The Full Picture tells the full story




Desiree Gruber founded Full Picture in 1999 to help her clients more effectively tell their stories and launch new ideas into the world. As the company’s 20th anniversary nears, Gruber continues to evolve her mission of shaping zeitgeist-defining moments and reimagining the ways that brands tell stories to engage global audiences, always with an eye on the ever-changing digital landscape.

Gruber guides Full Picture’s work across an array of services through an ability to connect the dots in unexpected ways. Wide-ranging initiatives with industry leaders such as Google, Victoria’s Secret, Discovery, and Spotify, and powerful women such as Kris Jenner, Carolyn Rafaelian, and Heidi Klum, have fueled Full Picture’s growth and secured its unique position at the intersection of lifestyle and commerce.

Through Full Picture and her venture fund, DGNL, Gruber has also embraced a preeminent role in developing and supporting women founders, entrepreneurs, and C-suite executives, fostering opportunities for today’s and tomorrow’s women leaders.

She has been honored with multiple civic and media awards, including UNICEF’s 2018 Spirit of Compassion Award, a Peabody Award, and 14 Emmy nominations for executive producing Project Runway. She proudly serves on the boards of the US Fund for UNICEF, Tech:NYC, and God's Love We Deliver.

Gruber lives in New York with her family.


Liane Mullin
Executive Vice President, BUSINESS DEVELOPMENT

Liane Mullin brings close to 20 years of brand, strategy and business development experience and a deep understanding of the entertainment, lifestyle and technology industries to her role at Full Picture. She works with Consulting clients to develop and activate big ideas, high level relationships and standout moments that drive brand visibility and business value. Prior to joining Full Picture, Liane was President & COO of What's Up Moms with responsibility for operations, business development and revenue growth. Liane's earlier career experiences include marketing at Sony Pictures Entertainment, CAA under Managing Partner Bryan Lourd, and digital content development & distribution at Full Picture. A Minnesota native, Liane graduated from University of Wisconsin-Madison where she studied Advertising and Marketing. Liane lives and works in Los Angeles.



Ariel helps organizations and brands accelerate growth through strategic activations and top-tier media amplification. Full Picture’s Consulting clients include Google’s Made with Code, SAP, Nickelodeon, Loomia, and Alex and Ani. Ariel specializes in mission-driven initiatives that give back while making global news, such as Made with Code’s partnership with Zac Posen, which inspired girls around the country to use coding and technology to realize their professional dreams, and MAKERS’ musical activism collaboration with Let Girls Learn, First Lady Michelle Obama’s initiative to support global girls education. Prior to joining Full Picture in 2011, Ariel worked in artist relations for Art + Culture Editions, a contemporary art e-commerce marketplace, which has since been acquired byArtspace. Ariel is on the Advisory Board of Maude, a modern sexual wellness company, and is a Founding Committee Member of the Public Art Fund Spring Gala after party. Ariel graduated with honors from the University of Michigan and lives in Brooklyn, where she was born and raised.

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In her 14-plus years at Full Picture, SaraJane has served in a wide range of roles across all company divisions, including representation of Heidi Klum’s PR, production, and management interests. She works with all Full Picture staff to ensure seamless client service and communication. She also cultivates and maintains company VIP relationships, from fashion and beauty to tech and social. A trusted intermediary and tireless resource who activates projects from beginning to end, she also makes substantive connections that further company goals. Among the many projects SaraJane supervises day-to-day are: publicity initiatives for Heidi Klum; media appearances and campaigns, including the launch of Heidi Klum for New Balance with Amazon; the global launch of Shine by Heidi Klum; and Diet Coke’s The Heart Truth program for four years. SaraJane also works directly with various charitable programs, including the Entertainment Industry Foundation and UNICEF. Originally from Spring, Texas, SaraJane holds a Bachelor’s degree in Television, Radio, and Film studies from Syracuse University’s Newhouse School.

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Anne leads a wide assortment of television and digital projects for clients including Lifetime, L'Oréal Paris, Aol, Maybelline New York, Chicos, Garnier, Chase JP Morgan, Heidi Klum Intimates and more. Anne serves as a producer for Emmy-award winning tv show Project Runway, as well as producing Homegrown Makeover for the FYI Network. Additionally, Anne contributes to various company-wide creative initiatives, including producing a documentary video on behalf of 2014 Nobel Peace Prize winner Kailash Satyarthi. Anne joined the company full time in 2013 as Director of Content, directing and producing digital beauty videos. Before that, Anne freelanced for Full Picture on various creative projects, starting in 2006 by writing/directing Mookie and Sam, a comedic animal web series which has garnered millions of YouTube views. With a background in film and television, Anne has written and produced content for Animal Planet, 20th Century Fox, Paramount Pictures, Secret, Pantene, Funny or Die, Ladygunn Magazine, and more. A California native, Anne started her career at Creative Artists Agency after graduating from UCLA with a BA in English Literature. Anne lives in Brooklyn and is happiest when being creative…and well-caffeinated.

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Edward schmit
creative director

Edward’s passion for design drove his evolution from part-time front desk assistant at Full Picture to Creative Director. He now works across all Full Picture divisions, delivering creative solutions and forward-thinking design both internally and for its wide array of clients. Over his eight years with the company, he’s worked with best-in-class brands including Google, Showtime, KKW Beauty, MDNA SKIN, and Icelandic Provisions. Most recently, Edward designed the packaging for a limited-edition Starbucks brownie in collaboration with Dog Tag Bakery that launched in over 8,000 Starbucks locations nationwide. Always looking for new creative outlets, Edward’s debut short film Swimlapse premiered at the Charlotte Film Festival and screened across the country, including the Academy Award-qualifying RiverRun International Film Festival. He also works as the Creative Director for IDONTMIND, a non-profit streetwear brand with a mission to defeat the stigma around mental illness. Since launching in October 2017, IDONTMIND has raised over $250,000 for mental health organizations. Edward lives in Astoria and is convinced he’s the one that made it cool.

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Christy joined Full Picture in May 2014 as Senior Vice President, Public Relations. She has over 16 years of experience in communications, media and social media relations, brand positioning, client service, and event planning. At Full Picture, she oversees the Public Relations division in both the New York and Los Angeles offices, with clientele across various industries, including fashion, beauty, entertainment, talent, consumer, lifestyle, events, and social media. Christy has vast knowledge in media relations and communication, global brand strategy development, personal profile and reputation management, and integrated marketing solutions. She has extensive experience in leading client strategy with a proven track record of delivering measurable results and creative solutions. She excels in fostering a collaborative working environment to create the best results for our clients. Prior to joining Full Picture, Christy was Vice President at HL Group, where she oversaw communication strategies for global brands in both fashion and lifestyle categories for nearly six years. Previously, she held positions at Bergdorf Goodman in New York City within the Public Relations and Special Events team and began her career at Burson-Marsteller in Washington, DC.

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Bevin has over 15 years of experience within the beauty and consumer lifestyle industry and has developed and implemented strategic programs for beauty, health/wellness, and consumer clients. At Full Picture, Bevin is responsible for overseeing the beauty and wellness division, mentoring and managing the team and keeping a close watch on trends and consumer insights to examine how they can positively impact a client’s business. Bevin is committed to Full Picture’s 360-degree approach with a focus on storytelling and results. Prior to joining the team, Bevin worked with several global and emerging brands, including P&G’s Sebastian Professional, Herbal Essences, DDF and Venus, in addition to Sephora, Sue Devitt Beauty, Exhale Mind Body Spa, and Bugaboo.

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Andy is the Chief Financial Officer & Chief Operating Officer of Full Picture and has been with the company since 2008. In this role, he leads the company’s Finance, Human Resources, Technology, and Real Estate functions. Andy also serves as Chief Financial Officer of Full Picture sister company, Brand Assembly, which helps emerging fashion brands grow through a shared resource platform.  Andy has 15 years of experience and expertise in corporate operations & management, financial analysis and auditing. Previously, Andy was Senior Director of Finance of SONY BMG Music, where he oversaw financial management for the company’s most profitable division. Prior to SONY BMG Music, he worked in the audit division of KPMG. Andy is a CPA and graduated from Indiana University with a degree in accounting and lives with his wife and three children in New Jersey.

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Lenny works with the CEO and senior team to ensure success across all Full Picture divisions. Through a combination of organizational, strategic, and management responsibilities, including the supervision of professional development initiatives, he helps move both client and internal agendas forward. Prior to joining Full Picture in 2006, Lenny was a NYC high school English language arts instructor and also served as a teachers’ union chapter leader, for which he was honored with a United Federation of Teachers’ Trachtenberg Award for outstanding service and commitment. Lenny attended Oberlin College and holds a B.A. from New York University’s Gallatin School, an M.A. in English Education from Columbia University Teachers College, and an M.S.Ed. in Administration and Supervision from Baruch College.