Lolly Would is a full-service creative studio that utilizes an unparalleled network of talent to create and produce innovative content. Our diverse connections allow us to be forward-thinking and meet the highest level of standards for our clients in fashion, entertainment, music, and the arts. 

We focus on creating dynamic editorial and video content. We architect strong, thoughtful brand identities. The creative process is just as important to us as its execution, and we approach each project with that sentiment.

Lolly Would is the creation of filmmaker and former Artistic Director of Free People Lauren Cohan, and esteemed creative producer, Helena Martel Seward. 


Helena Martel Seward was born in Buenos Aires, Argentina.

After school in Paris and London, Helena moved to New York City to pursue a career in creative production. Working in photography, motion, theatre, opera and events, she has built an impressive portfolio of editorial clients that include Porter, Vogue, Dazed and Confused, and brands such as Nike, Vanessa Seward, Coach, Just Cavalli, MAC cosmetics, and many more. In 2015, Helena helped to spearhead Red Hook Labs in Brooklyn. Helena is fluent in English, Spanish, French, Portuguese and Italian.

Lauren Caris Cohan is a writer, director, and creative director focused on emotional, visceral, and personal stories.

As the Artistic Director of Free People for nine years, Lauren (Lolly) oversaw and spearheaded FP's creative identity. She led a large team comprised of stylists, art directors, producers, photographers, and retouchers that was responsible for concept-and-execution of all the brand's imagery. She also developed their film program: FP Presents. Her first short film series, "Roshambo," starring Christopher Abbott, received hundreds of thousands of views on both YouTube and Vimeo. Her films have been Staff Picked by Vimeo on multiple occasions. Lauren's adventurous spirit and her position with Free People have led her across the globe, and helped shape her unique, sensitive storytelling. 

Most recently, 21st Century Fox Television in partnership with Imagine TV have optioned a short film written and directed by Lauren entitled "Dream Girl."

Lauren is represented by the Creative Artists Agency as a writer and director, managed by The Shuman Company, and represented as a commercial director by Anonymous Conent. She spends most of her time on a plane between New York and Los Angeles.