On social media, people are turning themselves into plastic dolls. Getting boxed up, polished, and posted.

We made one that breaks out.

Introducing WORKHOUSE "Dolls For Dreamers"

For anyone tired of toys that break, bend, or bore. That snap in half. Or never shut up.
Meet the only figure that doesn’t fold under pressure.

At Workhouse, we don’t pitch plastic. We build originals—boxed, branded, and battle-tested. Fully poseable. Built to move. Made to matter.

Our clients? Directors. Designers. Musicians. Misfits. Makers. The daring. The doers. The ones who actually deliver. Here, imagination isn’t a gimmick. It’s the whole operation.

We don’t package empty promises.And we don’t jam batteries into weak ideas. No filler. No fake buttons. No assembly required.

READY FOR ACTION

WORKHOUSE is where creative firepower gets its own character.
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Are you a dreamer with a deadline who never outgrew ambition Visit workhousepr.com to learn why our figures don’t just play. They perform.

In a time when stock markets have crashed… and consumers clutch their purse strings… Brands have lost access to global sales—wrecked by America’s insane "Tariff Tantrum."
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Now, navigating the American market isn’t optional—it’s the last viable path to profit. Whether you’re emerging, iconic, established… or irrelevant--Workhouse builds brands that get noticed. Modern-day marketing with celebrity craftsmanship that delivers real results—from headlines to bottom lines. Visit workhousepr.com to see how myth makers create award-winning work.

#OnThisDay 24 February 2001—24 years ago— The 24 Hour Plays took the stage at the Henry Fonda Theater in Los Angeles co-produced by Workhouse to raise critical donations for the New York State WTC Relief Fund. In the wake of 9/11, this extraordinary event brought together an incredible ensemble of talent, proving that art can be a force for healing and change.
Workhouse founder Adam Nelson portrayed Otto in Sleeping City, directed by Gregory Mosher, alongside Jared Harris, Seth Green, and Gina Phillips. The Los Angeles edition featured a stellar lineup, including Mila Kunis, Sarah Silverman, John Ritter, Bob Balaban, Adam Goldberg, Christina Applegate, Jennifer Coolidge, and a galaxy of greats—each contributing to six original plays created, rehearsed, and performed within just 24 hours.

Just days after 9/11, Workhouse co-produced The 24 Hour Plays to aid NYC, one of the first artistic endeavors to take place during a dark & difficult time. Nelson shared the stage with Philip Seymour Hoffman, Marisa Tomei and Fisher Stevens joining a powerhouse cast that included Rosie Perez, Benjamin Bratt, Billy Crudup, Mary-Louise Parker, Julianne Moore, Kyra Sedgwick, Natasha Lyonne, Scarlett Johansson, Liev Schreiber, and Sam Rockwell. The benefit raised over $30,000, performing for a sold-out audience including New York icons like Robert DeNiro and Kevin Bacon. Every dollar supported the families and victims of September 11th.
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What began as a response to an unimaginable tragedy has since grown into an internationally celebrated tradition. The 24 Hour Plays continues to bring together artists and audiences, proving that storytelling and community can create lasting impact—on stage and beyond.

​NEW CLIENT: Tiny Brick Oven
1036 Light Street Baltimore, Maryland

Baltimore’s TinyBrickOven was set to close on Christmas—until David Portnoy - El Presidente walked in. One bite, a 7.9 rating, and one life-changing moment:

“How much do you need to stay open?”
Owner Will Fagg hesitated. $60,000.
“Done,” Portnoy said.

What followed was nothing short of extraordinary. Millions watched the viral moment, and within days, donations poured in, doubling the goal and securing TinyBrickOven’s future. The once-struggling pizzeria is now packed daily, a testament to the power of community, resilience, and damn good pizza.

But this isn’t just a comeback story. It’s a beginning. Fagg is expanding beyond the restaurant, launching a high-performance pizza oven line this May, engineered for both home cooks and professionals. His pizza-making classes at TinyBrickOven and online at MyPizzaSchool.com give aspiring pizzaiolos the skills to craft the perfect pie. This Valentine’s Day, his “That’s Amore” pizza class will bring couples together over the art of dough, sauce, and cheese.
His mission extends far beyond business. As a former service member, Fagg ensures that veterans and VA hospital staff receive meals as a token of appreciation. Every Christmas, his team delivers hot pizzas to Baltimore’s homeless, a tradition that continues no matter what.

Now, TinyBrickOven enters its next chapter with Workhouse.
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“We are excited to announce our partnership with Adam Nelson & Workhouse. After an exhaustive search, we are confident they will be a good match representing our brand and our spirit.” – Will Fagg, Tiny Brick Oven
We here at Workhouse are proud to amplify this story of perseverance, passion, and pizza.

Brooke Berman knows what it means to be in the trenches. Not the kind with sandbags and fatigues, but the kind that come with late-night rewrites, diapers, and a creative industry that treats women over 40 like yesterday’s news. Her directorial debut, Ramona at Midlife, isn’t just another indie film—it’s a battle cry. Starring Yvonne Woods alongside Alysia Reiner (Ms. Marvel), Joel De La Fuente (The Man in the High Castle), and April Matthis (New Amsterdam), the film follows Ramona, a once-promising literary star now struggling to balance single motherhood, a dead-end job, and the ultimate insult—watching her own life repurposed as someone else’s movie. Premiering on Apple TV and Prime on February 11, 2025, Ramona at Midlife takes aim at the way women’s stories are told, twisted, and too often dismissed. Kristen Vaganos, who produced the film, calls it “a female-driven tale about who gets to tell whose story—and why it matters.” It’s messy, darkly funny, and brutally honest, much like Berman herself. And it took everything she had to make it happen. The road to Ramona was paved with frustration, perseverance, and, of all things, unanswered letters to Patti Smith. Because when Berman needed a map for how to hold onto art, ambition, and motherhood all at once, the legendary punk poet was the only one who seemed to have cracked the code. Here, in her own words, Berman lays it all out.
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Dear Patti Smith: by Brooke Berman
I met Patti Smith the summer of 2010 at the Chateau Marmont. I’d fallen in love with her later than most, through her memoir Just Kids. I moved to New York City at eighteen much as she had, for art and poetry and like her, built a life devoted to those things. But she became important to me later, as a mother, when I struggled to understand how my identity as an artist (in my case, a playwright and later filmmaker) would survive motherhood. It’s not that I couldn’t write. I could! I had sold a pitch a few months before my son was born, and the producers were expecting a first draft a few months post-partem. In fact, I worked relentlessly through my son’s first year. The questions emerged later, in the second and third years, and they were deeper and more foundational than whether (or when) I’d write. I wanted to know who I was becoming. And I wanted a role model.

My mother had died a few years earlier. When I went home to Detroit for her funeral, my then-89-year-old grandmother turned to me and said, “You’re going to get married and have a child.” I responded, “I’m 39, Grandma, don’t hold your breath.” But soon after, I met my husband at an artists retreat and did just as I’d been told. As an older mother (41 by that point) with one child, I knew I wanted to be present for the early years. Naïve, I had no idea that my career would take a hit. And I was grossly unprepared for what that hit would feel like or the loss of identity it would render in me. I had been a theater artist for as long as I could remember. It was the only thing I ever wanted. And now, as the mother of a barely sleeping toddler, knee-deep in kids’ music and Open Play, I needed to know how to connect what felt like disparate identities—Mommy, Writer, and Woman.

Patti Smith seemed to know the answer. I knew she knew. And I wanted her to tell me. I wanted her to write me a poem or give me a map and show me just how I could become the next version of myself but even more to the point, how I could be present for my son and Art without breaking in two. I wanted her to tell me it would be okay.

The origin story of Ramona at Midlife probably dates back to our summer pilgrimages to Detroit. Each August, visiting Grandma Ida, my husband and son and I would wander the city (Detroit Institute of the Arts! Belle Isle! John King Rare Books!) and I’d write letters to Patti Smith in my head. I wanted to know: Did you go to PTA meetings? Did you make small talk with other moms on the playground? How did you handle homework? What did you think of Curriculum Night? I wanted to know all about those years and whether she ever doubted the journey. I wanted her to tell me how to survive.

There are so many films and TV shows that show women having to choose between creative power and maternal power, as if there were no way to survive the ambivalence and constant juggling act of both. We’re told that The Baby Boomers lied and we can’t have it all. And while perhaps that is true, what if we could withstand the ambivalence and trade-offs and arguments and forge a path? Smith, at least what I know of her, refused to put these two identities in conflict. She somehow figured it out.
I want to hear more about that. I want to hear Patti Smith talk about the trade-offs. I want to learn. I want to hear about fatigue. About marriage between two artists (like Smith and Smith, my husband and I are both writers). Finally, I want to hear what it was like to move back to New York when her kids were older and how she stepped so seamlessly back into her place here, a role she never really relinquished, Punk Princess and Poet. New York received her with open arms. How did that happen?

I want these stories. I need them. And if I am ever lucky enough to meet Patti Smith, I promise to report back.

Brooke Berman never got that letter back from Patti Smith. But she did get something else—a film that asks those same impossible questions and dares to believe there might be an answer.

Ramona at Midlife is now available for pre-order on iTunes and will stream on Apple TV and Prime starting February 11, 2025. Pre-order here.

​As the Santa Fe Film Festival prepares to welcome an eclectic slate of films in 2025, The Addiction of Hope emerges as a standout narrative on resilience, identity, and the paths people choose when life demands reinvention. Directed and written by Martin A. Gottlieb, the film explores themes of aging, ambition, family, and the seductive pull of hope, offering a deeply personal story that resonates universally.

At its heart is Jo Stock, played by Anne-Marie Johnson, an aging actress grappling with the fragility of fame and the enduring ties of family. Jo is forced to reckon with life’s uncomfortable questions when her sister Lynnie, portrayed by Harley Jane Kozak, faces a health crisis. Their strained relationship becomes the crucible in which each must confront their own truths about life, success, and the sacrifices tethered to both.

The filmmakers share insights into the genesis of their story. Johnson, whose extensive career spans decades in film and television, drew directly from her personal experiences as a woman navigating an industry often unkind to those over 40. Gottlieb described the film as an exploration of the tension between hope and truth. “Seeing friends and family making decisions based on hope as opposed to truth—it confused me,” he said. “Hope is not a plan. But for those of us in this ‘grey area,’ hope can feel like all we have.”
The tension between hope and pragmatism is a thematic undercurrent that runs through the film, not just in its story but also in its production. Gottlieb and Johnson, alongside producer David Marroquin, faced the challenges of creating a feature-length film with a self-funded budget. Marroquin likened the process to wearing multiple hats, a hallmark of independent filmmaking. “We didn’t have the luxury of saying ‘We need this or that,’” he explained. “Instead, we asked, ‘What can we do with what we have?’”

Johnson, whose career has spanned roles in projects like Hollywood Shuffle and In the Heat of the Night, brings depth and vulnerability to Jo Stock. Her performance is complemented by Kozak’s portrayal of Lynnie, whose illness forces both sisters to confront their unspoken grievances and latent love for one another. Brown, a fixture of both film and television, lends his gravitas to the role of Riz, Jo’s former director, while Erika Alexander delivers a memorable turn as Vanessa, Jo’s confidant.
For the filmmakers, the journey of The Addiction of Hope is as layered as the story it tells. Johnson is already developing a deeply personal project about the first African American officer in the LAPD, drawing on her talent for uncovering narratives that challenge convention. Gottlieb and Marroquin, meanwhile, are sketching out ideas for their next collaboration. Both emphasize the importance of creating stories that feel intimate and authentic. “If we’re lucky enough to recoup our investment, we’ll reinvest it in something meaningful,” Gottlieb said.

Their reflections on the filmmaking process underline a shared philosophy: persistence and passion outweigh perfection. “Everyone will tell you no,” Gottlieb said. “But if the story is in you, you’ll find a way to bring it to life.” Marroquin echoed this, adding, “Independent filmmaking is about resourcefulness. It’s not about the tools you have but the story you want to tell.”
The Addiction of Hope stands as proof that independent cinema can rival larger productions in emotional depth and artistic ambition. It is a film that doesn’t just ask its characters to confront their truths—it demands the same of its audience. As the Santa Fe Film Festival approaches, it promises to be one of the festival’s most thought-provoking entries, inviting viewers to reflect on their own choices, dreams, and the hope that sustains them.

This is not just a film for cinephiles but for anyone who has stood at life’s crossroads and dared to imagine a different path forward.

Workhouse, MTNC, and THE BOARD Forge a Path for Cross-Border Success As the global economy leans into 2025, the Middle East and North Africa (MENA) region stands as a beacon of untapped potential. With 492 million internet users and an economic trajectory fueled by a youthful, tech-savvy middle class, the region’s beauty and fashion sectors are on the brink of a seismic shift. Yet, for all its promise, MENA remains a complex landscape for global brands to navigate.

Enter an unprecedented partnership between U.S.-based Workhouse, UAE’s Move the Needle Consultancy (MTNC), and THE BOARD. Together, these three entities are rewriting the rules of cross-border expansion, offering an ecosystem of strategic expertise to help brands seize the immense opportunities in this thriving market.

The numbers tell a compelling story. In 2025, MENA’s e-commerce market is expected to hit $57 billion, with beauty and fashion accounting for a significant slice of the pie. Countries like Saudi Arabia and the UAE are leading the charge, boasting internet penetration rates above 98% and consumer spending on premium goods growing at double-digit rates annually. These trends reflect a youthful demographic with increasing purchasing power and a hunger for global products.

Despite this growth, hurdles remain. International brands often grapple with regulatory challenges, cultural nuances, and fragmented distribution channels. Recognizing these barriers, the newly formed alliance is stepping in to guide brands through the intricacies of market entry, regulatory compliance, and consumer engagement.

Workhouse, MTNC, and THE BOARD Forge a Path for Cross-Border Success As the global economy leans into 2025, the Middle East and North Africa (MENA) region stands as a beacon of untapped potential. With 492 million internet users and an economic trajectory fueled by a youthful, tech-savvy middle class, the region’s beauty and fashion sectors are on the brink of a seismic shift. Yet, for all its promise, MENA remains a complex landscape for global brands to navigate.

Enter an unprecedented partnership between U.S.-based Workhouse, UAE’s Move the Needle Consultancy (MTNC), and THE BOARD. Together, these three entities are rewriting the rules of cross-border expansion, offering an ecosystem of strategic expertise to help brands seize the immense opportunities in this thriving market.

The numbers tell a compelling story. In 2025, MENA’s e-commerce market is expected to hit $57 billion, with beauty and fashion accounting for a significant slice of the pie. Countries like Saudi Arabia and the UAE are leading the charge, boasting internet penetration rates above 98% and consumer spending on premium goods growing at double-digit rates annually. These trends reflect a youthful demographic with increasing purchasing power and a hunger for global products.

Despite this growth, hurdles remain. International brands often grapple with regulatory challenges, cultural nuances, and fragmented distribution channels. Recognizing these barriers, the newly formed alliance is stepping in to guide brands through the intricacies of market entry, regulatory compliance, and consumer engagement.

MTNC, under the leadership of CEO Mary Ghobrial, brings unmatched regional expertise. Based in Dubai, MTNC specializes in bridging East and West, guiding brands through the MENA region’s unique landscape. Ghobrial’s career spans roles at Amazon and Souq.com, where she spearheaded initiatives that transformed regional marketplaces and facilitated Amazon’s acquisition of Souq.com. In her words, “Our role is to equip brands with the tools and insights needed to thrive. With Workhouse and THE BOARD, we’re ensuring our clients can access both global innovation and local relevance.”

Completing the trio is THE BOARD, led by CEO April Uchitel. Known for her tenure at Diane von Furstenberg and Violet Grey, Uchitel has built a network of 235 senior executives spanning beauty, fashion, and technology. “Our mission is to connect bold ideas with the right expertise,” Uchitel stated. “Together, we’re creating an ecosystem that fosters growth and innovation for brands with global aspirations.”

This partnership is more than a meeting of minds; it’s a strategic alliance designed to tackle the challenges of globalization head-on. Workhouse will lead communications efforts, crafting campaigns that resonate across cultures. MTNC will act as the boots-on-the-ground partner in the MENA region, leveraging its vast network and regional know-how to identify opportunities and overcome obstacles. THE BOARD, meanwhile, will offer unparalleled access to its collective of seasoned executives, providing guidance that blends strategy with execution.

The collaborative effort reflects a broader trend in today’s business world: the need for tailored solutions in an increasingly interconnected economy. By aligning their strengths, Workhouse, MTNC, and THE BOARD are setting a new standard for cross-border partnerships.

With its burgeoning middle class, MENA is more than just a market; it’s a gateway to long-term growth. As international brands seek to tap into its $57 billion e-commerce landscape, partnerships like this are essential. They provide not only a roadmap but the critical infrastructure for success.

In an era where global reach is paramount, this alliance serves as a model for how businesses can thrive by combining cultural insight, strategic expertise, and creative ingenuity. The world may be shrinking, but opportunities—like those in MENA—are only expanding.
 

In the ever-evolving world of fashion and beauty, where expansion knows no borders and ambition fuels the industry, the Middle East and North Africa (MENA) region has emerged as a new frontier for opportunity. With its digitally connected, youthful middle class fueling demand for high-quality goods, the region has become a magnet for global brands eager to stake their claim. At the same time, MENA-based companies are setting their sights on the U.S., looking to bring their distinct aesthetics and innovative concepts to the world’s largest consumer market.

Now, an unexpected union between three industry powerhouses--Workhouse, Move the Needle Consultancy (MTNC), and THE BOARD—is rewriting the rules of global growth. Designed to facilitate the flow of beauty and fashion brands between MENA and the U.S., this partnership aims to create a seamless pathway for expansion, equity investment, and strategic alliances on both sides of the globe.

For Western brands, the allure of the MENA region lies in its remarkable growth story. With 492 million internet users driving a booming e-commerce landscape, the region offers untapped potential for companies ready to embrace its complexities. Beyond the staggering numbers, there’s a more intimate appeal: a vibrant, young demographic hungry for products that blend global quality with local sensibilities.

“The MENA region represents incredible untapped potential,” said Mary Ghobrial, CEO of MTNC. “This partnership ensures our clients have the tools, expertise, and access they need to thrive in one of the world’s most dynamic markets. With THE BOARD and Workhouse, we can not only bring global brands to our region but also build pathways for local brands to expand into global retail and online distribution.” Ghobrial’s leadership has long been associated with breaking barriers. From guiding Amazon’s acquisition of Souq.com to launching marketplace platforms that connected international brands with local consumers, her expertise makes MTNC a key player in this partnership.

While U.S. brands find new horizons in MENA, the reverse narrative is equally compelling. Beauty and fashion brands born in the region are seeking access to the U.S. market, where diversity in design and innovation has created an appetite for fresh perspectives.

“Bringing together the expertise of Workhouse, MTNC, and our vetted collective creates a unique ecosystem where creativity, strategy, and execution meet,” said April Uchitel, CEO of THE BOARD.

“Together, we’re shaping the future for brands bold enough to dream big.”

With a career that includes leadership roles at Diane von Furstenberg and Violet Grey, Uchitel has built a reputation for scaling businesses and positioning them for long-term success. Through THE BOARD’s expansive network of executives across beauty, fashion, and technology, the partnership aims to connect MENA brands with the right collaborators, investors, and platforms to ensure meaningful entry into the U.S. market.

At the center of this partnership is Adam Nelson’s Workhouse, a New York-based public relations agency that has spent over 25 years defining how brands communicate their essence to the world. With clients like Versace, Bergdorf Goodman, and Porsche, Nelson understands that great campaigns are about more than just selling products—they’re about creating cultural moments.

“This partnership is about more than collaboration; it’s about rewriting the playbook for global success,” said Nelson. “With Mary and April, we’re uniting forces to deliver something extraordinary bridging cultures, driving innovation, and elevating brands to new heights.”

From high impact launches to sustained campaigns, Workhouse will take the lead in helping brands from both sides of the partnership establish themselves as cultural forces.

At its core, this collaboration isn’t just about products crossing borders; it’s about ideas, innovation, and partnerships flowing in both directions. For U.S. brands, the MENA region offers access to a consumer base eager for luxury goods, thoughtfully designed fashion, and beauty products that align with their lifestyle. For MENA brands, the U.S. provides a platform to showcase their creativity, tapping into an audience that craves authenticity and fresh perspectives. This partnership also carries the weight of a shared history. Adam Nelson and Mary Ghobrial, the CEO of MTNC, first collaborated on the expansion of Chocolate Bar, a New York-based boutique confectionery brand, into the MENA region. The project showcased their ability to break barriers and navigate complex markets, setting the stage for this more ambitious venture.
“As international markets become increasingly interconnected, partnerships like this one highlight the importance of collaboration in addressing the needs of diverse consumers. Whether it’s bringing premium U.S. brands to the MENA region or helping MENA brands break into the competitive U.S. market, the alliance between Workhouse, MTNC, and THE BOARD offers a blueprint for cross- border success,” Nelson said.
As this partnership gains momentum, it’s easy to imagine a future where collaborations between MENA and U.S. brands become the norm rather than the exception. For brands bold enough to take the leap, this alliance offers more than just access—it provides a framework for navigating the intricacies of international markets, from investment opportunities to long-term growth strategies.

“This isn’t just about entering a market,” said Ghobrial. “It’s about building sustainable growth and creating meaningful connections.”

In an industry driven by reinvention, this partnership feels less like a strategy and more like a necessity. As borders blur and consumer demands evolve, the collaboration between Workhouse, MTNC, and THE BOARD offers a glimpse into what the next era of global beauty and fashion could look like—where innovation, heritage, and opportunity meet.