To be honest I don't think we've ever met anyone who's been more in touch with culture, yet strategic enough to effectively notice nuance to better engage an audience. But hey it's not everyday you meet Isidora Torres, born in the state of California, she's managed to move away far, far away from her comfort zone and hone her strategic chops at an agency called Narrative, which is ran by Tricia Clarke-Stone and Russell Simmons . Yes, the guy who created Phat Farm, amongst other creative endeavors.
Read on for some gems:
AI: Gives us a quick run down of: who you are, where you're from (originally), what you do, and why you chose this form of creativity.
Isidora Torres: Hiii, I'm Isidora! I was born and raised in California. I hail from the Bay Area and therefore I have extensive use of the word "hella." Currently, I'm a strategist at creative agency called Narrative. I was brought on to work on an exciting project that combined music and tech, an intersection that I've been hungry to explore and get creative in. At Narrative, I love having the opportunity to flex my strat skills while being a key component into driving the creative team.
While advertising may have its downs (looking at you pre-roll!), I truly believe it's one of the few industries that lets you dabble with music, culture and art while being a reflection of the culture we live in. As for my next steps, I'm still figuring that out. Currently, living in a nebulous state where I'm either creating or crying, adulting is very hard.
AI: Why is music and culture so important to you?
Isidora: I was an Asian American girl that grew up watching Moesha and Sweet Valley High. Needless to say, those factors - culture and music - have become the foundation of who I am. And yes, I was the girl who was groovin' while speaking with an unfortunate valley girl accent.
The way I see music and culture is how we see our natural resources. Music is like water - it's the melodic blood that runs through our veins. It amps us, makes us sad, reflective...and everything in between. Culture shapes how we speak, whom we speak to, and the breadth at which we speak about.
A.I: So you're here in NYC, was this the goal from day one?
Isidora: The goal was to – Create cool shit and hopefully like it, I think I do that frequently.
A.I: How do you feel moving away from California fed your creativity and grind?
Isidora: NYC has its own energy. It's so infectious that you find yourself wanting to just do better.
Creatively, I've been fortunate enough to be surrounded by such great minds. Man, the type of stuff people love and willing to create is absolutely mind numbing. The city breeds motivation.
A.I: Why keep hustling/grinding, what is dope-ish to you?
Isidora: Is there any other way to live? Complacency is for suckers. Plus, I might as well enjoy the harmonious chaos while it lasts. I know I can't do this forever.
A.I: Anything else you care to share?
Isidora: I want to make it so the next generation of Asian Americans knows there's a creative life to be had. Not everyone has to live to the stereotypical job that we think our parents would want us to have. But on that note, shout out to the Filipino nurses though, you keep us alive!