The Long Story.

How it Started.

I often suggest that people pour their coffee and settle in before asking where I’m from. The short-ish version is that I was born in Canada to Indian parents whose families had migrated to Tanzania. I’ve lived in Toronto, Montreal, Paris & New York.

I’ve been designing experiences for as long as I can remember. In fact, those who were lucky enough to attend my grade 5 birthday party can attest to the fact that there was a full run of show. Imagine if I had known then I could get paid for this.

Formative Years.

My insatiable curiosity about human beings is what led me to study psychology at McGill. I wrote the best undergrad thesis in Canada before graduating, and it wasn’t because my immigrant family wouldn’t be satisfied with a regular A (mostly). I was endlessly interested in understanding what it means to be human. What do we need in order to shift from surviving to flourishing? How do we make sense of the world around us? And most fascinatingly — how and why do we risk everything just to feel connected?

Like most people, my career in events happened through a series of accidents, which in hindsight were not accidents at all. A now dear friend roped me into a large fashion show which gave me a taste for unique thrill of events: the excitement of the creative pitch, the closeness you build with a team as you ride the rollercoaster of production, and the moment of panicked joy when the doors open and you get to see the fruits of your labor. After that first standing ovation, there was no turning back.

The Hustle.

As a freelancer, I got to work with (and learn from) some incredible producers, artists and entrepreneurs in Montréal and Toronto. Over time I saw how an understanding of human connection was a superpower when it came to designing events. I crafted countless experiences professionally and personally - from pay-it-forward flash mobs, to parties on floating spas, to an immersive theater simulation of the end of the world. (And this was before the #panoramic). In 2014, I packed all that experience into a suitcase and landed in New York, where a 3 month temporary contract turned into a 6.5 year career at Good Sense & Company, an event agency in Brooklyn.

During my time as a Creative Producer at Good Sense, I supercharged my creative and project management skills. I led projects for huge brands and honed my craft. Over time I began to specialize - moving away from budgets & staffing plans and reconnecting with my interest in the human experience. I became the first ever Experiential Design Director at the company, which meant I got paid to ask questions like “what is the absolute most exciting moment our audience could imagine and how can we give it to them?” What a dream!

2020.

When 2020 hit, I led the company through the Grand Pivot to Virtual Events (read with booming echo voice). I formed an interdisciplinary team to research and advise on the best event platforms for each client’s needs. I doubled as an Executive Producer, and helped leadership strategize as we reeled from the constant change. I designed and taught courses on producing virtual events to freelancers and full time staff. And most importantly, I found innovative ways to still help people feel connected through all the screens.

And you know what else I did? I survived a pandemic. And it changed me. So at the end of the year, I left Good Sense and took some time to rest, heal, and dream.