Mischief @ No Fixed Address Wins Rula AOR, Launches 3am Therapy Campaign

Mischief @ No Fixed Address landed creative and media AOR duties for Rula, the mental health platform connecting patients with therapists.

The Brooklyn-based agency launched a 360 campaign including a brand initiative called "3am Therapy" and a complete visual identity overhaul. Production came through Drool Productions. PR support from Alison Brod Marketing and Communications.

Rula operates a therapist-patient matching platform across all 50 states. The company raised $220M in Series C funding in 2023, valuing it at $2.3B. The round brought total funding to $328M since its 2020 launch.

Mischief @ No Fixed Address runs as the independent offshoot of No Fixed Address, itself independent since Greg Hahn and Ryan Kutscher founded it in 2018. The Mischief model operates with separate P&L and client rosters. Current client base includes Liquid Death, Seatgeek, and now Rula.

The agency's recent work includes Liquid Death's Super Bowl LVIII spot and the brand's ongoing "Murder Your Thirst" platform. Headcount sits at approximately 75 across New York and Los Angeles offices.

Rula's previous advertising agency relationship remains unconfirmed. The company's marketing has historically focused on direct response and partnership-driven growth. The Mischief win signals a shift toward brand-building alongside performance marketing.

The 3am Therapy initiative and visual rebrand suggest Rula is expanding beyond functional positioning into emotional territory. Mental health advertising typically leans clinical. The "3am" framing acknowledges when anxiety peaks and help feels furthest away.

Mischief's appointment follows a pattern of healthcare and wellness brands choosing independent agencies for category-breaking work. The sector values creative risk over holding company infrastructure.