Christensen’s approach as a creator and creative is impressive. He’s a true artist unconcerned with traditional boundaries, blending filmmaking, fashion, family, and storytelling. There’s a distinctive freedom in his work that mirrors the spirit of Arizona when he resides…it is this sentiment which is what I believe makes country and western culture so appealing and why we are so obsessed with it atm. That same freedom is likely one of the reasons audiences have connected so quickly and so widely with Tulsa Time, it feels real and ridiculously on trend.

Here at M+C Saatchi, Cultural Power is all about not just reflecting culture, but by being culturally relevant, to therefore earn the right to create cultural momentum. Cultural Power is about being a significant part of current and emerging movements and trends, by adding something of value to the culture around us including compelling, engaging storytelling. Christensen’s video doesn’t just participate in a trend, it actively adds something new and moves the trend forward.

For brands and marketers, that’s the real learning: creators today aren’t just participants in culture, they’re shaping its direction. We recognise that influencers and this new age of creatives have such a deep, intimate understanding of their communities and the nuances of the topics they engage with, that we can’t just prescribe them ideas…brands need to curate stories and content with them.

This strategy is by no means new, however, it is more important than ever for brands to move beyond simply leveraging influencer reach to embrace co-creation as a strategic tool. At M+C Saatchi, we’re leaning into this model of co-creation. On Commonwealth Bank, we’ve established Writers Rooms, spaces where creators help shape the tone, voice and storytelling from the ground up. It’s not just token input, it’s a structured, strategic collaboration that leads to more authentic work. Similarly, with BWS, over the past few years we have co-created event concepts with our Squad of influencers and creatives, engaging them to help design experiences their communities genuinely want to show up for, and that are naturally more sharable.

On a more personal note, impactful content infiltrates, and adds something to, people’s everyday lives. I showed Tulsa Time to my two and a half year old who loves all things Cowboys, horses, music and dancing and he was transfixed. It was an amazing moment to show him something so creative, made by pretty much his own generation, who are barely ten years older than him. He just loved it and now talks about Cowgirls as well as Cowboys, such a win.

In Tulsa Time, we see the power of creative storytelling, influencer reach, and cultural intuition working in harmony. It’s a brilliant example of how content creators can use digital platforms to reach new audiences and uncover new narratives, not through virality for virality’s sake, but through work that is grounded in authenticity, artistic quality, and cultural relevance.

It is in this space, where creative vision meets cultural resonance, that true influence and inspiration lives. And Tulsa Time hits it, beautifully.