September 21, 2021 • Women Founders

FOUNDER FILE: Meet Helen Joel, Owner of Light Lab

Helen Joel is the Owner of Light Lab, a creator’s studio designed for content creation. Helen is the former director of content and Senior Manager of Digital for Nutpods, as well as a former Riveter member — out of our Marina del Rey location! Thanks for chatting with us, Helen!

Tell us about your company?

Light Lab is an open concept studio used for photo and video production. Designed for the creators in need of versatility on set, the 2,000 square foot warehouse space includes a fully functioning KitchenAid Pro-Series kitchen, living, and dining room areas all staged to accommodate production equipment. We primarily shoot content at the studio, but do have events and pop-ups. 

What made you want to start your own business?

I have wanted to work for myself for as long as I can remember, but I never really knew what that looked like. Having worked in Digital Marketing for so long, I saw firsthand how quickly the demand for content was growing across all industries. So when the opportunity to buy Light Lab, a creator’s studio used specifically for production, presented itself I took the leap! 

The pandemic drastically changed the need for content and how content is produced. Why was this the right moment to take the leap and buy a content studio?

As for the timing of things, the Pandemic made me really question how and with who I wanted to spend my days. So I looked at surviving needs of COVID and saw the demand for content was only growing.  The pandemic further confirmed the importance of Direct To Consumer capabilities which is a channel grown via Digital Marketing – to sell a product online, you have to market a product online. With so many different verticals + platforms the demand for the amount of content needed has never been higher. At Light Lab you can create a lot of different looks in one day for both video and photo content, which is what brands need, it’s what I needed when I was creating content in-house.

As someone who has creatively produced for many other brands, where do you see the future of content creation evolving in the CPG space?

The dynamic between creators and brands is shifting in favor of the creative. For the first time in my lifetime, the ability to create a visual, tell a story, engage an audience to sell a product is more important than ever. Quick creative fixes, skimping on creative, it caps your growth capabilities. More and more creators will be hired full-time, in-house, because the demand is endless. 

As a female founder, what do you want your legacy to be?

For all types of people to value creators and believe in the power of authentic creativity.

What can we expect from you and Light Lab in 5 years?

That’s a great question, most likely a second studio. I’m only 6 months into this journey, but I know evolving the relationship between creators + people in need of creativity is in my future. I have no doubt about that!


What’s the first thing you do every morning?

Meditate and workout, non-negotiables for me (currently).

What’s the last thing you do every night?

Write one thing I’m glad I accomplished that day. Then read or scroll TikTok, something to unwind from the day’s craziness.

What app can’t you live without?

MindBody and Find My Friends 🙂 

What book do we need to read?

The Power of When by Dr. Michael Breus – it teaches you about your chronotype, and when you should do certain activities (eat, exercise, read, work, etc) based on what’s best for you and your sleeping patterns. It was a game changer for me.

What business or person should we have our eye on?

Cryptocurrency. Learn it, understand it, and participate in conversations about it. Ethereum is the future, and not understanding how it works is the same as your parents/grandparents not understanding email or how to use the computer !! 

Light Lab is a creator’s studio and event space available for rent. The bright and airy renovated warehouse is the perfect blank canvas for everything from photo and video shoots to launch parties, workshops, and pop-ups. Rent the studio at [email protected] and follow us on Instagram