I first came into contact with Drive Productions as a freelance production designer for film and television. I had been working in the industry for ten years, art directing music videos for artistes such as Amy Winehouse and Oasis and designing BBC’s Timewatch.
As my imagination grew wilder I sought the support of a production company with the technical dexterity to realise my developing vision. Drive fitted the bill. I was so excited about developing my skills in live experiences.
The transition from a freelancer to a creative director was hugely rewarding. Surrounded by a strong team, I had more time to focus on the creative side of projects, rather than juggling budgets, production and creative.
I work with some of the best creative minds you could hope for, from animators and artists to set designers and film directors. We have developed the company into a global creative production agency that constantly pushes the boundaries of new technology.
One of my toughest challenges was going to Campus Party in Quito last September. Picture this: one of only a few female speakers, delivering a keynote on the same stage as the President of Ecuador in front of a 95 per cent male, 2,000-strong tech crowd, talking about digital illusion and technologies of the imagination. I was terrified. What if they asked me a technical question I couldn’t answer? To my disbelief. a fortune cookie I opened before my talk read, ‘You know more than you think’, and this reminded me of my deserved confidence. The feedback was mind blowing. I learnt so much from that trip, and it was wonderful getting my voice heard in such unfamiliar territory.
However, my position is unusual. I rarely meet other female creative directors and I am the only women on the board. To other women in the industry I would say: tap into your innate understanding of how experiences make people feel, to inform all your professional decisions. Some of the most successful events are those that truly connect with people, get under their skin and create lasting impact.