Actually, booths and cows are only a small part of my job. As the creative director, I’m responsible for everything with regard to how Katzkin looks to the world, from brochures, mailings, online tools and the basic overall livery of the website.
had you been entertained by comic strips and cartoons as a kid?
Always. I was a huge fan of Mad Magazine, as well as comic strips like Bloom County, Calvin & Hobbs and Mr. Boffo.
did your grade school or high school have art classes?
Yes, and I was an art contributor to the yearbook and school newspaper staffs
did you have art teachers that supported your drive?
I was lucky to have very hands-on and supportive art teachers
Did your art teachers do a great job of exposing your class to a wide variety of art, artists, styles, and eras of 2d and 3d art?
Art history has always been a passion, but most of what I learned about that was on my own. I love a day at the museum.
if/when you were in art classes, what did you enjoy, did anything really amaze you from any particular artist?
I couldn’t possibly pinpoint any particular artist; I find something to love in any art. And I look for things to “borrow” for my own work. One professor taught me something I’ve taken to heart my whole life: Originality is the art of concealing your source.
have you been a fan of other artists of previous generations, and who, or what pieces/paintings/illustrations/exhibits?
I could list hundreds, and I see more and more talented artists every day just watching Reels or TikTok for a few hours. The creativity out there is overwhelming.
do you have favorite artists? Do you have stacks of coffee table books?
No coffee table books. Maybe I’m not a genuine artist since I dislike clutter.
Was there a pivotal moment in your career that changed you from struggling to success, or one person that made it happen for you?
I didn’t always make my living this way. For years I was sales manager before answering an ad for a marketing position at Katzkin in 2003. So, instead of struggling to success I went from hating my job to loving my job.
if you were attempting to bring someone the world of art, who hadn't been exposed to much of it at all, what would your highlights be?
The best thing I can recommend is to stop comparing yourself to other artists. Art is not a competition. Allow yourself to be awed by amazing work especially when it surpasses your own.
Did you come up with the idea of the annual cow theme toys?
Katzkin started using the cow in 2000, three years before I joined the team. I started changing its costume every year in 2004. It quickly became popular (like beanie babies) with people wanting to collect them all and even anticipating each year’s release. A management change in 2011 saw the cow discontinued for 5 years, but after much uproar it finally made its return in 2015.
Do you have a favorite part of designing the Katzkin booth?
I love working on the small details that few people notice that go with the theme of any booth.
Do you have a favorite aspect from the many booths or items made for one of the annual themes that entertains you most?
The motel sign from the 2018 Road Trip booth was probably my favorite.
Do you also design the newspaper?
If you’re referring to the newspaper we had at our Katzkinville cityscape booth, yes. That’s one of the small details. I don’t want to sound braggy, but I did write every article and crossword puzzle and comic strip and ad in it. It was basically a print version of our monthly The Zkinny Newsleather that goes out to our wholesale customer base.
How is the annual theme arrived at? Simple idea and progress until completion or several ideas and see what one matures to make a more entertaining theme than the others?
Each year there’s something that we develop at Katzkin that will make its debut at SEMA, or there’s a special vehicle that we’ll be highlighting at the show. But I can’t really say where the spark for any theme comes from. Sometimes they’re obvious and sometimes they’re a bit of a stretch. Whatever it is, it just has to fit in the budget. The Cowlosseum booth allowed me to really put the Jeep Gladiator (one of our top sellers) in a perfect setting to surround it with small details.
Are you also coming up with other marketing ideas, like that terrific dog commercial?
That’s what I do when I’m not working on the SEMA booth. I create all the marketing pieces as well as video/commercial production, even radio spots where I’m able to do the voiceover work.
Outside of work, are you working on inventive/artistic/marketing things too?
I’m lucky enough that I get to do all the things that most people do for hobbies as my job. It pretty much takes care of my artistic expression needs. I suppose I could work on spreadsheets to unwind 😃
Fans must tell you that they liked some example of your work, their favorite, what has made you the happiest to hear about?
Every year I create a calendar for Katzkin’s wholesale customers. Most are parodies and novelty images that have eventually found their way onto the walls of our headquarters here in L.A. Things like album covers, famous works of art, movie posters, magazine covers, TV shows, and more. Guests who come to the factory and get a tour always comment on them, and I like that.
What has been a fringe benefit of your career?
I get to use all the latest toys. For example, when it became clear that 3D printing would be an easier way of building my scale models of the SEMA booth, I was able to ask Katzkin to get one and then I learned how to use it. It’s great staying on top of all the latest innovations at no cost to me personally.
Did you get some piece of advice or technique when you began, that you still use today?
That quote on “Originality” I mentioned above has stayed with me my whole career. As far as practical knowledge, trigonometry and calculus were not much use to me, but I’m sure glad I paid attention in geometry.
Non job related scatterbrain questions I've heard in other interviews that I liked
Do you have any professional jealousies?
Actually, no. Just a lot of professional admirations.
Where is the best pizza?
A little hole-in-the-wall just two blocks from my house that I didn’t even know was there until 3 years after I moved in.
What was your first movie, or best movie experience?
I’m too old to remember my first movie, but the first R-rated movie I went to in the theater was when my dad took me to see Blazing Saddles.
What was your 1st concert, and is there a concert you wish you could have been to?
My first concert was Oingo Boingo. And there are too many to mention that I’ll never get to see.
Are there any conspiracy theories you believe in?
No, nearly all of them don’t stand up to even the most basic logic and pragmatic assessment. While my mother was an artist, my father was an engineer, and critical thinking was drilled into my head early on.
Ever race go carts?
I have. Fun, but not something I feel compelled to do again.
What would you like on your gravestone?
I can’t imagine a more pointless vanity. Once everyone who ever knew me is dead, that gravestone will just be a waste of space. When I’m gone, my kids can dispose of me in the most economical way possible. A cinder block and a pier will be fine.
What was your dirtiest job?
Car sales. Lucrative, but soul-sucking.
What was the most unknown beautiful place you've been?
I never fail to be left breathless along the central coast of California: Cambria, San Simeon, Morro Bay.
Who were the big influences on you in grade school and high school?
My parents who always encouraged me to be whatever I wanted to be.
Do you recommend books, (or authors) if so, which ones?
I am a student and lover of Shakespeare.
Is there a piece of poetry that keeps popping up in your mind, one that has stood out in life
Shakespeare’s Sonnet 138, especially when you compare an original version he wrote with a slightly edited version he wrote 15 years later. It demonstrates his true mastery of expression.
crazy coincidence, I've posted about the Mona Lisa painting's bridge, https://justacarguy.
and the Magritte! https://justacarguy.
Nice job with the interview, Jesse! That looks like a fun job.
ReplyDeletethank you! In 18 years I've only ever interviewed 3 people. One because their PR rep was pushy, and believe me, it was pointless to interview the young woman. I doubt she's even in motorsports anymore, and coincidence I interviewed her at SEMA also. Another was simply interesting to learn how the guy got to where he was in the parts business, and kitting parts for MOPAR was a big part of his business, Kahn was his PR company (they are very good)... but Mitch was simply on my list because he has impressed the hell out of me, and is in the car art business, and damn it, I love art and cars.
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