Interview
Program 11
United States
Program 11 is an innovative creative agency with research and strategy practice. Their boutique-agency approach and big-agency experience create smart, engaging creative for exceptional brands. Program 11 offers innovative strategies and compelling creativity that drive business growth for their clients.
1 Please give us a brief bio of yourself and your creative background.
As this isn't about me, I'm going to talk about my team! Program 11 is a strategic creative agency based in Los Angeles. We bring the curiosity of journalists, the creativity of filmmakers, the problem-solving of strategists, and the science of learning experience experts together to help brands reach customers meaningfully, memorably, and actionably.
2 What made you become/why did you choose to become a creative?
My business partner, Jenna Briand, and I started Program 11 to lead organizations and companies toward a better business through what we create and how we collaborate.
3 Tell us more about your business/company, job profile, and what you do.
We are Program 11
4 What does “creativity” mean to you?
Creativity is the ability to transcend traditional ideas, rules, patterns, or relationships, creating meaningful new ideas and interpretations. It's about seeing the world not just as it is, but as it could be, and then bridging that gap with imagination.
5 Tell us about your creative and/or design process.
We have found that the best results come from consistent processes. For all creative projects, we ensure alignment on desired positioning, where the brand falls in line with comparative brands, and desired results. For campaigns, we develop a creative brief for all assets including videos, articles newsletters, infographics, social shareables, white papers, ebooks, SEO content, etc. We make sure we align with brand pillars, business goals, and desired emotional takeaways. For video and visual projects, we assemble mood boards to ensure we are aligned in direction. We then typically present 2-3 approaches, and the client selects one for us to refine.
6 Congratulations! As the winner of the 2024 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
It was a serious OMG moment. We are a young agency fully committed to client work and don't have a lot of extra resources and a budget to put together multiple award entries. We were very selective about where we applied and what we submitted, and we are honored to have not only our work but also our agency recognized with a MUSE Creative Awards 2024. We strongly believe that marketing can be a positive force for good and an opportunity to generously educate, inspire, and connect. We are excited to see our work make an impact in the community and be recognized for its excellence.
7 Can you explain a bit about the winning work you entered into the 2024 MUSE Creative Awards, and why you chose to enter this project?
Our winning work is a video we produced for our client, "Providence Health," about a new meth treatment they're testing. We chose this project because of sobering statistics on methamphetamine use: more than 1.6 million people have abused methamphetamines in the past year and more than 30,000 have died. Our wonderful client Providence Health recognizes the severity of the overdose crisis, and they're working to find a solution. They are also committed to caring for vulnerable people and are traditionally overlooked in health systems. For these vulnerable people, help like this doesn't come often. Providence's team is dedicated to finding meaningful solutions for their patients, as highlighted in our winning video.
8 What was the biggest challenge with this project?
Program 11 had to be resourceful when filming and editing this sensitive subject. We deliberately selected a production partner we knew would be compassionate
9 How has winning an Award developed your practice/career?
The timing was kind of great because we just got an RFI that asked us to list all of our most recent awards. Boom!
