October, 2025.- At Roastbrief, we sat down with Traylor Woodall, founder and CEO of Fivestone Studios, to discuss a pivotal new chapter for the acclaimed creative studio. As Fivestone transitions from a boutique production house into a multidisciplinary global practice, it welcomes Jesús García Gálvez as its first Managing Director and Pedro Andrés Sánchez as Executive Creative Director — two appointments that mark the studio’s ambition to scale with intention. Woodall reflects on what it means to build systems that enable growth while preserving creative soul, emphasizing that innovation must serve emotion and purpose, not spectacle. With clients like Lenovo, Accenture, and Chevron New Energies, Fivestone continues to push the boundaries of immersive media, crafting experiences that bridge the digital and the physical through narrative, design, and technology. In this interview, Woodall explores how leadership, collaboration, and curiosity are shaping the studio’s next phase — one defined by creativity with depth and global reach.
- Fivestone Studios has just appointed its first-ever Managing Director. From your perspective as founder, what made now the right moment to bring Jesus Garcia Galvez into this leadership role?
We’ve reached a moment where growth demands greater depth in leadership. Fivestone has evolved beyond a boutique production studio into a multidisciplinary creative practice working at the intersection of design, technology, and storytelling. To scale responsibly, we needed to expand the leadership bench beyond the founding partners – someone who could help institutionalize our culture, strengthen operational frameworks, and champion global collaboration.
Jesus brings a rare combination of creative sensibility and business rigor. His experience leading complex, multicultural teams positions us to operate at a higher level while staying true to the craft and curiosity that built this company.
- You’ve mentioned the ambition to evolve Fivestone from a boutique studio into a world-class digital practice. What key elements do you believe are most critical to achieving that transformation?
For us, evolution means building systems that enable scale without losing soul. That requires predictable processes and infrastructure – so we can take on more ambitious and technically complex projects – while preserving the spirit of experimentation that defines our DNA.
We’re investing heavily in R&D and in the “front end” of projects – strategy, narrative design, and experience planning – so that our work delivers sustained value, not just short-term spectacle.
Ultimately, the goal is to make immersive media both more intentional and more impactful: work that’s not only “wow,” but that moves people and moves the needle for our clients.
3) Immersive media is at the heart of Fivestone’s growth, with projects for Lenovo, Accenture, Chevron New Energies, and major museum experiences. How do you see the role of immersive storytelling changing in the next three to five years?
We’re entering a phase where audiences are becoming more discerning. There’s an oversaturation of screens and stimuli – and a growing fatigue with “immersion” for immersion’s sake.
The next wave will be about intentionality: designing experiences that foster connection, creativity, and community rather than isolation. I believe the future lies in “blended experiences” – where digital layers enhance physical environments in subtle, human ways.
The magic isn’t in how many pixels you throw at someone; it’s in how well technology disappears into the environment to create moments of meaning.
4) Your new ECD Pedro Andres Sanchez brings global experience spanning AI, XR, metaverse applications, and human-centered design. How do you envision his expertise influencing Fivestone’s creative and technological direction?
Pedro has been a catalyst from day one. His background allows us to bridge creative storytelling with emerging technology in a way that feels both visionary and grounded.
He’s helping us move upstream – into the strategic and conceptual phase of projects – so we’re shaping the story before technology decisions are made. Too often, clients choose hardware first and ask for content later. Pedro reframes that conversation around human experience and purpose, which sets our teams and clients up for success.
5) Fivestone has built a reputation on craft, client satisfaction, and quality. As you scale, how do you plan to preserve that boutique-level attention while delivering at a global scale?
It always comes back to people. Our strength has never been just in the pixels – it’s in the partnerships.
We’re very intentional about who we hire and collaborate with. We look for talent that’s both world-class in skill and aligned with our culture of humility, curiosity, and collaboration.
Scaling doesn’t mean diluting; it means amplifying what works. We’re creating systems that protect the craft – clear processes, mentorship structures, and creative autonomy – so our teams can do their best work no matter where they’re based.
6) Looking forward, what excites you most about the new chapter for Fivestone Studios under this expanded leadership, and what kinds of projects or partnerships are you hoping to pursue next?
What excites me most is watching our team step into a global conversation. For years, we’ve built a strong U.S. foundation; now we’re extending that reach through international partnerships and collaborations.
I’ve always been fascinated by “bad math” – that alchemy when 1 + 1 somehow equals 3. That’s what happens when creative, technical, and strategic minds collide.
In the next chapter, we’re expanding beyond brand experiences into entertainment, museums, and large-scale public spaces – places where storytelling, design, and technology meet to create shared wonder. That’s the kind of impact that keeps us inspired.
