How Geoffrey Goldberg of Movers+Shakers went from Broadway to TikTok

After more than a decade as a Broadway performer and director, Geoffrey Goldberg traded in his tap shoes for a TikTok account to start Movers+Shakers alongside his husband, Evan Horowitz. That creative background has served Goldberg well as the agency’s chief creative officer. And Goldberg's musical understanding has helped brands such as Neutrogena and Netflix make a splash on sound-heavy TikTok. The agency also did a musical for Match.com that ran on YouTube. “I think for many creatives, over time we hone our unique point of view,” said Goldberg, 39. “I learned quickly as a director that I have a levity and humor and joy to my work. That has translated to our creativity here.” See all 40 Under 40 honorees here Movers+Shakers has been at the forefront of TikTok campaigns, with one of its most well-known being centered around e.l.f. Cosmetics. The brand dropped its own NFTs and has collaborated with Chipotle and Dunkin' on TikToks that received millions of views. Goldberg credits his team’s success with keeping a very close eye on cultural moments, especially moving quickly to capitalize on trends before they go out of style. “We’re seeing a convergence of marketing and entertainment in the industry,” Goldberg said. “People love being marketed to if it's entertaining and fun. The brands that are winning are the ones telling great stories.” If you could have dinner with one person, alive or dead, who would it be and why? One of my inspirations as a writer is Stephen Sondheim. I loved his storytelling because it's so intricate. He recently passed, and I would have loved to hear how he approached creativity. What are the top two social media sites you use on a regular basis? I am usually a TikTok and Instagram person, but BeReal has become my new fascination. What’s currently on your bedside reading list? I’m slowly making my way through “Principles” by Ray Dalio, the founder of Bridgewater Capital. He’s codified his thinking in a really clear, concise, inspiring way. It's inspired me to think about what goes into my creativity and how I codify that for my team. What was the last show you binge-watched? There’s only been one episode (as of this writing), but I just watched the latest “House of the Dragon.” I am so ready for that world again. “This Is Us” is also a constant for me. At what age do you hope to retire? I don't know if I believe in retirement. I think the work we do in my life might shift, maybe. I am a person who loves to stay busy. There's no date where I want to be sitting on a beach drinking mai tais, but I do have a 4-year-old daughter, so in the coming decade, I’d love to focus more time on family, but still be working. See all 40 Under 40 honorees here

How Geoffrey Goldberg of Movers+Shakers went from Broadway to TikTok

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