An Undeniable Voice (2016), documentary, 16 min, directed by Price Arana and Adam Rothlein, produced by Sharon Stone, Vanguard Production, U.S. William Staffeld / AAP

Price Arana

B.F.A. '86

An Undeniable Voice (2016), documentary, 16 min, directed by Price Arana and Adam Rothlein, produced by Sharon Stone, Vanguard Production, U.S. William Staffeld / AAP

A Fearless Entrepreneur

By Elisa Gallaro

Price Arana (B.F.A. '86) launched her first career — as a professional photographer — only months after graduating from Cornell. She had gone to Australia with a friend who was a crew member for the America's Cup and saw an opportunity to capitalize on the photography skills she gained as an art student.

Soon, Arana was selling America's Cup images to Sports Illustrated, Kodak, Rolex, and other high-profile clients. Impressed with Arana's work, Swissair (now Swiss International Air Lines) hired her to photograph destinations around the globe, including South Korea, which was preparing for the 1988 Summer Olympics in Seoul.

"I was young and fearless and traveling the world," Arana says. The self-described "serial entrepreneur" gives Cornell much of the credit for her success. Following her initial professional photography venture, Arana has founded a breakout marketing agency, partnered pro bono on multimillion-dollar philanthropic efforts, produced a cookbook, and directed an award-winning documentary. 

"A Cornell education gives you the freedom to be anyone you want to be," she says. "It teaches you that there's nothing you can't do."

Professional, black-and-white image of a woman with long hair, wearing a black long-sleeved shirt.

Price Arana.

Advertisement for JetSuite airline: JetSuite Core Value #2 'Love What You Do' in large letters and an image of a plane on a red background

JetSuite, "Core Values" advertisement (2015–20), The Press Cabinet.

As a 20-something freelance photographer in pre-internet days, Arana didn't think twice about flipping through phone books and cold-calling executives at leading ad agencies and multinational corporations. She has displayed that same confidence and initiative in every venture since.

Arana's career in advertising began with an entry-level position at a new shop in the Los Angeles area, where she'd settled near friends. Initially, she was hired to draft letters and answer phones but quickly made a place for herself in creative meetings, strategy sessions, and anywhere she could be of assistance. Over the next four years, she learned the business inside and out. When Arana left to consider other career options, several clients assumed she was starting her own agency and asked her to take them on.

She agreed and, in 1997, opened the Press Cabinet, a boutique firm that was rebranded as the NOW Studio in 2020. Arana remains president and CEO.

Arana began breaking the mold of traditional advertising early in her career with a disruptive campaign for Stila Cosmetics. While competitors' ads featured predictable photos of beautiful models selling the promise of glamour, Arana's team helped introduce the "Stila Girls" — illustrations of women of all sizes and ethnicities who were relatable, as opposed to the supermodels being used in cosmetic campaigns at the time. "We weren't afraid to experiment," Arana says. The Stila Girls remained the faces of the brand for years and spawned a host of imitators.

The Press Cabinet built a portfolio of luxury commercial clients: St. Regis Hotels & Resorts, South Street Seaport in New York City, Ward Village in Honolulu, the JSX (formerly JetSuiteX) private jet charter company, and the Ashram California fitness and health resort, among others. "It is amazing and rewarding to create the strategy for brands and watch them grow as a result of our work," Arana says.

Arana's agency also became known for its impactful pro bono work for nonprofit organizations, including the Christopher & Dana Reeve Foundation, Shoe4Africa, and Blessings in a Backpack. Through the "Share the Wealth. Change a Life" campaign, the Press Cabinet helped Shoe4Africa fund the first public children's hospital in East Africa. For Blessings in a Backpack, the agency partnered with award-winning actress and philanthropist Sharon Stone to fill backpacks with food for millions of American students who rely on federally funded school lunch programs during the week. Without the backpacks, these children and their families would go hungry on weekends. The Press Cabinet developed television, print, and radio public service announcements free of charge and secured approximately $1 million worth of media placements, also pro bono.

A man and woman talk while sitting in wingback chairs.

Promotional event for An Undeniable Voice (2016), documentary, 16 min, directed by Price Arana and Adam Rothlein, produced by Sharon Stone, Vanguard Production, U.S. 

For Arana, giving back has always been a priority. "I was born into a household where we were taught that life is a service job," Arana says, "so this is not something new to me."

Among her most fulfilling projects is the award-winning documentary An Undeniable Voice. The 16-minute film tells the story of longtime family friend Sam Harris, who is believed to have been one of the youngest survivors of Nazi concentration camps. The documentary, Arana's directorial debut, is another collaboration with Stone.

After unsuccessful efforts to secure outside backing, Arana and Stone decided to produce the short film themselves. An Undeniable Voice has earned critical acclaim, been screened around the globe including at Cornell and won awards at 13 film festivals worldwide. 

Arana chose Cornell for the opportunity to study painting in a small, highly regarded art program. She grew up in a Chicago suburb and was unfamiliar with all that Cornell offered. "I didn't know how big it was or even that it was an Ivy League school. I was just focusing on art programs, and Cornell's was outstanding," Arana says. Her Cornell experience was much more than she had hoped for. "It was exciting to be surrounded by others who were so passionate about learning," she says. "And it wasn't just at AAP. It was across all of the schools."

Arana's Cornell years were memorable for a multitude of reasons. At AAP, Arana studied with extraordinary and inspiring artists, including professors Arnold Singer, who taught drawing and painting, and Stan Bowman, who "fueled my passion for photography." Classes in psychology, art history, and other disciplines gave her a new perspective on art, civilization, and life in general. 

The atmosphere on campus was equally exhilarating. "Students were living in tents on 'the slope' to protest apartheid in South Africa. People believed in something and were making a difference," Arana recalls. "I was exposed to that, and it was very enlightening, exciting, and educational. I don’t know that I would have had such a varied experience at a different school."

Arana's advice to today's AAP students is to take advantage of all that Cornell offers, including the freedom to experiment. "This is the best time to try all of those things you are thinking about creatively. You have a tremendous support system, people who will embrace your ideas and would love to see what you can do," she says.

Beyond the college, "the B.F.A. and Cornell name open doors to anything and everything professionally."

Projects (2013–22)


Nonprofit Ads

An ad for the Somaly Mam Foundation shows a woman with long, dark hair, looking up and wearing a green scarf.

Somaly Mam Foundation, "The Power of One" advertisement (2013–15), The Press Cabinet.

Somaly Mam Foundation ad 
(2013–15)

An ad for the nonprofit Shoe4Africa features the words "Share the Wealth. Change a Life." in white on a black background.

Shoe4Africa, "Share the Wealth. Change a Life" advertisement (2015), The Press Cabinet.

Shoe4Africa ad (2015)

Blessings in a Backpack, commercial (2017), The Press Cabinet.

Blessings in a Backpack commercial (2017)

A woman sits on a stool in a black-and-white ad for Blessings in a Backpack.

Blessings in a Backpack, advertisement (2017), The Press Cabinet.

Blessings in a Backpack ad
(2017)

A man dressed in black, using a wheelchair, smiles at the camera in an ad for the Christopher & Dana Reeve Foundation.

Christopher & Dana Reeve Foundation, advertisement (2017–20), The Press Cabinet.

Christopher & Dana Reeve
Foundation ad (2017–20)


Luxury Residences

An ad shows a luxurious penthouse with all-glass walls, overlooking the ocean.

Howard Hughes Corporation, Ward Village "400 Feet Above Paradise" advertisement (2017), The Press Cabinet, Honolulu.

Ward Village ad (2017)

An ad shows a skyscraper and a patio at dusk.

Howard Hughes Corporation, Ward Village "Detail Defined" advertisement (2018), The Press Cabinet, Honolulu.

Ward Village ad (2018)

An ad for a new luxury real estate building.

Howard Hughes Corporation, Ward Village "Detail Defined" advertisement (2018), The Press Cabinet, Honolulu.

Ward Village ad (2018)

Aerial view of luxury residential buildings in West Hollywood

Montage Hotels & Resorts, Pendry Residences, West Hollywood "Re-Imagining the Sunset Strip" advertisement (2019), The Press Cabinet, West Hollywood.

Pendry Residences West Hollywood
ad (2019)

Advertisement for Pendry luxury residences, featuring a woman exiting a red convertible car with luggage and two long-haired dogs.

Montage Hotels & Resorts, Pendry Residences West Hollywood, "Re-Imagining the Sunset Strip" advertisement (2019), The Press Cabinet, West Hollywood.

Pendry Residences
West Hollywood ad (2019)

Exterior view of luxury residential building, featuring balconies with frameless glass railings on every floor

Montage Hotels & Resorts, Pendry Residences West Hollywood, "Re-Imagining the Sunset Strip" advertisement (2019), The Press Cabinet, West Hollywood.

Pendry Residences West Hollywood ad (2019)

An advertisement showing the exteriors of luxury residential buildings, designed with balconies and floor-to-ceiling windows, and groups of people walking or seated outside on a wintry day

Montage Hotels & Resorts, Pendry Residences, Park City advertisement (2020), The Press Cabinet, Park City, Utah.

Pendry Residences Park City
ad (2020)

Advertisement for Nekajui, a Ritz-Carlton Reserve Residence, showing a balcony overlooking expansive water and a small island

Ritz-Carlton, Nekajui advertisement (2021), The Press Cabinet, Peninsula Papagayo, Costa Rica.

Nekajui ad (2021)

An advertisement for Stanly Ranch luxury resort villa homes. The ad shows an open-concept living space with a kitchen, dining area, and a wide, open doorway to a patio and garden.

Auberge Resorts Collection, Stanly Ranch advertisement (2022), The Press Cabinet, Napa Valley.

Stanly Ranch ad (2022)


Luxury Travel

Advertisement for JetSuite airline: JetSuite Core Value #1 'Serve from the Heart' in large letters and an image of a plane on a gray background

JetSuite, "Core Values" advertisement (2015–20), The Press Cabinet.

JetSuite "Core Value #1" ad 
(2015–20)

Advertisement for JetSuite airline: JetSuite Core Value #2 'Love What You Do' in large letters and an image of a plane on a red background

JetSuite, "Core Values" advertisement (2015–20), The Press Cabinet.

JetSuite "Core Value #2" ad 
(2015–20)

Advertisement for JetSuite airline: JetSuite Core Value #3 'Improve Something Today' in large letters and an image of a plane on a black background

JetSuite, "Core Values" advertisement (2015–20), The Press Cabinet.

JetSuite "Core Value #3" ad 
(2015–20)

Advertisement for JetSuite airline: JetSuite Core Value #4 'Seek First to Understand' in large letters and an image of a plane on a gray background

JetSuite, "Core Values" advertisement (2015–20), The Press Cabinet.

JetSuite "Core Value #4" ad 
(2015–20)

Advertisement for JetSuite airline: JetSuite Core Value #5 'Deliver on Commitments' in large letters and an image of a plane on a red background

JetSuite, "Core Values" advertisement (2015–20), The Press Cabinet.

JetSuite "Core Value #5" ad 
(2015–20)

An advertisement for a luxury hotel, showing pink chairs in a ritzy hotel lobby with gold, reflective walls; a glossy floor; and a chandelier.

Starwood Preferred Guest, St. Regis Bal Harbour Resort advertisement (2015), The Press Cabinet, Miami Beach, Florida.

St. Regis Bal Harbour Resort ad (2015)

An advertisement for a resort showing a pool, cabanas, and palm trees in front of the ocean during sunset.

Starwood Preferred Guest, St. Regis Bal Harbour Resort advertisement (2016), The Press Cabinet, Miami Beach, Florida.

St. Regis Bal Harbour Resort
ad (2016)

An advertisement for a luxury, contemporary hotel, featuring images of the hotel's rooftop lounge, minimalist bedroom, and a sleek bar.

Andaz San Diego, "Stay inspired" advertisement (2018), The Press Cabinet, San Diego.

Andaz San Diego ad (2018)

An advertisement for a luxury resort, showing a waterside palm tree at sunset.

Kimpton, Seafire Resort & Spa, "Luxury without an attitude" advertisement (2019–present), The Press Cabinet, Grand Cayman. 

Seafire Resort & Spa ad (2019)

An advertisement for a luxury hotel, showing an exterior aerial view of the hotel on a wintry day.

Pendry Hotels & Resorts, "The New Luxury" advertisement (2020–present), The Press Cabinet.

Pendry Hotels &
Resorts ad (2020)

Advertisement for a private club and resort community in Costa Rica. The ad shows a woman and a child facing each other, each placing the palms of their hands together in front of their chests

Four Seasons, The Club at Peninsula Papagayo advertisement (2021), The Press Cabinet, Peninsula Papagayo, Costa Rica.

The Club at Peninsula Papagayo
ad (2021)

Advertisement for a private club and resort community in coastal Costa Rica. The ad shows an island from an aerial view.

Four Seasons, The Club at Peninsula Papagayo advertisement (2021), The Press Cabinet, Peninsula Papagayo, Costa Rica.

The Club at Peninsula Papagayo
ad (2021)


Additional Works

Illustrated advertisement of a blonde woman wearing a pale yellow dress, skipping in front of an overly large pink perfume bottle.

Stila, Bouquet du Jour fragrance advertisement (2010), The Press Cabinet.

Stila Bouquet du Jour
ad (2010)

An illustrated advertisement of a woman with brown hair styled in a bun, wearing a green off-the-shoulder dress, standing on one foot in front of an overly large pink perfume bottle.

Stila, Bouquet du Jour fragrance advertisement (2010), The Press Cabinet.

Stila Bouquet du Jour
ad (2010)

An illustrated advertisement depicting a woman with long brown hair, wearing a floral dress, sitting on an overly large open powder foundation compact while applying makeup from an open compact in her hand.

Stila, Smooth Skin Moisture Powder Foundation advertisement (2010), The Press Cabinet. 

Stila Smooth Skin Moisture
Powder Foundation ad (2010)

A circular billboard in NYC shows an ad for the Taylor Swift Experience.

Taylor Swift Experience, billboard (2016), The Press Cabinet, South Street Seaport, Manhattan.

Taylor Swift Experience
billboard (2016)

Digital billboards in NYC advertise the Taylor Swift Experience.

Taylor Swift Experience, billboard (2016), The Press Cabinet, South Street Seaport, Manhattan.

Taylor Swift Experience billboard (2016)

An ad for a new shopping center in Lower Manhattan's Seaport District.

Howard Hughes Corporation, Ten of Tomorrow advertisement (2016), The Press Cabinet, South Street Seaport, Manhattan.

Ten of Tomorrow ad (2016)

A man and woman talk while sitting in wingback chairs.

Promotional event for An Undeniable Voice (2016), documentary, 16 min, directed by Price Arana and Adam Rothlein, produced by Sharon Stone, Vanguard Production, U.S. 

An Undeniable Voice (2016) promotional event

Poster for documentary An Undeniable Voice

Advertisement for An Undeniable Voice (2016), documentary, 16 min, directed by Price Arana and Adam Rothlein, produced by Sharon Stone, Vanguard Production, U.S. 

An Undeniable Voice ad
(2016)

An ad shows illustrations of famous chefs and a pig.

Seaport Foodlab, advertisement (2018), The Press Cabinet, South Street Seaport, Manhattan.

Seaport Foodlab ad (2018)

Photos of the cover of a cookbook and pages from the book.

Catharina Hedberg, The Ashram Cookbook: The Way We Eat, Assouline (2018), produced by Price Arana. 

The Ashram Cookbook: The Way We Eat (2018)


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