Photographs, objects and rooms that I daydream, then I make.
A field study of one (1) creative producer: several roles, two native languages, and one big imagination. Findings below. Names have not been changed.
Laureano Figueroa is a multidisciplinary creative producer, born Mexican-American in Southern California to a family of carpenters. He learned early that building anything takes time, and that you can make something out of nothing. You sand, you cut, you build, you fix, you break, you start again. That patience, and a willingness to keep starting over, became the way he works.
Now based in New York, he's worked across a lot of industries: apparel product development, global sourcing, interior design, social-first advertising. Moving between them taught him how connected life and art really are, and that everything feeds everything else. He's as comfortable in a spreadsheet as a mood board. He produces, designs, and edits his own work with a big imagination and a meticulous eye, and he sweats the details until it feels right.
Along the way: roughly $1M in product-costing savings at Gap in his first year, 50+ shoots produced across beauty, fashion and interiors, and full-cycle creator campaigns for Maybelline, CeraVe, Garnier and SkinCeuticals. On the side, he makes and sells his own art, 9,000+ pieces and counting. And yes, he's met Cher.
“I have recently bought quite a few pieces of art… I am absolutely enamoured… I love the colours, the whimsical yet calm designs, and the pop culture references in their art.”Allie Daisy King, Social Producer