Michaela Foley
Producer / Creative Strategist / Writer / Photographer
San Francisco, CA
Q What do you do?
“I’m a creative generalist, bridging the gap between the strategic and creative. I’ve primarily worked in creative production, wearing hats like “copywriter”, “brand strategist”, “project manager” and “creative director”. Whether we’re building a brand or a website, producing a photo shoot or promoting an event, my goal is to get to the heart of your project and help you bring it to life in a genuine, relatable manner.
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Q What steps did you take to get to where you are now?
When I grew up, I wanted to be a gymnast, then a cook and a model and a photographer and a stylist and that’s… not entirely off-base from the reality of where my career path has led me.
I'm a lifelong autodidact. I did some amateur modeling and interned as a personal stylist after leaving FIDM's Merchandise Marketing program in 2012, right around when I picked up my first Lomography camera. After that, I found myself writing listicles and sharing them on social media at my first startup marketing job. That eventually opened the door to campaign management at a digital publisher and more social media work, developing content and strategy for indie publishers, comic shops and artists, after a detour of authenticating luxury clothes and writing product listings at Threadflip (what was once a competitor of the RealReal). All of that set the stage for moving into a role as a cat-herder/producer at a boutique agency, where I learned to be a brand strategist and art director and copy editor and content manager… with just enough design knowledge to be dangerous. I took 2023 to myself, kind of. I spent that time slowing down, realigning with my values of learning (to build a website, to process & print my own photos), connection (to myself in the form of writing, to my best friend in helping her prep and promote her art shows, to my community in organizing a tenant union), and authenticity. I’ve never really been able to stick to one thing, but I see that as a strength these days. I’ve accrued a great breadth of knowledge and a wealth of resources to tap if something’s a bit out of my depth. I’m able to connect the dots between your goals and how to make them real.
Q How do you stand out in your field?
Communication: Words have power – every one of them counts and clarity is key. I excel at translating nuanced creative concepts into easily understandable language for clients, and then translating client feedback into concisely actionable creative direction across a variety of creative media.
Process: Have a big idea but need an assist on the execution? I've got you. I produce & manage creative projects of all kinds from concept to completion, sourcing all the right vendors & venues along the way by functioning as your dedicated producer or CD for the duration of the project.
Passion: I'm driven to make the world a more beautiful, connected place at a time when I feel we're more collectively disconnected than ever. What better way to do that than by facilitating the production of groundbreaking creative endeavors?
Q What are you working on right now?
A personal photography project mapping my dog's favorite spots around San Francisco. I've just started shooting the series and hope to ultimately create fine art prints to be displayed in-situ with a large-scale map of our walking routes.
Q What’s your style?
Delicate, with sharp edges. I like to play with repetition in my photos and I like to create and work with brands that have bold, but approachable personalities. I most recently worked with the Faight Collective in San Francisco to define their brand voice as "One of those 'only in SF' kinda dudes". https://www.thefaight.com/
Q Out of all your slashies, which one do you wish you could do more often?
I'd love to work more with sustainability-driven businesses like B-corps and secondhand marketplaces. Textiles, supply chains, and circular economies have been personal interests for many years and I've accumulated expertise in these areas that I'd love to expand into the workplace.
Q What is frustrating you right now?
Outreach and pitching! Drumming up business is probably the hardest part of being a freelance creative for me. I love hyping up other folks and their projects, but it's so much harder to embody that role for myself.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I'd love a sort of personal assistant that I can delegate the little things to. Someone to organize files & deliverables, draft schedules & social posts, send follow up emails, etc.
Q What do you wish you could have told yourself, when, and why?
Circa 2012, coming out of the phone booth like Bill & Ted at the CircleK: Take more chances. I spent a lot of time making "safe" choices and making myself smaller when I could have been making bold choices to better define myself and advance my personal development sooner than later.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I'd love to talk to art agents and consultants working in the fine arts space! I've been taking on some agent-like responsibilities for an artist friend and would love to learn about working in that space.
Q What kind of opportunities/projects are you looking for?
I like projects that I can fully own from concept to execution, puzzling together the pieces in between and conducting a team like an orchestra. I prefer working on tangible, tactile deliverables over the digital, particularly print.
Q Describe your ideal job/client/collaboration.
My ideal client is a values-driven, consumer-facing brand that wants to produce bold campaigns, events, and experiences in a fully collaborative and iterative manner.
Q What is your rate?
I typically charge time & materials with a detailed proposal provided at the beginning of each project. I offer a sliding scale rate of $60-$75/hr and take on select values- and interest-aligned pro-bono work to expand my own skills.
Q How should someone approach you about working together?
Send me an email with a brief description of your project and a rough budget. We'll work out the rest from there. fromscrapstudio@gmail.com
Q Who is a creative you admire?
Audrey Waananen is a great friend and collaborator with excellent attention to detail. Highly recommend her for any of your styling and merchandising needs.
Q Oh! and… how do you stay creative?
Fall in love with the process
This member profile was originally published in May 2024.