Meet Serge Sohen | Executive Producer | MIRRORS

We had the good fortune of connecting with Serge Sohen and we’ve shared our conversation below.

Hi Serge, what do you attribute your success to?
The biggest factor behind my success is a discipline I’ve cultivated over years: the ability to stay calm under pressure and turn that calm into structure for everyone around me. I call it CalmOps—a production discipline that blends practical tools from IT (clear ownership, short sprints, additional interim meetings/PPM for each department, predicted risk lists) with the taste and timing of Live-Action Commercial craft. In practice, it means one goal everyone can repeat, a steady emotional tone at every stage, and fast, human feedback loops that keep momentum without burning people out. When the pressure spikes, I slow the room down, surface the next right move, and protect focus—so complex shoots feel simple and delivery stays on time and on budget.
This rhythm also matches how tech organizations ship products, so my teams meet PMMs and engineers in their native tempo without losing the on-set energy audiences expect from live-action advertising. That fit is why brands like Lightricks (Facetune, Videoleap), Plarium (RAID: Shadow Legends), MyHeritage, Passes, Playboy, McDonald’s, Puma, BMW, and international agencies such as DDB, Saatchi & Saatchi, Leo Burnett, Ogilvy, Publicis, McCann, and others trust me with launch-ready, platform-optimized campaigns for Meta, TikTok, and YouTube across the U.S. and Europe.
The outcomes aren’t just pretty—there’s measurable lift and efficiency. One of my company’s projects earned a Silver Dolphin, and many others have been recognized at festivals across the CIS. That recognition led to jury invitations, including Collision Awards; and in 2026 I plan to serve on at least three juries—Telly Awards, KIAF, and FIAP—evaluating work from industry leaders.
In short, it’s calm discipline turned into a repeatable system: keep people steady, keep risks in sight, make the result inevitable.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
We started in Ukraine back when you still had to ship film to be developed abroad—when TV owned the screen and the industry resisted change. I was one of the specialists coming up in that world, watching top production houses pull off the impossible in every corner of the map: a soda blast across London, a plaza-sized mural in Barcelona, a thousand-person dance in Rio. That level of execution was magnetic, and we set out to earn our place inside that ecosystem.
Year by year we built a group of companies with clear roles: a post-production studio, a local production arm serving major regional agencies, and MIRRORS—our service production that expanded to Lisbon and Barcelona and ultimately found its home in Los Angeles. It wasn’t easy. The last 15 years rewired everything: the digital boom, the shift from TV to online, new budget models, the rise of creators and influencer marketing, and now an AI era that is collapsing some companies and giving life to new hybrid studios. We stayed in the game by anticipating where the curve was heading, reskilling fast, and being willing to replace one ambitious plan with another when the market moved. Each annual review forced hard choices, and we made them without losing curiosity or the belief that the next chapter could be better.
What sets us apart today is a simple promise: we make complexity feel simple. We’re proud of our ability to read change early, learn quickly, and keep teams steady while we pivot—whether that means re-tooling pipelines, re-thinking budgets, or rebuilding schedules around new platforms. The lessons are straightforward: don’t fall in love with formats, invest in people and process, and treat constraints like part of the brief. If there’s one thing I want people to know about our brand and story, it’s this: we’re builders. We adapt without drama, respect the craft, and ship work that meets the moment.

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?
Oh, that’s a great question—I ask myself the same thing every time I host partners or clients in Los Angeles. I’m a surfer, so I bias the plan toward ocean light, as many lookout points as possible, and a proper seafood circuit. I’d show LA in layers, not a schedule—mornings by the water, afternoons for art and architecture, evenings for food and music. Start on the coast: Malibu for a quiet beach (or a quick paddle at Surfrider), a Topanga canyon walk, and a sunset stop like El Matador. Drift inward for culture—The Broad and Walt Disney Concert Hall downtown, LACMA and the Academy Museum in Mid-City, galleries and coffee in the Arts District—then let the Eastside breathe a little: Los Feliz for a slow morning, Silver Lake and Echo Park for a lake loop, small shops, and a venue at night. On the westside, wander the Venice Canals and Abbot Kinney before rolling up the path to Santa Monica. For food, I rotate Koreatown barbecue, Saffy’s or Bavel, Grand Central Market for a fast cross-section, and a taco stand to end the night—plus plenty of seafood along the way, from a simple PCH shack to a raw bar in Santa Monica, with Redondo Seafood Market as a must. It would be a shame not to roll through at least one studio—Warner Bros. or Paramount both work; even a standard backlot tour gives you the texture of how the city actually makes stories. And because it’s LA, I’d thread in a few cinematic stops: Musso & Frank Grill (Once Upon a Time in Hollywood), The Lighthouse Cafe in Hermosa (La La Land), and Pat & Lorraine’s in Eagle Rock (Pulp Fiction). For streets the whole world recognizes, it’s Sunset Boulevard, Hollywood Boulevard, and Rodeo Drive—and if there’s time, a dusk drive along Mulholland. When it’s time for a wide view, it’s Griffith Observatory or Baldwin Hills Scenic Overlook—or any turnout on the PCH where the coastline opens up. The through-line stays the same: good light, walkable pockets, and a few vantage points where the scale of LA comes into focus.

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?
Shoutout to the production ecosystem of crews and vendors—cinematographers, ADs, producers, art, VFX/CG, color, and sound—whose precision and steadiness turn early call times and moving targets into finished work, and to the creative directors, marketing teams, and CEOs who step in at the exact moment it matters to align decisions, clear roadblocks, and protect the work. I also owe a great deal to the ideas in Thinking, Fast and Slow by Daniel Kahneman, which accelerated my decision-making and helped me name distinctions I couldn’t see before, and to How to Win Friends and Influence People by Dale Carnegie, which strengthened my communication and reframed how I navigate conflict. Finally, credit to the organizers of the Cannes Lions International Festival of Creativity—seeing the world’s best up close resets your sense of what’s possible and removes ceilings, a reminder that anyone can conceive and deliver an idea that reaches the world.

Website: https://mirrors.film

Instagram: https://www.instagram.com/sergesohen

Linkedin: https://www.linkedin.com/in/serge-sohen