StoryDisruptive is where Lara Hoefs shares her thoughts and musings on all things – primarily around narrative, audiences, fandoms, digital culture and customer experiences. Lara is an expert in the psychological and cultural drivers that move people – consumers, fandoms, audiences – through digital media. Her expertise on the disruption of the brand/consumer relationship is sought out by brands – across sectors – to help guide the creation of new and dynamic success in audience and brand growth.
At the cornerstone of her career, Lara served as the brand manager & cross-platform producer of the successful franchise – The Twilight Saga – which not only became a cultural phenomenon but has also brought in over $6 billion. Her experience with the Twilight fandom was what sparked her love affair and deep respect for the power of fandoms, audiences and online communities.
Additionally, with an advanced degree in Media Psychology & Social Change, Lara melds her professional industry experience with a social psychological understanding of digital life to inform her insights into 21st century audience development and marketing strategies.
Today, Lara serves as Executive Producer of Virtual Reality at SunnyBoy Entertainment, a full service creative agency creating cross-platform experiences for audiences around the world.
Lara speaks at international conferences and film festivals around the world – including Comic-Con, VidCon, Merging Media, Silicon Beach Fest, FICCI Film Festival, Comikaze and others. She is also a member of the Academy of Television Arts & Sciences (Interactive Media) and the Producer’s Guild of America (New Media Council).