Creative studio Ntropic–which maintains bases of operation in San Francisco, Los Angeles and New York City–is bolstering its executive leadership team with the hiring of managing director Alex Mileyeva and executive head of production Luke Watson. Mileyeva and Watson will oversee Ntropic’s full range of services, including ideation, design, production, visual effects, AR/VR and brand experiences.
With over 15 years of experience in business operations, client services and program management, Mileyeva will focus on realizing the strategic goals of the business and implementing internal processes that will streamline company operations. Before coming to Ntropic, Mileyeva was an executive director of global operations at international design firm Method with additional tenure at global brand consultancy Interbrand, where she led the project management division.
Providing hands-on oversight of Ntropic’s creative pipeline, Watson joins from production company Wondros, where he served as head of production. Watson ran Wondros’ direct to brand division called Global, which included a research and insights department, creative development, traditional video production, editorial, distribution, social media, and more. During his two years with the company, Watson was instrumental in transformative successes, including helping Wondros grow from 30 to over 100 people.
Prior to Wondros, Watson led a group that specialized in making digital content, websites, and apps as executive producer of RED Interactive Agency. Before RED, Watson spent 12 years as a VP with boutique production company MRB, creating broadcast spots and promos.
Watson’s career highlights include a feel good Super Bowl spot for Pepsi directed by The Barbarian Group’s Chris Mantzaris, and a striking Oscar spot directed by Antoine Fuqua for Walmart. His most rewarding work, however, has been delivering impactful creative messaging and execution for nonprofits and NGOs. Launching this month is a campaign for the federal government titled “All of Us,” which seeks to recruit a more inclusive population of medical research participants.
Ntropic founder and executive creative director Nate Robinson said of Mileyeva and Watson, “By adding this smart and savvy duo as an anchor for the strategic and execution side of the business, our artists can feel supported and empowered to provide clients with their best work.”
