Lead Creative | APPLE

Juliane von Sivers studied Theatre Directing in London and Moscow. She worked for about 10 years in the industry across Europe focusing her practice on new writing & Physical Theatre in the UK and Ireland. In 2013 she started a new career following her interest for the symbiosis between Technology & Art. Today she is leading a team of 15 Creatives who coach people and businesses in using technology to unlock creativity & unfold their potential.


What was your very first job? What does it feel like to look back at it now?

In 2004 I became first assistant to the director at Thalia Theatre Halle (Saale), Germany.

I felt proud to be entrusted with much responsibility and was soon swallowed up by many impressions of the theatre world. Looking back at it today I am grateful for the experiences and empowerment but also feel that it was like working in a bubble with its very own rules.


Please describe, in your own words, what your current job is and what work it entails?

Today I am leading a team of creative professionals specializing in photography, film & music production, art & design, health & fitness as well as coding & gaming. Together we try to enrich people’s lives by guiding the use of technology to discover new possibilities.

We help bring ideas to life showing the benefits of digitalisation for businesses, people in education or on the basis of a private interest.


How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?

I always liked observing people, discovering the stories our faces and bodies tell and I soon discovered my fascination for live performance. However still being a teenager, I realized that I would prefer working behind the scene and so I found my way into directing. Human connection is a driver and one of my main interests. In my directing I reached a point where I questioned the relevance of my work and the urge to broaden my range led to engaging with new technologies and eventually gave me a new direction.


In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?

I feel very lucky to live in a time where it is much easier to access all the great creative work that is happening around the globe. And by that I am not solely thinking of the internet. Also traveling is easy, meeting people and having an exchange of ideas. Creativity for me is not bound to art. I for example love watching TED Talks getting inspired by the way other people engage with challenges and solve problems.


If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?

What a great question! Well, there was a small comedic piece of new writing called The Artisan by Jack Kelly I directed back in 2011 for the Edinburgh Theatre Festival. It was a small non-profit production, great humour, very English and with basically no budget.

I remember vividly how we enjoyed the process of developing ideas, working creatively with our limitations rather than fighting against them


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