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Monica Herman

VP Group Creative Director


MONICA HERMAN believes that when it comes to live experiences, anything is possible. Winner of the Clio Grand Prize for Innovation, her team’s work on Netflix’s Stranger Things is emblematic of Giant Spoon’s groundbreaking experiential practice, which Monica oversees as VP, Group Creative Director. From epic global stunts, mobile retail pop-ups, socially-led contests and immersive entertainment experiences, Monica and her team concept and execute cutting edge work for brands like Lizzo’s Yitty, HBO’s House of the Dragon, Reddit, Kate Spade and more. Pushing boundaries in medium, technology and scale, Monica was recently honored as one of Business Insider’s Rising Stars of Madison Avenue.

Previous to joining Giant Spoon, Monica led experiential creative globally across the VICE Media Group brand portfolio, which includes VICE, Refinery29 and i-D. She spearheaded design and creative for genre-bending projects activated during the height of Covid, including Digiday’s Best Virtual Event and Adweek’s Best Virtual Event in Support of Diversity and Inclusion. As Design Director of experiential at Refinery29, she managed the team responsible for the visually stunning, viral sensation, 29Rooms.

With both an architecture and agency background, Monica offers expertise in multiple fields of design, including environmental design, graphic design, UX and art direction and ranging in scope from conceptual visual storytelling to advanced fabrication and construction techniques for built environments. Monica holds a BA in Honors Art History from the University of Michigan and an MFA in Architectural Lighting Design from Parsons The New School for Design, where she has served as part-time faculty.

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