In this exclusive interview, we sit down with Ashley Kohler, the visionary Founder and Executive Producer of Awesome Inc, a dynamic production company based in Atlanta. Since its inception in 2006, Awesome Inc has evolved from a short-form commercial production company into a renowned player in the broadcast animated series arena.
Kohler shares insights into the company's humble beginnings, the challenges of establishing a presence outside traditional hubs like New York and Los Angeles, and the pivotal moment when their work caught the eye of Saatchi NY for a Gogurt commercial. Join us as Kohler delves into the creative processes, the importance of treating employees and clients with respect, and her hopes for the future of storytelling in the industry.
How was your company born and where are you based?
Awesome Inc is based in Atlanta, launched in 2006 as a short-form / commercial production company. In 2011 we began to also work on broadcast animated series.
What was the biggest challenge to the growth of your company?
I think our greatest challenge initially was being based in Atlanta - it was difficult to get representation or to find clients willing to take the risk on a studio not in NY or LA. Once the GA Film tax credit came into play in 2008 things began to shift and our creative community began to grow.
Which was the first huge success that you can remember?
Just a few years after our studio opened, we got tapped by Saatchi NY to do a big budget commercial for Gogurt and it was so exciting - we felt like we’d really made it!
Can you explain your team’s creative process? What makes it unique?
I’m not sure that our creative process is unique, but what is unique about us is how we treat our employees and clients. We love making animated spots and content, and we have a strict no drama rule. If we encounter turmoil on a job, we step back and work to correct it.
How does your team remain inspired and motivated?
We love what we do. We work well together, we respect each other and treat each new project with excitement.
What is one tip that you would give to other agencies looking to grow?
I think the greatest advice I’ve ever received is to narrow your focus. Specialize in something. This can be super scary when you’re trying to get as much work as possible, but narrowing your focus to the work you are great at and that you enjoy doing truly pays off in the long run.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
We do our fair share of pitching and capabilities presentations, but over the years most of our new business has come from referrals - we do our best to treat each project and client well so they will speak highly of us out in the world.
What’s your one big hope for the future of the industry?
In recent years as technology has improved and the industry has grown, it feels like we’ve gotten further and further away from simple storytelling. With more stakeholders involved in every project it can be difficult for pure ideas to flourish as more and more people are able to affect the outcome. I hope that we as an industry can take a step towards less is more sometimes when it comes to the process of creating great work.
Do you have any websites, books or resources that you would recommend?
I’m a big fan of the Brandtrackers newsletter (http://brandtrackers.xyz). So much valuable industry information collected and shared every Friday. I also just finished reading Adam Grant’s Think Again and it resonated with me deeply, I’d highly recommend it.
