Justin Lefkovitch Archives - Mirrored Media

BizBash: What Went Wrong at the Now-Infamous Hamptons Drive-In Concert?

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Videos from last month’s Safe & Sound benefit appeared to show attendees ignoring social distancing protocols. Event pros discuss what they think went wrong—and how to prevent it in the future.

By Claire Hoffman

A few weeks ago, the event industry drew headlines for all the wrong reasons. What started as a drive-in fundraiser concert with a number of thorough safety measures ended with viral videos of crowding and front-row guests without masks, appearing to break the state of New York’s social distancing regulations. The Department of Health has since launched an ongoing investigation into the July 25 “Safe & Sound” benefit in the Hamptons, 
and Governor Andrew Cuomo tweeted that he was “appalled.” 

Before the event, BizBash caught up with the organizers to discuss the safety measures put in place for the 500 car—or 2,000 guest—gathering, which included a concert from The Chainsmokers. Steps included pre-event health questionnaires, and mask and hand sanitizer giveaways for every guest. There were hand-sanitizing stations in every row, bathrooms that were disinfected every 10 minutes, and an on-site physician performing temperature checks. The amount of security was tripled to more than 80 guards, and concertgoers purchased reserved parking zones that were designed for four to six people per car and spaced six feet apart.

So what exactly went wrong here—and how can it be prevented in the future, when these types of drive-in events continue to grow in popularity? To find out, we chatted with six top event pros from throughout North America. Here are their takes.

Cara Kleinhaut, founder and CEO, AGENC Experiential & Digital Marketing, New York and Los Angeles
“What is devastating to us as professionals is we are collectively responsible for reviving our decimated industry. We will be held up to a microscope with everything we do, like it or not. So we have a collective obligation to make sure we are putting every single best practice forward when planning [events] in this age of pre-vaccine COVID. They must be safe. Many of us have gone to great lengths to become COVID-safety certified, stay in close contact with local officials and health experts to make sure our spaces are safe, and publishing best practice manuals. We do not take this lightly. If we are going to do it, we better do it right. 

From what we saw in the Hamptons, despite their best-laid plans on paper, they did not enforce social distancing, mask-wearing, and other very basic safety measures. Enforcement is key, as human nature will always be to push the rules and revert to old behavior and entitlement of what we feel we should be able to do. Where that event failed was in communication from the stage that the behavior needed to stop or else they were going to have to shut down.

That said, I have seen this done correctly—for example, at the Rose Bowl for RuPaul’s Drag ‘n Drive. The cars were properly spaced, masks were worn, and if people tried to gather the security teams immediately redirected people back to their vehicles. The cost for increased enforcement will be higher, but it’s an investment in our collective health and our responsibility as professionals to show how this can be done properly.”

Justin Lefkovitch, founder and CEO, Mirrored Media, Santa Monica, Calif.
“We were so disappointed to see the mismanagement exhibited by all associated with the event, especially when so many of us in the events industry are doing all that we can to prepare a roadmap for in-person events in the age of COVID-19. 

Echoing the response from our colleagues, we need to do it right, or don’t do it at all. Each and every event and producer represents the industry as a whole. The actions of this particular group will, unfortunately, ripple into local communities and our industry. One act of irresponsibility has the potential to set the whole industry back at a time when we can least afford it. We all need to understand that what we do has a lasting effect not just in our state, but across the globe. It is our job to work within the best interests of our clients, our staff, our community, our industry, and most importantly our guests—while also keeping everyone safe. 

We must exhaust all resources to ensure the safety of our guests, with a focus on security. While checking temperatures is great, as we know, not all carriers have fevers. Masks and temperature checks are not enough when they are not supplemented by responsible social distancing and other protocol compliance.

Governments, brand sponsors, and the general public are less likely to trust legitimate events, regardless of careful preparation and attention to detail. Every time something like this or the Fyre Festival happens, the entire industry has to work harder and jump through even more hoops. Securing permits becomes more difficult, and regulations become even more strict. We have worked tirelessly with local and state government to come up with safe and responsible guidelines to bring live events back to our community. For the sake of public health, our industry, and the future of live events, we hope that producers can work together to do it right, or not do it at all. Even when you think you’ve considered every aspect of an event, you need to have contingency plans for contingency plans.”

Read the full story at bizbash.com

ProMax: TNT Takes Virtual Trip to Gilded Age for ‘The Alienist’

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To promote season two of its turn-of-the-century crime drama, The Alienist, TNT partnered with several organizations whose legacies reach all the way back to the show’s setting of 1897 Manhattan in the Gilded Age.

The show, which is based on the best-selling books by Caleb Carr, stars Daniel Brühl (Rush), Dakota Fanning and Luke Evans as an unlikely trio who become a team of criminal investigators assembled by Theodore Roosevelt, who at the time served as police commissioner of New York City. Brühl plays brilliant criminal psychologist Dr. Lazlo Kreizler, who attended Harvard with Roosevelt and newspaper illustrator John Moore (Evans), who helps Kreizler with the investigation. Roosevelt also offers them the assistance of his secretary, Sara Howard (Fanning), who has known both Roosevelt and Moore since she was a child. In season one, the three work to track down a serial killer who is murdering street children.

In season two, Angel of Darkness, Howard has opened her own detective agency and she seeks the aid of Kreizler and Moore, now a New York Times reporter, after the infant daughter of the Spanish consular is kidnapped.

When it came time to promote season two, team TNT knew they wanted to focus on a few of the show’s key topics: it’s location in Manhattan as well as its emphasis on the era’s fashion and fine dining.

“Everybody’s getting food delivered now, so we thought about partnering with a New York institute and delivering food to consumers in New York City,” said Telmo Tabuas, senior vice president of brand marketing, TNT, TBS and truTV.

One of the trio’s frequent haunts in the series is Delmonico’s Steakhouse in the Financial District, which opened in 1837. The restaurant still exists today, even though it’s been closed for indoor dining since quarantine due to coronavirus started in March.

“Delmonico’s felt like it was the perfect partner because it’s a key character in the show,” said Tabuas.

After some thought, TNT decided that rather than deliver food to random but lucky recipients in New York, it would prefer to turn the activation into a pro-social campaign. On the night of season-two’s premiere, July 19, TNT and Delmonico’s delivered 500 meals to doctors, nurses and other healthcare workers at three New York City hospitals: Manhattan VA, Mt. Sinai West and Bellevue.

Working with experiential marketing firm Mirrored Media, the team delivered branded bags, stuffed with pencils, napkins and meals to those hospitals. Inside of the bags were classic Delmonico’s steak dinners including a wedge salad, steak, fried potatoes and rice-pudding cake. A vegetarian option of pasta primavera also was provided.

“The Delmonico’s activation started more as a curbside pickup but as we spoke more and more to the client and went over the goals, we realized that it was all about celebrating the city and the people that inspired the show,” said Justin Lefkovitch, founder and CEO of Mirrored Media. “If we were doing that, pulling these frontline workers out of their life-saving efforts to come wait online on a curb didn’t make sense. So we thought about how we could reach frontline workers where they were working.”

Although the activation was pro-social, healthcare workers from the sites posted about it on social media, garnering some very positive earned media for both the network and the series.

Sticking with the theme of partnering with a New York institution, TNT also reached out to department store of Bergdorf Goodman to do a multi-faceted activation around the show’s turn-of-the-century fashion, which includes highly tailored clothes and such details as puffy sleeves, high collars and lace.

Fans can browse clothing inspired by the series on Bergdorf Goodman’s website.

Bergdorf Goodman's landing page for 'The Alienist: Angel of Darkness'
Bergdorf Goodman’s landing page for ‘The Alienist: Angel of Darkness’

Working with Mirrored Media, TNT and Bergdorf Goodman also were able to pull off a streetside window display dedicated to The Alienist, although whether this could be done was in question for a while with much of Bergdorf’s staff furloughed and not many people walking by the store during quarantine. But with New York City opening up a little and staff returning, the team accomplished it.

Bergdorf-Goodman store window for 'The Alienist: Angel of Darkness'
Bergdorf-Goodman store window for ‘The Alienist: Angel of Darkness’

Bergdorf Goodman also took the team on a virtual shopping trip through the store to help it assemble a box of goodies for select influencers, which included a gift from Bergdorf Goodman and other goodies.

“We worked through a lot of hardships to make this happen. The marketing director at Delmonico’s was working for free to get this done because she wasn’t even fully employed at this time ” said Lefkovitch. “These were authentic partnerships where it was a win-win for everyone.”

Finally, the team announced the debut of season two with a virtual premiere that included actors from the show participating in an online murder mystery.

“Attendees to the virtual premiere were first escorted online to a digital hub where press, talent and producers gathered to watch the first episode, which led into an original murder mystery rooted in 1890s New York,” said Tabuas. “Folks could go from room to room online interviewing suspects to learn more about the case.”

Something that TNT could do with a virtual premiere that would have been harder and more expensive to do with an in-person premiere is run it again. So on the night of the show’s actual premiere, Sunday, July 19, TNT reran the murder mystery game for consumers.

“If you open the virtual space, that [allows] more consumers to partake,” said Tabuas. “COVID has been a hurdle but it’s also created an opportunity. We’ve gotten so much better about what can be done digitally and people are more open to that now.”

The Alienist: Angel of Darkness premiered on TNT on Sunday, July 19.

Read the full story at promax.org.

Mirrored Media COVID-19 Response

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A response to the COVID-19 pandemic from Mirrored Media CEO, Justin Lefkovitch.

This is truly an unprecedented time for our industry and the world as a whole. The coronavirus has affected so many people throughout the world, and we are very mindful of how this pandemic has turned peoples’ lives upside-down, whether physically, financially, professionally, or even mentally. We are eternally grateful to the health care providers and first responders who are working tirelessly through this unfolding crisis.

We are closely monitoring the needs of our community and helping in every way we can. We strongly believe in supporting our clients, colleagues, family, and friends.

Mirrored Media is still very much open for business. Our strong digital, social, influencer, and consulting capabilities mean that we can continue to serve our clients even without in-person gatherings. This is a very unique time with sensitive needs, but consumers are eager for open dialogue, meaningful conversations, entertainment, and positive stimulus. In addition to digital opportunities, there will eventually come a time when we are able to all gather again and regain a sense of familiarity. We would love to take this opportunity and jumpstart those conversations and planning.

We are helping our clients turn to digital wherever possible while remaining mindful of the environment in which we are now operating. While COVID-19 and the quarantine measures put in place may be an extreme inconvenience and source of boredom for some, others have to deal with lost wages and jobs in addition to serious life-threatening health concerns. We must acknowledge the current climate and do our best to consider the context while transitioning activations to the virtual sphere. 

We are in the process of creating a few different virtual experiences for people to interact with some of their favorite musicians and for brands to engage in an entertaining and meaningful way during this time. We are doing our best to integrate a charity component into any work happening now to ensure we are all contributing to the global efforts to control the spread of COVID-19. Additionally, we are working alongside our clients to be the best partners as possible as we all work through this together. We have been collaborating with brands and their various other agencies to pool resources and share creative concepts in order to benefit consumers as much as possible.

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In this unprecedented time, we are working quickly to find ways in which we can repurpose work that has already been done on any given project. Ideas here have included positioning assets into a completely new activation, integrating into a rollout scheduled later in the year, or repurposing elements into a new standalone activation. As our team continues to innovate and ideate on some of these concepts, we are simultaneously doing our best to work with clients on fast-tracking other elements of future campaigns that can be done now to spread out the workload and better prepare ourselves when we hit the ground running again sometime this year.

During uncertain times it is easy to get scared and panic, so the biggest resource publications like Bizbash, EventMarketer, Inc, AdAge, and others can offer to combat those sentiments is information. One really important thing is to continue connecting members of the events industry with each other, as well as groups in the communities where we work, who could really use the support at this time. We saw an excellent example where Adobe had a ticketed convention canceled, but instead chose to pivot and open their virtual doors for anyone to stream the content they presented. We have seen this with our clients as well, where rather than fighting over contracts and payment terms at a time where everyone is feeling financial stress, we are choosing to work collaboratively as a team, supporting each other in order to get through this in a healthy way. This is a huge testament to the industry as a whole – vendors, clients, and colleagues – and the support from media publications will only help to further share resources and build community during shared hardship. I have witnessed the experiential industry at large come together to help support each other – vendors, employees, and clients. I think this is a really incredible testament to our community.

Mirrored Media Experiential Agency CEO Justin Lefkovitch: “Speak with Passion About Your Vision”

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Home Business Magazine

By Shannah Henderson -November 6, 2019

When it comes to marketing products and services, engaging, firsthand experiences should be at the top of your company’s promotional strategy. Allowing consumers to test out and truly experience what your brand is about is so important, as it can lead to word-of-mouth buzz and a greater following of loyal fans and new customers. Mirrored Media is one experiential agency that has reshaped how brands interact with consumers.

With a robust client portfolio that includes BMW, NBCUniversal, and Mattel, Mirrored Media is a top-notch, experiential agency that creates high-impact, enduring lifestyle campaigns specializing in music and entertainment. Mirrored Media helps brands reach their target markets through authentic, buzzworthy and memorable experiences. Home Business Magazine recently connected with Mirrored Media CEO Justin Lefkovitch, who was happy to share insight on his business journey, his top tips for entrepreneurs, and more.”

HBM: Tell us about the Mirrored Media brand. What sets it apart from other experiential agencies within the market?

Lefkovitch: “Mirrored Media is a full-service experiential marketing firm that creates high-impact, enduring lifestyle campaigns specializing in music and entertainment. We stand apart from the competition through the emphasis of creating authentic, immersive, memorable experiences. By bridging the gap between music, technology, influencers, art, automotive, and fashion, Mirrored Media has curated some of the most successful and influential experiential activations and campaigns.

What makes us unique is our specialized creative and client approach. We have award-winning creative that has helped to change the way brands reach and engage with their consumers. We are a one-stop shop with all in-house capabilities, from ideation through execution, including: rendering, creative, fabrication, staging, lighting, sound, permitting and so much more.

In order to ensure complete continuity in both communication and our work product, our clients have the same producer from beginning to end. That producer is well-versed in each element of the production to ensure the creative vision isn’t lost as it moves from pre-sale, to fabrication, to on-site execution. Every client experiences transformational results.”

HBM: How did the idea for Mirrored Media come about? What was the inspiration behind the company?

Lefkovitch: “As a teenager in Los Angeles, I was an acclaimed touring magician and a regularly featured performer at the world-famous Magic Castle alongside some of the industry’s biggest names. Soon after, while attending Pepperdine University, I began to manage a well-known singer and songwriter, giving me more exposure and expertise in the world of music and entertainment.

During this time, I often saw firsthand the inherent issues that were present when brands were attempting to market with talent. It was during this paradigm shift in marketing and music, that I wrote a business plan and submitted it to the school’s Graziadio Business Plan Competition. After emerging as a finalist, I soon realized that I had a viable business model. Also around that time, I met Steve Kofsky and world-renowned film composer, Hans Zimmer. Kofsky and Zimmer believed in me and my vision and invited me to join them at their Santa Monica campus.”

HBM: What has been your biggest achievement thus far?

Lefkovitch: “The Road to Coachella is a yearly campaign with BMW that has garnered us over four-dozen industry awards and accolades to-date. The ongoing campaign allows us to create innovative ways to reach Coachella-goers and fans worldwide, where we are met with new challenges every year to keep it fresh and unique.

After conceiving the inaugural namesake in 2017 that sought to create an organic relationship between Coachella, a performing artist, and festival partner BMW i, Mirrored Media expanded that narrative in 2018 and shattered expectations in 2019 with a robust creative strategy targeting Coachella-goers and millennials. The annual campaign has featured artists such as Hans Zimmer, Marshmello, Portugal The Man, and Khalid. Khalid, our 2019 artist partner, catapulted to global superstardom in the midst of our April 2019 campaign. This year’s initiative reached over a billion people through social media, press, and marketing efforts.

This campaign took a localized festival sponsorship, and has created a value proposition for BMW and our artist partners, utilizing the Road to Coachella campaign to create long-term, mutually beneficial relationships. The legacy of the campaign has continued with BMW sponsoring Khalid’s Free Spirit tour and working with Hans Zimmer to design the sound of the brand’s newest electric vehicle.”

HBM: What has been your biggest challenge you’ve overcome?

Lefkovitch: “I realized that as a startup company, especially in an unestablished marketplace, I would always be trading sales for some uncertainty because the clients betting on us, often had risk associated with them. I learned to be very thorough and specific with my payment structures, and I learned to anticipate and even plan for the associated risks.

As a new entrepreneur, especially when dealing with larger clients, you expect to be paid based on a reasonable payment structure. Unfortunately, that’s not always the case. Whether through extended payment terms or accounting for late payments, you need to consider realistic cash flow expectations.”

HBM: What is your biggest tip for other aspiring entrepreneurs within the experiential and events-driven industries?

Lefkovitch: “The best advice I could give is to get out of your comfort zone and accept any opportunity to get out and meet people while expanding your professional circle. The goal is to build a network of people that you admire and trust and would want to work with both personally and professionally, even if there is no specific job at the moment. Become actual friends and figure out how you can be beneficial to them without expecting an immediate return.

Speak with passion about your vision and the company you are creating because when it comes down to it, people are buying into you, not just the product. People want to get behind something they believe in. When your passion shines through, it excites people. I always aim to seek out mutually symbiotic partnerships and empower people to help me along my way. I would not be where I am today if it weren’t for these people who believed in my vision and were excited to be a part of it.”Contact: shannahch@gmail.com

BizBash Announces Top 1000 People in the U.S. Event Industry

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Introducing the BizBash 1,000, the people with the biggest impact on meetings and events across the United States. These individuals plan everything from galas for national art museums to massive trade shows, pop culture conventions, and festivals. They also produce and design Instagram-worthy events for big brands, live music productions, and sporting events, as well as multimillion-dollar weddings. Some of them offer innovative (and mouthwatering) food and beverage ideas, while others provide education programs and strategy tips that benefit everyone in the industry. It was our mission to celebrate the best of the best in a diverse and growing industry, while offering a compilation of people to connect with for ideas, inspiration, or guidance for your future events.

Mirrored Media CEO/Founder Justin Lefkovitch was named to this list alongside other highly respected industry professionals in varied segments of the events industry.

Find the full list at bizbash.com.

Justin Lefkovitch named to 2020 AME Awards Grand Jury

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New York Festivals AME Awards celebrates risk-taking work and brave campaigns that achieve the essential mission of making the clients products and services successful.

For 26 years, AME has honored the world’s most innovative and effective campaigns…campaigns that demonstrate a groundbreaking solution to a challenging marketing problem solved via strategic planning, creative execution and producing measurable results.

The AME Awards Grand Jury represents some of the world’s most creative and strategic minds in advertising and marketing communications. This international panel comprised of top interactive and multidisciplinary marketers, media planners, strategy directors, social media experts, and creative directors whose high standards of excellence ensure that AME’s 25-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction.

AME recruits these award-winning industry executives, known globally for their innovative and strategic prowess, and charges them with the mission of selecting the World’s Best Advertising & Marketing Effectiveness. With Juries representing 5 regions, Asia Pacific, Europe, Latin America, Middle East & Africa, and North America, all of AME’s entries are judged with global knowledge and perspective from the industry and attention to cultural relevance.

We are honored to have our CEO, Justin Lefkovitch, join this highly esteemed group of judges for 2020.

Find the full judges list and bios at AMEawards.com

BizBash Features Event Industry Innovators, Unique Partners, And Out-Of-The-Box Ideas At Annual Trade Show And Conference

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NEW YORK, Oct. 18, 2018 /PRNewswire/ — BizBash, the leading resource for event and meeting professionals in North America, returns to the Jacob Javits Center on Wednesday, October 24, with the most important trade show and conference for the event industry—BizBash Live: New York. This one-day show features the best-of-the-best in live experiences, including education, exhibits, networking, and activations.

Kicking off the day, the Workshop Series and Event Innovation Forum education will showcase informative and entertaining sessions from Erica Boeke, recently of Condé Nast; Justin Lefkovitch of Mirrored Media; Eric Vicedomini of BMW North America; Michael Skolnik of the Soze Agency; Ken Madden of George P. Johnson; Priya Parker, author of The Art of Gathering; Allen Gannett of TrackMaven; David Solsbery of Hargrove; Nicole Halton of the Natural Resources Defense; and Laura Hutfless of FlyteVu. These game-changers will discuss hot topics including using events for social good, unleashing your creativity, experience design and mapping, inventive sponsorships, and more.

Following a sold-out debut in South Florida and Los Angeles, Masterclasses will give attendees insights into the most challenging aspects of events. Kevin Mignone of KM Productions will present on audiovisuals and event production and Anthony Larrisey of Industria Creative will present on multicultural marketing and events.

Throughout the show, premier event venues and suppliers will showcase the latest offerings, perfect for the holidays or any upcoming event. Some exhibit hall highlights include: a virtual reality slide from Coco Events, a mobile meditation studio from BeTime, napping installations from Restworks, draped cabanas and personalized furniture from CORT, green beverage solutions from S’well, interactive games from Fantasy World Entertainment, glamping tents from Under Canvas, and so much more. All attendees will also have access to Lounge & Learn sponsored education on the show floor, including sessions from Concierge.com, Eventbots by Sciensio, Mediasite Events, and Fifth Element Group.

The event will close with the highly anticipated announcement of the 2018 BizBash Event Style Awards winners. Following the announcement, attendees are invited to celebrate a successful day at National Geographic Encounter: Ocean Odyssey in Times Square. Registered participants will enjoy delicious bites and beverages, entertainment, and a unique interactive experience in the heart of New York City.

The full list of speakers, exhibitors, sponsors, and registration information can be found at www.bizbash.com/expony. For media and press coverage, please contact Brittany Bucceroni at bbucceroni@bizbash.com.

ABOUT BIZBASH
BizBash empowers event professionals with ideas, intelligence, and resources to create smarter events. Each month more than 200,000 unique users across North America and beyond look to BizBash for venue discovery, event style, technology, and tools for their next event. Visit us at www.bizbash.com. Follow us at @BizBash on Twitter and Instagram or www.facebook.com/bizbash.

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Mirrored’s CEO Justin Lefkovitch Speaks at Event Marketer’s Guide to Festival Marketing Festival

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Mirrored Media’s CEO, Justin Lefkovitch, is a guest speaker for Event Marketer’s Guide to Festival Marketing Conference. Justin spoke at the live event about festival shareability and how brands can extend their reach through offline and online activations. Make sure to tune in! Register and tune in HERE.

From the world’s most respected resource on experiential marketing comes The Event Marketer’s Guide to Festival Marketing 2018, a free online conference designed to equip you with the intelligence you need to:

• CHOOSE THE RIGHT FESTIVAL PLATFORM
Learn tips and takeaways for determining if festivals are right for you, and where your brand fits in among an ever-expanding list of festivals.

• ENGAGE TODAY’S FESTIVAL ATTENDEES
Understand what festival attendees crave most, and learn how you can engage them in meaningful—and memorable—ways.

• EXTEND SPONSORSHIP REACH
Hear from the event pros that have mastered the art of executing shareable engagements designed specifically for festival crowds.
AGENDA:

1:15 pm – 1:45 pm ET Festivals and Shareability: Extending Your Reach
If it didn’t happen on social media, it didn’t happen. Learn how to extend the reach of your festival sponsorship by:

  • Understanding which social platforms to leverage and when
  • Digitally engaging attendees before, during and after the show
  • Designing socially shareable engagements that festival audiences can’t resist

Presented by:

Justin Lefkovitch
Founder / Chief Executive Officer
Mirrored Media

11:00 am – 11:30 am ET The Evolution of Festival Sponsorship Activations
Discover what’s fueling the explosive growth of music festivals and how sponsors can:

  • Leverage cutting-edge activation strategies to cut through the clutter
  • Get up to date on modern festival challenges
  • Develop sponsorship deals that will set their brand apart

Presented by:

Maureen Ford
President National Sales
Live Nation

11:45 am – 12:15 pm ET Picture Yourself Here: Festival Hospitality Experiences
Take a journey through the VIP lounges and event spaces that attract top customers and influencers. Find out:

  • Why inducing FOMO is a viable strategy, and how to leverage it
  • What festival goers want—and expect—from modern hospitality experiences
  • How to leverage your brand’s assets to build a memorable (and cost effective) experience

Presented by:

Kent Underwood
Principal
LEO Events

12:30 pm – 1:00 pm ET Festival Activations Done Right
Hear case studies from leading festival sponsors, including:

  • Play-by-plays of successful on-site engagements
  • How key marketing goals were met
  • Why attendees stuck around

Presented by:

Joseph Lucchese
Creator
Pro-Ject HQ

 

THERE’S MORE! Access digital Q&As with speakers, a networking area for peer-to-peer chats, a resource center with articles and case studies plus top industry partners. Register today before we sell out all available digital seats.

Mirrored CEO, Justin Lefkovitch, named one of Cablefax’s Overachievers under 30

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“Congratulations to Cablefax’s 4th annual class of Overachievers Under 30, who were feted Wednesday afternoon in NYC. Colleagues, bosses and family members celebrated their achievements, which range from founding a successful experiential marketing agency to running complex financial transactions for a top US MSO to creating branded entertainment narratives for blue chip brands.

The honorees shared some of the best professional advice they’ve received, including some good counsel that even the industry veterans in the room took note of. Turner’s Jasmine Clennon, senior manager of ad innovation & programmatic solutions, cautioned against equating being busy with producing meaningful output. Mirrored Media founder/CEO Justin Lefkovitch reminded everyone that it’s important to stop and celebrate the little wins along the way. Along those lines, Nat Geo Wild communications manager Molly Mulrain advocated for stepping back and looking at the big picture. She recalled one moment when boss Jenn DeGuzman stopped her and said, “Molly, it’s PR not the ER.”

Congratulations to all of the 2017 Overachievers! Check out photos from the event in our Facebook album.”

Mirrored CEO Justin Lefkovitch’s 30th Bday Bash Presented by Mirrored Media

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Justin Lefkovitch, CEO and Founder of the award-winning experiential marketing agency Mirrored Media, celebrated his 30th birthday this past weekend. To mark the occasion, the Mirrored team threw a party of epic proportions at Hollywood’s famed Mack Sennett studios. The party featured a number of the company’s favorite and most popular activations, in addition to some new custom pieces made just for the event.
 
 
The invite-only party consisted of Mirrored’s extensive Fortune 500 client list, industry executives, friends and family, and many of LA’s finest, celebrities, and influencers. It featured live DJ sets by William Lifestyle, Laikipia, Nils “Nine Inch Nils” Montan, Ravell, Morgan Freed of Emo Nite, and Justin Lefkovitch himself, along with headliners Captain Cuts. Captain Cuts is a trio of producers who have composed and co-written with The Chainsmokers, Tove Lo, Grouplove, Halsey, Bebe Rexha, and Walk the Moon, garnering them several Billboard Music Award nominations and wins. They even invited special guests The Knocks to the stage for an exclusive sneak peek of a brand new song. All backline and sound equipment was provided by Swinghouse.
 
 
The party also featured surprise guest, and Justin’s management client Sofie Dossi. The 16-year-old influencer, contortionist, and America’s Got Talent finalist wowed the crowd with her performance, which culminated with her shooting a bow and arrow with her feet while standing on her hands. Sophie has been featured on Ellen, Disney’s Bizaardvark, and many others.
 
 
Mirrored Media is known as a leader and a pioneer in the world of experiential marketing, and Justin is well-known for his trademark man bun, even featured in the New York Times. The Mirrored team built a neon and man bun-inspired event to highlight the occasion. It featured a custom bounce house, floating 3D holograms, a step and repeat, a neon bar, a custom air hockey table, and a custom claw machine where guests could win manbun barbies, clip-in man buns, and other fun gifts fitting for the event. Guests were also encouraged to take selfies in the LED infinity room photo booth. There was also a large custom stage modeled after Justin’s profile and bun with a special neon Mirrored Media logo in the middle. Hovering over the stage was a custom-built LED cloud along with projection graphics and gobos on the cyc wall.
 
 
The open bar featured a custom cocktail menu with a cleverly-named drink created by each member of Mirrored Media. Guests enjoyed these creative concoctions provided by Ciroc and DeLeon tequila. A variety of flavored waters were also provided by Hint Water.
 
 
The party featured secret rooms and hidden adventures throughout the evening. Mirrored Media team members escorted a handful of guests through locked doors for a special experience where no photos or phones were allowed. The party raged on until 1am, with an after-party continuing until 4am. See all the user generated photos and videos by following #MirroredManBun, @MirroredMedia, and @Jlefkov.