Behind the Title: Roger’s Dane Macbeth

NAME: Dane Macbeth

COMPANY: LA-based Roger (@RogerTVLA)

CAN YOU DESCRIBE YOUR COMPANY?
Roger is a multimedia company that brings a unique and creative vision to a wide landscape of projects. We offer design, animation, original content, branding ID, live-action and post services.

WHAT’S YOUR JOB TITLE?
Creative Director

WHAT DOES THAT ENTAIL?
The best part of being a creative director at Roger is the wide range of work that entails. For every project that comes through our doors, we aim to give a unique and personal feel, from concept through delivery. As a creative director, I am in charge of all creative decisions from pre- through post. Depending on the size and scope of the project, my specific role can change drastically.

On smaller projects, I may do the design and storyboards myself alongside other artists. On larger projects, I will oversee a large design team and make creative decisions along the way. It also depends on how many projects I am overseeing at one time. I can be overseeing up to 15 or more projects at once, which makes it virtually impossible to make any time to get behind the box. The job also requires a lot of time on sets working as a live-action director. It’s the constant blend of working with different mediums and wearing multiple hats that makes the creative direction position so appealing to me.

The set for

The set for the KPMG project.

WHAT WOULD SURPRISE PEOPLE THE MOST ABOUT WHAT FALLS UNDER THAT TITLE?
I think because the word creative is in the job title itself an outsider may think it’s only creative decisions that are made. While making creative decisions makes up the bulk of my position, there is a lot of management that comes along with the title. Putting together teams of artists that are the perfect fit for an individual project can go a long way. Working with producers to oversee schedules, calendars and budgets also plays a major role in my position.

WHAT’S YOUR FAVORITE PART OF THE JOB?
My favorite part of my job is getting a new project in. I love starting from little to nothing and thinking about all the amazing possible directions that it can be taken. Writing treatments is the best way to show off and sell an idea, and I love the creative and competitive edge it brings out.

WHAT’S YOUR LEAST FAVORITE?
My least favorite part of my job is making creative sacrifices. It’s very rare that a project comes along and your total and complete vision comes to be. At the end of the day, as a creative director, it’s your aim to create something interesting, compelling and unique that pleases both your internal team and the client. Often, a great concept and idea can be watered down through the process. Over time, you learn to pick and choose your battles — what is worth sacrificing versus what you feel is important to fight for. On the flip side, I’ve been surprised by what seemed like a sacrifice at first that turned out to make a project better in the long run.

WHAT IS YOUR FAVORITE TIME OF THE DAY?
It’s hard to pinpoint my favorite time of day — creative breakthroughs and inspiration can come at any point in time from anywhere. When I solve or help solve a problem with a creative solution, that’s my favorite time of day.

IF YOU DIDN’T HAVE THIS JOB, WHAT WOULD YOU BE DOING INSTEAD?
I have several other areas of interest that I could see myself doing professionally if I were not in this position. I am an avid scuba diver and could see myself travelling the world as a dive master and underwater photographer. I also love creating original comedic content and writing.

HOW EARLY ON DID YOU KNOW THIS WOULD BE YOUR PATH?
I tend to think that I didn’t choose this position it chose me. I always knew I would be working in some form of a creative position, I just didn’t know what field. Growing up, I was always creating something. From drawing, writing, filming, and playing sports, I was always looking from one creative outlet to another.

I was very drawn to the video game industry at a young age. I surprised myself when I pivoted more towards production as I began my professional career. Working in the game industry you can work on one project for years. If you’re not in love with the creative direction of that project, it can become very tiresome very fast. I was drawn to the fast-paced and diverse work that goes along with motion-graphics and production. It was a great fit and a decision I am very happy I made.

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Stills from FYI’s What the Fung?!

WHAT ARE SOME RECENT PROJECTS YOU HAVE WORKED ON?
My most recent delivery was a television commercial for a financial firm KPMG. The work came through the agency JWT. It was KPMG’s first television commercial and a fun and exciting project from start to finish. We’ve done several projects for Disney, which includes Disney Junior, Disney XD and Disney. We recently worked on the marketing campaign for the launch of “Miles from Tomorrowland” on Disney Junior. This was a fun project that had us filming scientists and astronauts. I was also CD on promos for the show What the Fung?! on FYI  network.

WHAT IS THE PROJECT THAT YOU ARE MOST PROUD OF?
I had a lot of fun on a recent project that came in from TBS. It was completely open with no direction from the client. We had very little time to execute but always want to create compelling content. The only restriction was to use the new TBS logo. Our idea was to 3D print the new logo and stuff it with explosives, confetti and paint. We used a Phantom camera to capture the explosion and were very happy with the results.

NAME THREE PIECES OF TECHNOLOGY YOU CAN’T LIVE WITHOUT.
That’s a tough question, as I often ask myself if I have an unhealthy addiction to tech. From when I first wake up to when I go to bed, I’m interacting with tech on all levels. If I had to name three it would have to be my phone, laptop and camera.

WHAT SOCIAL MEDIA CHANNELS DO YOU FOLLOW?
I’m an avid user of Instagram and Facebook. I never got into the Twitter craze. I also use LinkedIn on a regular basis when looking for new talent.

DO YOU LISTEN TO MUSIC WHILE YOU WORK?
Depending on my workload and what type of project I’m working on, listening to music while working can be very difficult. We always have music playing in the background at work, which is a must for me. I spend a lot of day talking to clients and artists, so it’s hard to completely zone out with headphones and music.

Later in the day and when working from home, I will put on some headphones and music to help inspire creativity. I have a very wide range and eclectic taste of music. I pretty much listen to everything. I enjoy working to a wide range of music and often find myself shuffling through genres to find inspiration.

WHAT DO YOU DO TO DE-STRESS FROM IT ALL?
I love playing sports. I think it’s my greatest stress relief. I can fully focus on the sport I’m playing and not think about any stress that work may have. Basketball, football and scuba diving truly take me away from the real world and its stress.

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