The Headwaters
We are creatives, stewards, thinkers, and problem-solvers.
We don’t consult—we immerse. We walk behind, alongside, and out in front of your brand, ensuring your vision is protected, implemented, and ready to evolve with the market.
We think like strategists and move like storytellers. We blend insight with instinct, structure with creativity, and data with human behavior. In a world that shifts by the second, we help brands stay rooted in purpose while remaining agile enough to adapt.
Over the years, we have partnered with leading names across industries including Honda Powersports, Pelican Products, Mercury Marine, Yeti, Benelli USA, Zeiss Optics, Kicker Audio, Bergara, Cargill, G&H Decoys, Deception Decoys, Dogg Company, Impact Dog Crates, Panama City Beach Tourism, and Chasin’ The Sun. Together we turned stories into growth, partnerships into community, and strategy into authority.
Why It Matters
In today’s landscape, companies that hesitate get left behind. Strategy without insight is guesswork. Content without a story is noise. Data without direction is useless.
We cut through the clutter, separate signal from static, and deliver clarity in a world full of distractions. Our clients don’t just keep up……they lead.
Against The Current. Always Moving Forward.
Our Team
Joshua Stratton
Joshua Stratton is, first and foremost, a ragamuffin and storyteller. He has spent more than twenty years listening to the currents that shape people, places, and businesses, helping organizations find clarity in who they are and courage in where they are headed. Through Against The Current, he blends strategy, data, storytelling, and human insight to reveal the deeper forces that drive innovation and connection. He believes meaningful growth begins when people remember their purpose, honor their roots, and build something worthy of those who come after them.
Founder & CEO 
Chad Crady
Chad is a kingdom-minded entrepreneur and development executive with extensive experience across the energy, outdoors, infrastructure, finance, and manufacturing sectors. Over the course of his career, he has specialized in identifying unique opportunities and then using his core skill sets to create or amplify an existing business. His core focus is finding world class humans that are doing epic things. “The rest typically works itself out”. In addition to his professional pursuits, he enjoys spending time with his family at their home in the hill country and being in the outdoors.
Chief Development Officer 
George Hammel is a multifaceted entrepreneur, and motivational figure, widely recognized for his innovative contributions to live streaming technology in extreme sports and his inspiring personal journey. As the founder of Star Stream, a cutting-edge company specializing in live video, telemetry, biometrics, and data streaming services, Hammel has revolutionized how off-road racing and other dynamic events are broadcast and experienced.
Chief Technology Officer GEorge Hammel
Arom Starr-Paul is a four-time Emmy-nominated executive producer and showrunner with two decades of experience in the unscripted television industry. He serves as Executive Producer and Showrunner on Discovery's flagship series Deadliest Catch, having steered the show across multiple seasons and more than 200 episodes, and launching two new spin-off series, earning four Primetime Emmy nominations for Outstanding Unstructured Reality Program in the process. Beyond Deadliest Catch, his credits include Billion Dollar Wreck, Fire Chasers, Storage Wars, AxMen, Ice Road Truckers and Tom vs. Time, spanning development and production work across Discovery, Netflix, History, A&E, and ESPN.
Chief Creative Officer - Episodic Arom Starr-Paul
Wes Walker is a photographer and videographer specializing in Western, ranch, and outdoor lifestyle imagery. His skill set spans commercial and editorial photography, brand campaign work, portraiture, and motion — including Super 8mm film, which gives his video work a distinct analog character. He also handles design and art direction, shaping the full visual identity of the projects he shoots.
Walker has worked with a wide range of brands and publications, including Lucchese, Swarovski Optik, Mr. Porter, Ranchlands and Ranchlands Mercantile, Modern Huntsman, Flylords, Seager, Go Fast Campers, Poncho Outdoors, Northern Bridger Bison, Papi Ranch, Los Poblanos, and country music artist Jenna Paulette.
Creative Director / DPWes WAlker
Cameron Cone is a Creative Director, Director of Photography, and spatial media pioneer whose career has been defined by one simple pursuit: making complex ideas impossible to ignore.
Over the past two decades, Cameron has directed, photographed, and led creative campaigns for some of the world’s most recognized brands, professional sports organizations, and global events, including the NFL, NBA, MLB, NCAA, Olympic broadcasts, Chick-fil-A, Angry Orchard, Ooni, Amazon, HBO, ESPN Films, CBS Sports, Mercedes Formula One, and numerous Fortune 500 companies.
Creative Director / DPCAmeron Cone
Brian Bergman has twenty-five years of marketing experience. He's worked across technical manufacturing, biopharma, e-commerce, and media. Big industries, big rooms, big stakes. His core work is discovery and translation. Finding the underlying truth of what a brand is actually communicating, then translating that into real ideas that align with who the company actually is.
And he's still that kid from Prague, Oklahoma. A town of twenty-six hundred. One stoplight, one restaurant, built on farming and the outdoors. That's in his DNA, and it hasn't changed no matter how big the world got.
Chief Strategist BRian Bergman
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