Everywhere you look, technology is disrupting the daily fabric of our lives. Whether through the lens of e-commerce, education, or entertainment, emerging technologies such as artificial intelligence, digital twins, and virtual reality are reconstructing our approach to a number of different dimensions. One area in particular where the playing field is being especially razed is event planning and execution. As the lines continue to blur between digital and physical, hybrid creative directors are being tasked with executing remarkable experiences both online and IRL. But what is a hybrid creative director? And what is it exactly that they do? This is where Dani Slocki comes in. We recently had the opportunity to speak with Dani about what it means to play the role of a hybrid creative director, some of her favorite projects, and how she envisions technology reshaping creative communities. 

How would you explain the role of a creative director to someone who wasn’t familiar with the term?

A creative director oversees and guides “the creative” of a project, artist, business, and/or an event to success. We leverage creative means, mediums, and relationships to articulate a vision, mission, story, and/or a physical or emotional invitation to an audience with an intended outcome. “The creative” is the brand identity and intended message built for a specific audience or the masses to garner exposure, brand awareness, engagement, and/or sales. The latter is the intended outcome. 

Creative directors can be niche or multi-hyphenated, and offer everything from expert operating muscle to general advisory on copywriting, business strategy, partnerships, or experiential and visual design. A lot of times, creative directors guide teams when their vision is so big that it needs to be delegated to an expert for a successful execution. Great creative directors are hyper-observant and skilled producers that like directing a team. They possess long-term vision with present attention to detail. They ensure all internal and external messaging from verbal to visual is cohesive with “the creative”.  

You have an extensive background as both a creative director and producer. Throughout your storied career, what were some of your favorite projects that you’ve worked on? 

Oh wow, I’m really blessed to have worked on so many. One of my favorites was a hybrid experience myself and my partner on vSpace Christopher Miles, ideated and produced for L'Oreal for a perfume launch for one of their couture brands, Viktor & Rolf. It was during the pandemic, and L’Oreal, like other brands, was trying to figure out a way to break through the digital noise and explore Web3 and the metaverses – but in a way that didn’t abandon their audience and creative identity.  The issue was that these metaverses were exclusionary to the folks who didn’t have or couldn’t afford the right headsets or technology to participate. Quite frankly, a lot of metaverses were built for gamers or play-to-earn vs fostering human connection which is what we were all craving. A lot of them lacked versatility and adaptability to provide bespoke services for brands. Myself and Chris were brought in to help the brand authentically play in the emerging tech space in a way that felt fun, couture, and connected their current audience while exploring a hybrid approach or what we called “IRL-to-URL”. 

We ideated and produced both an on-site and online experience which was a fun challenge. For on-site “IRL”, we partnered with my chosen family at House of Yes to create a neo-burlesque show hosted by the incredible Miss Fame which featured a scentology station, surprise characters, and captivating floral designs for photo moments. This tailored experience was exclusive to L’Oreal’s VIPs and press, making them feel extra special. Myself, Chris, and L’Oreal’s marketing team were able to find ways to accent the perfume that was tasteful and sparked playful connections for both online “URL” and on-site audiences. At the scentology station, people were able to check out the notes of the perfume, get a custom engraved perfume bottle, and were taken on a journey of the senses. We were able to livestream the entire event into a virtual version of House of Yes via our accessible and inclusive platform vSpace. This enabled the public to immerse themselves in the “Ruby Orchid” perfume world, join the event, play games to win free prizes, connect with fellow Viktor & Rolf fashionistas, and more. 

People from around the world who normally wouldn’t have had access to this type of experience were able to attend and participate. We got flooded with sweet comments from queer folks in less liberal countries that were overjoyed to join a version of House of Yes that connected them with like-minded folks via vSpace’s face-to-face socializing video and audio technology. The brand was ecstatic because this experience helped them 3X their impressions, sell out their perfume, and experiment in a way that didn’t turn off their current or growing audience. Marketers know that it's a sensitive line to campaign to attract new audiences without turning off or abandoning your loyal fan base so I’m really proud that we were able to achieve great results for our brand partner and hit a personal goal of mine of creating accessible experiences for everyone to join. 

I’d be remiss to not mention my annual fundraiser Prophets over Profits. After the first Women’s March in DC 8 years ago, I made a vow that every year that Trump was in office, I would fund a different nonprofit that he was trying to defund with a focus on women's rights and education. It became my annual playground to highlight and uplift more of the people and programs that deserve our attention. Prophets over Profits is another example of how I didn’t wait for the experiences and opportunities I was yearning to see, I built them. My professional background in PR, advertising, and sales mixed with cultural curation and partnerships via Prophets over Profits, later helped me land the Director of Special Events and Partnerships role at House of Yes.  It’s an honor to leverage my voice, resources, contacts, and privilege to put diverse voices at center stage. To heal this country and our communities from racism, sexism, homophobia, xenophobia, classim, we need to have more diversity in leadership and leaders using their platforms to uplift all voices. I wanted to see more family-friendly events that include visual art, support artists, and have dynamic experiences that aren't just centered around a bar. It’s a humble endeavor in scale but it’s name rings true, everyone donates their time and skills donating their “profits” to the cause. 

To date we’ve raised over $50K for credible 501c3s, helped artists launch careers, grow audiences and opportunities, and have gotten recognition from Billboard to Forbes. We’ve been blessed to work with Lion Babe, SOFI TUKKER, Big Body Kweeng, SUSU, Jadalerign, Synead, and 40+ other femme artists. 8 years later I’m still doing this because even though Trump isn’t in office, he and the “Status Bro”are sadly still a threat to the life, liberty, and pursuit of happiness for young girls, women, femme, fluid, immigrant, and beautifully diverse Americans turning to art for work and healing. 

You’ve used the term “hybrid creative direction and production” to describe what it is that you do. For those unfamiliar with the term, can you explain it to us? 

A hybrid creative director and producer is someone who is playing across all realms – physical, digital, and virtual. Physical events may include a physical pop-up, an in-person concert, a festival activation, etc. A digital event involves content capture. There are great ways where you can content capture a physical event to expand and maximize your impact. The last component is virtual, which is being able to take both physical and digital and activate them at the same time. Hybrid just means being at the intersection of all these different realms. Great hybrid is leveraging technology to merge all worlds where we can foster community and connections. 

Being a hybrid creative director and producer means I have no limit to where and what I ideate and activate. As our world and technology evolves, it's important both personally and professionally to problem solve and create with knowledge of all of the tools and mediums available to do so. Being a creative director, I work with incredible, talented humans to direct the execution of ideas and keep everything on budget, time, and aligned with “the creative” and “intended outcome”. A hybrid creative director/producer is aware of all the capabilities out there, and it’s our job to be on the forefront of innovation so that our clients, partners, and projects are always ahead of the curve. We don’t follow trends, we set them. 

A big component of your career is connecting art and commerce together. What are some tips you’d share for artists out there who are attempting to connect the two as well? 

The number one rule is to be authentic. Never do something that you feel like you're forced to do or you have to do. There are so many options today to make money from your art or people that can partner with that can do that work for you. If someone is directing you in a certain way, make sure that person directing you is not saying that because of their bias or limited abilities. It’s always wise to get a second or third opinion. Most importantly do your own research, figure out the ways you can make money from your art by supporting other artists you admire and ask questions. When you have a strong lead, think about how it would make you feel to make commerce.  If it feels right, that’s a good indicator that you're on the right path. Envision the full life cycle from start to completion. If you see yourself making it happen, do it. In business we’re told to be concise and use logic. In creative we’re told to use feeling and emotion. I believe the holy trinity is being able to leverage both and use your discernment on the best course forward. That’s why I believe the best creative directors are both business and creative. Discernment comes from experience and to lead people to greatness I believe that a leader needs to have the full 360 experience that considers all means for success and not just what they can do. 

I've seen so many people, and even myself included, go down the wrong path because it was a money motivator. But as an artist, the best way to do it is by being your authentic self. If you have the energy and the gusto to keep pushing something forward, regardless of what it is, people are going to connect with that and want to buy into that because they’re inspired. If you're not wholehearted in what you're selling, whether that be a t-shirt, virtual experience, pop-up, brand partnership, etc., if you aren’t authentic people will sense that and feel it’s a “sell out”. Remember, you don’t have to do this alone either. There are so many amazing consulting creative directors, like myself, that want to connect with creatives that have an idea, but just need the support to bring it to life. 

vSpace is a cross-reality XR experience platform that you co-founded. In your perspective, how will virtual reality and augmented reality spaces influence art and creative communities in the future?

Honestly, I never thought I’d get into technology but I saw a tremendous need for more creative producers to work alongside creative technologists in the space during the pandemic. As I dove in I got so excited about the projects and art coming out because I was finding the queer and radically bold creatives that were living on the fringe. I love the cyber punks and anonymous creators making art for art's sake. Those are really my people, the ones tastefully making commentary about the world through art and experiences. So VR and AR are simply evolved canvases that empower art and creative communities with new mediums of expression, however, VR and AR are more dimensional and participatory making projects even more expansive.  

In my opinion, it’s all about play and not taking ourselves too seriously. You’ll come across gatekeepers and snooty artists in the creative tech space just like you would in the fine art world. Let them stick their nose up to your creative exploration and just keep going. The exploratory process is both empowering and inspiring for the person exploring and the audience being the witness. For example, Russ, who’s an artist I really like, has been using augmented reality to show fans what their artwork could look like on historic buildings. With augmented reality, you’re able to use technology to transform physical spaces by displaying digital imagery and information. Artists can use this technology to connect with fans in entirely new ways and inspire them to dream big too. I love that technology allows artists who don’t normally draw or paint to be able to show their vision through other means. There is nothing more satisfying in my mind than getting a vision out to the world and technology helps enable that. 

Virtual reality is another example of technology that artists can use. Meg Thee Stallion, who does a great job of using technology and online platforms to foster connections with fans, uses virtual reality to engage with her fans from the comfort of her home, open up additional revenue streams, and show off her various interests beyond music into gaming, work outs, fashion, cooking, etc. 

The future looks bright as more artists are able to have fun and be playful kids with technology rather than feeling forced to use it. I hope to see technology continue to open revenue streams for artists. I’m really excited to see new means for artists to be able to support themselves and foster better collaboration amongst each other. Web3 really had its moment and it’s since plateaued but what stuck was that artists realized you don’t need thousands of followers to make money, you just need a few hundred loyal and engaged fans. Fans over followers. Engagement over spectating. That’s the kernel of truth in all of my work.

What were some of the biggest lessons you learned throughout your journey launching a tech-platform?

I learned so much from being an entrepreneur in general, and even more from launching a tech platform. I had an idea of how the experience would be through a trusted council but you really never know until you’re in it. The biggest lesson I learned from launching a tech company is that in the tech space if you want to get investment, you must have credible tech voices and “blue chip” advisors on your advisory board. Tech can be a “high risk, high reward” gamble for investors which is extremely appealing but also concerning if they themselves are not of the tech world so focus on strategic investors and advisors always. Smart investors will do their due diligence, most are super busy and will look to your advisors for that stamp of approval. Getting the right investor can really take a long time so authentically engage in places investors would be long before you’re ready to start pitching. It’s all about building relationships so adopt “radical presence” which means keep showing up physically and through actions. 

Learn to articulate what exactly you want and don’t conform your North Star vision to land a deal or investor. It’s really important to not take advice from people who are not in a position you want to be in so take your time finding the right people for the project. It’s really easy to feel lonely as an entrepreneur because it’s beyond a career, it’s a lifestyle, so make sure the people around you and your internal team all have that adopted entrepreneurial mentality. Most importantly have fun, be exploratory and keep that childlike curiosity. 

One of your recent projects was the music and mental health festival titled Sound Mind Live – a block party that took place outside of the House of Yes in May in honor of mental health awareness month. Can you share your experience working on this event, and what it means to be part of an event that represents something as important as mental health? 

Sound Mind Live is an incredible nonprofit that I have the privilege of working with specifically supporting their annual festival for May’s Mental Health Awareness Month. They have amazing partners that are involved with their mission to break the stigma surrounding mental health through music and community experiences. Their mission is to expand their messaging so folks know they aren’t alone in their mental health struggles, and that mental health is truly a spectrum. 

My specialty is leveraging brand partnerships to create impactful and engaging activations. For example, a brand partner wanted to create a photobooth to encourage online sharing so myself and fellow collaborator Joe Famularo brainstormed something a bit more aligned for the festival called “Positive Reflections''. The activation was filled with reflective balloons and plexiglass mirrors that were covered in positive affirmations on them so anytime someone snapped a photo of themselves they were covered in positivity. The festival was such a success. Over 5,000 attendees in which 85% surveyed being more informed about mental health support and resources as a result of the event. We partnered with Youtube to garner 80K streaming impressions, through press and partnerships we had over 452M overall impressions and it was a priceless experience to empower musicians and creatives to embrace their mental health journey and find healing/community through music.

I’m pleased to share from the success of our last project that they recently asked me to consult on their next project. I’m truly blessed to attract and work on projects that make an impact and change the status quo.

If you had the opportunity to work on a creative project with any brand without budgetary limits, which brand would you pick and what type of creative project would you embark on?

I would love to work with Meg Thee Stallion and Tierra Whack. Those two women specifically are just such playful, amazing, multidisciplinary artists that you can tell have fun. They push their limits. I would absolutely love to work with them. Of course I can’t mention them without the OG Missy Elliott. I’d want to work with artists who use all of the tools available to them to extend their artistic visions, whether that be clothing, music videos, playing in virtual spaces, or technology. I would love to work on a hybrid music festival with them that highlights femme and gender fluid artists. I’d love to put together a global festival where everyone would come together and these artists would have platforms to speak what they want, play what they want, and exist how they want. Behind the scenes, artists are really more curated than we think and pigeon holed into certain looks and sounds. I want to provide a playground that lets their creativity fly. 

My dream creative projects are with other femme voices and allies because we need more female leadership and support in our world. The world is really hurting right now and we should be working together to heal it, but people are feeling hopeless. It’s important we uplift those who empower and inspire because WE THE PEOPLE collectively are the solution to the hopelessness and disconnection WE are feeling. So I would love to work on a project that, through arts, music, and culture, gives people a place to play with their artistry while empowering more female, femme, non-binary, and fluid leadership. The answer to all of our problems comes from people coming together. It’s not about men vs women, it’s about collaboration and equal representation which is non-existent in everything from our politics to business. I once heard “take me off your moodboard and put me in your boardroom” that really stuck with me because people are more referenced than represented and that needs to change. I would love to be able to use my privilege, resources, and capabilities as a hybrid creative director and producer to create more experiences with femme leadership to inspire our pursuit for proper support and representation. 

New York City possesses one of the most palpable art scenes in the world. In your opinion, what makes the city and the creativity that persists within it so special? 

What makes New York City so special beyond just the art scene is its rich culture, roots, and diversity. Every flavor of art, music, food, and experience, can be found in New York. From the mainstream to the obscure, legal or not, OG New Yorkers and bright-eyed transplants living in shoe boxes on the pursuit to "make it". We give it our all and, in the process, spew our magic and talents out on the streets, in galleries, dancefloors, theaters, skateparks, and more. It's important to acknowledge that folks come to New York for our arts, culture, and entertainment. If city officials don't support the lifeblood of our great city by protecting the OG New Yorkers and artists with livable and equitable spaces to survive, this city won't have the means to thrive. New influences from across the world inspire and foster beautiful collaborations but if artists don't have spaces to commune, we'll lose the connective tissue that keeps us motivated to be here vs in more spacious and affordable places. 

I truly believe that New Yorkers are some of the most resilient and resourceful humans. During the Winter most incubate to then explode with the art and energy they've been fostering come Spring/Summer. I believe the changes in the season give New Yorkers a natural rhythm with nature to also rest, reevaluate, and then celebrate. There's a full spectrum of emotions that comes with the seasons and makes for beautiful art and diverse experiences. Street culture is what sets New York apart. Since we're all living on top of each other in apartments, taking public transportation, and forced to explore experiences to get our steps in, we're crossing paths and rubbing elbows with other movers and shakers which leads to collaborative projects when missions align. My love language is collaboration and I sense that's a lot of other New Yorkers as well. 

If you could go back in time and give one piece of advice to your childhood self, what would that piece of advice be? 

Work smarter, not harder. Chase your dreams and the money will come if you're on the right path. The unknown is scary but wholeheartedly trust your gut. Always make decisions from a place of love and never fear. Never take advice from anyone that you wouldn't want to be in their position. You have the power to meet ANYONE, prepare your pitch for not if but when that moment arises. Big dreams, little goals. The chances of overnight success doesn’t come from extreme measures but from consistent actions. You can always reinvent yourself. If you don't stay stern on what you want to accomplish people will use you to accomplish what they want. Be vocal, be gracious with your time and gifts but be conscious of how much energy you're giving to projects and people that don't align with your north star. You don't have to have it all figured out right away so get comfortable with failing until you get in the right groove. 

Life is about finding your gift and giving it away. Sounds odd but it’s so true. 

What would you like to accomplish over the next decade? 

I would like to launch an entertaining and educational TV show or web series that threads the needle between creatives and entrepreneurs that we’re all the same. The mission is to scale what I do on a consulting basis and help these creatives and entrepreneurs better articulate what they’re about and where they want to go to manifest their dream partners. I'm so blessed to know so many incredible humans from around the world and I've been gifted with a talent for finding the common thread between seemingly uncommon people, places, and projects. Being a dot connector with creative passion, production chops, and a witty attitude to keep conversations upbeat is pointing my spirit toward this next chapter in furthering content creation. 

During the next decade, I want to follow feelings over money. I got into brand partnerships because I naturally see how to connect dots between communities and companies that benefit all parties. It's time I start treating myself as "the talent" and support other movers and shakers who should be uplifted for their accomplishments and the positive impact they make on their communities/audiences. 

In the next decade, I'd like to work with more multifaceted artists, in unique spaces, using my creative energy to promote projects and missions that better society as a whole. I would like to turn my annual fundraiser Prophets Over Profits into a sustainable global festival that normalizes more femme-based lineups that brings transparency back into fundraising. I would like to help make voting easier through technology to get better and more femme leadership in office and other positions of power. I would like to host more spaces and shows using my story to bridge gaps between American communities that think they're at odds but are really more similar than they think. 

I want to create a physical space that fosters collaboration vs just coworking. An affordable and equitable space that creatives of all disciplines can engage with that gives them the resources and facilities to make their professional and/or passion projects a reality. I would like to help facilitate a fund in Hedy Lammar's name that supports femme, trans, and gender-expansive entrepreneurs in creating art, technology, services, or products that are mission-oriented. There are so many brilliant ideas that can service and heal society but unfortunately, those innovative voices and projects rarely get funding because of unconscious bias. People tend to invest in people that look like them so I want to heal the root issue in society which is supporting more diverse leaders through content, funding, discovery channels, publicized experiences and more. I'm here to use my gifts, privilege, and ideas to change the status bro. 

What’s one album that you’d take with you wherever you go? 

‘Rumors’ by Fleetwood Mac. I just absolutely love how vulnerable Stevie Nicks is when sharing her personal story, even if it's about Lindsey Buckingham, the guitarist, who is standing right there. It’s so badass and raw, I love it. It’s incredible when they sing to each other and you feel their joy, pain, and tribulations. To me, that is true artistry. When you know it's authentic and true, it hits a nerve. There are few artists that make music for themselves and are a conduit to the song that comes through them. True artists need to be valued. They really hit a chord with folks. 

What does the term “big ass kid” mean to you? 

To me it means you are nurturing, protecting, and evolving your inner child as an adult. Everybody has that inner child within them. That's their point of play, where their true passions and excitement are. As we become adults and we get older, we tend to get bogged down by “adulting”. When we have to shift our brains and attention into adulting practices, it takes us further away from that playfulness – that inner child. So regardless, if being a big ass kid is for your hobby, for your play, or for your passions, it's so important to exercise it because that is your true self.