Creative Spark: Celebrating Leila Jaffuel and Ember Media’s Milestone

April marked a major milestone for Ember Media.

As the creative media agency celebrates five years of bold ideas, dedication, and passion, we’re taking a moment to spotlight the visionary who first sparked its flame. With degrees in Advertising, Journalism, and Multimedia, and a Master’s in Social Impact, Founder & CEO Leila Jaffuel has channeled her expertise into purpose-driven work—building a social impact agency focused on amplifying human connection through creative direction. Her agency is known for crafting powerful brand identities and compelling campaigns that drive meaningful change. Beyond that, Leila's committed to nurturing creative talent through skills-based workshops, networking events, and resources offered under The Storyteller’s Collective.

To celebrate Leila, our team put together a list of questions. Read on to discover more about her agency, her values, and the supernatural power she would manifest to help with her business.

*This interview has been edited for length & clarity.

SAVANNAH LANI: Can you describe to us the relationship between impactful storytelling and meaningful social and community change? When did you realize there was a connection here?

LEILA JAFFUEL: Our world and perception are shaped by stories. At a young age, I knew it was a superpower that could be used to either manipulate or unite communities. The person who can tell a powerful story and move the audience is like the conductor of an orchestra. They can reach the masses. This is an incredible strength and power.

On the same note, the person able to listen deeply and understand perspectives different from their own shows the purest form of empathy. As storytellers, it’s our job to tell stories that bridge the gap between people who are doing good work and those who want to support and be part of the movement—but just don’t know it yet.

MUDRA LOVE: Is it safe to assume this is the guiding principle for your company?

LJ: Yes, Ember Media is focused on human-centered storytelling. Humility, understanding our interconnectedness (how our actions and the stories we tell impact others), and our resourcefulness (our ability to do the impossible) are key aspects of how we move forward as a company.

JEDDIE KAWAHATSU: Looking back on these past 5 years, what creative risk are you most proud of taking, and how did it shape your agency's direction?

LJ: I decided to be a leader before I was ready to lead. Learning to lead while leading has been intense. I’m amazed people have grown with me. I got the studio before we had the budget, the resources, or the team. I had nothing to fall back on—I just kept going. It’s been like building the wings to fly as you’re falling.

DAVIN CARVALHO: Did you ever think you would've built such an amazing team of cool and creative people? What were your motivations in building such an awesome group?

LJ: I hope this doesn’t come off as possessive, but instead of collecting cool objects like stamps or coins, I like collecting people. What I value most are interesting, unique, creative people—they’re rare and special. When I look at our collective, it feels like this collection of really cool, awesome people. I feel lucky to have found them. And when we bring these amazing humans together and we’re in flow, working on things—there’s this magnetic energy that’s undeniable.

Creative talent at The Storyteller's Collective

MARK BURNSTEIN: What’s your favorite bat and why? (Leila has an obsession with bats).

LJ: Golden crowned flying fox. It is the largest megabat with 6-feet wingspan. I feel like this species and their predecessors could explain the origins of medieval dragon legends. They also have sweet foxy features and eat fruit!

ML: If you had to swap jobs with any animal, which one would it be and why?

Leila hesitates. I offer that perhaps she’s like a spider building an elaborate web. Leila jokes that she’s trapping everyone and the studio is her web. I ask what type of spider. The peanut gallery—Jeddie—chimes in: “Wishes she was a black widow, but more likely a jumping spider, hopping from project to project to project.”

ML: What’s a completely useless skill you’re oddly proud of?

LJ: I can recite the alphabet backwards... (Leila proceeds to demonstrate).

ML: If you had to describe your personality as a type of weather, what would it be?

LJ: Weather, for me, is a mood. Mine can change pretty radically—like Hawai‘i weather. If I had to live in a type of weather, it would be rain… misty rain. (Jeddie chimes in that there are 300 names for rain in Hawaiian.) Leila concludes she’d like to live in kauanoe rain—misty rain at a certain time in the morning over the Koʻolaus.

JK: If you could manifest one supernatural power to help with your business, what would it be and why?

LJ: If I have to cheat to achieve something, I don’t want it. But if I had to choose—I’d freeze time. I’d be happy. My time blindness is a disability.

Leila & Jeddie strike a pose at Ember Media's 5 year Soiree

DAVIN CARVALHO: What are your goals for the near future? What are your visions for Ember Media 5 years from now?

LJ: I’ve been spending a lot of time reflecting on our mission and vision, and doubt kept creeping in. I was wondering if this was still the right path for me. A few months ago, I looked at many of the people and businesses that once inspired me, and it was sad to see so many had closed. As things get worse—economically and politically—I realize that creative agencies like ours are needed more than ever.

In the next few years, it’s about making sure we’re resilient, taking care of our collective and our community, and telling meaningful stories for businesses we want to see thrive. Long-term, that might mean expanding to tell bigger stories. Our partnerships—for example, with Kuleana Coral and Ko Olina—have been quite impactful.

Celebratory Launch for Kuleana Coral and Mars Inc.

ML: Is there anything else you wish to share?

LJ: Since I was a kid, I thought I was going to be a journalist. I imagined myself in war zones or the most polluted places on the planet, telling stories that mattered. I thought I had to go there to find the important stories. But as I’ve gotten older, I’ve realized that a really good storyteller can find stories in unexpected places—right in front of them.

Right here at home, in the context of consumerism, just teaching people how to be mindful of their purchases is just as important as being on the front lines—maybe even more so. Because that’s how you change the hearts and minds of the people responsible for that pollution in the first place. The stories happening right here in my hometown matter too.