New York, NY // Monica Herman believes that when it comes to live experiences, anything is possible. Winner of multiple Clio Entertainment Awards–– including Grand Awards in both Innovation and Integrated Campaign–– Monica has headed Giant Spoon’s groundbreaking experiential practice since 2021. Previous to joining Giant Spoon, Monica led experiential creative globally across the VICE Media Group brand portfolio, which includes VICE, Refinery29 and i-D. As design director of experiential at Refinery29, she managed the team responsible for the visually stunning, award-winning viral sensation, 29Rooms. With both an architecture and agency background, Monica offers expertise in multiple fields of design, including environmental design, graphic design, UX and art direction and ranging in scope from conceptual visual storytelling to advanced fabrication and construction techniques for built environments. Monica holds an MFA in Architectural Lighting Design from Parsons The New School for Design, where she has served as part-time faculty.

She is a frequent guest lecturer at F.I.T. and Miami Ad School, where she inspires young professionals from diverse backgrounds to explore new careers in experiential. Pushing boundaries in what cross-channel advertising can deliver for brands, Monica has been named to Adweek Creative 100 & Business Insider’s Rising Stars of Madison Avenue. In 2023, her team’s work helped land Giant Spoon on Fast Company’s list of the Top 50 Most Innovative Companies in the World. In 2025, her work for HBO’s House of the Dragon took home a Webby for Best Launch and a Gold Effie in Hybrid Experiential.