This past July, Denver-based creative studio Spillt hired motion design veteran Ryan Summers and live-action specialist Brian Eloe as senior creative directors. Among Summers’ accomplishments are title sequences for Pacific Rim and Person of Interest as well as creative direction for Mercedes-Benz Stadium, Warner Bros, Starbucks, Pokemon and Google. Eloe has spent the past 10 years honing his craft as a live-action director. His previous posts include creative, directorial and editorial work for 2C Creative, Impossible and Starz.
We reached out to the senior creative director duo to find out how they work and how their path led them to Spillt.
Can you talk about what a creative director does?
Summers: Pitching potential clients, building and directing creative teams, researching and testing new tools and technologies, and crafting the overall Spillt story.
Eloe: My role is similar to Ryan’s, except my areas of emphasis are in live-action and editorial. I, too, ideate, write, pitch, research, direct creative teams and manage client relationships. But then I roll up my sleeves to write concepts/scripts, direct shoots and edit. I am also a part of charting and developing the overall course of Spillt the company.
What would surprise people the most about what falls under your title?
Summers: The amount of time we spend researching things that excite or confound us — stoking the fires of creativity, whether it’s some radical new scientific discovery, a crazy (or scary!) new AI tool or just finding a new band we dig. It’s all part of the gig.
Eloe: I think the most surprising thing is that we touch just about every aspect of the business. We wear many hats. While the day-to-day stewardship of the creative process is our primary directive, we are often a part of business development, PR, producing, culture building, R&D for best practices and managing budgets.
Another surprising aspect is that it’s not just about our vision. A popular misconception about being a CD is that everyone is producing your idea. I’ve heard so many greener artists pine for being a CD so they can follow their vision. And while there is an element of accountability or final say that stops with the CD, the surprise is that great ideas come from anywhere, so creating a culture that fosters that exchange is far more important. In my opinion, it’s more like being a coach than an auteur or visionary.
Canada Goose – Ryan Summers
What’s your favorite part of the job?
Summers: The email or call (or Zoom) from a new client with a question. The entire world is possible at that moment, from what I need to learn and who I get to work with to what the creative challenge will end up being. It must be what it feels like right before you go on stage to play the first song of a concert.
Eloe: For me, the best part of the job is the ever-evolving challenge. We work with all types of brands, clients and products, so it’s rarely the exact same puzzle to solve. Yes, sometimes there is overlap or sameness in the solutions, but usually a project has some aspect of learning and discovery. I am also a big fan of collaborations with really talented artists and specialists. It is humbling and awe-inspiring to rub elbows with people who are passionate experts of particular disciplines.
I also adore live-action production: the preparation, the tightly choreographed schedule on the day, problem-solving in the moment, seeing the crew work as a team, and the finality and satisfaction of hearing, “That’s a wrap.” It’s like playing a team sport and that feeling of camaraderie at the end of a game well-played.
What’s your least favorite?
Summers: There’s a certain type of sameness within the motion design industry right now when it comes to the expectations from a lot of clients, which frankly, as artists, we’re responsible for. So much of the industry is driven right now by a sort of tools-first mentality that a lot of the creative decisions feel like they’re being made based on a very limited menu of trends: stroked and repeated type, Corporate Memphis character designs, lazy floating cameras moving through static CG models.
Odell Brewing: Brian Eloe
There’s so much more we’re capable of, but the crush of dwindling budgets and even more dwindling production schedules, combined with the ubiquity of really powerful tools, is leading us into a land of cliche-driven design and uninspiring animation that’s at times hard to escape.
Eloe: In a way, the business has an 80/20 rule. Eighty percent of the process consists of conversations, pitches and explorations that might lead nowhere. That can be frustrating at times. However, the 20% that is doing, shooting, creating and collaborating more than makes up for it.
Still, being honest, navigating that 80% can be draining at times, especially when people aren’t direct or honest about why those machinations aren’t fruitful or working. I would also agree with Ryan: The client’s expectations against dwindling budgets coupled with heavy mimicry (is that even a word?) can also be a little demoralizing. I would include that in the 80%.
What is your most productive time of the day?
Summers: I wish I could say I was the master of the rise-and-shine routine, but I’m a proud, remote-working pandemic papa of a 3-year-old, so I really don’t start grooving until all is quiet at the home front. Anywhere between 10pm and 2am (and when I’ve had my third cup of coffee) is when I feel like I’m fully operational.
Eloe: My most productive time is just after getting the kids out the door to school. My mind is fresh and churning. Call it the 8am–1pm. window. Although, admittedly, I often bite off more than I can chew during this window.
Then I tend to have another burst in the evening after 7pm. That is often when ideas start to formulate or copy runs take shape. I also write songs in a band, and often lyrics come either really early in the morning (like the wake-up dream) or in those waning moments of the day. My absolute “struggle bus” time is the 3-6pm window. With my circadian rhythm, I am distracted or scatter-brained or drowsy— or all three — during that time. What was I saying again?
You mention working from home. How else has the COVID shutdown affected the way you’ve been working?
Summers: There’s a lot of heavy lifting being done in Slack, so your GIF game has got to be on point these days. But seriously, it’s a big part of what we think about day to day.
Mercedes-Benz Stadium Golden Spike: Ryan Summers
How do you recapture the creative culture that’s in our DNA when the happy accident of walking past someone slinging keys in After Effects isn’t there to inspire you?
When you can’t go for a coffee run or take a long lunch and just be around each other, it’s like trying to draw blindfolded some of the time. Camaraderie and collusion between creatives was always part of the promise, and it’s not necessarily the same with Huddles or Zooms or whatever fun turn of phrase you ascribe to crappy connections over phone lines.
That said, I don’t think we’ll ever go back to the old ways 100%
Eloe: I think Ryan again hit on the biggest COVID adjustment. To add a little to this, the most acute part of this for me is the loss of unscheduled collaboration… the turning around in your chair and asking for a quick perspective or walking by and seeing an animation or edit in progress. That level of spontaneous creative exchange is really difficult to capture in the remote environment, and it makes it harder to connect as a team.
But I absolutely love that this situation reinforced the idea that brick and mortar isn’t an absolute requirement for the creative process to work. It also opened even more doors for collaboration with artists way outside of our time zone. In that regard, I actually think there are just as many positives as negatives with the “new paradigm,” and I agree I don’t see it ever course-correcting back to how it was.
I would also say that, in the production world, it adds all kinds of wrinkles to manage that are both tedious and, at times, expensive. Considering the twists and turns of the pandemic, it makes every shoot a unique situation with COVID protocols. It changes depending on the market you are shooting in, the current CDC guidelines and general attitudes/demeanor of the crews. It can be really tricky to make the most prudent decision from shoot to shoot.
You mentioned earlier that you see these workflow changes remaining?
Summers: Absolutely. For all the difficulties, I wouldn’t trade the opportunity to be working with people all over the world for anything. I spent a couple years helping run an online school for motion design and animation, and pre-pandemic it was heartbreaking to see so many talented artists struggle to find good paying-work commensurate with what I saw my friends in the states making. With the flip to a global, remote workforce, there are so many more opportunities for collaboration and for someone to reach their artistic and financial aspirations.
Eloe: I agree. The pandemic forced innovations and changes that will not revert back. Mostly I see this as a positive. I would add that part of being successful in this industry is being open to that ever-evolving workflow anyway. Frankly, the most successful creatives and companies are ones that are perpetually looking at the process, learning new approaches and tweaking the workflow. So while outside forces might have facilitated a large-scale industry shift, that constantly changing paradigm is ultimately a critical part of what makes the industry tick.
If you didn’t have this job, what would you be doing instead?
Summers: I went to school to be a chemical engineer, but I’m convinced I would have walked away from that career somehow. I played an obscene amount of Halo before that was an actual job title, so… professional gamer?
Odell Brewing: Brian Eloe
Eloe: I started out in flight school to become an airline pilot. Ultimately, my interest in that lost steam, and there were market factors that made that career choice unrealistic. But in some ways, editing reminded me of the procedures and checklists pilots follow, so there was a loose tie to that early aspiration.
Jokingly, on days when the job isn’t fun, I think about applying to truck-driving school. Realistically, though, were I not in this industry, I’d probably work in construction or woodworking. My father was a general contractor, so I spent time on his job sites, and I have an interest in building, remodeling and finishing.
Or, if I really wanted to go big risk-reward, I’d pursue music, my true passion/hobby. Playing in a band full-time might really fill my cup. There’s that whole family and responsibility thing, though, so rock star dreams are gonna have to remain a fun hobby.
How early on did you know this would be your path?
Summers: I’m of that oh-so-lucky generation to be born the year of our lord and savior, Star Wars, so I think I was destined for something with storytelling and problem-solving, even if there was no real path or proof at the time that it was possible. I do know that the majority of my brain was spent cycling on video games, comics, cartoons and movies. There was also that rapid succession of Jurassic Park, Toy Story and The Nightmare Before Christmas that calibrated my brain in the direction of animation at just the right time.
Eloe: Honestly, I kind of stumbled into it versus knowing it was for me. I suppose there was always a creative inside of me but my earliest career aspiration was in flying, so I didn’t set out to do this at first.
In my post-college years, I was working at a record store kind of trying to figure out where I was going. I had a friend who was an administrative assistant for the GM at Starz at the time, and she helped me get my first job as a tape vault librarian. That friend would then go on to become an extraordinarily talented VFX artist working on Flame who would help me later too.
But from that first job in the tape vault, I was able to see the various pathways for a major entertainment brand, like post production, production, business and logistics. Ultimately, the post path appealed to me the most. It was the intoxicating mix of creativity, collaboration and communication potential that hooked me. Plus, I got to play with really cool tools, and if I am being honest, it unearthed that dormant creative I unwittingly buried to pursue flying.
From there, I was fortunate to meet people open to mentoring and helping me get started. They helped shape and foster that interest and helped develop those chops in an era when the tools weren’t readily being offered in college courses.
WB Hotel: Ryan Summers
Finally, through relationships, friends and, frankly, luck, I found opportunities to grow and explore new aspects of the overall industry. It led me from spending years in post to live-action directing and creative direction. It has been a crazy journey, and it continues to change and evolve.
Can you name some recent projects you have worked on?
Summers: A life-changing experience for me was creative-directing the guest experience for the WB Hotel in Abu Dhabi. It took two-plus years of meticulous research, tons of storyboarding and concepting, and a lot of frequent flyer miles to infuse a brand-new building with the 100-plus years of history, innovation and creativity behind Warner Bros. Studios.
When it was all said and done, my team and I crafted over 90 minutes of feature-level animation across the entire site, concepted, named and designed multiple restaurants; and hand-selected every last picture and object that was placed into the hotel, down to The Shining-inspired carpet patterns leading you to your room.
WB Hotel: Ryan Summers
I think I wrote over 1,100 pages of pitch material for that project alone. It was an honor to partner with the team at WB to create its first full-on hospitality experience. It’s probably the single biggest project I’ve ever taken on to date and the one that I’m most proud of.
Alongside that massive project, there’s groundbreaking work going on for a shopping mall on the Las Vegas Strip that I designed and directed that I can’t wait to step foot into. It’s full of a cast of elemental creatures that inhabit all of the spaces around you and react to your presence. We leveraged a ton of new technology to create intimate and explosive interactions that should change what people think is possible for immersive attractions.
Eloe: My all-time favorite project has been both of the launch campaigns for Nashville on CMT. They aren’t that recent, but the scope of these projects and the variables involved really hit all of the things I love about the industry and demonstrate my abilities across the spectrum. From writing concepts to leading the production, working with high-end and challenging talent, capturing in-camera VFX and leading the post process… the project had it all. And it really moved the needle for the network as it was their all-time highest rated series launch. For me, it was the pinnacle of collaboration with artists, cinematographers, clients and talent — everything I love about creating in one big, delicious wrapper.
Nashville: Brian Eloe
Lately, the projects that really jazz me are the kind that have a greater purpose than ratings or sales. For example, our work with the Freshwater Trust helping them craft videos to fund their BasinScout initiative and drive legislative change has been really satisfying. While the techniques used on the videos haven’t necessarily been groundbreaking, the possible impact on the world is where I see the power of what we do. Basically, it’s been about raising awareness, funding and changing major systems that can dramatically shift the conservation efforts for watersheds.
Another project like this was for a tech company called Cleerly that is bringing a powerful AI tool to market that might be able to predict heart attacks with great accuracy and far enough in advance to actually prevent them. These kinds of projects could have a positive effect on the whole planet and humanity at large, so leveraging my skills to help with that feels extremely fulfilling.
Nashville: Brian Eloe
Name three pieces of technology you can’t live without.
Summers: Sketchbook, TourBox Neo and Twitter.
Eloe: My iPhone/iPad: Being old enough to remember life without these items, I can honestly say I have no idea how we functioned before.
Video streaming services: Netflix, Hulu, Amazon and Apple TV. I love the flexibility of these nonlinear platforms. They have changed my media-consuming life.
Spotify: I am a music junkie, and although this service is absolutely fleecing artists, it is impossible to ignore the power of the world’s largest jukebox in my pocket at all times. God forbid I don’t have the cell coverage to bounce around.
What social media channels do you follow?
Summers: The beating heart of my social media interactions is — and always will be — Twitter, but Discord has taken up a lot of my professional interests.
I’m also really interested in the next wave of less intrusive, human-centered social media — like BeReal and Polywork — that relies way less on algorithmic behavioral manipulation.
Most people don’t think of it as social media, but for working artists, the signal-to-noise ratio of LinkedIn is hard to beat right now.
Eloe: Instagram. I can browse imagery for hours and hours. Plus, the ability to curate the feed constantly means it’s an endless search.
TikTok, mostly because of my kids — keeping up with them and seeing the new communication methodology.
Facebook/Meta. I still frequent this platform even though it’s widely regarded as passé or for old people. I still have a lot of friends, family and colleagues on there.
LinkedIn. This has improved over the years and I still catch a lot of interesting tidbits here.
Do you listen to music while you work? Care to share your favorite music to work to?
Summers: Right now: Rina Sawayama, The Midnight, Jack White, Bleachers and Saba.
“Cracker Island” is the best Gorillaz have sounded in ages, and “Better Days” from Liam Gallagher was the summer-song banger for this old Oasis fan.
Eloe: As I’ve said, I love music. Frankly, in my household, music is more likely to be on versus a TV. I listen when I can — like when I am not editing or on constant calls/Zooms. Looking at Ryan’s list, I’d say yes to all except Liam Gallagher… I truly loathe Oasis. But that’s why I love music; there are so many possibilities and it’s to each their own.
My go-to is the ‘80s when I am on deadline building decks. Something about music from this era gets my wheels turning and fingers flying. There’s a certain nostalgia, and if we’re being real, the influence from the decade of excess on current indie music is undeniable.
However, my musical tastes are wide, so I’ll listen to just about anything. I generally have curated playlists for various genres and moods, so it’s not about a particular artist as much anymore. I love a good mix.
That said, I am currently in an Americana/outlaw country phase, and if there were some artists on my heavy rotation, they would be Turnpike Troubadours, Old 97’s, Johnny Cash, Waylon Jennings, Merle Haggard (the Outlaw Big 3) and Tyler Childers.
What do you do to de-stress from it all?
Summers: Time with the kiddo and wife soaking up as many rays as possible and some really long road trips. I went to Denver for the first time and touched a dinosaur bone that was still stuck in the silt and mud – electric shocks, man. Nothing can beat laughing with your kid in the sun of the summer. And dinosaurs!
Eloe: My No. 1 stress reliever is music. More than listening, playing in a band is what really helps me. It was interesting… a girlfriend in the early days of my career (I was still in the tape vault) said, “In this industry, it’s not about your art. The sooner you learn clients always get what they want regardless of what you think, the better. And the best defense for combatting the stress and disappointment is to have a creative hobby where you can express yourself free of that input.”
So, while I loved music before getting into this, I really saw the value of the band after she told me that. I have generally been in some type of musical group since my junior year of high school.
I also play ice hockey. That physical outlet helps with the stress. Plus I play with my good friends, so it is a heavy social outlet for me as well. It is a peer group completely outside of the industry.
The last thing is my cabin in Creede. It’s family land, and I have been going there since I was about 3 years old. There is nothing like the sunset there, fishing on the creek or a morning cup of coffee looking at the mountains to reduce stress. And in the new remote-work world, I can occasionally office up there, so it’s the best of all worlds.
Finally, would you have done anything different along your path? Any tips for others who are just starting out?
Summers: I would do nothing different. I’m not one for nostalgia or what-could-have-beens.
As for advice? Forget anyone that doesn’t believe in the best for you. Listen to that gut no matter what. Get 50% upfront.
Eloe: This is a hard question to answer. I mean, sure you learn from things along the way, and maybe I would handle certain situations differently, but the scraped knees and mistakes are honestly where the growth comes from.
I believe I’ve been very fortunate along my path. I’ve made opportunities happen and opened doors when I was supposed to, so mostly I’d do it the same way. If I had to really identify changes, I would’ve networked more. I don’t think you can do this enough, and I am guilty of shyness/discomfort limiting my reaching out to people. But you can never have enough experts or collaborators, so maybe I would’ve done more of that in the beginning.
I also think that seeking more formal training in certain tools might have been helpful. I’ve always done well learning in the moment and figuring it out as I go, but you can always learn more through more formalized courses or training. So, maybe that?
As for advice, there are so many little nuggets, really. Here are a few:
If you work hard at a less desirable job, they’ll remember you more when the time comes to do the desirable one.
You are never finished paying your dues.
No one steals your talent when you share your expertise, tips and tricks. Ultimately, it is the artists without talent who guard things like it’s their last meal. Avoid the “prison eaters” at all costs.
Unless it’s in writing, it is not awarded or approved. And even then, never put final in your file name.
Finally — and this is a big one for me — be careful what you put in email. Pick up the phone or schedule a conversation because too much is lost in the race for convenience or said in frustration. And once it’s sent, you can’t take it back.
Main Image: (L-R) Ryan Summers and Brian Eloe