I started a travel company for disappointing vacations.
A satirical travel agency with carefully considered, ill-advised trips.
- My role
- Concept, brand voice and website
- Outcome
- A working brand that accepts real trip inquiries.
Creative strategy, concept and direction for brands, series and live experiences.
I make problems for your solutions.
I develop ideas, build the strategy behind them, and bring them into the world.
Available for freelance. Based in Los Angeles, or remote.
Now OpenAI Artist Program, 2026 cohort.
Sora alpha artist since 2024.
- 30,000 calls
- One catalog line. A year of dinners with strangers. TODAY, CNN and People.
- $55 million
- Nissan’s TV and web campaign, built on my week living in a Sentra.
- 19 cities
- An original series I pitched, created and hosted for Sony, with my own crew.
What you can hire me for.
Strategy & concepts
Question the brief. Develop the idea and the strategy behind it.
Campaign strategy · concepts · pitch decks, treatments and proposals
Direction & production
Take an idea through to a film, series or live experience.
Creative direction · film production · experiential and participatory campaigns
Workshops & collaboration
Spend a few days figuring something out with your team.
Workshops · facilitation · collaboration with writers, designers and art directors
Selected projects
I’ve done some things.
I made a scene at an art fair.
Four days playing an overwhelmed gallerist, with my actual gallerist as my assistant.
- My role
- Creator and performer
- Outcome
- The paintings sold out. Covered by The Art Newspaper.
The art market shrank. So did the paintings.
Nine portraits, each two inches wide, in a booth four feet wide. I sold the work myself.
- My role
- Concept, paintings and performance
- Outcome
- All nine paintings sold on opening night.
I lived in a car. It became a national campaign.
A week in a Sentra became films, blog posts, YouTube videos and staged public events.
- My role
- Creative development, content production and talent
- Outcome
- The centerpiece of a $55 million TV and web campaign.
I drove my signature across the United States.
Nineteen cities, one very long autograph. An original series funded by Sony.
- My role
- Pitch, concept, production and hosting
- Outcome
- Projects made with people at every stop, with my own production crew.
I built a sculpture factory that punishes you for being slow.
Three minutes to make, package and serve a sculpture through a window, or a powerful fan hits the room.
- My role
- Creator and performer
- Outcome
- Created for LUMINEX 3.0. The video was presented at de boer gallery.
IRL / Since 2013
A different way into the brief.
I’m not the expert. I’m the person you bring in when the experts have stopped surprising you.
In 2013 I founded IRL, a Los Angeles creative agency and production studio. Our team developed campaign strategy and proposals for Playboy, Mikasa, Renault and others.
That work covered audience and competitive research, concepts, social and influencer plans, timelines, KPIs and budgets. IRL is now my solo practice.
Tell me what you’re working on ↗Brand and entertainment work
- Louis Vuitton, New Now · 2012directed and appeared in branded web content
- Persol, 8 Days of Persol · 2012created, directed and produced the commercial with my own team
- Stella McCartney · 2017co-created with Petra Cortright; shot, edited and appeared in the commercial
- Nike, Mr. Tracktown · 2009creative development and on-camera talent with Crispin Porter + Bogusky
- Nissan, 7 Days in a Sentra · 2006creative development, content production and talent with TBWA\Chiat\Day for a $55 million TV and web campaign
- Sony, Signature Series · 2008created and hosted a 19-city original series
- Televisioncreated MTV’s Marc Saves America and E!’s I Need to Stop Soon pilots; co-directed Fremantle’s Parking Lot Talk Show; talent on G4’s Effin’ Science
- Brand partnersNative Shoes and Knockaround
Early, repeatedly.
- 200824/7 livestream Three months live, years before Twitch
- 2009First virtual road trip Coast to coast inside Google Maps
- 2010Online voters ran my life Creative Time's first fully funded digital project
- 2015hCoin One of the first artist-issued digital currencies
- 2023NFT video series One of the first episodic shows released as NFTs
- 2025AI-voiced archive My life's work, narrated by an AI clone of my voice
“subverts the relationship between art, entertainment, and commerce.”
“dementedly creative”
“Horowitz’s good-natured, quirky, inventive and flexible approach to life is delightful to watch.”
A little background.
I make paintings, films, performances, and situations. Painting has been at the center of my studio since 2014. My work has been exhibited at Espace Culturel Louis Vuitton in Paris, London’s Hayward Gallery, ARoS in Aarhus and BANK/MABSOCIETY in Shanghai.
I’ve taught at USC, Otis, and California College of the Arts, and lectured at Yale, Stanford, UC Berkeley, CalArts, the Hammer Museum and TEDxLakeComo. At the Getty Research Institute in 2025, I gave the lecture Art After AI: The Future of Art and the Self (watch intro).
I have a BS in Marketing from Indiana University’s Kelley School and an MFA from USC. My monograph, This Will Work (H&B Press, 2024), brings together 25 years of work.
I was the first digital client of the William Morris Agency (now WME).
Recognition
- Certificate of Recognition, Mayor of Los Angeles and U.S. House of Representatives (2024)
- AOL Emerging Artist Grant, one of 25 chosen from more than 9,000 applicants
- Creative Time Project Grant (2010)
My work has been covered by The New York Times, The New Yorker, The Economist, Artforum, The Art Newspaper, Interview Magazine, NPR, CNN, and the Today show.