About
My name is Rina Gluckman Azriel
My career in production began from the ground up — interning on advertising campaigns for Swarovski Crystal, prop assisting on set for a VH1 television show, renting some photo equipment and playing photographer on the weekends. I wanted to truly understand the mechanics of storytelling before managing a production myself. At 30, I joined Droga5 as a first-year associate video producer alongside recent graduates several years younger, an experience that reinforced both resilience and perspective. My breakthrough came when I built and led all production at fashion startup M.M.LaFleur, a role that ultimately led to dream positions at Bobbi Brown Cosmetics and The Estée Lauder Companies. Over the years, I’ve worked across every scale of production — from $500 in-house social shoots to million-dollar international campaigns at McCann, coordinating multi-country production and editing logistics across Tel Aviv, Eastern Europe and London for what became a Super Bowl ad. The journey continued as I went on to lead social media for global eyewear retailer GlassesUSA.com, where content became both creative and strategic — spanning branded content, UGC, creators, influencers, organic and paid media — all working together to grow audiences and drive meaningful business results.
Mission
At the core of everything I do is a simple mission: to love the work and keep evolving through it. I bring an international mindset that allows me to connect quickly with teams, talent, and clients, and I believe the best work happens when expertise meets momentum. I like to hit the ground running — combining deep production knowledge with an intuitive understanding of what the industry demands today. My approach balances a cool, considered sensibility with a certain edge — a confidence that allows decisions to be made, problems to be solved, and projects to move forward. That blend of professionalism and a little bit of badassery is often exactly what gets the job done.
Vision
My vision is to create work where creative storytelling and brand strategy move in sync. Through leading social media and content development at GlassesUSA.com, I learned that successful content extends beyond individual campaigns — it builds long-term brand value and meaningful audience connection. My approach is through the lens of brand storytelling, shaping ideas that live consistently across platforms with a goal of strengthening identity to support business growth. By aligning creative vision with clear strategy, I aim to build cohesive brand narratives that feel elevated, intentional, and deeply resonant with audiences.
Tel Aviv production company. Israel production company. fashion production company. beauty production company
