Vivian Rosenthal is the founder and CEO of GoldRun, a social platform that uses augmented reality to transform smartphones into dynamic promotional tools that can be used to drive traffic to physical and online destinations, increase product sales and bolster brand loyalty. Rosenthal previously co-founded Tronic, a NYC-based directing, design and animation studio along with fellow Columbia University Architecture graduate Jesse Seppi. In general, they worked to eliminate lines delineating one form of creative media output from another. As visual futurists, they boldly combined architecture, new media, animation and branding through new uses of technology like a social platform to create visually striking and conceptually based work.
How would you describe your job to a nine-year-old? Dreaming up imaginary worlds.
What does being creative mean to you? Being free to come up with new ideas and then bring them to life.
“I am creative because…” It keeps me excited.
What inspires you? People’s willingness to takes risks.
What is your greatest creative achievement so far? GoldRun, a mobile AR platform I started.
What’s your passion? Bringing ideas to life that involve technology and our perception of the world.
What is the trait you most deplore in yourself? In others? I wish I had more patience. Too hard to say in others as a generalization – it’s really specific to an individual.
What turns you on creatively, spiritually or emotionally? Making something out of nothing.
What turns you off? Laziness.
What profession other than your own would you like to attempt? I paint sometimes, and I’d like to find more time to do it.
What profession would you not like to do? Anything repetitive.
What’s your go-to artist/album/song? At this very moment, it’s the soundtrack for Drive. It’s quite emotional and physical, like a landscape unfolding in front of you.
What’s a great book you’ve read or movie you’ve seen recently and what did it teach you? Just Kids made me realize how important it is to never give up. Daemon awoke me to the harsh realities and possibilities of cyber terrorism.
What is your current state of mind? Eager, excited, stressed, optimistic.
If you wrote your memoirs, what would they be titled? Total Recall.