Fred Sullivan

Producer, Director, Editor, Art Director, Choreographer

Fred has been a leader in the development of websites and multimedia since 1994. Over the past 12 years, Fred has had a strong record as an entrepreneur and consultant. He founded LiQ, a shopping search engine, in 1998. The company was later sold for $48 million. His interactive agency NetReaction, founded in 1997, created Pihana Pacific's online marketing and branding strategy. In December 2002, Pihana successfully merged with Equinix (EQIX on the NASDAQ) , for an estimated minimum value of $1.28 billion. He has consulted on many other technology start-ups, as well as for Fortune 500 and Global 1000 companies such as Trammell Crow and Sumitomo Corporation.

Fred’s background in painting, drawing, ballet, the Argentine tango, and classical piano enables him to interact successfully with creative people. In addition, his lifetime involvement with computers, study of life sciences in college, and TV production experience give him a solid understanding of how business works. So when putting together a production team he knows how to select and blend the talents of a crew to optimze the outcome of a production. 

Fred relies on his ability to envision space and possibilities to see into the structure of your company, assess your needs, and help you find a solution— whether it’s guiding the direction of a camera, developing a brand strategy, or judging how to design a database interface.

He belives in goodworks and is currently active in raising youth leaders to stop violence against women around the world with the Man Up Campaign.

Insight
Making social media pieces is alot about observation & listening. We try and ask good questions then try and then capture the essense of who they are and how they say things.

Open to the Flow.


Ricardo Smith-Hoffman

Producer, Director, Editor, Political Consultant

Ricardo understands the ever-changing face of modern graphic technology. “I have seen enough change in technology to know if one said, ‘I know it all,’ you are limited in your perspective.” Things move to fast and the best you can do, is know the people who are good in certain areas. I directed/edited a 13 part video story, and before I finished the video some of the criteria had changed.

His earlier career as a political consultant was a field coordinator and strategist for successful Gubernatorial and Congressional campaigns, both Republicans and Democrats. Designed ads for NBC corporate promotions and packaging for Mezzina/Brown. As creative director for the March of Dimes NYC, was in charge of all direct response materials. At Saatchi & Saatchi work on campaigns for General Mills, Procter & Gamble, Toyota, and PaineWebber. Now at AVdrive produces videos.


Insight
I went to an orchard to pick apples. They were beautiful apples, and I had big plans for them. Later I went to the refrigerator and found that every apple had a tiny bite taken out of it. I realized (from the small bites) that my son was responsible. When he came home I asked him why. He said, “Because I needed to find out which was the best one.”
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