We were lucky to catch up with Alessandra Lichtenfeld recently and have shared our conversation below.

Alright, Alessandra thanks for taking the time to share your stories and insights with us today. Are you happier as a creative? Do you sometimes think about what it would be like to just have a regular job? Can you talk to us about how you think through these emotions?

This has been an ongoing struggle for me lately. Ultimately I know I am on a happier more fulfilling path, but making a living has been very difficult, especially right now with the ongoing strikes and productions being halted. Though in some way it might end up being good because it has inspired me to start my own boutique video production company and find clients myself. Starting a business (and pursuing a life as an artist) is risky and unstable and I often feel like I’m drowning financially. Some of my friends with “regular” jobs don’t fully understand why I’m sacrificing so much for this dream. It’s hard when I see my friends with corporate, six-figure jobs and I feel “behind”, but I do have faith that within a few years this will work out. I also have experience in my past, where my parents had encouraged me in high school and college to put film on the back burner and pursue something more conventional, I became really depressed and realized that I couldn’t live a life without a primary focus on film and I don’t regret my choices in any way, but there are definitely moments where it seems like it would have been easier to just go down a conventional path, but I know I would be so depressed if I’d done that.

Alessandra, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I discovered my passion for filmmaking through a series of serendipitous events, coupled with a childhood marked by chronic illness. This period of solitude became the fertile ground for my imaginative storytelling, where I crafted intricate fantasy worlds inhabited by dragons, witches, and fairies. To bring these tales to life, I experimented with an old cassette tape recorder, creating immersive audio plays with multiple character voices and sound effects. This newfound creative outlet was my sanctuary, offering solace and boundless possibilities.

My academic journey also played a pivotal role in shaping my storytelling prowess. I double majored in psychology and linguistics at UC Berkeley, which provided me with a unique perspective on the human psyche, enriching my storytelling capabilities. I went on to pursue a Master of Fine Arts (MFA) in film production at UT Austin. During this transformative period, I worked on various projects, including music videos featured in esteemed publications like Billboard, Pitchfork, and Under the Radar magazine. The crowning achievement of my academic journey was the acceptance of my MFA thesis film, “Broken Hearts,” into the prestigious Slamdance Film Festival. This opportunity marked my entry into the world of festival programming and film jury work, which I now volunteer for at Slamdance.

I’ve recently pivoted towards an entrepreneurial path by establishing my boutique media production company, Image Alchemy Productions. Here, I am eager to return to music video directing after a pandemic induced hiatus. Alongside this my new venture is centered around creating short-form video content tailored for social media, a valuable promotional tool for businesses seeking effective outreach. I’m currently collaborating with Lalita, an ayurvedic skincare line under the ayurvedic healthcare company Chandika. Together, we are creating compelling video cand photography content to elevate their presence in social media advertising.

What I want prospective clients to recognize about me is my wealth of passion, experience, and a distinct creative perspective that infuses every project I undertake. I’m excited about the future, driven by the prospect of continuing to weave captivating narratives through film and video.

How can we best help foster a strong, supportive environment for artists and creatives?

In the long term, I feel that our society needs to undergo a fundamental shift in its perception of the arts and the value it places on creativity. Society should actively encourage an appreciation for the arts from an early age. This can begin with schools reintroducing creative subjects like music, visual arts, theater, and literature into their curricula. By exposing young minds to a wide range of artistic expressions, we can cultivate a deeper understanding and respect for creativity.

The media should highlight and celebrate artistic achievements, not just commercial success stories. This can help shift the public perception of art as a luxury or an elite pursuit to a fundamental part of the human experience that enriches lives and fosters empathy. Ultimately we need an increased recognition that artists contribute significantly to society’s cultural and intellectual wealth. Society should understand that art has intrinsic value beyond its ability to generate revenue. It helps us explore the depths of the human experience, encourages critical thinking, and fosters empathy, making us more connected and compassionate human beings.

In the short term though, investment in independent art and media platforms that allow artists to showcase their work is helpful. Governments can also offer more funding, grants and scholarships towards the arts, providing opportunities that remove financial barriers. This support should not solely hinge on commercial success but on the value and potential impact of an artist’s work. Education should also promote creativity, acknowledging that creaaativity and logical thinking skills are not mutually exclusive. Encouraging interdisciplinary studies that blend science and the arts can foster innovative thinking

For you, what’s the most rewarding aspect of being a creative?

I think one of the most rewarding aspects of being a creative is the opportunity to engage in a profound philosophical exploration of the human experience and to contribute to the ongoing search for meaning in a universe that may very well be devoid of it. Through my work, I can ask questions that may not have clear-cut answers and challenge established conventions. It is also a deeply introspective and meditative practice.

Contact Info:

• Website: www.AlessandraFilm.com
• Instagram: alessandraur
• Linkedin: https://www.linkedin.com/in/alessandralichtenfeld/