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I'm a creative thinker with a keen sense of aesthetics and over 10 years of producing selfie-inducing scenes in the experiential marketing industry. My superpowers include materializing ideas, keeping cool under pressure, zooming in and out of the big picture, veteran foresight, and strategic art direction.…

Laura A. Serman

Art Director, Creative Producer, Production Manager

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I'm a creative thinker with a keen sense of aesthetics and over 10 years of producing selfie-inducing scenes in the experiential marketing industry. My superpowers include materializing ideas, keeping cool under pressure, zooming in and out of the big picture, veteran foresight, and strategic art direction.…

Available to hire

I’m a creative thinker with a keen sense of aesthetics and over 10 years of producing selfie-inducing scenes in the experiential marketing industry.

My superpowers include materializing ideas, keeping cool under pressure, zooming in and out of the big picture, veteran foresight, and strategic art direction.

Skills

Set Design

Artwork

Copywriting

Experience Level

Set Design

Expert

Artwork

Expert

Copywriting

Intermediate

Language

English

Fluent

Work Experience

Senior Creative Producer at Pop Up Mob

January 1, 2025 - Present

Collaborates closely with design teams to refine client goals and deliver tailored brand experiences. Guides creative from concept exploration through production, ensuring timelines and budget alignment. Manages set design, custom builds, and immersive activations, including custom video games.

Creative Production Project Manager at The Factory NYC

January 1, 2024 - December 31, 2024

Led creative production for client sets, built decks for Nike, and supported Paris Hilton's album launch. Managed global fabrication vendors for Beast Games across 7 locations. Aligned art direction with timelines and budget; created trackers later adopted into SOP.

Creative Production Manager at Good Sense & Company

January 1, 2022 - January 1, 2023

Bridged design and production across experiential events; defined campaign objectives; translated concepts into actionable scopes of work for accounts including Google and YouTube, and nonprofits like Choose Love and Bob Woodruff Foundation. Drove progress and streamlined communication. Cultivated vendor relationships and orchestrated multi-day multi-location activations, some featuring live performances by Doja Cat, Lizzo, and P. Piddy.

Head of Scenic Department at Square Design, Inc.

January 1, 2014 - January 1, 2020

Developed production strategies, directed fabrication and install teams, and ensured quality assets delivered on time and beyond expectations. Led projects including 29 Rooms, Buzzfeed office remodel, Prada NYC showroom rideable installations, Art Basel, and more. QC’er and unsung art director of environmental assets for Goop, Hennessy, Mack Weldon, Bloomingdale's, and Marc Jacobs. Supervised union crews and PAs for events like the interactive Game of Thrones Behind the Scenes. Initiated green policies that lowered carbon footprints, cut taxes, and maximized profitability.