Macroscopic is the scale at
which we see the world.
The human scale.

Creative enterprise and visionary advocacy at the intersection of art, science and technology.

about us

Macroscopic develops campaign strategies and creative representation by collaboratively excavating unexplored possibilities to define identity, purpose and dreams. We are listeners, idea generators and translators of complex objectives. We believe design is a form of advocacy and we employ it to manifest positive, meaningful futures. 

Macroscopic works with individuals, institutions and organizations who seek more expansive perspectives and deeper stories to reveal their potential. We believe by harnessing art, science and technology, their endeavors have the power to rouse action and evolution.


Design as advocacy
Brand positioning
Thought Leadership
Market Strategy
Campaign Development
Content Strategy 

Brand Ideation & Visual Identity Systems
Art / Creative Direction
Album Art & Packaging
Print / Book Design

Exhibition curation, Design, and Development
Creative Research
Futures Literacy/Speculative Design
Project Management
Community-Centered Design
Education Initiatives


Lawrence Azerrad

Executive Creative Director

Lawrence Azerrad is a two-time Grammy Award-winning creative director, author and curator. He was the lead curator of "The Future Happened: Designing The Future of Music," a music and speculative design exhibit online with The Museum of Design Atlanta. His initiative "Designing The Future of Music" includes programs at the Royal College of Art, the Imperial College of London, and California College of the Arts. He is the author of Supersonic: The Design and Lifestyle of Concorde (Prestel, 2018), Amazon’s 2018 Arts & Photography selection of the year. Lawrence co-wrote his second book, Mirror Sound, A Look into the People and Processes Behind Self-Recorded Music (Prestel, 2020), with Spencer Tweedy. Lawrence has spoken on design and inspiration at The V&A Museum, London, at TEDxUCLA, The Smithsonian and at universities, professional organizations nationwide and internationally.

Patrick McGovern

Chief Executive Officer

As a strategic leader, Patrick McGovern spearheads the integration of design research, storytelling, and multidimensional strategies to address intricate communications and engagement challenges. With a keen focus on driving impact and value for clients, Patrick leverages his expertise to harmonize diverse capabilities and forge innovative solutions. By harnessing the power of precision messaging and value proposition marketing, he amplifies public awareness and fosters community engagement across diverse ecosystems. With an unwavering commitment to inclusivity and accessibility, Patrick has a particular emphasis on patient-centered medical research and translational initiatives in business and technology. Notably, he has led groundbreaking initiatives such as the National Institutes of Health's All of Us Research Program, with the goal of recruiting and engaging one million individuals to represent the diversity of the United States. His collaborative approach has extended to partnerships with esteemed institutions such as the United Nations, the University of Pittsburgh Clinical and Translational Science Institute, Harvard University, and (RED), where he has driven transformative outcomes. With his exceptional ability to navigate complex landscapes and generate value-driven strategies, Patrick stands as a trusted leader in the field of driving impactful communications and engagement.

Bedonna Smith

Executive Producer
Bedonna Smith is an executive producer and impact leader working with creatives, activists and advocates to advance storytelling and initiatives that raise optimism in this era of regeneration. She serves as a strategic advisor within the Macroscopic collective.

With experience in documentary, live television, short-form branded content and movement work, Smith has used her producerial skills to accelerate the missions of The Netflix Fund for Creative Equity, Emerson Collective, XQ Institute, Stand Up To Cancer, Entertainment Industry Foundation, Mexico Rises, National Domestic Worker’s Alliance, i am a voter, and the American Indian College Fund.

Smith co-created and oversaw MakeMake Residencies, a nine-month paid work experience for underrepresented artists and producers in premium post-production, a program, funded by Netflix Fund for Creative Equity. Alongside Dawn Porter and Joy Gorman Wettels, Smith is an executive producer on the upcoming HBO Documentary series Eyes On The Prize, a six part series helmed by documentary filmmakers of color, which picks up Mr. Henry Hampton’s original PBS series with its focus on the unsung heroes of the civil rights movement in the United States. Smith was an executive producer of its companion special Eyes on the Prize: Hallowed Ground, which aired on Max in 2021.

Smith has served on the advisory of UCLA’s Center for Scholars and Storytellers and Wake Up & Vote.

Smith counts among her mentors numerous trailblazers across the advertising, filmmaking and social change fields, and seeks to continue their legacies of leadership by supporting emerging creators via mechanisms that increase access to professional networks, mentorship and funding.

Christian Pugsley

Senior Creative Director
Christian Pugsley is a digital product designer, creative director, and brand strategist. He has a dual Master’s degree in Global Innovation Design from the Royal College of Art and Imperial College London with an emphasis on personal data, data privacy, and mental health-conscious design. He was a key contributor to "The Future Happened: Designing The Future of Music," an immersive online exhibit with The Museum of Design Atlanta (MODA), and continues to build custom websites for large and small clients. Christian graduated with his Bachelor’s degree in Multi-Disciplinary Design from the University of Utah, and then joined the faculty as an adjunct professor where he developed a curriculum that teaches the basics of applied cognitive psychology and data science for designers aiming to work in tech. Christian has led design teams at companies ranging from seed stage to publicly listed across the tech and entertainment industries, and has held both leadership and consultative roles at a number of creative agencies.

Sarah Kraft

Design Strategist
With an unyielding passion for design that transcends traditional boundaries, Sarah Kraft is a multi-disciplinary designer whose expertise borders on the realm of creative technologist. Her unique approach is characterized by a seamless integration of research, storytelling, and strategy. Sarah's design philosophy takes on a poetic and deeply meaningful nature, intertwining with the essence of her inspirations, encapsulating a harmonious blend of aesthetics and purpose. In Sarah's hands, design becomes a medium for telling stories that resonate with authenticity and purpose. Sarah Kraft brings not just technical expertise but a holistic approach that seamlessly merges creativity, technology, and a deep understanding of the human experience. Her design journey is characterized by a pursuit of excellence, a commitment to innovation, and an unwavering belief in the transformative power of design.

Anastasia Antoinette

Director of Operations

Anastasia manages the day to day Macroscopic workflow, overseeing several departments. From leading production schedules to working with vendors and directing our team, if you have a question, she probably has the answer.