Aucklander Steven Fernandez is making a name for himself in the Big Apple. The journalist-turned-creative director is now based in New York and finds himself working with a host of US celebrities – the likes of the Kardashians, Jennifer Lopez, Miranda Kerr, Hailey Bieber as well as brands Olaplex, Amazon and Virgin Voyages. Before leaving Aotearoa, Fernandez started his career as Editor of Remix magazine and then Global Content Director for Zuru Edge. He remains as creative director for Remix today.
You grew up in Epsom and now you’re in New York, working with Kardashians. Tell us how that happened…
Looking back now it all seems very strategic, but it didn’t really happen that way. I started with Remix magazine in my early 20s, working under Tim Phin and Tina Moore, and eventually became editor of the magazine about four years later. The explosion of celebrity culture on social media propelled Remix onto the world stage and took me to the US, where I moved into the role of Creative Director. I started to build strong relationships with agents, managers and publicists, who came to support my work and trust my proposals. From there I moved into Zuru as Global Content Director, working in a more commercial environment and learning a lot of amazing skills from Nick Mowbray’s leadership. I’ve been very blessed to work with incredible brands and talent in the time since then and still absolutely love what I do.
What led you to make the leap from NZ to the US?
I had been travelling to the US since I was young, because I have a lot of family here. During my early days as editor of Remix I wanted to pivot the magazine from a locally loved title into one with a more global viewpoint that would better embrace celebrity culture. I applied for a work visa, and then moved to the US to procure better talent and produce bigger shoots in Los Angeles and New York, and the rest is history!
You have had an extraordinary career, is there a common thread running through it?
I would say tenacity. I have had to fight for the brands and people and projects I wanted to work with, and that takes quite a lot of patience and persistence. But I’m glad it has because the creative output or business success feels well deserved
What is a unique aspect that you bring to brands in your role as a creative director?
I’m not sure what it is that brands find unique about me, that might be a better question to ask them! I like to think I am decisive in leading a team of creative people and can push them to try new things throughout the creative process. I try to work closely with every aspect of ideation and production, making fast decisions that help each person focus on what they do best and to ultimately be proud of the work.
What your favourite thing about your job?
I love getting to work with extraordinary people, whether that be photographers, directors, stylists or artists. The best part of the job is being able to meet people from different walks of life with varying perspectives and bringing that together to create something that makes an impact.
You have worked with some very big names, like the Kardashians and Jennifer Lopez. There must have been some real ‘pinch yourself’ moments along the way…
Working with Naomi Campbell was definitely a ‘pinch myself’ moment. I’ve always admired her and was very nervous about meting her, but she was a true professional and remarkable to watch in action. She understands how every angle, light and movement interact to make an image and doesn’t miss a beat of what’s going on around her.
What is your proudest achievement?
That’s a hard question, there are so many. I have been proud to work with Lisa King and the team at Free AF drinks [branded as Curious AF in NZ]. Obviously Lisa herself is renowned for doing amazing work and being nominated for New Zealander of the Year, but also the sober curious movement has been amazing to contribute to. With Free AF’s campaigns we have brought more voices into the important conversation of alcohol balance.
What’s the biggest difference about doing business in the States compared to Aotearoa?
New Zealanders make decisions a lot faster, with less deliberation, but Americans are much more optimistic and encouraging. There is a real ‘can do’ culture in the US, which I would love to see a little more of back home. Kiwis is full of remarkable entrepreneurs and innovators, so it’s important we encourage them to put themselves out there and feel supported.
What do you miss most about NZ? Or are you making it your mission to bring most of it to America?
Jet Planes! And Pineapple Lumps! I miss so many things about New Zealand and I love going back home to visit family and friends. I really love Waiheke Island – my sister got married there, so that’s a special place I always love to visit when I am home.
One piece of advice for Kiwi businesses looking to expand overseas?
Be patient. The US is an enormous market with nuances and variations state to state. The New Zealand market is much more uniform, so you can have a much more blanket approach to content and marketing, whereas the US requires more detailed strategies to appeal to different audiences, whether that be geographically, behaviourally, economically.
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