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, 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.

Lauren Caris Cohan is a writer, director, and creative director focused on telling stories from a grounded, sensitive, and inherently feminine point of view.

As the Artistic Director of Free People for nine years and a background in the fashion industry, Lauren spearheaded and cultivated their internal creative agency and film program, FP Presents, that created elevated branded content blended seamlessly with short-form narrative storytelling. Her short film, “Dream Girl,” was a Vimeo ‘Staff Pick of the Month’ and was later sold to Hulu to be developed into a television series.

Lauren is also commercial director represented by STINK, and directs short films and spots for clients like VOGUE, MAX FACTOR, REVLON, UBER, and many more. She’s a founding partner and creative consultant for Lolly Would, a creative services agency that produces and creates elevated content for the fashion industry’s coolest brands.

Most recently, Lauren co-founded the lingerie brand CUUP, which has quickly become well-known for its inclusiveness, and BODYTALK, a platform and community focused on intimate female conversations.

Lauren spends most of her time on a plane traveling between New York and Los Angeles. Her adventurous spirit and her unique career has led her across the globe and helped to shape her grounded, emotionally evocative storytelling.