Preserving the Human Spark in a Tech-Driven Era
In an age when AI can churn out content at breakneck speed, the real differentiator in the creative world remains the human spark. The m25 producers’ Network Founders Series shines a light on the people behind productions—the talents, the mentors, the strategists whose vision turns ideas into iconic campaigns. The spotlight in this chapter falls on Sarah Laird, CEO and founder of Laird and Good Company, a transatlantic creative force built from a small West Village apartment and now spanning New York and London with a roster of over 50 leading directors, photographers, and artists.
The Founder Who Built with People, Not Just Plans
Sarah’s trajectory is a testament to patient, purpose-driven growth. From a late-blooming pivot after a stint on Wall Street to a library science degree that led her into an artist agency, she describes her journey as a careful, almost instinctual crawl rather than a sprint. “I’ve always said I’m the tortoise, not the hare,” she explains, underscoring a philosophy that values steady, sustainable progress over flashy leaps. What began as a request to support a single artist expanded into a company built on trust, collaboration, and a shared energy that fuels every shoot.
A Union of Artistry and Responsibility
Under her leadership, Laird and Good Company has grown into a home for talent and a platform for responsible storytelling. The agency works with global brands such as Apple, Diageo, Netflix, and Lancôme, helping directors, photographers, and creatives translate client briefs into work that resonates on editorial and commercial levels. Beyond commercial success, Sarah champions mentorship and environmental stewardship through Good Works, a program that connects storytellers with organizations driving positive change. Since joining 1% for the Planet in 2023, the company has donated over $250,000 and helped plant more than 185,000 trees—the kind of impact that mirrors the company’s creative ambitions with tangible benefit to communities and ecosystems.
A Vision Rooted in Family, Energy, and Opportunity
Sarah’s narrative is deeply personal. She credits her father with instilling resilience and a belief that life happens for you, not to you. This mindset guides her approach to leadership: she prioritizes creating the conditions for talent to thrive, rather than seeking the artist’s spotlight herself. “I don’t frame the journey in terms of highs and lows,” she notes. The company’s growth—now including And Good Company as part of the umbrella—reflects a collective, family-minded ethos where collaboration is the engine of creativity and strategic expansion alike.
The Editorial Shift and the Rise of Personal Work
Reflecting on two decades of industry evolution, Sarah observes a move away from single-channel discovery toward a broader, more diverse set of channels for talent. Editorial was once the primary driver of a photographer’s profile; today, personal work and authentic storytelling serve as both portfolio and compass. “Personal work is invaluable and beautiful because it hits at the root of what drives an artist,” she says. This shift toward autonomous storytelling helps artists tell their own narratives, differentiating them in a crowded market and fueling the kind of innovative thinking brands crave.
Guiding the Next Generation
For those aspiring to work on global campaigns, Sarah’s advice is practical and enduring: keep making work, follow the energy of your ideas, and shoot for yourself. In a world saturated with market-driven trends, she counsels artists to nurture individuality—the very trait that attracts brands and audiences alike. Her philosophy is simple: action over hesitation, curiosity over constraint, and a willingness to adapt without abandoning the core impulse to tell meaningful stories.
Cross-Continental Collaboration and the APAC Horizon
With a transatlantic footprint, Laird and Good Company has positioned itself as a bridge between creative talent and brands across geographies. The upcoming APAC expansion centers on preserving the ethos of unique point of view and rigorous artistry while embracing regional opportunities. By investing in editorial-like storytelling that flows into production, the agency aims to propel a new wave of cross-border collaborations that honor talent first.
A Soundtrack for a Purposeful Practice
If Sarah’s company had a soundtrack, it would mirror a steady, disciplined cadence punctuated by bold, imaginative crescendos—the rhythm of a studio that treats creativity as a living, evolving practice. Its pulse beats fastest where talent is nurtured, stories are discovered, and sustainability is not an afterthought but a guiding principle.
