luke o’sullivan

producer, director & content creator with 10 years’ experience in creative & production leadership

**A PROVEN LEADER**

In 2019 I founded Lucid Productions, a Los Angeles-based production company specialising in creating high-quality, digital-first campaigns for some of the world’s biggest brands, editorial publications and A-list stars.
**I’ve spent my career creating scroll-stopping content that captivates and cuts through the noise.**

**CALM IN CHAOS**

After successfully running my own production company in one of the most competitive & challenging markets in the world, I’m capable of operating at a very high level and thrive under pressure. I stay calm and solutions-focused in complex and high-pressure situations, guiding teams through shifting priorities & competing client demands.

I understand how to craft a distinct voice and visual identity that resonates across platforms and speaks directly to the audience.
I bring a strategic mindset to my creative direction. When the creative comes from someone who actually runs the set and oversees the budget, we hit the brief *and* the numbers the first time, not after compromise.

Experience without ego

Running my own company taught me how to take true accountability, from creative decisions through to financial outcomes. But I don’t need to be in charge. *I just want to do great work with nice people.*
From budgets to creative approvals to final delivery, I am comfortable taking full responsibility for the entire pipeline and am at ease working with founders, clients and C-Suite execs.
I can lead shoots, solve production challenges, supervise edits, manage budgets, oversee freelancers and maintain deadlines, all while being the person people come to for advice, a laugh or a hug.
**I bring founder-level accountability without the need for hierarchy or control.** In fact, I thrive in collaboration with others. After many years doing things on my own, I’ve realised that my best contributions are made within a close-knit team.

I DON’T NEED TO BE IN CHARGE

BUT I CAN IF YOU LIKE

**HANDS ON EXPERIENCE**

Despite my portfolio’s glossy and polished exterior, **I always get my hands dirty.** I am no stranger to shooting and editing myself and have practical experience in all aspects of content creation. Lighting, filming, styling, set design, sound recording, editing, colour grading… The list goes on.
Add to that web design, unique and stunning email newsletters, killer pitch decks… **I’ve spent years doing it all myself.**

dream teams

One of my biggest strengths is assembling the right team for each project, ensuring everyone is empowered to do their best work while operating under one unified creative vision.
Being the founder of my own production company has given me a deep appreciation for how to hire, lead, collaborate with and get the best from all kinds of creative partners.
I have extensive experience hiring, overseeing and communicating effectively with a wide range of multi-disciplinary creatives. I understand how to communicate a client’s brief to internal and external crew, and I give insightful, *actionable* feedback to creatives of various professions - each with different workflows and their own creative language.
**In other words, I have a talent for talent.**

leading with humility

**One of my biggest motivators is being the best manager and team leader I can possibly be.**
I have learned from experience that empathy, honesty and humility are powerful tools to bring people together and get the best out of everyone, both in the workplace and in life. I am passionate about mentoring internal and external teams with care, kindness and empathy, and I believe the role of any leader is to be of service to the team. I’m also very passionate about incorporating mindfulness, psychology, honesty and vulnerability in my approach to collaboration and leadership.
**Whether I’m managing direct reports or external contractors, every action, conversation or email is designed to empower every person on the team to do their best work while being their best self.**
I’ve found that guiding, mentoring and championing the people who work with me has been one of the most fulfilling aspects of my career so far.

“Luke has been a coach, advisor, and mentor to‬ me in ways that I would be lost without. On my way to LA for that first trip, I was unsure if I wanted‬ to do this for a living, and when I left, I had an overwhelming realization that I want to be a producer.
His way of‬ working with me was different to any other producer I have worked with, either before or since. He goes out of his way to give his time, respect and kindness to the‬ people who work for him in the same way as he does for his major clients and A-list celebrities.”

— Joe Billhimer, Senior Producer

“Working for Luke, I feel both empowered individually and connected to the team and its shared goals. He has a way of pushing the group toward a goal without waving around a badge of power — I always feel respected and part of something bigger than myself. He communicates clearly and effectively yet always with compassion and care... This is a rare trait in the cut-throat world of commercial production in LA.”

— Kinsey Ball, Photographer

TIKTOK case studY

NET-A-PORTER “IN THE WILD” CAMPAIGN

THE BRIEF

A regular client of mine for many years, Net-a-Porter wanted to bring its Spring/Summer 25 campaign into the social space in a way that felt authentic, shareable, and native to TikTok. The goal was to move beyond traditional editorial assets and create organic-feeling content that would resonate with new audiences while still reflecting the brand’s luxury positioning.

my proposed moodboard:

my approach

I developed a suite of concepts designed to place the campaign imagery “in the wild,” weaving Net-a-Porter’s products and visuals into everyday city environments. Shot natively on iPhone, the creative leaned into TikTok’s lo-fi, authentic aesthetic while remaining stylish and aspirational. Concepts ranged from playful jump cuts and billboard transitions to influencer-style, single-take street scenes.

My approach balanced creativity with efficiency: designing a system that produced multiple short-form assets from each shot. By combining these ideas with agile production, clever VFX and dynamic edits, we maximised value for money while creating content perfect for TikTok.