Pre-production is where the what becomes the how. It begins as a seed, then a mood board — abstractions slowly coming into focus. Casting. Locations. Hair&Makeup. Wardrobe. The geometry of those pieces clicking into place.
When the people, characters and references made real finally come together on set and take their first breath is where the magic lives and it’s my favorite part of the process!
The more hands an idea passes through, the more chances it has to lose its shape. In traditional agency structures, too many handoffs can blur the original vision before it ever reaches the finish line.
Shag Palace. An incredible 70s time capsule immaculately preserved — rattan, foil wallpaper and wood grain. Very Vegas-era Elvis meets The Shining.
I scouted the house weeks before the shoot and picked the rooms that spoke to me the most visually. But it wasn’t until the model was in hair and makeup and I saw the styling come together on her that I started making intentional pairings between subject and space.
In this particular room there was a TV and I loved the idea of this huge, old console set turned on in the shot. And then I’m hearing the roar of the ocean in the painting and the hum of the TV static and it’s all kind of happening at once. Some of it I’m thinking through consciously, some of it I’m not — the textures of the carpet and the walls, the pattern in her pants, the gold in her earrings that feel like shells that feel like the ocean that feel like the painting. Her makeup, her hair, all somehow perfectly aligned with the colors in the painting. It’s all these parallels happening at once and I am not usually thinking through it like a checklist, it just unfolds naturally. And that’s the beauty of it, all those textures and sounds and colors kind of collapsing into one thing.
When you’ve been doing this long enough your brain is doing the work before you even realize you’re making choices. There’s this thing in neurofeedback where they hook your brain up to electrodes and put a scrambled image on a screen. You can’t force it to come together but if you relax and let your brain do the work subconsciously, it materializes as if by magic. I always have a plan — that’s how you keep a team cohesive and a shoot moving. But the plan is the floor, not the ceiling. The best moments come when you trust your gut enough to let something happen that wasn’t on the shot list.
Published in @flanellemagazine
report card - 1986
talks to others in class ✗
can’t sit still ✗
head in the clouds ✗
always dreaming ✗
opal creative - 2026
connects the dream team ✓
chases and finesses the idea until it’s shiny ✓
builds creative worlds ✓
always & forever ✓
Everyone's trying to streamline right now. Automate. Do more with less. And sometimes that makes sense.
But you can't shortcut your way to great creative. The best work I've ever been part of came from having the right people in the room — each one bringing their own unique creative pov and skillset. You see and feel it in the work. And so does your audience.
To me, creativity is symbiotic. My home mirrors my work in so many ways — each room or styled moment its own world, shaped by my life and all the things that have moved and inspired me along the way.
Many creative relationships are transactions dressed up as collaborations. A true, synergistic partnership is different — and harder to find. It’s what happens when the curation goes both ways. When someone knows the artist well enough, and the project well enough, to see why they belong together.
OPAL is creative direction, production, and artist advocacy — built for both sides, city by city.
Austin is our next stop.
This happy hour is for the photographers, directors, stylists, makeup artists, designers, and multidisciplinary creatives shaping today’s visual language. We want to meet you, understand your work, and add your talent to our constellation.
🗓 Thursday, March 19
⏰ 5pm–7pm
📍 The Brewtorium, Austin, TX
To join us, sign up through the link in bio ✨
Our work lives in the balance between style and substance.
At Opal we weigh both sides equally and that dual perspective is what shapes every step of our process. From creative development and direction, to casting, shooting, or rollout strategy, you can trust that you’ll be guided with a thoughtful, boutique-level approach. It’s not just about the visuals—it’s about protecting the bigger picture, making sure every choice supports your brand’s story.
We’re now offering 1-hour consultation services designed to help you clarify your vision and map the next steps for bringing your brand story to life.
Email us at [email protected] for more info.
#worldsinbloom #opalcreative #creativestudio
“Alicia came to Coco Rocha Model Camp not just to take photos, but to deeply study the art of posing and storytelling. She approached the experience like a creative in search of language, not just tools. It’s no surprise to see that same depth and thoughtfulness reflected in Opal.”
- @cocorocha
A message from our founder:
Hi, my name is Alicia Stepp and for over 25 years, I’ve worked across design, photography, production, and creative direction. Having sat in many seats at the creative table, I’ve learned how to move fluidly between brand, creative and production. That holistic perspective and my ability to bridge both sides with empathy and intuition is what sets OPAL apart.
OPAL was born out of my love for ideation and storytelling, and out of my commitment to advocate for both brands and creatives. It was important to me to create a space where emerging brands could experience a true white-glove process: thoughtful guidance from concept to execution, with someone who can translate their identity into a clear, resonant story.
At OPAL, that also means curating the perfect team for each project—bringing together the right artists whose voices and talents align seamlessly with the brand’s vision.
At the heart of my work is helping people translate their identity into a story—curating, shaping, and building the visual language that reflects who they are. When brand and creative are nurtured equally, the work not only looks beautiful, it feels authentic, and everyone involved walks away valued and inspired.
What story do you want to tell? At OPAL, we can’t wait to help you bring it to life.
#OpalCreative #WomanOwned #CreativeStudio #IntuitiveDesign
