The SoCal Network
© Lauren GreenfieldTHE CODERS, ENTREPRENEURS, VENTURE CAPITALISTS, DESIGNERS, AND SCIENTISTS (AND, YES, ONE ACTRESS) BEHIND L.A.’S TECH BOOM
In the last two years, Silicon Beach — as people call the startup scene in Venice and Santa Monica — has evolved from a trumped-up trend story to a very real phenomenon (the second largest tech hub in the world). The proof is in the startups like Snapchat and Whisper, the incubators like Science, the expanding new-media platforms like Tastemade, and the huge corporate tech footprints (Microsoft, Google, & Facebook). Along with this tech explosion, for better or worse, comes the obilgatory artisanal juice bars, venture-backed specialty cafés, and skyrocketing real-estate prices.Documentarian photographer, Lauren Greenfield, herself a Venice native since 1974, photographed many of the power players of “Silicon Beach" for California Sunday Magazine.
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InstituteTM (collectively Institute Pictures, Institute Studios, & Institute Artist) is redefining how stories are produced and told in the 21st Century. Founded by Producer Frank Evers and Director/Visual Artist Lauren Greenfield, we are a multiplatform production company representing auteur-driven storytellers across commercials, photography, fine art, film, and technology — and producing original work across every screen that those stories live on. Our multiplatform expertise and established global relationships in entertainment, commercial, fine art, and journalism create unmatched reach and cross-pollination of creative work. A film commission informs a photography campaign; a fine art practice shapes a commercial; an editorial relationship opens a documentary. Few companies operate fluently across all of these worlds. Institute was built this way from the ground up.
Clients include: Apple, Google, Meta, Amazon, Microsoft/Xbox, LinkedIn, WhatsApp, Nike, Adidas, Lululemon, Under Armour, Dove, Maybelline, Clinique, Ulta Beauty, Aesop, Vaseline, LEGO, Balenciaga, Dior, Tom Ford, Kenzo, Supreme, Van Cleef & Arpels, Mercedes-Benz, Volvo, Toyota, McLaren, Pennzoil, American Express, Chase, U.S. Bank, Burger King, Chobani, Corona, Pepsi, Nespresso, Lavazza, Velveeta, Airbnb, Four Seasons, Marriott, Instacart, eBay, JCPenney, Levi's, Swatch, Bang & Olufsen, Bayer, Pfizer, Genentech, EA, Planned Parenthood, Ad Council, and the United Nations. Editorial and publishing partners include: The New York Times Magazine, The New Yorker, GQ, Esquire, TIME, Bloomberg, National Geographic, The Economist, Monocle, Le Monde, Stern, Sunday Times Magazine, Phaidon, Steidl, Abrams, Prestel, Chronicle, and Random House.
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