Editor’s Note: Five years ago we had an idea. Being a woman-owned publication, it made sense to us to celebrate women who were making a difference in the industries we cover. So, we started a “little” feature for Women’s History Month called “Reel Women.” To say it blossomed into something special would be a vast understatement. It exploded. Over the last four years, we have gotten to know leaders, mentors and visionaries from a variety of creative industries. We have learned about their ups. And how they get back up after being down. This is our 5th Annual REEL WOMEN. For the month of March, let us introduce you to some very special women like kaboom founder Lauren Schwartz.
Lauren Schwartz launched kaboom in 1997 and has built the company and its reputation from the ground up. With an astute vision for the industry, she handpicks multifaceted director talent to create entertaining, brand-driven content.
Before starting at kaboom, Lauren worked as an executive at BBDO/NY and FCB/SF. She applies this invaluable experience and massive “get it” factor to her EP role, anticipating client needs, and being a resourceful and ever-present guide throughout collaboration. Lauren’s hands-on approach includes her collaboration with agencies, clients and directors alike. Building and maintaining relationships is the foundation of this business and at Lauren’s core. She’s a member of OWNED and a West Board Member of AICP.
What’s your origin story?
I was an Army Brat growing up. And the thing about Army Brats is that they either end up being very outgoing people or totally screwed up. Luckily, I was the former.
How did you get into commercial production?
So being an Army Brat- where all I knew was what my Dad did (the military) and what my mom did (teaching)- I did not really know what to do when I graduated college. One older brother was an investment banker and the other was an Account guy at an ad agency. So I did an internship with both those industries.
And I liked advertising more. (I also applied to the CIA and got pretty far along in the process but that’s a story for another day.) I was hired at BBDO/NY into their account management training program. It took me about five years, at two agencies in two different cities (thank you FCB/SF for hiring me) to realize that I was not meant to be an account person but I should absolutely be in production.
I was given a job offer at ILM and at a small production company called Red Sky Films, opting for the smaller company. From there- I met a director who called me while I was in Bali- traveling around the world- and asked me to come back, produce a few jobs with him and be his partner at a new production company. This is the company that eventually became the kaboom of today.
Who were your mentors?
There were a number of producers at FCB/SF who I learned a lot from and really admired. A few who come to mind would be Kate Lee, Rob Thomas and Illiana Matisse.
As an account executive on Taco Bell, a fast-paced retail account, I also became a de facto assistant producer as there was only one producer on the account and there was a ton of work to do. I counted on these excellent seasoned producers to help guide me along the way as I learned production 101 on the fly.
While there will be others, what do you consider your biggest achievement to date?
Honestly, I feel like my greatest achievement has been my staying power in this industry. I have made it on my own (no investors or partners) for over 20 years…through at least 4 cycles of boom and bust, and the great Covid pandemic. The fact that we have stayed strong through all of it and continue to grow and expand – that’s my greatest achievement.
What drives you to create?
One of my greatest joys is when all the sales work is finished, the job is landed and prepped, and I can just be on set to appreciate the work my directors and crews are doing. I love taking on projects and delivering beyond what is expected. I love when agencies and clients walk away from collaborations saying it was one of the best shoots they have ever been on. Nothing beats those moments and it’s what drives me to keep on keeping on.
What shows are doing the best job of portraying strong women on TV?
The Morning Show has two strong female leads that show the ups and downs of facing sexism in the entertainment and new industry and what it means to be ambitious. The Crown reminds you about how incredible Queen Elizabeth’s story is, and the constraints she faced while shining a light on changing views over a span of many decades. Sex Lives of College Girls is equal parts guilty pleasure and smartly done series that is diverse and has complex female characters aplenty.
Coffee, Lunch or Happy Hour. Name a famous woman you would like to attend each function with.
Coffee- Gloria Steinem
Lunch- Hilary Clinton
Happy Hour- A tie between Reese Witherspoon and Mindy Kahling
REELated:
What is the biggest challenge to women in your industry?
There are not enough of us. For many years I could count on one hand the number of women owned/woman run companies. And I was one of them. It used to be that men would be out front with women behind the scenes getting things done without the credit.
More and more, women are taking on leadership roles. Now we need to see more women in key crew roles…Directors, DPs, ADs, Production Designers, Grips and Gaffers…all the crew positions. We need more women.
We did a job once with agency Cutwater for Brawny where the client wanted to get as many women behind the camera as in front of the camera (we were doing interviews/portraits of 4 kick-ass women). Our directors Ricki & Annie helmed the spots and we had a female DP, AD, and all down the line. SO many women on that shoot. And it was awesome. It really felt different.
How has having the superpower of being a woman helped you?
Being a woman has helped me stand out from the crowd. I think it helps me manage my directors better. I am a woman and a mother, and the latter extends to the way I nurture talent.
If being a woman is your superpower, what is your kryptonite?
Sexism, negativity, bias, and apathy. Those are a few things, but it feels like they can go hand-in-hand. Production work means long hours, it needs rapid problem solving and immense creativity. We need to open doors, not close them.
When you’re not creating, what do you do in your off time?
I am a mom and a wife so I spend a lot of time doing family stuff and raising good humans. But I am also super sporty and competitive so I hike, bike and ski and I really want to start playing pickleball. OH- and I used to sing in Cabaret clubs in NY, was in several bands in SF and wrote an album full of songs that I haven’t finished yet. So maybe with a little more free time- I can do that!
Predict your future! Where are you in 5 years?
Hopefully on a set with a kick-ass female director making great work. (and working on projects with all our lovely male directors too, of course!)
Nominate Someone You know For Reel Women
