Janina Lundy of Hartbeat on Fusing Art and Science

Thinking in 360 and always leading with the audience

Janina is currently EVP and head of marketing and brand partnerships at Hartbeat, a global entertainment company founded by Kevin Hart. With 20 years of experience, her work spans marketing, business strategy, operations, live events and content development. 

Prior to Hartbeat, Janina led emerging audience development at Amazon Studios and Prime Video. She also spent four years in senior roles at BET Networks.

We spent two minutes with Janina to learn more about her background, her creative inspirations and recent work she’s admired. 

Janina, tell us …

Where you grew up, and where you live now.

I grew up right outside of Princeton, N.J., and spent time in the Midwest (Wisconsin and Minnesota) in high school. I currently live in Los Angeles. 

How you first realized you were creative.

When I was a kid putting on plays with my siblings. I’d write the scripts, perform the roles and direct the whole thing. It was my way of bringing stories to life and experimenting with ideas.

A moment from high school or college that changed your life.

I broke my ankle the day before I was supposed to leave for my sophomore year of college and move to Los Angeles for film school. I had to have surgery, so my dad said I had to sit out the semester since I didn’t know anyone in California. So I went back to the University of Wisconsin and ended up overloading on credits and graduating in three years. 

Your most important creative inspirations, and some recent stuff you love.

Culinary experiences are huge for me. I love to cook and I’m always getting inspired by new restaurants and dishes. I try to incorporate those flavors and techniques into my own cooking. It’s a surprisingly practical way to learn about innovation. That same feeling extends to travel and music. There’s just something about exploring diverse cultures, whether they’re nearby or on the other side of the world, that genuinely fuels my creativity. It’s incredibly helpful to step outside our own bubble and pay attention to what connects with people everywhere. It drives home that the world is so much bigger than what we typically experience in the advertising hubs of  New York or Los Angeles. And that pushes me to think on a more universal level when I’m trying to connect with audiences.

One of your favorite creative projects you’ve ever worked on. 

Producing a Game of Thrones mixtape designed to hook younger and more diverse audiences. This was back when the show was hitting its stride, and the goal was to introduce its epic storytelling to new ears. I had the opportunity to collaborate with one of my all-time favorite client partners, Lucinda Martinez at HBO, and she gave us so much creative freedom. We brought in Common, Daddy Yankee, Snoop Dogg, Melanie Fiona and Anthrax. The idea was to blend the show’s score with hip-hop beats, reggaeton and metal, crafting original music that told the stories of those warring families and the intense drama. It was a special project. Seeing it not only resonate deeply with existing fans but also pull in a new crowd was rewarding.

A recent project you’re proud of. 

Our series of commercials for the BET Awards. It was a full-circle moment for me. Having previously worked at BET made it extra special. Our main goal was to make these spots super topical and fun, elevating the awards as a premium, must-see event packed with major talent. We featured Kevin Hart as the host and wove in tons of pop-culture bits. We got to showcase Jennifer Hudson’s viral “spirit tunnel” team, and worked with Kai Cenat, Druski, Jamie Foxx and Keke Palmer.

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Someone else’s work you admired lately. 

I’ve been intrigued by the work State Farm is doing, especially the Gotham City content they did that included our frequent talent partners, Kai Cenat and Jordan Howlett. It was such a fun, creative way to tap into pop culture while landing a clear brand message. They brought Gotham City to life with an amazing production and had Jason Bateman, SZA and Jake From State Farm. It didn’t feel like a typical insurance ad. It was entertaining, smart and respectful to the fans and source material.

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Your main strength as a creative person.

Thinking in 360, always leading with the audience and considering how an idea can live across platforms. I’m equal parts art and science, and I use humor as a tool to connect and cut through. I care about making work that feels human, smart and memorable. Extra points if it makes your heart beat a little faster. 

Your biggest weakness.

I’m a bit of a procrastinator—but a functional one. The clock gets my best ideas moving. I’ve accepted that a little pressure is part of my creative process. The work always gets done. And usually with more spark than if I’d started two weeks earlier.

A mentor who helped you navigate the industry.

I have been lucky to have some amazing leaders and clients over the years that have had a profound impact on me: Jeanine Liburd, Devin Griffin, Debra Lee. 

What you’d be doing if you weren’t in advertising.

Something in the culinary or travel world. I would probably be a chef, travel concierge or food and travel personality, where I get to taste amazing dishes and explore new places.