[6] 72andSunny was founded in 2004 in Los Angeles and Amsterdam by three former leaders of Wieden+Kennedy Amsterdam—John Boiler, Glenn Cole and Robert Nakata—and former director of Microsoft Advertising and Corporate Research, Greg Perlot.

[3] Perlot departed to work for Quicksilver in 2008 and entrepreneur Matt Jarvis replaced him as Chief Strategy Officer to drive growth and scale the business.

Following the acquisition, 72andSunny added clients including Google, Target, Starbucks, Diageo, and General Mills to its roster.

[10] In 2011, 72andSunny started working with Activision Call of Duty, inventing an annual "live action trailer," featuring celebrities including Jonah Hill, Taylor Kitsch, Michael B Jordan, and Cara Delevigne.

[13] In 2013, John Boiler became the company's first CEO and Glenn Cole became its sole Chief Creative Officer.

[14][15] In 2015, 72andSunny produced a series of campaigns based around Adidas, described as "relentless and aggressive storytelling," under the brand line "Here To Create.

"[19] In 2017, 72andSunny founders Glenn Code and John Boiler became "Creative Chairmen;" Matt Jarvis was promoted to CEO.