Hey there, I’m Sheli.

About a decade ago, I started out in creative production. Since then, I’ve moved through channels, production companies—including my own—and in-house creative teams. I’ve worked with enormous production budgets, as well as shoots filmed on just an iPhone. The platforms have multiplied, and somewhere along the way, I became the person building the teams as well as bringing the work to life across YouTube, Meta, TikTok, digital and TV.

The part I love most hasn’t changed, though: getting a room full of talented people excited about what we could make together.

My journey has taken me through trivago, HelloFresh and Pleo, across countries, onto international production sets and into quite a few corners of the world. Along the way, there have been the famous Mr. trivago campaigns, nine million organic views videos, partnerships with Cannes Lions, Meta and YouTube, campaigns featuring Mindy Kaling, Neil Patrick Harris, Antoni Porowski and Jessica Alba, and ads generating 145 million impressions weekly.

There are some lovely things to look back on, but the people behind them are what made the experience truly interesting. I’ve had the privilege of working with incredibly talented creatives, producers, directors and makers, and I’m very excited about what happens when the right people get together.

Some of my favourite moments are the ones we couldn’t have planned. Someone tries something on set, a throwaway comment becomes an idea, and suddenly we have something better than what we planned. I love being part of that process and building teams where there’s room for it to happen.

I have a soft spot for cinematic storytelling. However, my career has taught me that staying adaptable, keeping an eye on what people respond to and being willing to rethink the approach are more important than anything else. Working across so many different platforms has made me curious about new formats, different ways of working and the ways story arcs can be built. One day, you’re filming UGC on your iPhone; another day, you’re managing a hundred-person production. Both can be spectacularly interesting and deliver results. It’s about finding the right fit for the right moment, the right platform and the right brand.

If you work with me, expect enthusiasm, plenty of ambitious ideas, honest conversations and a knack for bringing together people who care about the process. I want us to make something we’re proud of and have a good time making it.