We had the good fortune of connecting with Danielle Yu Perez and we’ve shared our conversation below.
Hi Danielle Yu, have there been any changes in how you think about work-life balance?
As an artist, work and life balance can be difficult at times because I do what I love for a living. My husband and I also started a company together, so we tend to bring a lot of work home. Luckily we both make sure to set time aside for ourselves and each other in the process. It’s a practice that we’ve gotten better at with time. I feel my best creatively when I make time to relax and recharge, it gives me focus and clarity to look at ideas with a fresh perspective. Finding the right balance and keeping the mind & body healthy is a top priority of mine these days.
Alright, so let’s move onto what keeps you busy professionally?
I’ve always been interested in art at a young age and explored my creativity through painting and music. I took piano, ballet and painting lessons growing up, which really influenced the way I see and appreciate art. Attending art school and working in the fashion/ entertainment industry played a big role in finding my personal aesthetic and it also helped me make the connections that led me to the creative path I’m on today.
111 Avenue Studio formed when my husband and I met and bonded over our love of cinema and the funny coincidence that we both had addresses that started with 111. We’ve taken our love of photography, film, travel, and music into creating content and campaigns for various artists and brands. Most of our work is in fashion and luxury goods, but we recently found ourselves getting more into music and film.
Lately we’ve been shooting a lot of music videos and had the opportunity to work with 16mm film. We’re classic film fans, so we instantly became enamored with it. Film creates this rich texture and feel that gives so much depth and character. We’ve used it in quite a bit of our projects and now it feels like a part of our artistic identity. It’s been incredible to expand our creative endeavors in this area because we got to experiment and discover new ways to illustrate our vision. Narrative driven work is my favorite and we always try to achieve something that leaves a mark and captures the imagination. Our goal is to find the most thought provoking and visually compelling ways to tell an artist or brand’s story.
An exciting aspect of what we do is the chance to collaborate and work with different people all the time. It keeps things interesting, but our work can also be very unpredictable. Schedules, locations, and creative direction can change at any given moment and I’ve learned how to be flexible and improvise on the spot if something doesn’t go as planned. Sometimes the best ideas are created by these spontaneous moments!
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Food and art are the two biggest draws for me in any place I visit and luckily LA has plenty of both! When I have friends visiting town, I take them to the neighborhoods I love to frequent for food and drinks – Los Feliz, Koreatown, DTLA, and West Hollywood. I’m big on spicy food and Jitlada in Los Feliz is incredible. Quarters for Korean barbecue is great, and Guerrilla Tacos in downtown is amazing. There are also fun speakeasy type bars like La Descarga and No Vacancy with wonderful drinks and atmosphere that my friends and I always love going to.
The art and music scene in LA is equally impressive as well. A few places worth mentioning are The Getty museum, LACMA, Hollywood Forever Cemetery, and The Hollywood Bowl. The weather here is nice almost all year round, so we get to enjoy most of these activities outdoors which is a big plus.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I hold my friends, family, and artist community with deep gratitude. I’ve met a lot of talented individuals while living in LA and attending Otis College of Art and Design, many who have become close friends and supporters of mine. The love and support from this community really helped nurture my journey as an artist. It’s been amazing to collaborate with artists from different creative backgrounds, it really opened me up to another world of possibilities, and I wouldn’t be the artist I am today without that experience.
Hector Perez, Nico de Assas, Danielle Yu Perez