEOPLE.
REAL EXPERIENCE.
REAL STORIES.
OUR BELIEF
GOOD MARKETING SHOULDN’T
FEEL LIKE MARKETING.
IT SHOULD FEEL
LIKE THE BRAND.
2018
THE YEAR
INGREDIENTS
BEGAN.
WHY WE EXIST / 02
BUILT FROM
EXPERIENCE.
Ingredients was created after years spent inside specialist industries—and after seeing how often traditional agencies failed to understand the brands they represented.
The idea was simple: create a company that takes the time to understand its clients from the grassroots up. Bring strategy, design, photography, filmmaking and content production together under one roof. Keep control of the creative process, offer better value and produce work that genuinely reflects the brands and people behind them.
That remains our ethos today.
HOW WE WORK / 03
UNDERSTAND
THE WORLD.
FIND THE STORY.
THINK
Find the clearest position, the strongest idea and the stories worth telling.
CREATE
Make the work in-house, with control over every part of the creative process.
IMPROVE
Measure what matters, learn from the response and make the next piece better.
CLOSE TO THE CULTURE / 04
REAL PEOPLE.
REAL PLACES.The best work starts inside the world it represents.
REAL PLACES.The best work starts inside the world it represents.
THE PEOPLE / 04
SAME PEOPLE.
DIFFERENT
PERSPECTIVE.
Strategy, filmmaking, photography, product development and decades spent inside the specialist communities we work with.
BRAND / PRODUCT / STRATEGY
01 / FOUNDER
CHRIS
MCARDLE.
Fifteen years inside the cycling industry. A career spanning BMX marketing, global athlete management, product development and international brand building.
Chris began at Hot Wheels, working with brands including WeThePeople, Mongoose and GT. As BMX marketing and team manager, he resurrected Xposure BMX—developing its parts and accessories and growing distribution into 13 countries, including major retailers in the US and Canada.
After Hot Wheels became part of Cycling Sports Group, Chris became Mongoose’s global athlete manager before moving into product management for GT Bicycles, Cannondale and Fabric. His bicycle-light design received recognition from Outside Magazine in 2016.
He founded Ingredients in 2018 to build the kind of agency he believed brands deserved: creatively ambitious, commercially grounded and genuinely connected to the worlds it represents.
02 / CONTENT
ALBERT
FERRER.
A filmmaker and content creator with the rare ability to understand a brand quickly—and translate that understanding into work that feels natural.
Albert joined Ingredients in 2018 after moving from Majorca, where he had worked with a creative agency and developed his skills behind the camera.
In 2023, he joined a larger international marketing company with teams in Bath and Los Angeles. There he worked with major technology brands including Logitech, contributing to campaigns created for international audiences.
Albert returned to Ingredients in 2026, bringing international campaign experience back into a focused independent agency. He combines creative instinct with the production discipline required by global brands.
FILM / CONTENT / CAMPAIGNS
PHOTOGRAPHY / CULTURE / STORY
03 / PHOTOGRAPHY
NORTHERN
JOHN.
A genuine icon of British BMX and a photographer whose work has always been rooted in real people, places and culture.
John Deprieelle helped pioneer British street riding throughout the 1990s and early 2000s. Sponsored by brands including Volume and Demolition, he appeared in BMX videos and magazine features before continuing with Wethepeople.
As a photographer and writer for Ride UK BMX Magazine, NJ helped document one of the most influential periods in British BMX. His honest, instinctive photography captured more than tricks—it preserved the atmosphere and character surrounding them.
He has since taken the same approach into the British fishing world, creating photography and films for publications, anglers and tackle brands. At Ingredients, he brings decades of cultural knowledge and a natural eye for the moments that make stories feel real.
EXPERIENCE BUILT IN / 05
WE KNOW
SPECIALIST
BRANDS.
CYCLINGEQUINEFOODTECHNOLOGYFISHINGINFRASTRUCTURE
06
LET’S MAKE
SOMETHING
GREAT TOGETHER.
Whether it’s a new idea, a big challenge or just a conversation, we’d love to hear from you.
GET IN TOUCH →