“When [brand] money is flush, the big networks have the competitive advantage because of their scale and resources,” Weiss said. “But in lean times, the independents and startups have the upper hand—there’s a lot less waste, and there’s a value we can pass on.”

Headcount at QX varies from 10 to 20 people and, outside its core team,  most creatives are working on a project-by-project basis, with Weiss describing a “selective” approach to new business.

The Shutterfly “Make Something” campaign will air this month across linear and streaming TV, along with placements on social and digital channels.