NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad

« Paige Morrow Kimball: Director & Writer | Main | Caryl M. Stern: President & CEO, UNICEF USA »

Samantha Shada: Filmmaker

Samantha Shada’s short films, Beauty School and Sexless, premiered at the Oscar Qualifying LA Shorts International Film Festival. Her music videos and stage productions appeared around Los Angeles as well as in Boston. She is an active member of the Alliance of Women Directors and Women In Media.

What do you love most about Your City?

I love the cultural diversity and hidden spots in LA that the toursits (and the movie studios) never see and don’t know exist.  I love the art deco theatres and the fading history that is a downtown always reinventing itself.

Favorite breakfast meal & restaurant?

Gosh, when was the last time I really enjoyed a breakfast?  Usually I want to get eggs and bacon from the studio commissary at work but struggle through a healthier choice instead or just eat something I grabbed on my way out the door while commuting.  If I had a favorite though, something fresh with fruit and lots of vegetables would be divine, but I would have to be more organized for that.

What are you doing at:

6:00 AM – Wishing I could go back to sleep but my boyfriend is already leaving for work and my cats have been throwing a revolt for two hours.  I do my best to sit still for a moment and let whatever surface creatively that I can.  If I can freewrite, great, if I can do yoga, great, but often I just end up doing the dishes. Either way I have to be out the door by 7:45AM or I will be late.  I’m always late.

10:00 AM - Sitting at my desk after a harrowing road trip that took me over an hour to go less than five miles. Public transit to the West side takes longer, but driving mostly agrivates me. I feel my creative energy sapped away by traffic. At least on the buss or the train I can sort of take notes or continue spinning on an idea.  If I rode my bike to work I’m definately awake by now from almost getting killed multiple times (no exaggeration). Often by this hour I’m replying to billing inquiries for my day job while feeling whatever story I was working on slip away from me little by little.

12:00 PM - Favorite Power Lunch spot/meal?

I need to save money so I usually eat what I brought from home, otherwise I would love to go get vegan Indian food or even just take a walk with a friend who is also creative and gets it. Time with other women creatives is invaluable to me.  I learn so much and feel that I am not alone in this whole industry mishegas.  It’s good to get out of the office and clear your head.  I rarely do.

7:00 PM -  I’ve been sitting in traffic for at least 45 minutes already and I’m late, either on my way to Hollywood to present a film by a woman director, to WeHo for a script workshop, or to NoHo for a rehearsal. Rarely, I’m on the train headed home - on those days when I can get by without driving.  A few years ago I did a directing workout group on the East side and I swore I would never do it again because the commute was so misserable.  But every year there is something and every year I’m rushing from work to get there.

11:00 PM - Often I’m finishing above mentioned screening, workshop, rehearsal or event by this time, though I’ll probably be the last person to leave because I can’t stop talking with people once I’m working creatively.  I’m getting back in the car to go look for parking in my own neighboorhood, which could take a while.  I’m wishing I could just keep working, or write, or go explore the city at night and look for cool locations to shoot, but I know I have to work in the morning and I already feel exhausted, but so much more alive than I felt all day before this.

What drink do you need to get through the day and at the end (and how many)?

WATER! As much as I can get.  I sometimes drink green tea, or hot chocolate, but I’ve never been a caffine person.

Most used App/Favorite Instagram Account?

I follow @IHeartFemaleDirectors and @WomenUnderTheInfluence religiously from my @SeekingOurStory account as well as @awd_directors and #FemaleFilmmakerFriday, oh and I love @theICFC so much!  @RMorrison is my hero, and @Ava.  I need to stop using social media.

What should everyone try at least once?

Watch a silent film with live accompanyment, on a Wurlitzer if you can. In LA the Orpheum and the LA Conservancy present wonderful programs as do The American Cinematheque and the UCLA Archive at The Billy Wilder Theatre at the Hammer Museum.

Where do you enjoy getting lost?

In any old, beaux arts theatre.  Growing up I wanted to die in a theatre so that I could become a theatre ghost.  I guess being a director is kind of the same thing.

How did you get into the industry?

I started my passion for theatre and filmmaking through access to robust arts, theatre and music programs in school both in my private elementary education and in the public-school system. I found so much support in my home town community theatres as well as with a renovated movie theatre where I worked as a volunteer in high school.  At public library I could rent tapes, videos and books with a wide range of content. Interning with a small video production company back home gave me access to their library of international films and silent films which all greatly refined my goals as a director. I am so grateful for the local communities and creative outlets that gave me room to grow. Truthfully, I learned most about art and movies as a consumer growing up.

Leaving home to attend Emerson College still stands as a turning point for me.  I made the decision to go towards this industry when I enrolled because Emerson presented a very specific program of study for film and media geared towards working in Hollywood.  My last semester was in Los Angeles, where I worked as an intern for Universal Pictures and then transitioned to temp work during the end of the semester.  I didn’t even go to graduation because I had lined up many job interviews thanks to the wonderful executives at Universal who passed on my resume. I began working at The William Morris agency directly after graduation.

Any emerging industry trends?

Clearly immersive storytelling continues to grow. From VR to projection-mapping and site-specific theatre, the fringe communities in Entertainment really do build alternate realities for audiences to step into. This technological approach to storytelling mirrors the trend towards expansive franchise universes such as the super hero movies we see in theatres. Everything must be bigger, more involving, more theatrical to drown out the noise of the outside world and keep an audience engaged. Audiences’ expectations have evolved to the point where the attention span for little, human dramas has disappeared from the film world, which explains why TV really flourishes in this space.  The long arcs for characters on television really gives us access to get to know the people we watch on screen. The way we consume media, at home on our own timelines and sometimes binging for days, feels more and more like reading a novel than like attending a cinematic or theatrical event.

Any industry opportunities or challenges?

We have seen real shift towards including diverse voices, especially from women and people of color, which must continue.  As the streaming video market increases the demand for content keeps exploding.  This wide array means audiences pick and choose within their own tastes so the landscape for diverse voices opens as audiences seek stories that speak to their unique and varied interests.  The internet largely drives this change as barriers of access get eliminated.  What I used to see growing up in a private library or personal collection is now accessible on the internet, though in large part this content gets remixed with other content in a way that remove the original context, so I don’t know if the stories will survive in the same way, or if we just will know our media history through clips and gifs and cultural references.

Inspiration for the business idea, and your vision for the Business?

I would like to see a platform where long form narrative storytelling, such as feature films or operas or symphonies, can reach the current audience.  The technological size limits for data have minimized our timespan for consumption to little bites.  As a creative, I want the ability to serve a full meal.  I don’t know how to achieve a socially relevant platform for new, long form content but as a creator I know that I want to tell the kind of long form stories that drew me to a career as a media artist to begin with.

What's next for the Business in the near future?

The internet largely threatens the big studio system.  In a way, the current system must topple as the audience moves towards newer models of distribution.  Cell phones already created immense change in a short period of time, just in the last five years really, as they emerged as a content consumption platform.

Your key initiatives for the success of the Business?

I as a filmmaker must tell my stories. I’ve found the most success comes from following my own interest. I don’t know of a better business initiative, I can’t find a better reason than to do what I want to do because it interests me.  As a storyteller I find the more personal my interest the more universal its appeal to others.

Your most difficult moment at the Business? (and what did you learn?)

Every moment of every day feels divided between the art making process and the business process in this Hollywood industry.  Choosing, do I pay rent or pay to make a film, feels like a constant battle.  I never feel safe in sitting back and waiting for my time to come, because I’m afraid that when it gets here I must be ready with my skills sharp and my wits intact.  Honestly every day feels a bit like preparing for the apocalypse, but entertainment must continually evolve to stay relevant especially right now.  I must continue to evolve to stay relevant myself.

Ideal experience for a customer/client?

I want audiences who see my films to feel something real.  Now, they might not want to feel anything real or they might be numb to feeling in their own lives, I know I certainly am, but if I can touch someone the way that art touches me, deeply to the core of myself, then I have succeeded.

How do you motivate others?

I give my all at every moment.  As a leader, I know that I must go where I ask others to go, I must feel the immensity of what I ask of my collaborators and audiences.  I also find that I must do my own self work, selfcare and mental and emotional healing in order to capably support the people I work with. I very consciously do not want to pass on abuse to those that I work with and I want honesty and openness in my communications with others and with myself.  It takes a lot of energy to inspire, especially when I feel less than inspired myself.  On a practical level, I find that eye contact, participatory listening and a real want to understand others helps me to build trusting work relationships.

Career advice to those in your industry?

What do you want? Do what you know you must do to get that thing that you want. The more honest I get with myself, the clearer my path. When I don’t know what to do or where to go, I must get very quiet and listen carefully and honestly to myself. My feelings often show me the way and I must trust them to lead me safely towards whatever outcome will best serve my growth as an artist.