Strategic framing
Mihaela identified the programme promise, audience, strongest language and most credible proof, then turned that understanding into a practical content approach.
London Business School · Selected experience
Inside the room.
Four years turning expertise, community and institutional life into social content, programme films and campaign storytelling.
Strategic communications · Interview direction · End-to-end video production
Four years inside the workSubject matter · participant experience · faculty voice · institutional purpose
4 yearsSustained LBS collaboration
HundredsSocial, events, institutional and campaign assignments
11 programmesNamed public Executive Education examples
End to endMessage, interviews, production and edit
The approach
The work begins before the camera.
Across four years and hundreds of assignments, Mirad founder Mihaela Motica worked inside LBS classrooms, social channels, events and institutional moments—not as a participant seeking a qualification, but as the person responsible for understanding what was happening and translating its value.
That sustained proximity became a form of disciplined observation: how faculty frame complex ideas, how participants respond, which language carries meaning, and what the institution needs different audiences to understand.
The insight shaped the questions, voices and narrative structure. Programme teams, faculty and participants brought the expertise and lived experience; Mihaela built the communication that allowed it to travel. That practice helped sharpen the Strategic Emotional Resonance method Mirad uses today.
Interview direction
She researched the subject, designed the questions and created the conditions for participants, faculty and clients to speak with clarity.
Full production
She carried the work from planning through filming and final edit, keeping the original strategic intention intact. Mirad can scale delivery with trusted freelance specialists when a brief requires a wider crew.
The larger body of work
Social first.
Human always.
The relationship began in social, before the eleven named Executive Education examples shown below. Across hundreds of pieces, Mihaela helped LBS show the human reality of the institution—its people, learning, community and public moments.
On her first LBS commission, the task was simply to capture content. As in-person activity returned after the pandemic, Mihaela saw a social-first opportunity and asked: “Is it time to post the first LBS Reel?” For the School, this was a significant step. The idea passed through several layers of approval before the final: “OK, let's do it.” Publishing that Reel became the beginning of a four-year creative partnership, later spanning Congregation and graduation, community initiatives, major events, organisational messaging and fundraising films.
Some assignments began with a defined brief. Others started with only a few written lines—sometimes before the agenda, timing or contributors were settled. Mihaela made rapid strategic and editorial decisions on the ground: reading the room, adapting the approach, identifying the right voices and capturing what the final story would need, while keeping the audience, institutional purpose and wider picture in view through the edit.
Helping the institution move first.
The original task was to capture content. Mihaela proposed the first LBS Reel and carried the idea through several levels of approval to a final go-ahead—opening a four-year creative partnership.
The human face of achievement.
Trusted coverage of graduation and Congregation—high-visibility moments where individual pride, family emotion and institutional identity meet.
Making belonging visible.
Fast-moving stories across the Community Toy Drive, Festival of Minds and wider university life. LBS reported gifts reaching 583 local children in the featured Toy Drive year and more than 7,000 since the initiative began.
Giving leadership a credible public voice.
Interview-led films with former and current LBS deans, alongside public-facing and confidential organisational messages. The work supported institutional vision and the £200m Forever Forward campaign.
View public campaign vision ↗From moving image to the decisive still.
A Chanel × LBS photography commission within the wider relationship. Mirad's production offer includes original photography as well as strategic content, interviews, film and video.