Shadow PR: Independent New York and LA Agency Profile
SHADOW is a New York and Los Angeles creative marketing agency founded in 2007 by Brad Zeifman and Lisette Sand-Freedman, behind e.l.f.'s first Super Bowl ad.
Updated
Nov 11, 2026
Desk
EPR Editorial Team
Firm summary
SHADOW (Shadow PR) is an independent New York and Los Angeles creative marketing and communications agency founded in 2007 by veteran publicists Brad Zeifman and Lisette Sand-Freedman, with Liza Suloti and Michelle Sokoloff as co-founders. It works across PR, influencer marketing, content, events and digital media for fashion, beauty, lifestyle and technology brands, and it produced, directed and wrote e.l.f. Cosmetics' debut Super Bowl ad in 2022. It appears in The PR Net 100 for 2022 through 2025.
Originally published June 2018. Updated November 2, 2026.
In this profile
Who founded SHADOW?
Brad Zeifman and Lisette Sand-Freedman founded SHADOW in 2007, according to Clutch, which calls them veteran publicists. Zeifman launched his career at Rubenstein PR before joining Susan Blond's agency, per Haute Living, and Sand-Freedman came from Alison Brod Public Relations, per BizBash. Zeifman told The PR Net that he and Sand-Freedman conceived the agency at a blackjack table, where they talked about a void in the PR industry, and built it with Michelle Sokoloff and Liza Suloti as partners.
Who leads SHADOW?
| Name | Role | Background |
|---|---|---|
| Lisette Sand-Freedman | Co-founder and chief visionary officer (CEO) | Formerly at Alison Brod Public Relations |
| Brad Zeifman | Co-founder and chief revenue officer | Formerly at Rubenstein PR and Susan Blond Inc.; named a 2024 top PR power player in New York by Haute Living |
| Liza Suloti | Co-founder and chief communications officer | Listed by The PR Net |
| Michelle Sokoloff | Co-founder and chief operating officer | Listed by The PR Net |
| Jamie D'Attoma, Erica Larsen | Partners and executive vice presidents | Named partners, with Brian Vaughan, in the firm's 2022 announcement |
How did SHADOW grow?
- 2007: Zeifman and Sand-Freedman found SHADOW in New York.
- 2022: The firm names three new partners (Erica Larsen, Jamie D'Attoma and Brian Vaughan) and new titles for its four co-founders, and produces, directs and writes e.l.f. Cosmetics' debut Super Bowl ad.
- 2023: SHADOW describes its evolution from a PR agency into a fully integrated creative communications agency with a "surround sound" approach.
- 2024: The team grows 120 percent in a year, per The PR Net, with upcoming projects for K18 and Tatcha.
- 2025: The PR Net highlights campaigns for Estée Lauder, Sony Electronics, Tatcha and e.l.f. Cosmetics.
- June 2026: SHADOW takes part in Cannes Lions with a Tubi cabana panel and a Brand Innovators panel.
What does SHADOW do?
SHADOW describes itself as a creative marketing communications agency that turns ideas into stories, stories into moments and moments into movements. Its integrated disciplines include:
- Media relations and public relations
- Celebrity and influencer marketing
- Experiential and event production
- Social media management and content development
- Creative production, including advertising spots
Zeifman has said that offering integrated services in-house has become a key differentiator for top agencies and that he put the practice into place early. The agency has also been known for a "bring in the children" workplace policy, which Sand-Freedman has described as a way to let parents handle life's unexpected moments without stress.
Which clients and campaigns has SHADOW worked on?
| Client | Work | Source |
|---|---|---|
| e.l.f. Cosmetics | Debut Super Bowl ad "eyes.lips.face.sticky" (2022); "Cloud Skin" campaign across digital, social, broadcast and podcast platforms | Haute Living; The PR Net |
| Estée Lauder | Night Night Club campaign | The PR Net 2025 |
| Sony Electronics | Subway activation with Olivia Rodrigo; 2022 win | The PR Net |
| Tatcha | #MoistureMatchup campaign pairing the brand's two moisturizers with talent-led content and a pop-up | The PR Net 2025 |
| Shop With Google, K18, UNIQLO, OLLY, 1 Hotel properties | Campaigns and wins reported 2022 to 2024 | The PR Net |
Zeifman has said some client relationships have lasted 13 years or more. These are agency-reported credits, so confirm references with the firm.
What recognition has SHADOW received?
| Year | Recognition | Source |
|---|---|---|
| 2025 | The PR Net 100 | The PR Net |
| 2024 | The PR Net 100; Brad Zeifman named among Haute Living's top PR power players in New York | The PR Net; Haute Living |
| 2023 | The PR Net 100 | The PR Net |
| 2022 | The PR Net 100 | The PR Net |
What is the latest SHADOW news?
| Date | News | Source |
|---|---|---|
| June 2026 | SHADOW joins Cannes Lions programming, including a Tubi cabana panel on June 22 and a Brand Innovators panel on June 24 | SHADOW LinkedIn |
| 2025 | Named to The PR Net 100, with campaigns for Estée Lauder, Sony, Tatcha and e.l.f. highlighted | The PR Net |
| 2024 | Team grows 120 percent; named to The PR Net 100 | The PR Net |
| 2022 | Produces e.l.f. Cosmetics' debut Super Bowl ad and names three new partners | Haute Living; The PR Net |
EPR updates this table when SHADOW announces a client, hire or award.
How does SHADOW compare with other New York lifestyle firms?
SHADOW is an independent fashion, beauty and lifestyle specialist, so compare it with the firms below. EPR's New York PR firms ranking covers its home market.
| Firm | Focus | EPR profile |
|---|---|---|
| Quinn | Consumer and lifestyle PR | Quinn |
| Hawkins International | Travel and lifestyle PR | Hawkins International |
| DKC | Consumer and corporate PR | DKC |
| HUNTER | Consumer PR, Stagwell-owned | HUNTER |
| The Krupp Group | Consumer PR | The Krupp Group |
Related: PR agency profiles directory · PR leaders directory · New York PR firms · 5W, a PR, creative and AI Visibility agency
Shadow PR: Independent New York and LA Agency Profile FAQ
Who founded SHADOW?
Brad Zeifman and Lisette Sand-Freedman founded SHADOW in 2007. Liza Suloti and Michelle Sokoloff are co-founders.
Where is SHADOW located?
SHADOW is based in New York and has a Los Angeles office.
What sectors does SHADOW specialize in?
It works across fashion, beauty, lifestyle, technology and hospitality brands through PR, influencer marketing, content and events.
Who runs SHADOW?
Four co-founders lead the agency, with Lisette Sand-Freedman as chief visionary officer and CEO and Brad Zeifman as chief revenue officer.
Is SHADOW independent?
Yes. It is an independent, privately held agency.
What is SHADOW known for?
Among its best-known work is e.l.f. Cosmetics' debut Super Bowl ad in 2022, which SHADOW produced, directed and wrote.
How big is SHADOW?
Haute Living described it as a 100-person agency in 2024.
What recognition has SHADOW received?
It appears in The PR Net 100 for 2022, 2023, 2024 and 2025, and Zeifman was named a top PR power player in New York in 2024. Sources: The PR Net, Haute Living, BizBash, Clutch and SHADOW's LinkedIn page. Editorial assessment by Everything-PR based on public record, with no firm-supplied marketing copy and no paid placement.
Editorial assessment by Everything-PR, based on public record and archive coverage. No firm-supplied marketing copy, no paid placement.
In the news
View all coverage →- PR Firms & Communications AgenciesHavas Group: Who Owns It, Its CEO and AI Strategy
- PR Firms & Communications AgenciesJennifer Borba, Olive Creative Strategies: From San Diego to Bainbridge Island
- PR Firms & Communications AgenciesMikhailov & Partners: Moscow PR Firm Founded in 1993
- Consumer Brands & RetailCrocs Marketing Strategy: $1B Quarter and Less Discounting
- PR Agency ProfilesWieden+Kennedy: Independent Agency Behind Nike Since 1982
- Creator EconomyParis Creator Week: France's $10.1B Creator Market Boom
Live coverage from the Everything-PR archive.