Emmy Award-winning actor and comedy powerhouse JB Smoove has announced the launch of his very own creative agency: The First Darrin. Created in partnership with entertainment and lifestyle marketing juggernaut United Entertainment Group (UEG), the agency is poised to bring Smoove’s signature brand of storytelling into the world of advertising.
Smoove, best known for his work on HBO’s Curb Your Enthusiasm and his stint writing for Saturday Night Live, is no stranger to pushing boundaries. With The First Darrin, he’s now channeling that same comic brilliance into building brands, bridging humor with human connection in a way only he can.
“Comedy is a universal language—and great advertising needs to speak to people,” said JB Smoove, Founder of The First Darrin. “This agency is about delivering ideas that are smart, funny, and rooted in culture. I’ve always loved storytelling, and this is another way to tell stories that make people feel something.”
The First Darrin will operate as an independent creative house and incubator, crafting campaigns, content, and collaborations that pulse with authenticity and comedic flair. Whether it’s a branded sketch, an unexpected talent collab or a bold cultural moment, Smoove wants to do it with style, with smarts, and with soul.
“JB is a true creative force,” said Jarrod Moses, Founder and CEO of United Entertainment Group. “The First Darrin brings something new and needed to the agency world: culturally intelligent humor and authentic storytelling. We’re thrilled to be building this with him.”
Smoove will be supported by the creative and strategic infrastructure of UEG while leading the vision and direction of The First Darrin. The agency will be based in New York and is already in discussions with several top-tier brands.
