The Living Experiment
This is our playground.
We play with, challenge and poke fun at the rules that have become invisible to us.
Every experiment starts with a rule worth questioning.
01 The Rule
An invisible rule that everyone follows but nobody questions.
02 The Provocation
The question that turns the rule on its head.
03 The Experiment
A product, experience, intervention or work of art.
04 The Outcome
Who knows?
The Conscious Soup Launch
What if we launched a business without saying what it is?
This is what we did in June 2026.
Who we are.
Conscious Soup is Sam, Garth and Jeff. Between us, we've done a few things.
Played pro sport. Built businesses. Coached people. Made art. Shaped brands. Launched products. Made things happen. We’ve hit rock bottom and climbed back again.
We've spent years working across creativity, business, human behaviour, sport, strategy and culture. Along the way, we've helped everyone from Nike, Adidas and Red Bull to Mastercard, Volvo, Brompton and Who Gives A Crap.
We've played by the rules. Now we're playing with them.
