2 Minutes With … Laurel Boyd, Chief Creative Media Officer at Mediahub

Creative adventures from Netflix's Yam Lube to VH1's Black in Business

A 17-year Mediahub veteran, Laurel Boyd's passion for innovation compelled her to start Mediahub's Radical + Disruptive Lab, a discipline solely focused on developing creative media that pierces culture and disrupts the industry. She is executive director of the lab, as well as Mediahub's chief creative media officer.

Laurel has been named Ad Age Media Planner of the Year and was also recognized as one of Adweek's Creative Top 100. She has worked across pop culture brands including Netflix, Fox Entertainment and Sports, Chipotle, MTV and Zappos, among others.

We spent two minutes with Laurel to learn more about her background, her creative inspirations, and recent work she's admired.


Laurel, tell us...

Where you grew up, and where you live now.

I grew up in Plano, Texas. I currently live in Boston.

How you first realized you were creative.

When I was 3 or 4, I got a hold of a black ballpoint pen and created a large-format mural on my parents' hallway wall. At first they were furious, but they wound up leaving it there until they sold the house several years later.

A person you idolized creatively early on.

Jacqueline Du Pré. Growing up, I played the violin, and the first time I heard her play the cello I was blown away. She's one of the most expressive musicians I've ever seen and is mesmerizing to watch.

A moment from high school or college that changed your life.

The day I graduated high school. I hated it and couldn't wait to move on.

A visual artist or band/musician you admire.

Björk. I love that she continues to evolve and fearlessly pushes the envelope with her craft.

A book, movie, TV show or podcast you recently found inspiring.

I enjoyed Station Eleven. It takes place post a massive pandemic, so the parallels are disturbingly close to our current reality, but the themes are so uplifting it left me feeling comforted and inspired.

Your favorite fictional character.

Kira from the '80s movie The Dark Crystal. I love that she's soft-spoken but also all the things—super smart, strong-willed and courageous. Just a total badass.

Someone or something worth following in social media.

StarliteFridge. Hilarious.

How Covid-19 changed your life, personally or professionally.

I spent most of quarantine in Vermont, and it forced me to be more appreciative of nature.

One of your favorite creative projects you've ever worked on.

To promote the Netflix series Grace & Frankie, we worked with Goop to create the first-ever sex issue of the Goop newsletter that featured Yam Lube, an all-natural personal lubricant to celebrate the Frankie character, played by Lily Tomlin, who creates the lube in the series. It sold out in 24 hours.

A recent project you're proud of.

We promoted the most recent season of Black Ink Crew on VH1 by supporting Black-owned Brooklyn businesses.

Someone else's work that inspired you years ago.

The Tampon Book. Super clever idea that combated a ridiculous social injustice.

Someone else's work you admired lately.

I liked the Wilmore Funeral Home campaign. Loved how it was a single truck that created so much conversation.

Your main strength as a creative person.

I think I'm fairly playful when it comes to ideas. When you're brainstorming, nothing is too outrageous, and even though lots of ideas might end up getting scrapped because they're totally ridiculous, you never know when they'll land somewhere interesting.

Your biggest weakness.

I'm easily distracted, as anyone on my team will tell you.

One thing that always makes you happy.

Watching Tom Hanks comedies.

One thing that always makes you sad.

Listening to the Smiths.

What you'd be doing if you weren't in advertising.

I'd be a cheesemaker somewhere in France.

2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. He is the former creative editor of Adweek.

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