Chatting With Lucie Fink of Refinery29

If you’ve ever visited Refinery29’s YouTube channel, you’ve probably seen Lucie Fink doing five day experiments, man-on-the-street interviews, and trying out other people’s jobs. At just 24 years old, the video producer and lifestyle host has developed a hit YouTube series that garners hundreds of thousands of views with each installment and built a fan base for herself in the process. We caught up with her to learn more about what it’s like to produce and host editorial videos, work for Refinery29, and take career risks.

Could you share a little bit about your career back story?

Absolutely! When I graduated from Johns Hopkins University in 2014, I became an Associate Producer at Ogilvy & Mather. In their branded entertainment group, I learned a ton about large-scale video projects and the entire production process. After about one year, I moved to Refinery29 where I’m currently a Video Producer & Lifestyle Host. I created our hit YouTube series ‘Try Living with Lucie,’ a lifestyle format where I take on social challenges for 5-days at a time, documenting my experience vlog-style. In addition to that series, I host a plethora of other video content for Refinery29 — everything from YouTube series to Facebook LIVE segments, Snapchat Discover original pieces and more.

How did you become interested in video production?

I’ve always loved story-telling. At Hopkins, I changed my major from Neuroscience to Creative Writing because I wanted the ability to share my voice. To me, putting a good video together is the same as telling a good story. I’ve also been interested in the medium for as long as I can remember; as a little girl, I would set up my Handycam camera on a tripod and film myself making commercials in the kitchen.

How have you seen editorial video change?

My role at Refinery29 marks my first venture into editorial video, so I don’t have too much insight into how the landscape has changed over time. That said, in the past year I’ve been here, I’ve noticed that my audience has been hungrier and hungrier for longer content. Because of social media, our generation is used to creating super short videos, but I think there’s been a recent demand for longer-form story-telling.

Do you have any advice for people interested in video production for media companies?

Work on your own projects and make yourself a portfolio! The more work samples you have when applying for a production role, the better.

What types of videos are you most excited to create?

Stop motion videos, by far. I discovered stop motion about a year and a half ago and started sharing my content to my Instagram channel. Every single time I put a stop motion video together, I am blown away by how cool it looks.

What’s one of your favorite videos you’ve produced? Why?

‘What Do You Fink?‘ is one of my favorite series I’ve produced at Refinery29. The series was originally intended as a brief break from ‘Try Living with Lucie’ programming, and we shot all 6 episodes in 2 days. I am incredibly proud of every episode and find each one to be hilarious in its own way. I enjoyed breaking from my vlog format for a bit and getting the chance to speak with strangers on the street.

With the help of your successful Refinery29 series “Try Living With Lucie” and through your own impressive personal branding, you’ve built a strong fan base. Do you have any advice for building a personal brand and following?

I am in constant communication with my audience via YouTube comments, Instagram DMs, Twitter and more. I read every single comment, turn my audience’s ideas into future episodes, and then thank them for watching. When one of their suggestions becomes an episode topic, I’m sure to comment back and let them know. Being communicative has helped me grow my audience and establish a loyal fan-base.

After graduating from college, you focused on producing branded content. What are some of the challenges of working on native?

When producing branded work, I’m always aware of how the content looks from the audience’s perspective. I, myself, am a consumer, so I know that overly branded content is not always well-received – it’s not quite as engaging and often doesn’t seem authentic.

What’s one risk you took in your career that paid off?

I felt that moving from a large ad agency (Ogilvy & Mather) to a smaller digital media brand (Refinery29) was a bit of a risk, and it definitely paid off. A smaller company gave me a lot more creative freedom and flexibility to truly make my mark.

What’s something you can’t work or live without?

My friends and co-workers! I love working in an office setting because it’s incredibly social and fun. There’s never a dull moment at R29 and I love coming into the office.

Twitter, Instagram, or Snapchat?

I am partial to Instagram — it’s where I got my start as a stop motion artist!

Follow Lucie on Instagram and Twitter @luciebfink and on YouTube.