Going Native: New York

Lydia Holness, senior executive producer, Psyop, loves her never-sleeping city – after a night of Milanese food, Brooklyn cocktails and a show at The Box, she’s especially grateful for New York’s fine caffeine, to fuel another day of people-watching

What is the best thing about working in advertising in New York?

The immediacy that this city offers. It’s very dense; everything is so close. You can walk, bike, jump on a train and have an in-person [meeting] with someone at a moment’s notice. And in between be inspired by all that you see along the way – a peek into a gallery space, a group of people doing their daily tai-chi, performers dancing on the train… you have access to so many varying and enriching experiences.

What is the worst thing?

The Big Apple is the city that never sleeps… whether that is a bad thing is debatable.

Who do you love working with in the industry?

There are so many great people working in this industry, it’s impossible to pick just one. I love working with people who are passionate and have a clear point of view, who inspire, think out of the box and are decisive. These people are a rare breed. Day to day I am so very lucky to be working at Psyop, alongside artists, storytellers, technologists and producers. I love being surrounded by the creative energy in our office.

If you were booking a hotel in New York, where would you choose to stay?

I would probably stay at either 11 Howard or The Broome Hotel, both in Soho. When visiting a big city like New York, I tend to gravitate towards smaller, more intimate hotels.

What do you miss when you are out of the city?

The buzz of the city and the unexpected nature of each day.

What advice would you give to a visitor to New York?

If you can, talk to a New Yorker before you come for a visit. The city is constantly changing, with new places and events popping up, so getting the inside scoop from someone who lives here is helpful. And plan out your trip before you come. There’s so much to do in NYC and you might miss out if you leave too many things to chance!

What’s the best ad from New York that you have seen in the last year?

I thought the adidas Originals work was really fresh. The other piece that comes to mind is the Estée Lauder La Mer: Part 2 film that Marie Hyon and Marco Spier directed at Psyop. The story is told as a poetic legend supported by epic cinematic landscapes. I love films like this one that deliver a brand message in an artful way.

Estee Lauder - "La Mer: Part II" from Psyop on Vimeo.

One table, four places. You and who?

I could spend hours thinking about this, but the first three that come to mind would be Barack Obama, Patti Smith and Chris Rock.

If New York were a product, what would it be?

Something with lots of caffeine in it.

What’s the best place to eat in New York?

Sant Ambroeus Soho, a contemporary take on traditional Milanese food.

And the best place to have a drink?

I love restaurant bars. Although Roman’s in Brooklyn is better known for its food, they make the most special cocktails and have one of the best wine lists. If you can stay up late enough, catch a drink and show at The Box on Chrystie Street.