From the rhythm of childhood dance to leading a creative revolution, Angie Baurana’s journey is a testament to the power of imagination and resilience. As the founder of Panic Creative, Angie transformed her lifelong passion for the arts into a thriving agency amidst the chaos of the COVID-19 pandemic. Her story is one of turning challenges into opportunities, fueled by a relentless drive to create and inspire. In this interview, Angie shares her path from a young artist to an innovative entrepreneur, revealing how her experiences and dreams shape her work and motivate others to follow their own creative passions.
What inspired you to start your creative agency, and how did your imagination play a role in shaping it?
Everything started when I was a little kid, dancing through my childhood and teenage years. I was the kind of girl who always led school art programs or organized presentations for family gatherings. Dancing became something I could get lost in—a physical revelation that allowed me to have fun, release emotions, and express myself.
After college, I created a documentary project with a group of friends, focusing on different artistic expressions. In my professional life, I had the opportunity to work alongside incredibly talented and creative people from around the world—musicians, performers, writers, photographers, filmmakers, chefs, dancers, and more.
These experiences fueled my desire to create my own outlet and make it my primary work tool. Panic Creative was born in 2021, right after COVID started. The timing was curious, but it definitely shaped the agency's core. Inspiration can be found everywhere, at any time.
Can you share a moment when you realized that pursuing entrepreneurship was the right path for you?
It was more out of necessity, to be honest. In the beginning, the idea was mainly focused on showcasing my photography artwork. But over time, I realized that the work environment is highly competitive, which brings a certain amount of positivity because it pushes you to improve your skills. However, I also recognized that you can’t wait for someone else to give you an opportunity—you might spend your whole life waiting. I had to create my own opportunities. Fortunately, I had really good friends by my side who resonated with my ideas, and together, we combined our creativity to achieve something truly great.
What are some of the biggest challenges you’ve faced as a woman of color in the business world, and how have you navigated them?
I had to learn—and am still learning—how to change my mentality when it comes to business. As an artist, my world is full of colors, paints, music, and flowers. But the reality is, I had to go back to school and learn many things, from legally setting up a business to creating a business plan and presenting it to others. It has been a long and challenging journey, one that, had I known how difficult it would be, I might have reconsidered.
One of the biggest challenges was putting myself out there without feeling ashamed of not being 100% sure of what I was doing. Speaking with real business people who intimidated me made me question whether I should quit. Trying not to cry when someone said they were expecting something different was tough. The feeling that you’re never going to be good enough is always there, and no matter how experienced you are, you always have to be competitive and give more and more. It’s hard not to get overwhelmed by those aspects, but I always take time to reflect, distance myself, and try again.
My mother, grandmother, and girlfriends are my examples that everything is possible. They are entrepreneurs as well, and nothing came easy for them. But I’m sure it’s worth it when you’re truly focused and love what you do.
How do you stay motivated and inspired in your creative process, especially when facing obstacles?
I need to move my body, drink some tea, light a candle, or, honestly, call my sister to cry together. I allow myself to experience my emotions, trying to gain perspective and see if those obstacles have a solution—then I work on it. If they don’t, I try to let them go. My life consists of creating mood boards for everything, and I have many notes and notebooks around my apartment filled with ideas that come to mind. I often check my list of notes to see how those moments can help me in my current project. I care a lot about what requires my energy and creativity. I'm not the kind of person who quits immediately; I try one way or another. That pushes my creativity to see different perspectives or express something in very different ways.
How has your background and upbringing influenced your approach to entrepreneurship and creativity?
My first entrepreneurial project was when I was 7 years old. I had a strong dream of having a fruits and vegetables stand, like a farmers' market. Although it was impossible, my mom bought me candies and set up a table in front of my house. My only customers were my family, but I was excited and proud. I also sold balloon arrangements and had a taqueria with a friend later in my adult life. For me, entrepreneurship has always been about having fun, creating concepts, playing with ideas, and inviting others to be a part of it. The experiences with friends and people I've had the opportunity to work with have been incredibly inspiring, awakening a drive to pursue my own ideas and make them happen.
What role does mental health play in your life and business, and what strategies do you use to maintain your well-being?
Mental health is essential for maintaining balance in both my personal life and business. I prioritize staying active through regular exercise and maintaining a healthy diet, avoiding sugar and processed foods. Staying informed about the latest trends and new software also helps me stay engaged and motivated. Additionally, I value trusting others, delegating responsibilities, and working collaboratively as a team.
Can you describe a particularly difficult period in your entrepreneurial journey and how you overcame it?
At the beginning of the interview, I mentioned that being competitive often requires multitasking. While I value collaboration and respect others' expertise, there are times when working alone is necessary. I had to set aside extra time to learn and address details, which sometimes diverted attention from other tasks. To manage this, I started scheduling and setting weekly goals. This approach helps me track areas that need more focus and adjust my methods as needed.
What advice would you give to other women who want to pursue their passions but feel limited by societal expectations?
I’m like a sister; I’m with you! I would say it's like preparing a cake: create your own flavor, experiment with different recipes, and seek feedback from others. But what’s essential is to stay surrounded by people who believe in you and are genuinely happy for your entrepreneurial journey. Talk to other women about their business experiences and observe how they handle crises. Trust in your sisterhood and rely on the tips and support that can offer you valuable perspectives when you need to present yourself in front of men.
How do you foster connections and build supportive networks with other women in the business world?
This is one of the most incredible spaces to build networks—sharing our journeys and resonating with others who have experienced similar stories. Also, talking with other women at the gym, coffee shop, or park can be valuable; you never know if you’ll meet someone who can spark an idea or show you a new perspective. That’s what I love about the performing arts—there's always a sense of standing out, but on stage, there's also a beautiful sense of community, inspiration, and recognition. As women, we need that a little bit more nowadays. We should recognize each other, mention each other, and connect with others overseas. There’s a lot of talent out there, so be curious about other perspectives, narratives, and languages. See ideas not as imports but as opportunities for adaptation and change depending on each field.
What impact do you hope your creative agency will have on the industry and the women you work with?
I want to use my creativity to help others bring their ideas to life. By collaborating with women who have different skills and perspectives, we can create something truly valuable together. I'm always excited to team up with others and make new friends and colleagues along the way. My dream is to create a space where people feel free to share their dreams and work together if our paths align.
How do you balance the demands of running a business with your personal life and self-care?
I’m a 35-year-old woman, and I feel that I have a long checklist to feel fulfilled. I take it as it comes; if the business requires my full attention, I’ll give it 100 percent because I’ve always dreamed of being an independent, strong woman, just like my mom. However, I also like to take time to care for my body and enjoy good times with my friends. I don’t have a partner in crime yet, but having someone to say good night to and share a kiss with would be great.
Can you share an experience where your creativity and boldness led to a breakthrough or significant achievement?
One of my most significant achievements was leading the installation of an interactive museum. I oversaw various departments, including animators, motion graphics, and scriptwriters, and was deeply involved in the creative process. Despite the challenges and tight deadlines, our team's innovative approach and coordination resulted in a captivating museum experience that deeply resonated with visitors. This project highlighted the impact of creativity and bold teamwork in achieving remarkable outcomes.
What lessons have you learned about resilience and adaptability through your entrepreneurial journey?
I think it's important to make room for failure and recalibrate. Not everything will be perfect; some projects that seemed like the best opportunity may turn out to be nothing, which can be disheartening. However, you can keep trying. Learn about your environment, take time to improve your skills, and also respect others. I believe that every person has something to teach us, so be open to seeing other realities and perspectives. Be respectful of how others handle their own business and remember to say thank you when someone opens a door for you.
How do you inspire and encourage other women to embrace their creativity and pursue their dreams?
I don’t want to inspire or be a role model for anybody; I’m talking about my own reality. But when I talk with other women, regardless of their age or background, I find parts of myself in theirs. There’s something indescribable about the sensation of seeing another woman, even if we come from very different places, facing similar situations and sometimes having the same questions. The answers may be unique, but I encourage asking those questions and exploring the doubts other women have that I might not be aware of. Organizing book circles or just having a girls' dinner—believe me, these are my favorite moments to enhance my plans.
What are your future goals for your creative agency, and how do you plan to achieve them?
My goal is to expand my studio beyond its current setup in my apartment. I aim to collaborate with other women who are involved in digital marketing and also explore partnerships with other agencies. To achieve this, I plan to network actively, build strong professional relationships, and seek out opportunities for collaborative projects that align with my vision.
IG: @angietaa_
W: https://www.angiebaurana.com
