Where were you raised and where did you fine-tune your creativity?
I was raised in Long Beach, California, and summers were spent in Mexicali with my grandma and aunties. I think those humble beginnings are where my creativity was honed. In Long Beach I was one of four daughters in a small two-bedroom home. We didn’t have much, but we created worlds in our backyard. I poured myself into school, excelling in the take-home projects from English class. In Mexico, my world opened up. I was meeting new kids who had less than me and who were filled with joy. I played in dirt with busted bikes, but I had the freedom to dream. I was encouraged by my grandma to do, to dance, to sing, to believe in all my abilities. That’s the beauty in my heritage and upbringing. It really cultivated an ingenuity I carry to this day.
What makes you passionate about your work?
Stories on TV helped shape my view of the world and myself, and I can’t imagine who I could have become sooner if I felt like I belonged more—if my experience and identity were normalized on screens big and small. I think storytelling humanizes people, and I want to be a part of telling more inclusive stories.
How does your heritage influence your work?
It influences it on every level, but mainly it affects how I show up to a task. I pour myself into it because of the hardwiring and tenacity to NOT be mediocre. I think I carry the burden of ensuring the sacrifices of those who came before me were not in vain, and that maybe if I lead an extraordinary life it would all be worth it. Secondly, I desire to see my people as complex, nuanced and beautiful on screen as they are in real life. It’s because I know my heritage that I want to share that with the world so we can be fully and truly seen.
What’s the most successful marketing campaign you’ve implemented?
I had the honor of leading the campaign for HBO’s I May Destroy You called “Gathering the Pieces.” It’s an award winner, sure. But it was successful because Michaela Coel loved it. We were able to build a community-focused campaign so aligned strategically with the story but filled with so much love and care for the core Black and LGBTQ audiences, and survivors everywhere. It felt less like a marketing campaign and more like a love letter accompanying the story Michaela created. This campaign reminded me about the intersection I thrive in: community x storytelling. That’s my brand. That’s what excites me.
What are the advantages of being multicultural?
My perspective. There is no one I’ve met that has my perspective, my background, anything. So there’s so much power in it. Impostor syndrome used to creep in, but now my perspective and my empathy, which is also due to my biculturalism, is my superpower, and what gives me my edge.
Do you consider the multicultural voice when hiring vendors/agencies?
I can’t do any work with non-inclusive or non-multicultural vendor/agencies. Those days are over. I know I won’t get the most creative work when the team is homogenous. I crave different experience and perspectives. It make the work better. My mission in my care, in all areas, is to be a gate-opener, and know that I have to do my part to change the industry, step by step.
Ileanna Sawyer
Senior Writer and Producer
FX Networks
Co-President
Soapbox Women
