Meet Fred Focus Lavergne

We were lucky to catch up with Fred Focus Lavergne recently and have shared our conversation below.

Fred Focus, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.

I’d say being exposed to a lot of different scenarios early on, both good and bad. As well as navigating through different friend groups, of different ages really helped me find my purpose.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

My creative journey has never been about fitting into a specific box—it’s about embracing the fluidity of creativity and finding new ways to bring diverse worlds together. I live at the intersections of music, branding, and marketing, but the real magic happens when these elements collide to spark conversation and cultivate culture. That’s where I feel most alive.

As a director, I have the privilege of visually bringing ideas to life through Spacedog Co., my creative production company. Whether it’s music videos, commercials, or documentaries, my focus is always on creating authentic, relatable narratives that resonate with real people. Through Spacedog Co., we specialize in producing work that blends artistry with realism, capturing the nuances of human experience in creative yet relatable ways.

But I’m not just a director—I’m also an executive producer who collaborates closely with artists to craft their sound and identity, helping them connect with their audience on a deeper level. The central question I explore in every project is: Who are you? and Who do you represent? My job is to help brands and artists discover their voice, build their narrative, and create meaningful connections in an ever-evolving world.

Beyond my work with brands and artists, I’m deeply committed to empowering the next generation. I teach an entrepreneurship curriculum in the Bronx, where I work with middle and high school students to instill values of creativity, empathy, and resilience. I believe that when young people use creativity as a release and a tool for personal growth, they can truly shape the world around them.

Whether through a campaign, a music video, or a classroom lesson, my goal is always the same: to create meaningful work that connects, inspires, and sparks change.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

Looking back, it’s tough to pinpoint just three qualities, but I’d say there are a few that really shaped my journey. First, being able to learn from other people’s mistakes has been huge. I think one of the most powerful tools you can have is the ability to observe and absorb lessons from others—whether it’s their successes or their missteps. It helps you avoid common pitfalls and fast-tracks your own growth.

Second, clarity of vision has been essential, even if that vision is just for the moment. A lot of times, especially as young men, we get caught up in competition or a false sense of bravado, chasing things that aren’t even really important to us. It’s easy to get distracted by the noise. But I’ve learned that being clear about what you want—what truly resonates with you—helps you stay on track and avoid wasting time on pursuits that don’t align with your values. It’s about knowing what’s worth your energy and effort.

Third, I’d say emotional intelligence—having empathy and understanding others—has been a game-changer for me. You can have all the knowledge and technical skill in the world, but if you lack empathy, it’s hard for people to connect with you. Relationships are everything, whether it’s with collaborators, clients, or your audience. If you can’t relate to people on an emotional level, then what’s the point? Without that connection, the work doesn’t have the same depth or impact.

For anyone early in their journey, I’d say focus on these things: Learn from those around you, be honest about what you really want (not what you think you should want), and always lead with empathy. These are the qualities that will take you beyond just ‘doing the work’—they’ll help you create something that truly resonates

To close, maybe we can chat about your parents and what they did that was particularly impactful for you?

The most impactful thing my parents did for me was teach me two essential lessons that shaped how I approach the world. My mother taught me the importance of caring about people—really seeing them, understanding their struggles, and showing empathy. That’s been the foundation of how I build relationships and connect with others, both personally and professionally.

My father, on the other hand, taught me to stay curious and always question everything. He instilled a love for learning and exploring different perspectives. Now, I’ll admit, that curiosity sometimes got me into trouble as a kid—always asking ‘why’ and ‘how,’ sometimes to the point where I was challenging authority a bit too much! But that willingness to question has made me more open-minded and always seeking deeper understanding in everything I do.

They also taught me that people will disappoint you, sometimes in ways you can’t anticipate. But what’s important is understanding that those actions often have nothing to do with you. It’s a lesson in resilience, and it’s helped me not take things personally when life throws curveballs or when people fall short. It’s all about staying focused on what you can control and keeping your integrity intact

Contact Info:

• Website: https://Spacedog.co
• Instagram: @IAMFREDFOCUS

Image Credits

photographer: Francis J. Montoya