amsterdam / london
los angeles / melbourne
Six 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 — The Cotswolds, UK and London, UKThe 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 for the creative, stayed for the strategy. Built her career in fashion rather than agency land — nearly a decade across brand, creative and marketing, including three and a half years running social at David Koma, where fashion week teaches you to think fast, trust your eye and know when an idea is right. Before that: Mulberry, Astrid & Miyu and Threads Styling. She sits somewhere between strategist, creative and project lead — big-picture enough to shape the idea, practical enough to make it happen. She knows what a brand should and shouldn't say, brings people with her and builds the kind of relationships that make the work better.
Qualities: Instinctive, relationship-first, calm under pressure, sharper than her warmth lets on
Interests: Music, fashion, dinners that turn into drinks, wine bars — always knowing where to go next
Order at the bar: Something sparkling, usually a prosecco
Montana Hurndell
Sr. Brand & Marketing Strategist, Account LeadA decade running campaigns for the kind of brands everyone's heard of — Just Eat, Disney — across New Zealand, London and Australia, giving her global experience with a local understanding of how markets actually work. Just as comfortable setting the strategy as she is producing on shoot, weaving brand storytelling through every stage in between. 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: A decade across New Zealand, London and Australia, now leading APAC out of Melbourne
Qualities: Unflappable, well-travelled, good in a crisis
Interests: A new foodie spot, a good pastry, a solid wine bar, a packed events calendar, and whatever shoot's up next
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, moved into production and creative development, and somewhere in between built adjacent2basic from scratch. Vast experience as an executive producer and co-host across a run of podcasts, and deeply embedded in sports media, particularly the NFL and the broader US landscape. Genuinely bi-coastal between LA and NYC, she knows the LA brand playground inside out, and pairs that with Sielu's global creative network to bring a European sensibility to American clients, and an American one back the other way. Leads the US 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, sports media fluent
Interests: Built adjacent2basic from scratch, still learning LA's own music and film history for fun