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Uppercut welcomes executive producer Andrea Aronson
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Aronson's appointment is a strategic move to turbocharge the studio's West Coast presence.
Award winning studio Uppercut announce a significant expansion of its executive team with the arrival of Andrea Aronson as Executive Producer of Business Development.
Aronson's appointment is a strategic move to turbocharge the studio's West Coast presence, but what truly sets her apart is her distinctly human, relationship first philosophy. As a seasoned producer and creative connector, she’s built a career on trust, a value she prioritizes over gimmicks. “I’ve never been one for hard sales,” Aronson says. “My approach to business development is simple: honesty, trust, and transparency. You can have a great pitch or renowned talent, but if your clients and vendors don’t trust you, none of it matters.”
Aronson's path to production was almost predestined, born into a family steeped in the creative arts, her father, a former Head of Production at Leo Burnett in Venezuela. Her career journey has been anything but linear, including a pivotal detour into the tech beauty space that she credits with providing the equivalent of an "MBA," rounding out her industry perspective. While she is based in the Los Angeles office, her focus will be on connecting top-tier talent with agencies and brands across all markets, building on Uppercut’s strong foundation in New York and Atlanta. “Andrea has this natural ability to connect people and ideas in a way that’s both strategic and deeply human,” says Micah Scarpelli, Founder and Editor at Uppercut. “Her energy is contagious, and she embodies the collaborative spirit that defines Uppercut.”
This people first mindset makes Aronson a perfect fit for Uppercut’s culture, one she describes as "collaborative" and guided by an "All for one, and one for all" ethos across all three offices. Working alongside LA EP Mila Davis and editors Pieter Viljoen and Brad Waskewich, Aronson’s goal is to help the Los Angeles office thrive creatively, strategically, and relationally, expanding its presence and roster. “Andrea’s drive and positivity are infectious,” adds Mila Davis, Executive Producer, Uppercut LA. “She has this uncanny ability to see the potential in people and projects, and to bring out the best in both. Her presence adds even more heart and depth to our team.”
Outside of work, Aronson’s energy is as vibrant as her professional life. A self-proclaimed “big New York Times Games girl,” she unwinds with nightly crossword and Spelling Bee rituals and tunes into tennis and Formula 1 with equal devotion. Her dream? A personal Grand Slam, attending all four majors in one year.
As she settles into her new role, Aronson’s vision is clear: “I define success by the strength of the team, the relationships we build, and the energy we bring to everything we do. My goal is to see the LA office thriving creatively, strategically, and culturally, honouring Uppercut’s legacy while expanding its future.”
