Tag Archives: Flavor LA

Behind the Title: Flavor LA director/CD Jason Cook

Name: Jason Cook (@jcookerama)

Company: Flavor LA

Can you describe your company?
We are a narrative-driven company that uses design, animation, CG, visual effects and live action to tell stories for our clients. Flavor LA serves the West Coast territories for our parent company, Cutters Studios in Chicago.

What’s your job title?
I am both a director and creative director for this office.

What does that entail?
It really depends on the project, but I tend to wear many hats. From a creative direction perspective, I am involved with the cultivation and management of all of the creative that we do here in LA. I have a strong design background, which helps me lead our team through pitching, production and finish. We pride ourselves on highly conceptual and thoughtful storytelling in our work, so I spend a large part of my days with the headphones on writing treatments. I love when the job involves live-action opportunities. Here, I can use a completely different medium and skill set to accomplish our creative goals. My sensibility is very design-driven, so most of the stuff I shoot tends to have a CG or VFX component, which is always so exciting.

What would surprise people the most about what falls under that title?
It’s funny. As I came up as a designer, I always swore to myself I would never stop designing, and I kept that promise up until the last couple of years. I love designing, but as I get busier, my bandwidth gets smaller. I have grown into a true leadership role and have come to accept that my time is better served looking at the bigger picture instead of being consumed by the intricacies of the process. This allows me to manage projects with greater quality control and leaves my brain and creative flow available for new things as they come in. As a leader, I’ve found that giving artists space, and not micro-managing their development, brings me greater results.

What’s your favorite part of the job?
Seeing a plan come together is the most gratifying part of this business. It’s exciting when we are given a brief, we pitch an idea, and we win. There’s also a moment of, “Ok how to do we pull this off?” For me, putting my head together with my team, allowing for experimentation, encouraging outside thinking and following the creative where it leads us is such a fun part of this process. When all the elements start to coalesce and you see the first dailies comped and your previs edit starts to get replaced with real shots… that’s when things get awesome.

What’s your least favorite?
I try to work very efficiently and sometimes communications break down, which can be frustrating. This is for any number of reasons, but it gets in the way of the process and that can slow momentum.

What is your favorite time of the day?
Not the morning! I’m more of a night owl. I tend to stay up a bit later and write when it’s nice and quiet.

If you didn’t have this job, what would you be doing instead?
I think my internal drive to tell stories would have translated into straight-up filmmaking. I chose a graphic design path, but I also focused my intention on motion graphics, which incorporates live action a lot of the time. I really believe that everything I’ve done up to this point has led me to where I am today.

How early on did you know this would be your path?
It seems so trite now because so many people have a similar story, but I remember watching the film title of Seven and it blew my freaking mind. I was just graduating high school at the time, and I knew right there that I wanted to do that, even though I didn’t really understand at the time what “that” was.

Arrow Electronics

Can you name some recent projects you have worked on?
I recently shot a few spots that I’m really happy with. Two for Arrow Electronics and a spec spot for water conservation that involves a cute CG water drop character that lightly shames people for wasting water. In April, I directed and creative directed a live, site-specific show for over 3,000 Detroit Lions fans to reveal the team’s new uniforms.

What is the project that you are most proud of?
I really love the Be Pro-H20 spec I shot. It was a complete labor of love and a self-financed production that I wrote, cast and directed. The Lions event was absolutely crazy and something I’ve never done before. Somehow I sold the Lions on creating a giant geometric lion head installation that we projection-mapped visuals onto. It was madness! I learned so much on that project and I hope to do more live events like that down the road.

Name three pieces of technology you can’t live without.
I think my phone is clearly one, followed by the Internet and cameras.

What social media channels do you follow?
I’ve been weening myself off of Facebook these days. I have a Twitter and Instagram account as well.

Do you listen to music while you work? Care to share your favorite music to work to?
It depends on the task at hand, but I have a hard time writing to music with lyrics. My go-to is the composer Cliff Martinez. Something about his scores just gets me so focused and the words spill out. If I don’t need to focus, my musical tastes span from hip-hop to house music. I’ll throw on some Motley Crüe sometimes, too.

This is a high stress job. What do you do to de-stress from it all?
It can be a very high stress job for sure, and sometimes it’s easy to take it with you when you leave the office. I try to make a conscious effort not to get pulled into the chaos of the process. Even when we are in the weeds, we have to remember it always works out in the end. To unwind, I love hanging with my wife and our two pups and watching a movie at home, going out with friends or traveling. My PS4 comes in handy sometimes too.