DNA&STONE Media:Turning emotion into presence

We harness Radical Empathy not only to shape the message but to place it in the emotional moments, cultural spaces and platforms where connection becomes inevitable.

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Because emotion without presence is wasted.

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Even the most powerful idea can get lost if it lives in the wrong place, at the wrong time, or in a context that dulls its edge. We optimize for hearts per choice. Every dollar should work harder not just by reaching more people, but by reaching them in ways that feel undeniable. We believe emotion drives memory, memory drives action, and action drives growth. That's why we go beyond "right time, right place" and fight for the right feeling.

Where Radical Empathy meets Rubik's-cube thinking.

Case Study: Amazon Fresh

• ‍Challenge: Rebuild local trust and drive in-store traffic as Amazon Fresh relaunched upgraded stores and expanded into new markets after early technology-led confusion slowed growth.
• ‍Insight: Scaling 40 stores nationally required a hyper-local playbook; each location demanded a bespoke, integrated plan and local partners reflecting distinct market behaviors to earn awareness and trial.
• ‍Result: TCSAT attributed paid media as a key driver of store traffic, with 37% of NSO customers and 28% of V2 customers citing media activations as their primary source of awareness for openings.

Case Study: Lone Star Beer

• ‍Challenge: Increase statewide awareness of the Lone Star Portfolio—led by Light—by differentiating the brand and cementing it as the authentic beer of Texas.
• ‍Insight: The only authentically Texan domestic beer brand still needs market-level cultural fluency. Language, tone, and identity shift by region, making English and Spanish a strategic choice, not interchangeable executions.
• ‍Result: Empathy-led, market- and dual language-specific messaging positioned Lone Star as the locals’ beer, increasing aided awareness by +27 points and spurring meaningful lifts across every stage of the purchase funnel.

Case Study: UW Foster School of Business

• ‍Challenge: Drive qualified applications through a lengthy multi-touch decision journey in a crowded MBA market dominated by sameness.
• ‍Insight: Foster’s emotional, human-centered experience was masked by generic messaging, despite an audience driven by purpose, values, and the desire to stand out rather than simply advance.
• ‍Result: By tailoring messaging to audiences, Foster successfully gained trust and scaled demand across 12 distinct programs, delivering a 187% YoY lift in applications with sustained conversion quality and less investment.