How does one climb to the position of a creative director in the experiential industry?
Culture has been my biggest teacher.
Can you tell us about your creative process and what your role involves both in the lead up to an event and the time in between?
I guess we are all thrill seekers addicted to the adrenaline of it all.
You seem to be on the pulse. How do you keep constantly innovating? Where do you look for inspiration these days?
Inspiration can be found absolutely everywhere if you are truly present to absorb the beauty of what is happening in front of you.
How do you end up picking what artists or brands you’ll collaborate with? What are you looking for in a collaborator?
I think today people want to be moved — they want to be woken up and profoundly impacted on a very deep level by beautiful things.
How do you go about “sparking important conversations” when it comes to experiential marketing?
Besides heading 29Rooms, you’ve worked with renowned brands such as Samsung, HBO, and the SAG Awards. How do you ensure that you stay true to the brand of the company you’re creating for?
You have to know your audience and what will resonate with them so that you can craft an experience that is truly audience-first.
What do you find the most challenging aspect of your job?
What are some of your career highlights?
Inclusivity and diversity is at the forefront of everything I do, and this red thread continued to be woven through the entirety of the 29Rooms experience over the years.
What advice would you give to someone who wants to follow in your footsteps?
Follow the white rabbit.
What’s next for you?
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