Your Name: Angelina Sereno

Business Name: Skybox Creative, a film production and story telling firm

Type of Business: Arts&Entertainment, Design, High-Tech, Marketing&PR

Business Location: San Diego, California, United States

Twitter @skybox_creative

Reason for starting
I have a passion for two primary things in life, helping others and making the world a more beautiful place. I was in the design industry for 6 years prior to starting my own firm and wanted to do things differently; to provide creative solutions that break new ground in concept and execution, to build in more freedom for my team, to create a fun company culture and ultimately to give back to world in a significant way.

How do you define success?
Success is watching your dreams and goals manifest before your eyes while remaining open to learning and growing. Success is helping others and teaching them what you have learned throughout the journey. Success is doing what you love every day.

Biggest Success
Planning and designing the system and dashboard UI for Warner Bros. and CBS to manage all syndicated programming. The system is currently being used every day.

What is your top challenge and how have you addressed it?
Staffing. Since our industry is service based and there is no true tangible, the people are everything. From the critical thinking and planning aspects of a project to the design execution (details!), the technical skills (especially for web) to the level of client service, it all creates the Skybox experience. In order to get all the players I need, we leverage quite a few contractors that are either part time or contract only. This helps keep overhead low so we stay competitive while allowing us the flexibility to expand as needed.

Who is your most important role model?
I have several role models, from the artists whose commitment to their craft and skills are simply awe inspiring to the entrepreneurs who take their ideas and manifest them into reality. A few role models and good friends of mine are Les Kollegian (Partner at Jacob Tyler in SD) and Nathaniel Howe (Partner at Nathaniel James in LA).