Founder & Creative Director
Los Angeles, CA
WHAT DO YOU DO?
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
I started as the executive assistant to the president of a commercial production company in Hollywood. This placed me on production sets for Disney, The CW, Lifetime and more. After that, I begged for a job at creative agency the projects*, and stayed there for over 3 years, growing from Campaign Assistant for one campaign, to Account Director and Creative Director of the company. Then, I took the leap and started doing it on my own, with a personal twist.
How do you stand out in your field?
I strive to bring an artistic element into the experience field. Branded events tend to feel corporate and formulaic. I want to change that by collaborating with artists of all kinds, making experiences next level, unique, memorable, and of course - shareable.
WHAT ARE YOU WORKING ON RIGHT NOW?
Two of my closest friends joined my team, one of which specializes in PR. We are working with brands and people too - expanding their network through our art direction and live experience. We’re sinking into our new positions, and feel like a team of entrepreneurs.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
Using people as props; dancers, models, performers. That has been a signature touch whether I tried for that or not. I like to have digital elements, and have worked with artists before to create things that they didn't even know that they could. I know how to market things, I know how to get people involved. Inclusion is my personal taste. Even in photo shoots, I tend to bring human features into the foreground.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I wish that I could start to produce the content that comes out of the live events, or even start to create content outside of the realm of events. I know how to bring brands to life, and I can't wait to be able to translate that skill in a video or photo shoot.
WHAT IS FRUSTRATING YOU RIGHT NOW?
There are certain brands out there who are throwing experiences, and I'm frustrated when I see them because I don't believe that they are being executed to their highest capacity. I want to get in there, pitch for the jobs, but I'm honestly not sure how to contact them without going into their spam inbox.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Make my Instagram. I have no patience for it, but I know it's important.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
If you meet someone early into your career, especially at that crossroads where you're not exactly sure what you want to do or where you want to be, keep their contact information. Keep in touch. Pick their brain. One day, you may decide you want to do exactly what they want to do - and you don't want to have to remind them who you are. Stay open - people will only hire you if they trust you. Fact.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
Because I design so many experiences, chatting with someone in the architecture field would be invaluable to me. I would talk to them about why buildings are built the way they are, from entrance to exit, to get a sense of experience down to the bones of it.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
Any brand, new or established, that is looking to meet their clientele in person and make a lasting impression on them, is an opportunity for us to show what we can do. Anything that takes something off of Instagram and into real life - to ultimately place it back on Instagram - is an opportunity for us.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
When we opened the Equinox Hollywood location we turned it into a room by room experience titled "The Body Spectacle." We worked with fitness people, burlesque dancers, dancers, yogi's, and actors, and placed them each in a room with a purpose. We also worked with stylists, lighting and sound designers, and completely transformed the space into a live body museum. Now that's ideal!
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
For production the rate is usually $50/hour or $750/day. For large events we charge 20% of the overall budget. Our typical budgets can range anywhere from $25,000 - $500,000.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Email is the best way, and if there's a seed-idea or brand guidelines to go along with it, even better. Then we can really connect, meet, and talk about the vision further.
HOW DO YOU STAY CREATIVE?
Digital. Detox. Pen. On. Paper.
This member profile was originally published in June 2018.