The mission of LISA Project NYC simply stated, is to bring a diverse group of artists, free art based events and activities to all boroughs and neighborhoods of New York. LISA encourages the local community, art fans and tourists alike, from around the world to visit New York to participate, view and photograph the art work. 

Over the last 8 years LISA has grown into a premiere public arts program with both a national and international reach, with charitable and commercial projects around the world. We are proud to be gay owned and diversely operated for the good of our neighbors.


-Community Beautification Program, make ugly into clean and lovely

-Raise awareness for community issues via mural art  

-Provide art supplies and volunteer activities to some of the most economically challenged children in the 5 boroughs of New York

The Team


Wayne Rada

Executive Director/ Curator

Wayne is a visionary, always has been. That and an eye for talent, and what to do with that talent.

He started his career in radio producing Chicago's number one rated comedy talk show, Steve & Garry. It was there he got his taste for comedy entertainment world, which lead to booking and producing shows and representing some of the greatest comedy minds in the business, Patrice Oneal, Bonnie McFarlane and Big Jay Oakerson to name a few.

Wayne has always been an art enthusiast, he created the Art of Comedy. A mural art project that expanded the comedy experience through Instagram, a new social media platform then and humorous art for the 2012 New York Comedy Festival. For the project we needed a location. Little Italy a historic neighborhood, which couldn't put up advertising on their walls, but they could put up mural art, was perfect! Working with street artists Anne Lewis aka GILF!, Adam Lucas aka Hanksy and the culture jamming master Ron English, creating 7 murals. The Art of Comedy came to life, but with one very big unexpected guest, Hurricane Sandy. 


Lower Manhattan was devastated, without power, but slowly coming back to life. The Little Italy Merchants noticed an overwhelming interest in the art and seeing the power of the murals, they asked Wayne to curate more. One lead to another, and realizing he had created something very special, he applied structure, focus, gave the art program direction by establishing it an art charity for the public. Giving it a name with a nod to its roots on Mulberry Street the Little Italy Street Art Project NYC was born, orLISA for short. Since then in 8 years The LISA Project NYC has produced over 500 murals through out the world, and at home we created Manhattan's only mural district.


His ambition to create more opportunities for artists has grown into separate marketing, branding, art consulting and collection management. Proud to call Coach Inc., Guess Clothing, Tommy Hilfiger,  Hennessy and Modelo Especial Beer,  branding partners. And our fine marketing partners, HSBC, Heritage of Pride, Arlo Hotels and MACYS. His latest international endeavor was the World Pride|Mural Project in celebration of the 50th Anniversary of Stonewall Gay Rights Movement and the 20th Anniversary of World Pride.   




Rey Rosa

Co-Founder/Chief Operating Officer

Artist Rey “The DR!F” Rosa is a Latin American, Caribbean abstract-expressionist, muralist & photographer born and raised in Bronx, New York with family from San Juan, PR. Since the age of 14, he has always had a fervor for different fields of creative expression from choir to culinary arts to sound engineering. His relationship with street-art started in 2010 after a near-death experience.  During frequent visits to the hospital, is where he discovered street art. Inspired, he began seeking out more street art, studying and photo documenting it. 

When photographing the art wasn’t enough, The DRiF co-founded The LISA Project NYC to get closer to and help create opportunities for these amazing artists. As he worked more and more with them, The DRiF found the confidence and was encouraged by the very artists he was documenting to start creating his own work and putting it on the street. His characters “The Pals” were a hit and led him to his more current abstract work. Influences include Jackson Pollock, Hua Tunan, Mr. Jago, Nosego, Gerhard Richter, Henri Matisse, CRASH and Conor Harrington.


The DR!F's work has been exhibited at the Brooklyn Museum along with group shows in Montreal, New York City, Dublin and for Art Basel Miami. Rey had the honor of creating a tribute mural for the victims of the Orlando PULSE Nightclub terror attack for NYC PRIDE WEEK 2016 for Heritage of Pride Charity along the parade route. He was part of a campaign introducing Tommy Hilfiger Denim to the USA w/ graffiti legend John” CRASH” Matos and a mural for Fashion week 2016 for Wilhelmina Models Agency 

Recently DRiF was commission to do an interior mural for Douglas Elliman Real Estate Firm and for the NY1 studios.



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Alison Sokoloff

Director of Business Development

Alison is a marketing and branding professional with nearly 15 years of experience in strategy and content for arts, entertainment, and technology. 


Alison has broad experience throughout multiple industries. Starting her career in video games, she developed marketing strategy and branding initiatives for over 100 video game titles. She maximized cross-promotional opportunities and managed key relationships with global licenses including M&M’s, Sanrio, Def Jam Enterprises, National Geographic, NBC/Universal, Mattel, Jeep, and Showtime.


She switched gears in 2011, joining Christie’s in New York and diving into the global art market. Spending six years with the company, Alison grew to oversee global strategy and execution of online sales for several fine art departments including Prints & Multiples, Photographs, 20th Century Design, and Handbags.


In 2017, Alison joined Entertainment One’s Family and Brands division to focus on one of the world’s largest preschool brands. She developed and executed consumer and trade marketing plans, including broadcast promotion, digital/social media, experiential, charity initiatives, consumer products, and third-party partnerships in North America for Peppa Pig – the #1 television program in the world for children 2-5 years old. 


Alison returned to her artistic and creative roots, joining The LISA Project NYC in 2020 to expand public arts throughout NYC and beyond.




ZROPRO aka ZeroProductivity

Lead Graphic Design

ZeroProductivity who also goes by the name "Z" is a Brooklyn based street artist whose work focuses on graphic design, illustration, photography and digital art. His work has appeared in exhibitions and events at notable establishments such as the Brooklyn Historical Society, Brooklyn Museum Shop, City Reliquary, The High Line, the Museum of Modern Art Design Store and myplasticheart. He also represent the company Boundless Brooklyn as a featured artist at company events and live demos. One of his digital artworks is also permanently featured on Microsoft's Xbox One video game console worldwide as a selectable gamerpic. 


He is known for his pigeon cartoon characters. His pigeon character came from his love for birds. One day he thought about creating a character that would represent himself as an individual so he went online to do some research and with gray being my favorite color, "Z" looked up animals that had mostly gray pigmentation and found dogs, cats, elephants, rhinos, koalas, wolves, seals and sharks. He then narrowed it down to animals most closely associated with NYC and pigeons, rats, squirrels, and mice popped up. From there "Z" automatically went with pigeons because they are often overlooked, seen as a pest and give off the underdog status. This was before he knew about Jeff Staple. When "Z" found out about his design, he thought “oh shit”, what am he's going to do now? Going off the cuff, "Z" made his pigeon design cartoony that can display a wide range different facial expressions and poses, significantly differentiating from JS’s realistic-looking pigeon design.