ABOUT US
Understory is an artist-led experiential agency that transforms brand stories into unforgettable real-world experiences. We work with brands, non-profits, developers, and agencies to create moments people feel.
OUR TEAM brings deep roots in immersive arts design and production. Because of this our agency uniquely understands both the creative language of artists and the strategic goals of brands, enabling us to build authentic, meaningful collaborations that resonate with consumers and create lasting emotional connections
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Founder
Creative Director
Jules Downum draws on over a decade as the artistic director of an acclaimed immersive arts organization, Jules brings a unique ability to translate narrative, environment, and audience engagement into strategic, emotionally resonant experiences for brands, organizations, and communities alike. With a background in cultural anthropology, her work is guided by a deep understanding of how people create meaning—through rituals, spaces, and shared moments. At Understory, she curates cross-disciplinary teams of artists, designers, and strategists to craft experiences that are not only visually arresting, but culturally attuned and built for human connection. Jules specializes in bridging the creative freedom of the arts with the clarity of brand storytelling—ensuring that each project feels as authentic as it is impactful.
Partner
Operations Director
Tara Poole is a detail-driven strategist who brings structure and clarity to creative, mission-driven work. Tara specializes in translating big ideas into actionable plans, with a sharp focus on performance indicators and strategic implementation. She’s known for keeping projects grounded, timelines tight, and teams aligned, all while making sure the work connects with real people in culturally relevant ways. Her expertise in impact analysis and data-driven storytelling helps clients understand not just what worked—but why. At Understory, she leads project management, budgeting, and outcome tracking—ensuring that every experiential campaign is aligned with brand objectives and delivers measurable results. With a relentless eye for detail and a passion for purpose-led work, Tara ensures that every experience is not only creatively compelling, but also backed by clear results and meaningful outcomes.