amsterdam / london
los angeles / melbourne
Seven of us.
Four cities.
One brief.
A studio is small on purpose. Every person here was chosen, not hired to fill a seat — which is the whole reason this works across four timezones without anyone dropping the ball.
Emily Logan
She started Sielu around the thing she's actually good at (and loves to do): knowing exactly who needs to be in the room for a given project, and building the right team every time.
Twelve-plus years across global luxury, lifestyle, and fashion — working throughout creative production and media projects with clients such as Chanel, Kering Group, LVMH Group, Formula 1, Equinox, a decade split between Paris and Amsterdam, originally from Los Angeles. Now she creative directs across a portfolio of global luxury and lifestyle clients across campaigns within fashion, wine and spirits, travel and hospitality, and global sports media.
She hires the people she'd want to sit next to at dinner. It's worked out so far.
Operations
The part of the studio that makes the creative part possible. Quiet, exact, allergic to dropped balls.
Megan Roderick
Fractional Head of Operations — LondonThe person who makes the whole thing run without anyone noticing the machinery. Ad ops background at WeTransfer, which means she's spent years translating between creative teams and the business side — reading a room of stakeholders, spotting the process that's about to break before it does, building the systems that let everyone else move faster. If a deadline moved, a contract closed, or an invoice actually went out on time — that was Megan, already three steps ahead.
Anna Shave
Studio Coordinator & Social Media Manager — LondonThe reason production weeks don't fall apart. Bookings, logistics, the studio's own social presence, the general keeping-of-the-lights-on — all hers, handled with a calm the rest of us frankly do not deserve. She's also, unofficially, the studio's best eye: the person who can drop into project management, social strategy, or a shoot and immediately know what's right. Insanely organized in a way that makes everyone else's job easier, not just her own.
On the accounts
Senior strategists first, project managers second, always on the account. Closest to the client and the work, day to day.
Lily Redrup
Sr. Brand Strategist & Creative Project Manager, Account LeadCame up through fashion, not agency land — three and a half years running social for David Koma, where fashion week doesn't leave room for a bad take, before that Mulberry. She has the instincts people assume come from a PR background: reads a room, knows what a brand should never say, builds relationships that outlast the brief. But she's a strategist and a project manager underneath it, which is the part people underestimate until she's the one running the account. Took the LENY x By Rotation pop-up from concept to execution solo, and now leads Sielu's Tarot and Teenies event series and the day-to-day on Belvedere.
Qualities: Reads a room instantly, relationship-first, sharper than her warmth lets on
Interests: Festivals, dinners out, wine bars — always knows where to go
Order at the bar: A cosmo
Sinead Clarke
Social Strategist & Social Media Manager, Account LeadAustralian, six years deep in social strategy across categories that don't usually talk to each other — womenswear, travel, proptech, luxury real estate — and somehow fluent in the language of all of them. Launches channels other people are still writing briefs for. Now runs social strategy and account leadership at Sielu with the same instinct: know the platform, know the audience, don't wait for permission to be fast.
Status: Six years into social, still not bored of it
Qualities: Fast, funny, unbothered under pressure
Interests: F1, rugby, travel writing, reality TV she'll defend with her whole chest
Order at the bar: A gin dirty martini, extra dirty, no notes
Montana Hurndell
Sr. Brand & Marketing Strategist, Account LeadA decade running campaigns for the kind of brands everyone's heard of — Just Eat, Disney — before trading corporate scale for better clients and fewer approval chains. Now leads APAC out of Melbourne, and she's the one you want on the ground when it actually matters: F1 paddocks, fashion week backstage, wherever the shoot is happening that day. Calm in a way that only comes from having actually seen things go wrong before.
Status: Traded a decade of corporate campaigns for better clients and fewer approval chains
Qualities: Unflappable, well-travelled, good in a crisis
Interests: F1 paddocks, fashion week backstage, wherever the next shoot is
Order at the bar: A glass of pet nat
Kyra Stevens
Sr. Creative Strategist & Producer, Account LeadEighth-generation Angeleno, which is not a sentence many people in this industry get to say. Started in theatre, ended up in strategy and copy, and somewhere in between built adjacent2basic from scratch. Now leads the US out of LA with a producer's instinct for what actually gets made, not just what looks good in a deck.
Status: Eighth-generation Angeleno, first-generation Sielu
Qualities: Producer's instincts, ex-theatre timing, writes her own copy
Interests: Built adjacent2basic from scratch, still learning LA's own music and film history for fun