Melina Osornio-Andrade’s Motto – 'Just Be a Good Human'

Raised in the artist-driven community of Taos, New Mexico, Melina Osornio-Andrade is the managing director of LOS YORK. Melina earned her BFA in photography at the University of New Mexico and spent more than seven years as a staff producer at award-winning Stardust Studios in Santa Monica.

Based in Los Angeles, Melina not only oversees LOS YORK’s day-to-day operations, she inspires a collaborative, flexible culture, where all teams are encouraged to create breakthrough campaigns that disrupt industry norms and defy conventions.

Q: What was your first significant leadership role, and how did it shape you?

Melina: Producing in post-production was my first leadership experience. It takes leadership to shepherd projects through all the various capabilities in post, and I realised when I first stepped into the world of advertising and production that the great thing about our industry is that everyone’s role is pivotal. No matter what position you hold, you’re “leading” in some capacity.

Q: How did you determine your approach to leadership, and what lessons did you learn along the way?

Melina: I’ve worked for a few assholes in my life, and that taught me what kind of leader I definitely don’t want to be. My motto is: “Be a good human. Period.”

Q: Can you share a key moment that taught you an important leadership lesson?

Melina: When I was asked to step into the managing director role at LOS YORK, it was a pivotal time for the company. We faced the challenge of merging a creative and branding agency with a design studio and a production company, and we succeeded. The key to our success lay in the how—how we would operate on both a human and business level to ensure the health of our company. Seth Epstein, the founder of Los York and my greatest mentor, has always challenged me to set audacious goals, and that’s exactly what we did.

Q: Did you always know you wanted to be a leader, or was there a moment that made you realize your potential?

Melina: The term “leadership” hasn’t always resonated with me—I’ve always seen myself more as a “coach,” focused on helping people realise their potential. Having played sports all the way through grade school, I think this style of leadership has been heavily influenced by my upbringing and experiences on the field and on the court.

That said, I started realising I had it in me to lead when I was an office manager at a motion design studio, and I saw upfront how CG production worked. I told my boss I can do that. He said, “okay, here’s a project, go produce it”—it was a NASCAR job. It was sink or swim. I’ve been swimming ever since.

Q: Do you believe leadership is an inherent trait or something that can be cultivated?

Melina: This one is tough, but I firmly believe that with the right drive, anything can be learned and achieved. I’m a strong believer in the power of hard work, determination, good vibes, and commitment to turn your desires into reality.

Q: What aspects of leadership challenge you the most, and how do you navigate them?

Melina: A very challenging part of leading is confidence in decision-making and taking risks, but I’ve learned that taking risks is important and part of the process. Sometimes you succeed, and other times you fail, and failure is something you learn from.

Q: Have you ever experienced failure in leadership? How did you handle it, and what did you learn?

Melina: As we all know, we learn from our failures. I always feel like I’m failing on a daily basis, but this really stems from my desire to continue learning and growing.

Q: How do you approach transparency and authenticity as a leader? Do you prioritize openness?

Melina: I believe transparency and authenticity are key, but they must be paired with intentionality. It’s all about finding the right balance.

Q: Who have been your biggest mentors, and how have they shaped your leadership style? Do you mentor others?

Melina: My partners at LOS YORK, Seth Epstein and Scott Hidinger, have been my biggest mentors. Always challenging the status quo and always leading with good intentions.

Q: How do you manage the responsibility of leading a team in rapidly changing market conditions?

Melina: By taking the challenge and looking at it through the lens of opportunity; flipping the situation on its head to find new possibilities and creative solutions. And always remaining optimistic.

Q: How do you prioritize diversity and inclusion within your company, and how does it impact your leadership?

Melina: Everyone has full autonomy at our company to bring new ideas and solutions to the table. We encourage people to have a voice, take the lead, and lead by example. We hire globally, as we are true believers in bringing diverse perspectives into the work, reflecting the complexion of consumers around the world.

Q: How has your company maintained its culture in a remote and hybrid work environment?

Melina: Company culture is everything; our team and community are the foundation of our company.

In our remote work environment, we emphasise more 1:1 touchpoints to discuss things beyond work, keeping it personal and checking in regularly. Additionally, we’ve established monthly in-person meetings and biannual company retreats to keep our culture vibrant and connected.

Q: What have been your most valuable resources along your leadership journey?

Melina: The most useful resources for me are my people—the creators, dreamers, and believers on our team. They inspire me. They challenge me. I could not be a leader without them.