Studio
Eight makers, one long table, a lot of takes.
We are a social media and creative studio on the fourth floor of 1010 W Fulton Market. Strategists, shooters, editors and community managers sit together, so the plan and the post never drift apart.
How we got here
Started in a spare room with one ring light.
Noor Haddad left an agency job in 2019 with two restaurant clients and a theory: that small brands were being sold strategy decks when what they needed was someone to turn up with a camera every month.
The first shoot days happened in a spare room. The first community inbox was answered from a phone on the train. By 2021 there were five of us, a lease on Fulton Market and a kitchen set built by a friend who makes restaurant furniture.
Today the studio is eight people and a roster of freelance shooters and stylists. We have stayed small on purpose. Every client gets the people they met on the first call, and every month ends with a report that says plainly what worked.
Paper Plane Social and its history are fictional, written for this demo site.
Sample figures on a demo site.
What we believe
Five rules on the studio wall.
They decide what we pitch, what we turn down and how we write a report.
Hooks before logos
Attention is earned in the first three seconds. The brand arrives once someone has decided to stay.
Series over one-offs
A format that works twice is worth more than a post that worked once. We build things that repeat.
Show the working
Rates, usage terms, test results and misses are shared in full. You should never wonder what we did this month.
People, with permission
Staff, customers and creators appear because they said yes, were paid fairly, and saw the cut.
Numbers that connect
We report what moves the business and say plainly when a result was luck.
- Strategists
- Producers
- Shooters
- Editors
- Designers
- Community managers
- Media buyers
- Creator managers
The team
Who you will actually work with.
No account layer in between. Your producer runs the board and everyone else is a message away.
We are hiring
Noor HaddadFounder and Creative DirectorTwelve years directing social-first campaigns for food, beauty and city brands. Still writes the first hook of every series.
Marcus OkaforHead of StrategyFormer brand planner who reads comment sections for fun. Builds the pillar and format banks.
Lena KowalczykExecutive ProducerRuns every shoot day, call sheet and budget. Has never lost a location permit.
Theo ParkLead EditorCuts the first three seconds five ways before touching the rest. Sound design obsessive.
Imogen CastilloCommunity LeadSets the voice guides and trains the inbox team. Median reply time is her favorite number.
Darius BellPaid Social LeadStructures accounts so three campaigns do the work of thirty. Friday one-pagers are his.
Saanvi MehtaCreator Partnerships ManagerKnows which creators answer email and which answer a voice note. Negotiates usage rights in plain words.
Joel FerreiraDesigner and Motion ArtistCarousels, covers, lockups and every template the studio ships.
Team members are fictional. Photos are stock portraits.
The space
A studio built for vertical video.
- Kitchen set with a working induction range and a pass
- Two colour walls repainted every quarter
- Product table with overhead rig
- Edit suite with three stations and a sound booth
- Client room with a screen for live review sessions
Come and see the studio.
Or start with a 45-minute video call. Either way you will meet the people who would do the work.