From Recession to Recognition: The Inspiring Journey of Tilted Chair

A homegrown Advertising Agency in the heart of Texas.

Tilted Chair is more than just another advertising agency in Austin, Texas; it’s a story of resilience and creativity. Founded during the 2010 economic recession by four Texas Creative students—Jamie Rodriguez, Hua Liu, Rachel Deng, and Mike Ihnat—this full-service agency emerged from a challenging job market that offered few opportunities for recent graduates. Faced with limited prospects, they decided to take matters into their own hands, carving out their path in the advertising world.

As graduation approached, the team recognized that traditional job routes needed to be more viable. Instead of waiting for opportunities, they leveraged their skills and passion to create something new. Jamie brought a creative, insightful spirit, Hua set high creative standards, Rachel contributed a keen artistic eye and Mike provided a relentless drive to tackle challenges head-on.

Initially, they worked out of Rachel’s apartment with a minimal client base; they turned to platforms like Craigslist for gigs and sought out Requests for Proposals to pitch their ideas. They even developed mini brand books to showcase their vision to potential clients. These early efforts were fueled by determination and a shared belief that they could succeed despite the odds.

Their first significant win came with the “Let’s Can It! Austin,” an anti-littering public service announcement for the City of Austin. By pitching a spec ad, they secured the project and established their reputation for producing meaningful work. The team embraced every opportunity to learn and expand their network as they grew. Their commitment to quality and innovation resonated with clients, allowing them to carve out a niche in the competitive Austin advertising landscape.

In 2016, Erik Hernandez, another former Texas Creative alumni, joined the team. Erik had worked his way up to a group creative director at LatinWorks and won a Cannes Lion for a 2007 Super Bowl commercial. While looking for growth opportunities in his career, he met Jamie through mutual friends. The two instantly hit it off and he became a part of the team. Erik brought his expertise in business strategy to the team and Tilted Chair realized Erik was the puzzle piece they didn’t know they were missing. With Erik, the team could better pitch ideas and sell the concept of Tilted Chair as a strategic partner rather than a technical vendor. 

Now run by partners Jamie, Hua, and Erik, Tilted Chair exemplifies the power of resilience and innovation in adversity. What began as a small venture born from necessity has grown into a respected agency that thrives on creativity and strategic insight. Fueled by their passion and determination, the original founders laid a solid foundation that allowed the agency to flourish. Adding Erik further enhanced their capabilities, bridging the gap between being a creative powerhouse and a business with strategy.

Today, Tilted Chair is a testament to what can be achieved when talented individuals come together with a shared mission. Their journey reflects the evolution of an agency and the broader narrative of creative wins over challenges. Tilted Chair is committed to fostering meaningful connections and driving positive change through innovative advertising solutions for human-to-human work. Their story is a reminder that remarkable things can happen with courage, collaboration and an unwavering belief in one's vision.


Jamie Rodriguez, Erik Hernandez, Hua Liu

 

Advice from Hua Liu: Partner, Production

"Leap and the net will appear," and "To be irreplaceable, one must always be different." – Advertising rewards boldness and originality, so if you’re too comfortable—you’re probably doing it wrong. Take the leap, get weird, and surprise yourself. Remember, no one ever got famous by being the human equivalent of beige.

Advice from Jamie Rodriguez: Partner, Creative/Interactive 

Everyone has the potential to be creative, and while some may find it comes more naturally, creativity is a skill that can be cultivated. Embrace it as your most valuable asset; the X factor often sets individuals apart. Don't underestimate the power of humor—use it to your advantage as you explore your creative side. 

Advice from Erik Hernandez: Partner, Strategy

Find your "why," never give up, and always go above and beyond - Perseverance and drive are crucial to success in the industry. Maintaining perseverance in the face of adversity is the key to success. Successful advertising professionals have a strong work ethic and the ability to handle criticism and setbacks.

 

Kara Villarreal