Lief
My role
Strategist, creative collaborator, and sounding board to Margo Mars, founder of Lief Studio and co-founder of Lief Entertainment Company (with Raymond Van Der Kaaij).
Sister production studios creating film storytelling with auteur filmmakers for brands, studios, streamers, and labels.
What I've done
Helped Margo position Lief Studio as a dynamic, female-led content studio focused on uniquely diverse filmmakers and artists. Provided sounding board support as she developed her TEDx talk on representation in advertising, and often provide crystal ball thoughts on “where it’s all headed.”
Lief Entertainment Company
Helped position Lief Entertainment Company, brand-funded entertainment leveraging Margo’s nose for artistic talent, and Raymond's deep experience in European film production and financing.
I developed the "Auteur Brands" concept: brands gain cultural distinction by trusting auteur filmmakers to tell stories reflecting their values, rather than safe, controlling corporate content.
When brands fund auteur work, they become Auteur Brands by proxy, inheriting the cultural cachet, creative POV, and audience trust that comes with backing real artists (e.g. Barbie with Greta Gerwig at the helm.) More important than ever in the age of AI.
Lief Entertainment Company specialises in brokering these partnerships, and is already working with major European and Hollywood players.
“Finding a sounding board who truly understands the nuance of my creative instincts is rare. Working with Andy helped us articulate our vision: the ‘Auteur Brands’ concept he developed is now a cornerstone of how we communicate our unique value to streamers and brands. An essential part of the Lief journey."
Margo Mars