The Heroine’s Journey of Lara Mastrantonio

What is the best thing that I love about my work?

The thing I like most is creating cultural projects for the city, for the people, and create links between people through the project.

What is my idea of happiness?

My idea of ​​happiness is a small house in the green of a pine forest near the sea, where I can live with light clothes and the simple scents of nature. And travel to discover the world as many times as I want.

What is my greatest fear?

Before the death of my father, which arrived a few weeks ago, due to the Covid, I would have said death. But now, that I have the impression of him waiting for me “on the other side”, I’m no longer afraid of death. My fears now are ignorance and mental depression.

What is the trait that I most deplore in myself?

There is anything about my character that I really deplore. Maybe I should believe more in myself.

Which living persons in my profession do i most admire?

I admire many people but above all those who with their own strength have created a career in the sector they love most and to achieve this desire they fought against all the obstacles that life puts in front of them.

What is my greatest extravagance?

Today I could safely say that my greatest extravagance is being someone of ordinary. And then…my nose.

On what occasion would I lie?

Well, until a few years ago, I often happened to lie to please people or not to hurt anyone. Now I no longer lie because I understand that we grow and learn much more in front of the truth than lies.

What is the thing that I dislike the most in my work?

The thing that I don’t like of my work is when someone ask me big project with small small budget. I don’t like it but it’s true that at the same time is the moment when I should be really creative. I also don’t like being so long time in an office in front of the computer.

When and where was I the happiest, in my work?

When with all the staff of the Romaeuropa Festival, of which I was part, we brought Jan Fabre’s 24-hour show, Mount Olympus, in Rome. A unique experience of sharing between the company, the staff and the audience. Then when I saw kids coming to the theater because they are the most attentive and curious spectators that I have ever known. And finally … the day when, in the theater where I worked, I met my boyfriend, a meeting that changed my life.

If I could, what would I change about myself?

I would like to procrastinate less, ask for more help when I need it and…more sport for me and my mind, yes!

What is my greatest achievement in work?

My greatest success is having created links between realities that collaborate together on a common project and they still do. Also having turned professional relationships into true friendships.

Where would I most like to live?

In the Tuscan Maremma.

What is my most treasured possession?

My ideas, my memories, my photos, my brother.

What is my most marked characteristic?

Many tell me that I am a positive and cheerful person.

And then, a few months ago some colleagues said to me “Lara, but how can you always have this kind of Zen attitude?”. I laughed and said “it’s not Zen, it’s tiredness”. So, maybe also self-mocking.

What is my most inspirational location, in my city?

In Rome the Tiber Island; in Paris les Jardin des plants.

What is my favorite place to eat and drink, in my city?

In Rome I like to eat at theNuovo Mondo” pizzeria, in Testaccio; In Paris drinking along the Seine’s docks.

What books influenced my life and how?

The Witches by Roald Dahl because it was the first book I read in my life and was a collective lecture with my bestfriends; Invisible Cities by Italo Calvino because in this book I found the key of my work: imagine big and impossible things, but so well detailed that they can be real; Persepolis by Marjane Satrapi : I love the graphic novel and it was my passepartout towards some themes dear to me such as: women rights and voice, the interest in Middle East’s culture, the autobiographical tale, illustration.

You Only Die Once. What music would I listen on my last day?

Glenn Gould –Bach: the Goldberg Variations;

Who is my hero or heroine in fiction?

Daria Morgendorffer from the MTV animated seriesDaria; Arya Stark in Game of Thrones.

Who are my heroes and heroines in real life?

My heroines are all my friends.

Which movie would i recommend to see once in a lifetime?

I would like an interview just with a movie’s list that I recommend because are too much. But the first that came at my mind is Barry Lindon by Stanley Kubrick, a masterpiece.

What role plays art in my life and work?

Art showed me the way of my life since I was a child. Art helps me to discover and express feelings and emotions. It was a guide and It is a window through which I discover the world.

What do the words ‘You are the storyteller of your own life’ to me?

That I am the only one who can write the story of my own life. I’m the only one who can build it and then…tell it.

Who is my greatest fan, sponsor, partner in crime?

The most important was my father. Now all my friends and my boyfriend.

Which people or companies would I like to work with in 2020? 

In 2020 I’m in Paris so I would like work in this city in particular for the production of new cultural projects, for : Hermès Foundation – section performing arts; Cartier Foundation; Centre Pompidou- performing arts; Fiac– performing art programm; Galleria Continua; Sinny&OOKO; Palais deTokyo; Fondation Galeries Lafayette; Theatre de la Ville; Italian Institut of Culture in Paris.

Which people in my profession who can make a real difference in my creative career would i love to meet in 2020? 

Stefano Boeri; Jack Lang; Jr; Kamel Mennour; Milo Rau; Alessandro Michele; Ainnie Leibovitz; Vittoria Matarrese; Gonzalo Borondo ; Edoardo Tresoldi

What project, in 2020, am I looking forward to work on?

I would like to write a book with some “heroines friends”; develop a new project of performing art festival eco(vid) sustainable; start to lay the foundation for my own artist agency that will work between Italy, France and, why not, China.

Where can you see me or my work in 2020?

You can see me in Paris for the moment.

What do the words “Passion Never Retires” mean to me?

There are things from which it is impossible to escape: passion is one of those. Many times I have tried to change my path, trying to make my passion a hobby, but it is not really possible for me. Passion, for culture and art, is my energy. Passion are the ideas that born, and even if they don’t come true, they give me the courage and the desire to go on.

Which creative heroines should Peter invite to tell their story? 

Romina De Novellis

Chiara Pirri

Holy Fatma

Valeria Orani

How can you contact me?

Here follows a message of Peter de Kuster, founder of The Heroine’s Journey 


Are you a creative leader or creative professional looking to develop your business skills and storytelling?

Amidst today’s uncertainty, it is more important than ever to reconnect with yourself and others, develop your creative business, and build your story. Dive deep into your unique business style and areas for growth with the coaching of Peter de Kuster.


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    You are a creative leader or creative professional  who is interested in developing yourself, your business, and your story.

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    You are aware that there are no quick fixes. Learning is a journey that works when you are fully committed to it. Coaching can bring awareness and help you navigate, but in the end it’s you who is in charge of your growth.

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    You want to learn more about how to resource yourself, learn about blind spots, and get feedback.

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    You are curious and want to engage in online learning.

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    You are motivated to work in-between sessions on yourself (e.g. working on homework assignments that will help you develop new storytelling, skills, and behaviors).


The Heroine’s Journey Coaching is all about your development. To make the most out of your sessions, we ask you to prepare topics to work on with Peter. These topics can serve as a starting point for further in-depth exploration with Peter.

These coaching topics typically resonate with the creative leaders Peter works with:

How can i tell the most powerful story possible about myself and my creative business?

How can I handle self promotion and marketing of my creative business better?

How do can I stay authentic and with focus when having difficult conversations with potential clients?

What are my creative values and how do I align these with my business values?

How can I manage my time and energy better?

How can I radiate confidence to my clients while feeling anxious inside?

How can I steer myself towards creative excellence without becoming rigid?

About Peter de Kuster

Peter de Kuster is the founder of The Heroine’s Journey & Hero’s Journey project,  a storytelling firm which helps creative professionals to create careers and lives based on whatever story is most integral to their lives and careers (values, traits, skills and experiences). Peter’s approach combines in-depth storytelling and marketing expertise, and for over 20 years clients have found it effective with a wide range of creative business issues.


Peter is writer of the series The Heroine’s Journey and Hero’s Journey books, he has an MBA in Marketing,  MBA in Financial Economics and graduated at university in Sociology and Communication Sciences.

individual coaching for leaders


The Heroine’s Journey Coaching online sessions last 50 minutes and the fee is Euro 189 excluding VAT per session. The Heroine’s Journey Coaching is suitable for people at any stage in their career.


Who can sign up for The Heroine’s Journey online coaching?

Creative leaders and creative professionals who wish to improve their business story and develop their business skills and mindset.

Should I choose 1:1 coaching?

Our The Heroine’s Journey experiences in world cities allow you to learn not only from the coach but also from your peers. For the small group coaching (1 – 4 people), we have selected important, relevant topics that we find regularly come up for creative professional: purpose, storytelling, creative confidence, self promotion, time & money and resilience.

If you would prefer to work alone or on a different topic, individual coaching is a better fit for you.

What language do we speak in the coaching sessions?


Can I buy coaching for my organization?

Yes, you can! We support many organizations around the world with their coaching needs. Please contact us for more information.

Can I bring my own topics?

Yes, for individual coaching you get to choose your own topic.

Are coaching sessions confidential?

Yes. Peter will not share anything that is discussed in the coaching sessions.

Where will the coaching sessions take place?

Sessions will take place online (as per the times we live in) via an online tool like Zoom or Skype. Peter will let you know.

How do I sign up?

Send Peter a mail to to start booking your coaching sessions.

How do I pay?

After you send the mail, you will receive an email with a link to pay.

How do I book and reschedule sessions?

Once we’ve received your payment, Peter will contact you and book your coaching sessions. He will also support you with rescheduling sessions if needed.

What is your cancellation policy?

Individual coaching sessions can be postponed up to one week before the session.

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