NAME: Yann Caloghiris
CAN YOU DESCRIBE YOUR COMPANY?
Left Field Labs is a Venice-California-based creative agency dedicated to applying creativity to emerging technologies. We create experiences at the intersection of strategy, design and code for our clients, who include Google, Uber, Discovery and Estée Lauder.
But it’s how we go about our business that has shaped who we have become. Over the past 10 years, we have consciously moved away from the traditional agency model and have grown by deepening our expertise, sourcing exceptional talent and, most importantly, fostering a “lab-like” creative culture of collaboration and experimentation.
WHAT’S YOUR JOB TITLE?
Executive Creative Director
WHAT DOES THAT ENTAIL?
My role is to drive the creative vision across our client accounts, as well as our own ventures. In practice, that can mean anything from providing insights for ongoing work to proposing creative strategies to running ideation workshops. Ultimately, it’s whatever it takes to help the team flourish and push the envelope of our creative work.
WHAT WOULD SURPRISE PEOPLE THE MOST ABOUT WHAT FALLS UNDER THAT TITLE?
Probably that I learn more now than I did at the beginning of my career. When I started, I imagined that the executive CD roles were occupied by seasoned industry veterans, who had seen and done it all, and would provide tried and tested direction.
Today, I think that cliché is out of touch with what’s required from agency culture and where the industry is going. Sure, some aspects of the role remain unchanged — such as being a supportive team lead or appreciating the value of great copy — but the pace of change is such that the role often requires both the ability to leverage past experience and accept that sometimes a new paradigm is emerging and assumptions need to be adjusted.
WHAT’S YOUR FAVORITE PART OF THE JOB?
Working with the team, and the excitement that comes from workshopping the big ideas that will anchor the experiences we create.
WHAT’S YOUR LEAST FAVORITE?
The administrative parts of a creative business are not always the most fulfilling. Thankfully, tasks like timesheeting, expense reporting and invoicing are becoming less exhaustive thanks to better predictive tools and machine learning.
WHAT IS YOUR FAVORITE TIME OF THE DAY?
The early hours of the morning, usually when inspiration strikes — when we haven’t had to deal with the unexpected day-to-day challenges that come with managing a busy design studio.
IF YOU DIDN’T HAVE THIS JOB, WHAT WOULD YOU BE DOING INSTEAD?
I’d probably be somewhere at the cross-section between an artist, like my mum was, and an engineer like my dad. There is nothing more satisfying than to apply art to an engineering challenge or vice versa.
HOW EARLY ON DID YOU KNOW THIS WOULD BE YOUR PATH?
I went to school in France, and there wasn’t much room for anything other than school and homework. When I got my Baccalaureate, I decided that from that point onward that whatever I did, it would be fun, deeply engaging and at a place where being creative was an asset.
CAN YOU NAME SOME RECENT PROJECTS YOU HAVE WORKED ON?
We recently partnered with ad agency RK Venture to craft a VR experience for the New Mexico Department of Transportation’s ongoing ENDWI campaign, which immerses viewers into a real-life drunk-driving scenario.
To best communicate and tell the human side of this story, we turned to rapid breakthroughs within volumetric capture and 3D scanning. Working with Microsoft’s Mixed Reality Capture Studio, we were able to bring every detail of an actor’s performance to life with volumetric performance capture in a way that previous techniques could not.
Bringing a real actor’s performance into a virtual experience is a game changer because of the emotional connection it creates. For ENDWI, the combination of rich immersion with compelling non-linear storytelling proved to affect the participants at a visceral level — with the goal of changing behavior further down the road.
Throughout this past year, we partnered with the VMware Cloud Marketing Team to create a one-of-a-kind immersive booth experience for VMworld Las Vegas 2018 and Barcelona 2018 called Cloud City. VMware’s cloud offering needed a distinct presence to foster a deeper understanding and greater connectivity between brand, product and customers stepping into the cloud.
Our solution was Cloud City, a destination merging future-forward architecture, light, texture, sound and interactions with VMware Cloud experts to give consumers a window into how the cloud, and more specifically how VMware Cloud, can be an essential solution for them. VMworld is the brand’s penultimate engagement where hands-on learning helped showcase its cloud offerings. Cloud City garnered 4000-plus demos, which led to a 20% lead conversion in 10 days.
Finally, for Google, we designed and built a platform for the hosting of online events anywhere in the world: Google Gather. For its first release, teams across Google, including Android, Cloud and Education, used Google Gather to reach and convert potential customers across the globe. With hundreds of events to date, the platform now reaches enterprise decision-makers at massive scale, spanning far beyond what has been possible with traditional event marketing, management and hosting.
WHAT IS THE PROJECT THAT YOU ARE MOST PROUD OF?
Recently, a friend and I shot and edited a fun video homage to the original technology boom-town: Detroit, Michigan. It features two cultural icons from the region, an original big block ‘60s muscle car and some gritty electro beats. My four-year-old son thinks it’s the coolest thing he’s ever seen. It’s going to be hard for me to top that.
NAME THREE PIECES OF TECHNOLOGY YOU CAN’T LIVE WITHOUT.
Human flight, the Internet and our baby monitor!
WHAT SOCIAL MEDIA CHANNELS DO YOU FOLLOW?
Instagram, Twitter, Medium and LinkedIn.
CARE TO SHARE YOUR FAVORITE MUSIC TO WORK TO?
Where to start?! Music has always played an important part of my creative process, and the joy I derive from what we do. I have day-long playlists curated around what I’m trying to achieve during that time. Being able to influence how I feel when working on a brief is essential — it helps set me in the right mindset.
Sometimes, it might be film scores when working on visuals, jazz to design a workshop schedule or techno to dial-up productivity when doing expenses.
WHAT DO YOU DO TO DE-STRESS FROM IT ALL?
Spend time with my kids. They remind me that there is a simple and unpretentious way to look at life.