INDIE SPOTLIGHT: Interview with Award-Winning ‘East’ Series Multi-Hyphenate Creatives Dana Marisa Schoenfeld and Jolie Curtsinger

EAST is the universal story of what it really takes to pursue a big dream against all odds from different perspectives: the artists and the executives. The dramedy follows the day-to-day struggles of the people working in New York City’s entertainment industry as they do what it takes to survive in the film and television business.

The series is similar in tone to award-winning shows from Amazon Studios "The Marvelous Mrs. Maisel," and "Fleabag."With a precocious, self-deprecating female lead who is unafraid to reveal the truth of her journey and a quirky ensemble cast that brings light and fun to this fast-paced, competitive world, EAST will capture the hearts and minds of anyone who has ever wondered what it really takes to achieve a dream.

On the heels of the 2024 Austin Revolution Film Festival, where I met a medley of incredibly talented filmmakers and storytellers and screened their films, I was floored by many short film projects, one in particular being the pilot for an independent series called East. From production value to the incredible talent on screen and behind the scenes, I knew that I had to speak with the creatives for Script, knowing they would have some incredible insight as independent creatives.

Series creator, writer, director, producer, and actress Dana Marisa Shoenfeld and producer and actress Jolie Curtsinger, the creative multi-hyphenates behind East took a moment to speak with me about the journey of the series, wearing multiple creative hats, the stories they’re eager to tell, and so much more.

This interview has been edited for content and clarity.

Sadie Dean: You touched on this briefly at the festival, you’re from personal experience, but also heightening vulnerabilities through comedy - how did you land on this central idea?

Dana Marisa Schoenfeld: I came up with the idea years ago. I had tried stand-up comedy right out of college. So, the idea of sort of self-expression and what that means and also, kind of using my life and thoughts about society, as comedy has always sort of been something that I play with and explore. And this idea - I don't do stand-up comedy anymore - but because I've been acting, I thought this is a really good way to write about my life, and also other people's lives.

There's so many actors in New York, who are struggling with the day-to-day of being an artist, not just actors, musicians, painters, writers, and directors. There's something really beautiful in the struggle of it all. It's beautiful, and it also can be comedic, or it can be depressing. So, it depends on how you approach those struggles. And I tend to laugh at myself a lot.

And so, when I came up with the idea, it just felt so ripe with opportunity to explore all these different characters. And that was in 2017. I shot the original pilot in two days for a film challenge. And it got so well received that then I wanted to create the series, but the pilot you saw was reshot with Jolie, and that was in 2021. So, it's sort of been a long journey.

I've had a lot of struggles with self-expression. There's so many layers to it because it's the struggle to have the confidence, the struggle to actually express yourself and then the business, and all of those things that come up when you're just trying to create. So, I just thought it was ripe with comedy and that's kind of the seed of it all.

Sadie: Jolie, coming on board this project, what was the creative spark for in terms of coming on board as both an actress and a producer and knowing what you could bring to the project with your skill sets?

Jolie Curtsinger: Yeah, thank you. So, we had a lot of people in common, Dana and I, and we're part of this actors’ network group and the main point of contact for both of us was Jennifer Rudolph. I've been producing for a really long time, mostly theater. And I was saying how I really wanted to get my hands dirty in something and create and do something fun. I was like getting that itch. And so, she was like, ‘Do you know, Dana and this pilot that she did?’ And I actually had seen pieces of it. I was like, ‘Yeah, that looks cool.’ So, she ended up connecting us.

From what I had seen, it was great writing, obviously, it was super funny. Dana's amazing. And the whole cast was just this talented group of people that I was like, ‘I'm gonna get in the sandbox with them and play.’ So, we started talking, and her dream was to make the rest of the season. And there was a role that she thought I would be right for - we would go back and flush it out and beef it up a little bit and kind of have an arc over the season, which was really exciting to me. And it was really cool to develop that with Dana.

When I step into something as a producer or as an actor, I'm all in - Dana can attest to that. [laughs] And together, I knew that we were going to create something really special. And it's been exciting. We're just really proud of everyone who dedicated so much time, effort and talent to this project and just ready to see the next stage for it.

Sadie: Dana when writing these characters, were you initially writing voices specifically for actors that you knew that could really heighten that material for you or did it land once casting was locked?

Dana: It was actually a combination of those things. I had written for the short film challenge; I had written roles specifically for actors that I knew and wanted to work with that challenge. And I kept those actors when Jolie came on and we ended up reshooting. So, some of those roles were written specifically for the cast. And then others like the people that play my parents were written based on my parents, well, an exaggeration of my parents, they're actually lovely people – and we had an incredible casting director, Mia Cusumano. And she came on and she helped me fill some of those larger roles that had just been written for the story.

Sadie: I’m still trying to wrap my head around how you two were able to switch your creative brains when on set. As a producer, was there something that was so creatively challenging, but also incredibly rewarding during that process?

Jolie: It was interesting when you said flipping back and forth - I actually think it's all creative. Problem-solving becomes a creative process, right? So, I think because Dana and I are such creators, also artists and we're stepping into these roles, there wasn't anything that we couldn't overcome, we obviously did overcome it all. We took on a beast. I mean, it was six episodes that we were shooting in a short amount of time, during COVID. So, I think inherent in just the timing, and what we were trying to do is extremely ambitious. There were some long days, there were some days we were like, ‘OK, are we gonna get through this tonight?’ And it really is a testament to everyone who was on that set with us because everyone went on the ride. Dana and I really holding the reins - holding everybody up. And when we could step in for each other, as support for everyone working on that set, cast and crew, we did that.

Sadie: Having helmed this whole series, what is your process as a director from taking what you've written on the page, to putting the picture up – how much preparation did you do beforehand from shot list to your communication across the board with your creative heads. And also being aware of what you can and can’t get on the day – even though we hope we can get every shot and make our day, but realistically, it’s not going to happen.

Dana: I think as I mature as a filmmaker, I realized that more and more in my younger days, it was like, ‘No, we're getting the shot. We're gonna get everything that's on the page.’ In terms of preparation, I think that that is king. I did shot lists for the entire season. I had worked with Toru Nishikubo, who's our DP, and on many of my projects, so we sort of have a shorthand together. So, coming in, I knew exactly what I wanted to get.

And also, I've been living with this character for so long. So that combination of the preparation before we went into production, was really the thing that helped me be able to drop in while on set, but then also having this incredible cast and crew and having an amazing partner who I know has my back and working with a DP who I know, will say to me, if he doesn't have the shot, or if he knows that I could drop in a little bit. 

He's actually once given me an acting note. Which is incredible, right? Because when you have those eyes, that talent, looking at the monitor, when you're not there as the director, you just really have to trust. Because there's only so much you can see when you're acting, it's hard to turn the brain off - I know exactly where the camera is and what shot they're getting and how my take was - and so I really I think it's really about preparation and then trust.

Sadie: I know that you are currently in the process of trying to get the show picked up by a distributor. Can you just talk about the importance of having a marketing and distribution plan, especially for a project like this?

Jolie: Yeah, in terms of marketing, I think the thing for us that's been so important is…it's a tough time in television right now, so for us, it's really just shining a light on what makes this special and unique. And we have this amazingly talented cast, and none of them are household names, but should be. So, I think the meta-story here that I think we're both leaning into and know that somebody is going to get is that we're telling a story about artists trying to make it, filled with a cast and crew of artists trying to make it, right? There’s this built-in love letter to the journey itself.

In terms of the distribution plan, we have somebody shopping it right now. And, you know, like I said, it's a really tough time. I think it's just going to be the right match at the right time. And they're going to want it for the right reasons. And it's just going to be this kind of love fest on this project. And it's going to happen. There's a home for it. And so, we're really hopeful and we're excited to see where it goes but patience…lots of patience.

Sadie: For folks who don’t see themselves as artists, what do you hope they take away from this series?

Dana: I think it's not just a story about actors trying to act. It's a story about stepping into your truth and your dream and making it happen. And it's not easy, but it is really the only way to go…or we hope. I think it's a universal story about what that feels like. And it's a journey that everyone can relate to, no matter what your profession is.

Sadie: What types of stories or themes are excited to explore in your upcoming work?

Jolie: Even with theatre too, I've always been just fascinated by and very interested in diving headfirst into the human experience, whatever that looks like - telling stories that take us on the highest of highs and the lowest of lows. My theater producing partner and I always joke around that we're like, ‘God, if it doesn't have a gut punch, if there isn't a moment of like, oh, then we kind of don't want to put it on stage.’ But we've always kind of been drawn to those projects that there's definitely a darker side to them, because that is the human experience, right? Hopefully, there's a glimmer of hope.

And so, I feel like now, especially with East and kind of the things I'm looking at going forward - it's a complicated time to be alive. And I think it's a beautiful time to be a woman in a lot of ways, like where there's a lot of things that are coming to the surface…there's a lot of conflict there. But I also think there's something really empowering happening. And so, telling stories from that perspective, shining a light on what we're all going through as a culture, as a planet, as a society. And it's got to have a message, it's got to have something to say that I think people can really relate to and conversation starters, and hopefully inspiration. I look at my kids and I'm like, ‘What are the stories I want them to see and learn from?’ So, the messaging has to be really clear, and inspiring.

Dana: I've been focused on comedy for a long time, which I will continue to do. I think comedy is such a great way to shed light on all issues. It is so much a part of humanity, if you can't look at something and see the humor in it, life can get really challenging and dark. And so, I continue to explore stories and ideas focused on that. But that's not to say that that's going to be the only genre. I'm a romantic at heart too - so probably do a little more exploration with that. And I also love political dramas. I actually did a short on an art heist, a couple years ago called Sasha. And I always thought that could be a great feature. All the leads are female, and they're complex. And I'll probably continue to explore what I can do with these characters.

I wrote a screenplay called Dead Drunk, which is a dark comedy about alcoholism. And I wrote it years ago. But it's a story that I haven't been able to let go of yet, because I think that it could be really powerful if done correctly. So, I'm going to look back at that screenplay and see what can be done.

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