Lucie Launches “What’s Your Process.”
“ I love this! My guidance teacher told me this wasn’t a job.“
From Heated Rivalry’s Costume designer Hannah Puley to the creative director of the Raptors and the Maple Leafs, to puppeteers for Cirque de Soleil. WYP features composer’s, ceramists, cinematographers, art directors, sailors, event creatives, NYC librarians and NewYorker cartoonists– WYP is capturing the “wondrous “process” of folks who create with their hands, and have an infectious passion for their work. Careers many of us never knew existed. And if we did we couldn’t imagine the complexity and fascinating process of bringing their work to life.
With over 3 million views on their first reel, Lucie and her co-creator launch digital series What’s Your Process on social channels. The response since launching in February has been viral. Within the first six month they produced over 60 episodes and attracted over 100K followers on Instagram and TIKTOK.
Lucie and Cameron built the series around a deceptively simple tagline: “How Everyone Does Everything.” My first thought was, isn’t social media supposed to be niche? Turns out this is niche content for everyone.
The wild range of the “work” is the whole joy of it.
Sanya, who left an IBM executive job to chase her dream as a floral designer. Abbey, who 3D-prints custom cookie cutters decorated in insane detail by a team of four artists. Ray, the New York Knicks organist, caught mid playoff run. Raul, the lead designer behind 19 Met Gala openings with Anna Wintour. Natasha, a former helicopter pilot asked to style a few clothes, now Lead Costumer on Euphoria. Kathleen, the colourful 70-year-old dancing crossing guard at Queen and Ossington. Dr. Bobby, a passionate TIKTOK educator, and leading cardiologist at St. Mike’s.
Every one of them clearly loves what they do, and that is part of its charm. But that is not the part that stayed with me.
What moved me is how many young people gobsmacked these jobs exsisted.
“OMG love this, can I be your assistant?” Why didn’t anyone tell me this was a job!?” And thousands of “dream job!” ❤️ 🔥
A whole generation is discovering, sometimes for the first time, the road less travelled. You cannot want a job you don’t know exists. Underneath the millions of views is a hunger for work that is creative, hands-on and genuinely theirs, work that looks nothing like back-to-back Zoom calls, email and cascading spreadsheets.
There is a second lesson, for those of us who came up in the antiquated world of broadcast gatekeepers, media funds and tax credits. They built all of this without asking permission from anyone. When they first told me their ambitious plans, I worried they would be disappointed, knowing how brutally hard it is to build a brand in this cluttered landscape. Plenty of us “adult advisors” gently suggested that a single content concept might not be the way to go.
They proved us wrong.
Here is to the passion, creativity and resilience of the young people all around us. They may not work the way I did or build a career the way so many of us did. Thank goodness. They are finding their own way, and their own PROCESS.
Follow and share @whatyourprocess on Instagram, and please pass it along to the young people in your life.
#work#alternativework#genz#millennials
