We were lucky to catch up with Alicia Tardugno recently and have shared our conversation below.

Alicia, looking forward to hearing all of your stories today. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.

One of the biggest risks I ever took was walking away from the safety net of a steady paycheck to bet on myself and launch my creative business, Wicked Focused Creative Media. I had a successful career, a comfortable routine, and every reason to stay on the traditional path—but I also had a gut feeling that I was built for something more aligned with my passions, my energy, and my purpose.

It wasn’t a perfectly timed leap. I didn’t have a six-month cushion or a full client roster waiting. But I did have grit, a strong creative eye, and a belief that telling people’s stories through photography and video could actually move people—and businesses. I also live with ADHD, and instead of letting that be a setback, I decided to let it fuel my creativity and help me connect more authentically with others.

Since then, I’ve had the chance to work with many different brands and entrepreneurs, especially throughout New England and the Boston area where I am from, all trusting me to bring their vision to life. I’ve worn every hat, made mistakes, grown from them, and stayed true to my mission to deliver work that’s raw, real, and visually powerful. That initial risk, could lead me to the most rewarding chapters of my life.

Alicia, 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’ve always felt like my journey was a little different. I grew up as a competitive athlete, but I was just as drawn to anything creative I could get my hands on. That blend of grit and artistic curiosity shaped my path early on. I graduated from Lynn University in Boca Raton with a Bachelor’s degree in Photography and Graphic Design, while playing DII softball as a student-athlete.

During college, I gained hands-on experience at a marketing company designing logos, many of which were chosen by real businesses. That’s when I realized I had a natural eye for brand identity. After graduation, I worked as the Art Director for an embroidery and printing company, which introduced me to the world of print advertising and gave me a whole new appreciation for how design lives beyond the screen.

I spent several years there while also coaching high school sports—until I felt the pull to build something of my own. That’s when I reconnected with a college friend and fellow photographer. We took a cross-country photography road trip that reignited my passion and nudged me toward entrepreneurship. From there, I dove headfirst into photography and graphic design, blending the two across all kinds of projects. I was good at it, but I realized quickly that I didn’t want to be boxed into a niche. I loved exploring different types of work, even though it didn’t always feel like the most “strategic” path.

Eventually, I helped rebrand and co-lead a photography education business in Orlando. We focused on teaching others how to shoot, connect and see life through their lens—even during the chaos of COVID. The business had a strong foundation, and together we built momentum, helping bridge connection in a time when so many people were feeling isolated. But like many partnerships, ours ran its course.

Soon after, I began working with a friend in the medical aesthetics space. I offered to help rebrand her business in exchange for services—and that barter turned into a four-year partnership. During that time, I helped create and launch three separate brands within the company. It was a powerful experience, but I eventually reached another turning point. I realized I was meant to help more than just one brand. Staying loyal to one company began to feel like I was silencing a part of myself—and my mission.

So, here I am—founder of Wicked Focused Creative Media. I’m building my new brand from the ground up: learning, struggling, growing, and showing up. I specialize in brand strategy, photography, video storytelling, and creative direction. I have had the opportunity to work with incredible brands, musicians, artists, and magazines. What sets me apart is that I don’t just create content—I create experiences. I make people feel seen. I capture their essence and help them tell their story in a way that’s rooted in truth, not trends.

Most businesses I work with don’t have a marketing team, and that’s where I come in. I help them uncover their voice, stay connected to their mission, and avoid getting swept away in the noise of social media. It’s risky building something in this economy—but I have a fierce belief in what I do, and an incredible support system behind me that I am so grateful to call my family and friends.

What I’m most proud of is that I’ve never given up. I’ve pivoted. I’ve evolved. But I’ve stayed true to my love for storytelling and helping brands lead with authenticity, even when the world moves too fast.

Is there a particular goal or mission driving your creative journey?

We live in a world that constantly tries to mold you into someone else or pressure you to follow the crowd. That’s why staying true to yourself is so important—especially in the creative space, where it’s easy to fall into the trap of comparison. At some point, you’ll likely be steered off course—away from your purpose and soul’s mission, or into situations that don’t align with who you really are. But I believe we all have an inner compass. You’ll feel it in your gut when something’s off, and if you’re paying attention, it will always guide you back to the path meant for you. Sometimes, doors have to close so better ones can open.

My creative journey is deeply rooted in that awareness. I’m driven by connection—to the present moment, to nature, and to people. That energy is what fuels everything I create. Whether I’m behind the camera or shaping a brand identity, I lead with intuition and intention—not noise or trends.

What’s worked well for you in terms of a source for new clients?

Without a doubt, the strongest source of new clients for me has been genuine connection—and the experience I create for the people I work with. I focus on making clients feel seen, understood, and uplifted throughout the process. That energy tends to ripple outward. Most of my work has come through word of mouth, because when people walk away feeling good and loving the final product, they naturally want to share it. Those organic referrals have played a major role in helping my business grow.

I’ve had the honor of working with magazines, well-known talent, local brands, and businesses across industries—but what I’m most grateful for are the connections I’ve made along the way. Over the years, I’ve planted a lot of seeds—both locally and globally—and you never know when one will bloom. Staying connected, kind, and consistent has created opportunities I couldn’t have planned for, and that’s been a powerful part of the journey.

Contact Info:

• Instagram: wickedfocused_
• Linkedin: https://www.linkedin.com/in/alicia-tardugno-835a7a62/

Image Credits

Alicia Tardugno: Wicked Focused Creative Media