As 72andSunny experienced rapid growth, the agency faced increasing pressure from clients to cultivate a more diverse workforce, one that could better represent their customers and meet the demand for innovative communication solutions. 72andSunny required a unique strategy to attract a broader, more diverse talent pool equipped with future-focused skills.

I was hired to build a program to attract the best talent from all over the world and to make things that matter in culture. 

I delivered 72U, a first of its kind program that is part talent accelerator and part creative incubator to attract high-potential, diverse talent. For Participants, the collaborative, project-based program provided real world experience to develop hard and soft skills while add to their portfolio. The project-based curriculum was reimagined for each cohort in order to leverage the participant’s skills and passions to create culturally relevant work. Outputs of the program included pop up experiences, conceptual events, social impact murals, and documentary films which were launched into the world and were free and open to the public. The program was a backdoor and onramp to full time employment. For the agency, the program was a way to de-risk talent with non-traditional backgrounds and expand the organization’s capabilities and perspective. These projects were often written up about which garnered free press and goodwill for 72andSunny.

70% of participants transitioned to full-time roles. Alumni of the program achieved a 66% higher retention rate than peers who didn’t join the program. The projects that were produced consistently garnered earned media for 72andSunny and helped land 72andSunny on Fast Company’s, “Most Innovative Companies” list. I was invited to speak all over the world on the topic of Creative Collaboration and Innovation.

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72andSunny

Here are the projects that came out of the program.

Experience Design

Amplifying the Brand through Strategic Partnerships

For our partnership with Interscope Records, we conceived and executed a first of its kind 6 room immersive experience as part of a live concert to launch artist BØRNS EP. The must attend event for music insiders was talked about for weeks, written about in blogs and created virality for BØRNS. The team received a Platinum Album in honor of our contribution.

Exhibition + Product Design collab with non profit, River LA

To raise awareness and funds for the ambiteous revitalization plan, we transformed a warehouse into an interactive story of the past, present and future of the LA River. Using concrete from the iconic 6th street bridge we created and sold bracelets with 100% of the proceeds going to the non profit.

Turning Brand Values into an unforgetable Pop Up Experience

To celebrate an Agency of the Year win, 72andSunny wanted to engage the local community with an event that embodied their values of creative expression in a way that is inclusive and memorable. Participants were given lasers and invited to transform the gallery light reactive walls by co-create an ephemeral work of art.

Social Commentary pop up gallery show

We created a pop up gallery show and CADO brand to celebrate the avocado’s 15 minutes of fame.

Short Films

Documentary: The surprising truth underneath Lolita Fashion

Documentary: A film about death and grieving in a digital age

Documentary: Adapting to an automated future

Scripted: The ugly side of popularity

Products

Translating a person’s risk profile into a 3-D printed porcelain sculpture

Turning a white paper on creativity into a product that measures the environment on three dimensions

Is it art or an instrument? Yes.

Transforming a vacant lot into a vibrant community space

Testimonials

  • "72U is the beating heart of experimentation that resides in every single person at 72andSunny and Maria is the force of evolution and revolution of this program"

     John Boiler, Founder and Co Chair of 72andSunny

  • “Maria is the best hire we've made this year."

    Matt Jarvis, Chairman 72andSunny

  • “The synchronicity, spark and success of our team was due to the environment that Maria facilitated. In the near decade since, I look back feeling tremendously lucky for the opportunity to work with her. I’ve yet to encounter another leader who is able to challenge us to exceed the bleeding edge, and for nurturing ideas from metaphorical seed to tree."

    Ben Snell, Software Engineer and Computational Designer, Ex Amazon, Local Projects, Autodesk, IDEO

  • “Her greatest strength is her relationship to others. It is a unique person who can curate a global team from viewing portfolios and interviews. Maria inspires people to come together and create beautiful work. It's one thing to be able to recognize talent, and another to encourage and grow that talent to soar."

    Hannah Weiss, Campaign Director, Ex Mattel, Hello Sunshine

  • "Her aptitude for fostering collaboration and igniting creativity is genuinely unparalleled."

    Nikita Rokotyan, Engineer and Data Visualization, Founder of Interactagoes here