Today we’d like to introduce you to Gabriel Lawler.

Gabriel, we appreciate you taking the time to share your story with us today. Where does your story begin?

I moved to Portland, Oregon after graduating from Michigan State University with a degree in Media and Information, concentrating in TV, Cinema, and Radio. Growing up in Michigan, I had always been drawn to creative expression—whether it was through music or visual storytelling. When it came time to plant roots somewhere new, Portland felt like the perfect fit: a city known for its vibrant creative scene, from its independent music community to its thriving video production and advertising industry. It’s also an “agency town,” with heavy hitters like Wieden+Kennedy and a strong presence of boutique studios that foster experimental and collaborative work.

Early on, I played in a band and explored the music scene, but I found myself gaining real momentum in my career through video production and creative development. I helped co-found GMS Media and Advertising alongside my mentor, Geff Zamor. Being involved from the ground up allowed me to wear many hats and grow quickly—I learned how to take a creative idea from concept through production and post-production, all while building strong relationships with clients and collaborators.

Over six years, I moved into the role of Creative Director, helping brands tell their stories through commercials, branded content, websites, and campaign strategies. I also got hands-on experience in building brand identities, designing websites, and more recently, exploring automation and AI tools that support more agile and efficient creative work.

In the past year, I took the leap to launch my own freelance business, Gabriel Lawler Creative Services. I now work directly with small businesses to help them clarify their brand, elevate their online presence, and develop creative strategies that are practical, nimble, and impactful. I’m especially interested in where marketing and advertising are headed—less about big, traditional agency models and more about meaningful, data-informed storytelling that connects with audiences online in real-time.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?

I wouldn’t describe the road as smooth—and I don’t think most people in the creative world would either. The industry is incredibly competitive. At times, it feels like you’re navigating not just the work itself but also the egos in the room—debating who has the better idea, whose creative vision should lead, or what approach will land best. That tension can be exciting, but it can also be exhausting.

I was really fortunate to have started my career in an environment where my ideas were valued early on. At GMS, being there from the start gave me the space to explore and express myself creatively without having to wait years to “earn” my voice. I learned quickly that in this industry, success isn’t about being the loudest or most insistent in the room—it’s about being collaborative, open-minded, and willing to build something together.

Art is subjective. What resonates with one person might fall flat for another. And sometimes, it’s not about whose idea is better, but about how an idea can evolve when it’s passed through different minds. I’ve come to believe that the best creatives aren’t the ones with the biggest egos—they’re the ones who can spot a great idea, no matter where it comes from, and help shape it into something even stronger. That’s what true collaboration looks like, and it’s where the magic really happens.

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?

What I specialize in is translating business objectives into creative solutions that actually move the needle. I’ve built a career around understanding what a brand needs—whether it’s stronger visibility, a refreshed identity, or a better online experience—and figuring out the best way to get there through a mix of strategy, storytelling, and execution.

My background spans video production, photography, web design, branding, SEO, marketing strategy, AI and automation. In short, I offer the power of a digital agency—wrapped up in one person. What sets me apart is not just the breadth of what I do, but the way I do it. I approach every project holistically, asking: How does it look? How does it sound? How does it feel? And most importantly—how does it perform? I love making businesses look, sound, run, and feel good.

One of the things I’m most proud of recently is writing, producing, and directing my short film, An Easy Job, which became a finalist at the Oregon Short Film Festival. That project pushed me creatively in new ways and reminded me why I got into storytelling in the first place—to connect, to provoke thought, and to explore what it means to be human.

I’m also a firm believer in constantly evolving, so I’m currently taking a course in data analysis to sharpen how I use data to support creative decision-making. I want the work I do to not only resonate emotionally, but also deliver measurable results.

Can you talk to us about how you think about risk?

I definitely consider myself a risk-taker—that’s part of the job when you’re in a creative field. Every idea I put out into the world has some level of risk baked into it. Whether it’s pushing a client beyond their comfort zone, experimenting with a new technique, or challenging the way a story is traditionally told, I’ve always believed that taking risks is essential if you want to make work that actually stands out.

If I were simply aiming for “safe” or “status quo,” I don’t think I’d be where I am today. The best projects I’ve worked on, the ones that have made the biggest impact, are the ones where I took a bold swing—creatively or professionally. From helping launch a production agency from the ground up to stepping out on my own and building my freelance business, every major career move I’ve made has involved risk. But that’s where growth happens.

To me, risk isn’t about being reckless—it’s about being willing to step into uncertainty with a clear intention. It’s about asking, What if we tried something different? What if we pushed this idea just a little further? That mindset not only keeps the work fresh, but it’s also what allows ideas to evolve into something bigger and more meaningful. And ultimately, I think that’s what clients and audiences connect with—authenticity, originality, and the courage to try something new.

Contact Info:

• Website: https://gabriellawler.com
• Instagram: https://www.instagram.com/gabriel_lawler_creative/?hl=en
• LinkedIn: https://www.linkedin.com/in/gabriel-lawler-754140106/

Image Credits

Gabriel Lawler