Today we’d like to introduce you to Ashley Aronson
Hi Ashley, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I grew up in Columbia, Maryland, where my playground was creativity itself—painting, storytelling, fashion, and building elaborate miniature worlds in the woods. That childhood fascination with bringing imagination to life would later become my career compass, though I didn’t know it then.
Despite this creative foundation, I was raised in a household where financial security took priority. A career in the arts wasn’t encouraged, so I took the practical path: management consulting in the DC area, specializing in Technology. While I excelled in strategy and problem-solving, I felt disconnected from my purpose—trading time for money in a field that lacked meaning. At a certain point, I had to ask myself a fundamental question: What would truly make me feel fulfilled?
The answer led me to Los Angeles, where I dove headfirst into innovation and storytelling. With no industry connections or roadmap, I relied on pure determination and problem-solving skills to create opportunities. Case in point: three days after wrist surgery, I flew to an Oculus conference, tracked down their executive, and pitched him an interactive companion piece for a docuseries about athlete comebacks. He said yes.
That win taught me something crucial: I didn’t need a traditional path—I just needed to trust my instincts and take bold risks. This mindset opened doors I never imagined: producing a show that streamed on AMC, producing celebrity feature photoshoots for Harper’s Bazaar, and managing an AI content creator who became one of Time’s Top 100 Most Influential People in AI.
But perhaps my proudest achievement has been creating spaces where others can connect and create. I’ve hosted everything from intimate creative gatherings to 300-person events featuring industry panels, live music, guided meditations, and collaborative experiences. Watching these events spark genuine connections and collaborations showed me that storytelling—whether through content, events, or immersive experiences—has the power to create real change.
This realization led me to launch StoneFlip Creative, an agency that bridges strategy, storytelling, and innovation. While my journey hasn’t been linear, every leap of faith, challenge, and moment of uncertainty has shaped me into the creator, strategist, and problem-solver I am today—constantly pushing boundaries, bridging industries, and redefining what’s possible in the creative space.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
The journey has been anything but smooth—but I’ve come to see those obstacles as necessary steps rather than setbacks. From the start, my path has been full of uncertainty. Moving to Los Angeles without industry connections, leaving the comfort of a lucrative consulting career, and figuring out how to merge my creative instincts with strategic execution were challenges that forced me to be resourceful and adaptable.
One of my first hurdles was entering the world of TV and film production without a traditional background. When I secured an introduction to a top executive at Oculus, he initially showed interest, but the meeting was repeatedly postponed. Instead of accepting that as a closed door, I tracked him down at their annual conference just three days after wrist surgery and pitched him in person. It wasn’t easy, but that persistence led to a “yes” and a successful partnership for the project.
The entertainment industry itself presents challenges. It’s subjective, unpredictable, and filled with gatekeepers. Some projects are greenlit; others fall apart. One person’s “no” is another’s “yes,” often for the exact same reason. I’ve learned that rejection doesn’t define the quality of the idea—it’s often just a reflection of timing, personal preference, or market shifts. Instead of being discouraged, I’ve leaned into persistence and embraced failure as part of the process.
Alright, so let’s switch gears a bit and talk business. What should we know?
At StoneFlip Creative, we tell stories that stick. Whether we’re producing celebrity features for Harper’s Bazaar, creating streaming content for AMC, or putting together immersive brand experiences, our goal is always the same—to make people feel something real. What sets us apart is how we move between industries, blending entertainment, fashion, and tech in a way that makes sense for each project. We’re not afraid to experiment, whether that means using AI to push creative boundaries or rethinking how brands connect with their audiences. At the core of everything we do is a simple idea: good storytelling isn’t just about grabbing attention—it’s about creating something people actually remember. You can also check out our site at stone-flip.com
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
I believe risk is a requirement for success—you don’t achieve anything meaningful without stepping outside of what’s comfortable. I’ve had to bet on myself over and over again, making bold moves even when I didn’t have a clear roadmap.
One of my first big risks was leaving the stability of a large consulting firm to start my own independent consulting business. I walked away from the security of a structured organization, trusting that I could build something on my own. That was a pivotal moment—it taught me that navigating uncertainty is a skill, and trusting your instincts is invaluable.
Later, I took an even bigger leap by leaving my established career in Washington, D.C., and moving to Los Angeles with no industry connections and no clear plan. I knew I needed to pivot, that there was something new I was meant to be doing, but I had to figure it out as I went. That risk paid off—it led me to launch StoneFlip Creative, work with brands like AMC, Harper’s Bazaar, and Meta VR, and create a career that blends storytelling, innovation, and strategy in ways I never could have planned.
Taking risks isn’t about recklessness—it’s about being comfortable with the unknown, following your instincts, and trusting that you’ll figure things out along the way. That mindset has shaped how I operate in business. When an executive at Oculus (Meta VR) kept postponing a meeting for a project I was working on, I didn’t let it go. Instead, I booked a flight, tracked him down at an Oculus conference, and pitched him in person—just three days after wrist surgery. That persistence led to a deal.
I’ve learned that when you truly trust yourself, that belief attracts opportunity. Some risks pay off immediately, some don’t, but each one expands your ability to pivot, adapt, and grow. I’d rather take a chance and fail than stay in a place where I know I’m not supposed to be. Every risk I’ve taken has led me closer to where I’m meant to be, and that’s something I’ll always bet on.
Contact Info:
- Website: https://stone-flip.com/
- Instagram: https://www.instagram.com/stoneflipco/
