Lisa Clapper
Writer
Ghostwriter
Marketing
Creative Director
Strategist
I've been working with generative creative systems since I was a student in art school. So, my inspiration tends to come from those arenas. Meaning, analog audio synthesis, video synthesis, and process artists like John Cage, Eva Hesse, Bruce Nauman, and Joseph Beuys. I also take a lot of inspiration from experimental music and jazz.
I employ a mixture of highly structured skilled techniques coupled with improvisation. The skills allow you to control the output, but allowing room for random happenstance is where the magic occurs.
I've been a creator since before I could read or write. My parents were involved in the New York City art world. My education supported my talents. Art classes led to enrollment in a prestigious arts high school, which led to attending a historically important art school.
From 2015-2019 I headed creative for a set of tech/media products, including the anime streaming service Crunchyroll. While in that position I grew the Crunchyroll brand from a niche brand into a global powerhouse, almost tripling our user base in the process. I also led the creation of a new streaming service (called VRV) from scratch. Managing the controlled growth of an existing brand, as well as the creation of a new brand was easily the most fulfilling experience I've had in my whole career.
I have a fairly diverse client set, although I mostly make video content these days. Longer-form communications for high-level Fortune 100 corporate clients, paid media for smaller agencies, product marketing for tech clients, and marketing materials for media companies.
As I described above, I employ a mixture of structured skills-work and free-flowing improvisation. I configure my approach to the client and task at hand.
I must understand both the consumer's and the client's goals. For this reason both audience and market research are very important components to building a successful outcome for my clients.
My core skillset, motion design, didn't have an established training curriculum when I entered the marketplace. Many of the people who trained and mentored me came from a broad variety of creative disciplines - film and video creators, print designers, photographers, and musicians. This eclectic mix of backgrounds has given me an extremely broad creative base to pull from.
Again, my background is eclectic. In art school, I started out as a painter, moved to film and video, then ended up focusing on experimental music. I had taken a couple of 3-D animation courses and used that experience to get my first job out of school in video post-production. From there I became exposed to motion design, which led to brand design, and then many other areas of creative focus.