Digital Hitchhiker

I’m always interested to hear why people started to build their business. Sometimes its a passion, sometimes its an accident and often it’s for the money. I knew in college that I wanted to start a design or motion graphics business. I loved the craft then just as much as I do now, it’s inspiring to see what people can create with a computer and time. In college, Nik Madalinski and I tried to get something going but with the lack of experience and clients, it sort of fizzled away. Which was probably a good thing since we had no idea what we were doing at the time and we had a lot to learn. Flash forward to four years later at Daily Planet Productions ltd., Vanida Vae and I had the chance to work on a number of animated explainer videos for the Chicago startup, Groupon. At the time, we were both fans of Groupon and had no idea how big they were going to get or how our videos were going to help drive that success. At that time there were a few businesses doing explainer and demo videos but I wasn’t as familiar with them as I am now. My focus was much more on the top tier post production studios and the work they were creating. Holding my work and the work we did at Daily Planet to that same level. Vanida and I both saw the Groupon video as a great motion graphics piece we could build. We wanted to make an awesome and clever video. Without knowing it our video became a part of Groupon, people all over the internet saw the piece and many wanted something like it for their product or startup.

A year ago, after seeing the success of the Groupon video and receiving emails everyday asking if I could create a similar video for other startups, I knew that I needed to start my own company. The demand for startup videos was there and somebody needed to do them. I know the motion graphics business and what it takes to get something designed and animated. I’ve been doing it for seven years, behind the keyboard and screen almost everyday. I knew that I could create some pretty awesome explainer videos for start ups and other businesses. Helping tell their story or explain their product just like I did with Groupon. And so LooseKeys was born.

I’m not just another business owner who has money and is hiding behind the scenes letting other people do the animating and designing. I’m here working on every project at some stage of its creation. Right now I believe this is what makes LooseKeys unique. Startups and businesses know they are working with me. I might have help in order to make deadlines or pick up slack where my skills are lacking but you know if you are talking to me you can bet I’m leading the crew or doing much of the work myself. That team of people are very important to me and coming from the motion graphics world, I know how important sharing work and being credited for your time is to someone. That’s why on every project I post or LooseKeys posts, I make sure to credit the people that worked on the project. I want them to get the same amount of recognition as I did for making sure the project came together. And I’m not worried about a client or competitor stealing away these awesome people in the credits either. These talented people want to design and create as much as I do, so more power to them if they can get additional work by working with me. Having your name out there has value and I would have never been able to start LooseKeys if I couldn’t of shared the Groupon video almost two years ago. Someone asked me if I was worried that a startup who was on a budget would just try to contact the people I’ve credited instead of approaching LooseKeys for the job? Especially since you can see the name right there in the credits.

My response is no. I know that people are coming to me and LooseKeys for my work and my knowledge not just because I know good people to work with. Anyone can find great talent to work with and build a team. I understand what it takes to make a well thought out, uniquely designed, successful product. I know I have the skill set to head up a project, to coordinate with clients, to craft a script, design style frames and storyboards, animate, and do sound design. And when I don’t have the time to do it all, I know many talented people who can help me with all the aspects needed to get the job done.

Each day there are more and more explainer video businesses and motion graphics shops popping up. It’s easier everyday to get started. But it’s the businesses that are run by the creative person first and not just the guy with the money that succeeds in making the most creative and enduring work.

We are never more creative or curious then we were when we were kids. Children seem to have this boundless curiosity that makes them want to explore everything. Which at times can be exhausting, but it’s that curiosity that makes most kids have this abundance of creativity. The number one question they ask is “Why?” And soon “why” becomes “how?” This is the way I try to approach every project I’m evolved in. Asking myself, “how am I going to achieve this and how am I going to make it different from the last thing I worked on?” Or “how will this be different then the other guys project?” Without this curiosity, I know what I’m producing won’t be as creative as it could be. You have to be curious to identify problems that need to be solved in order for you to come up with new solutions. Next time ask yourself, “what would happen if I tried this…” and you might be surprised at the solutions you come up with.

The creative process is a strange one that’s hard to explain and even harder for you to bill. One day a simple task might take you 30 minutes, the next time that same general thing could take two days. Learning your creative process and how to make use of your time more efficiently is often trial and error. I’ve learned over the years what works best for me. For instance, I know that I have to have a little time to think and brainstorm before I start a new project. When a new project hits my desk you’ll almost never see me start working on it right then. And that’s not just because I have a handful of other things in the pipeline. Its actually because I need time to think about it and let it digest. Depending on the project, that could take me five minutes or a week. No way I can just jump into something new straight off. I need to let it simmer there for a while… you can’t just turn creativity on like a faucet. I usually have at least one project on the back burner that I’m starting in a few days or next week. I’m not working on it so I’m not billing for the time. But I know it’s there and my brain is thinking about it. Perhaps while I’m sleeping or while I’m out for a run, the ideas will start forming and coming together. Maybe its the color, style or how best to explain the product in a witty way; it all begins to take shape before I actually start officially working on it. So when I sit down to finally get to work on this project or idea I don’t spend a day forcing myself to be creative, I already have an idea of what I want to do. If you take time to understand your creative method, you’ll be able to work more efficiently and maybe even produce better work.

I can’t believe I’m writing a post about keeping focus. I must of been derailed a dozen times while I was trying to put this together. But I’ve embraced that a long time ago and know it’s going to happen. As an entrepreneur and creative person, I’m a bit all over the place. I have a constant stream of ideas for designs I want to explore and things I want to try to do. For the most part I try to welcome these ideas and go with it. Life is an adventure and you have to see where the path takes you sometimes. Usually it works out and the design or concept is stronger; the creative process was victorious. Far too often I have to reign myself in a bit because I could spend the entire day working on new ideas and opportunities. If one of these new ideas isn’t adding real value, I need to shut it down. Every minute I’m not focused on building my core business or brand is a minute wasted. It might seem like I have a hundred projects I’m working on but I try to make sure each and every one of them is helping my core business grow and improve. If you love what you’re doing, stay focused on that and become the best at it. Then worry about moving onto the next thing. Because if you head down the wrong path, there is someone right behind you who has just been waiting for your focus to slip. They’re going to sweep in there and take your place. Don’t let all the new opportunities that arise let you lose sight of your real focus at the moment.

“Dress for the job you want, not the job you have.” I’m sure you’ve heard that before many times. Its good advice that can also be applied to your portfolio. You need to be showing off the work you want to do. It can take some time to figure out the type of work you love doing and want to be doing. But once you figure it out, you need to immerse yourself in it and work with the businesses and companies that do that type of work. And make sure the work is heavily represented in your portfolio. If your website is dedicated to wedding videos, you’re not likely to get a music video project. You have to show prospective employers or clients that you can handle their specific job. They may have seen the work you’ve done in the past but sometimes they just can’t visualize how your previous work applies to them and their needs. And doing a free animation for them just to win a job usually isn’t a great option. If you want to model mobile phones for commercials then you need to have a mobile phone commercial in your demo reel or on your website. I love working with startups and social apps are some of my favorite projects to work on. On these projects I’ve created primarily 2D characters with simple shapes. This is the type of work I continue to get and I rock out every one I have the chance to work on. Clients trust that I’ll be able to deliver a quality product for their brand because I’ve proven what I’ve done for similar businesses. If you’re not happy with the types of projects you’re currently working on, make sure you portfolio reflects the types of projects you want to work on and leave out the projects you don’t.

I know I don’t stress out whenever I hear the latest rumor about what Apple might do next because It’s not the tools, devices or software that make it possible to be creative. It’s who I am. 

Apple seems to be moving towards becoming a consumer products company and its rumored that Apple is going to get rid of the Mac Pro line. For me I could care less, I’ve been using a Powerbook / Macbook Pro for the last 10 years. Everyone should have seen this coming, especially with what we have seen from Apple in the last couple years. Recently they dropped the Macbook and XServe, then they slapped all the editors in the industry in the face with FCP X and finally if you look there hasn’t been an update to the MacPro line since 2010, which is significantly longer than most Apple product upgrade cycles.

Its no surprise that products and services are going to change and disappear. If change in the industry hadn’t happened then many creative people never could have afforded to get into this field in the first place. Apple is usually trying to move us forward, giving the consumer what they need not what they want. So you wont be able to have 10 bays of hard drives or be able to hook up to tape decks. The industry is changing… How you work today isn’t going to be how you work in 10 years or even two years. As a content creator if you cant layoff to tape then the broadcasters are going to start accepting more digital files. Those large storage rooms with years of old spots are going to be gone. I couldn’t be happier, I look forward to the day I don’t have hard drives and tapes in the closet because I’m worried a project I completed 2 years ago could come back and I might have to make a change. 

For now I think Apple is going to streamline their Mac lineup and they are going to end up with 4 products: MacBook Air, MacBook Pro, Mac mini and the new line of iMacs. I wouldn’t doubt if we see the MacBook Air and MacBook Pro becoming one at some point as well. 

Some people are going to jump ship but sooner or later those expensive desktop towers are going to be gone. But if you really don’t think Apple is going to continue to support your future needs, no one is stopping you from purchasing a windows based PC. 

It’s said that you are the sum of the five people you spend the most time with. I know I’ve experienced this first hand, especially with the people I work with. They have influenced me and I have influenced them, hopefully for the better. We can’t always pick who we work with but we can choose who we spend our time with. So, why not make sure the people you associate with on a regular basis are interesting, talented and successful, because the chances are you will be too. If they’re not, chances are you won’t be either. So be sure to seek out great minds in the field of your passion. You want to find people who demand excellence of themselves and each other. People who will challenge your mind, stimulate good conversation, and get you thinking in realms you don’t normally think in. This will help you rise to the occasion and do the best work you are possible of doing. It might be hard but I recommend finding people that are more knowledgeable and talented than yourself. Many of us struggle in this area because it can be satisfying to hear praise from people and tend to avoid healthy conflict with people that might actually know more than we do. Exceptional people are not threatened by other strong people; they surround themselves with the best and most talented people they can find. If we don’t ask for advice from those who know more we will never learn from from one another, which is a shame.

There are some days where you sit down in front of your computer with a fresh cup of coffee or tea and just stare blankly at the screen, there is too much to get done and really no way you can physically and mentally do it. You need to take this as a sign that you need a break and you’re on the verge or burning yourself out.

I’ve been working a full time job as well as doing freelance work on the side for the last three years. Why? Well, mostly because I love what I do. I enjoy learning from each project and meeting new folks. When I look back over the past year, in addition to my full time job; I’ve done graphics for five music videos, been working on three different blogs, have a weekly craft beer podcast, done a handful or explainer videos for different startups and helped to create the Chicago Motion Artists Users Group. No matter how much I enjoy what I do I’m always worried about burning myself out. And with a heavy workload, demanding clients and no free time, it is easy to become overwhelmed and completely burnt out. The problem with me is I’m a workaholic and have an inability to stop at times, which has worked both to my advantage and disadvantage. I know many other freelancers and entrepreneurs who are hustling just as much and are dealing with the same thing. Still pushing yourself isn’t a bad thing but it could come with a price. How do you avoid the burnout with the constant go, go, go? Everyone you ask has their own tips, but it really just comes down to taking a break from the computer; if it’s for five minutes, two hours, or a week. It doesn’t have to be a safari trek across Africa either. It’s all about finding what works for you. I love checking out new restaurants to eat at, so having lunch with a friend, or dinner with my lovely fiancé works wonders. Or I’ll find myself just hanging out with friends, chatting over a fine craft beer. Sure it may not be anything exciting but it’s enough of a break to take my mind off work in order to refocus. When your body and mind starts to suffer then the effects can be seen on your work. Making time for yourself not only can improve your general health but it may even help you to get through that creative block you’ve been having and spark a great idea.

Face it this field moves quickly and it’s always pushing you to be creative at every turn. It can be overwhelming and stressful but at the same time exciting and full of possibilities. Seeing your work on television or in magazines is always wonderful and is a nice reward for doing something you love. Hopefully you went into motion graphics or design because you do indeed love doing it. This is something you should try and remember everyday, it isn’t just a job it’s a job you really enjoy. The passion and determination you demonstrate will likely come with success. Just try not to stress yourself along the way. Success will only come if you keep learning, creating and just don’t give up. Just because you run into an issue with a certain job don’t let that freak you out. Each and every project should deliver a range of new challenges that you can learn from. If you want to be the best designer you need to set a goal and then put in the hours to get there. Get knee deep in it and read books and do tutorials. But don’t worry if you are not meeting the goal you have set sooner or later if you put in the time, things will just click and you will be cranking out quality work to the level you had been working towards.