In an industry with constantly evolving trends and technology, Watts Media Creative Director Sean Koriakin continues to emphasize the value of authentic storytelling, whether through animation or live-action, and the essential human touch at the heart of every project. This compelling conversation offers a rare glimpse into the mind of a creative maestro who, despite the industry's pressures, remains firmly rooted in the belief that true success lies in capturing the soul of a story.
From RISD to Watts
Detailing his background, Sean reminisces about his time at the Rhode Island School of Design (RISD), where he started with a penchant for fine art painting. However, his love for animation soon took precedence.
After receiving his diploma, like many post-graduate students, Koriakin found himself lost in Los Angeles, unsure of what would come next. He soon secured himself a position as an intern at the renowned agency, Imaginary Forces.
“I was there as an intern at first, an animator, and basically worked my way up as an art director over there for six years…” Koriakin reflected. “...That’s the real school, Imaginary Forces, and learning how to do production at a high level.”
Wanting to embark on a new chapter, Koriakin bid farewell to Imaginary Forces and co-founded the creative studio Iron Claw. “We worked that for 7 or 8 years and had a pretty successful run in that company; it was an extension of kinds of projects we were doing at Imaginary Forces, but with it’s own flair,” he said of the experience.
After nearly two accomplished decades in LA, Koriakin was looking for a change, and he and his wife transitioned to Seattle. There, he found his stride as an animation director at Vossler and then at Watts Media, Inc. as Creative Director.
Currently settled at Watts, Koriakin expressed, “this is more in line with the stuff I was doing but with a Seattle twist…here there’s more understanding of the brand and story of the people, instead of just the visual output.”
A Milestone Moment
Iron Claw experienced a meteoric rise, boasting partnerships with industry giants such as EA, Saatchi and Saatchi, and Direct TV, among others. However, a particular achievement stands out in Koriakin's career, one he nearly overlooked.
In 2010, Iron Claw was hired by NBC Sports to shoot and design the Sunday Night Football Open with Faith Hill. Describing the endeavor, Koriakin noted, “[we] did this really colorful journey through Americana with these sort of hyper-real painterly scenes.” This venture was critically acclaimed and culminated in an Emmy nomination for Iron Claw. Riding on this success, NBC Sports engaged them for a repeat performance the subsequent year.
Sean Koriakin and Peyton Manning for NBC Sports.
2011 became an even more significant year for Koriakin. He clinched the Emmy for Best Creative Direction, an achievement he discovered most casually. “I didn’t even know I won or was nominated until a friend of mine was like, 'oh hey, they said your name at this thing; I think you won,’” Koriakin amusingly recollected. “That was pretty cool, and I just didn’t know that there were people who could appreciate the kind of stuff we were doing.”
Reflecting on this unexpected honor, Koriakin viewed it as an award and a pivotal moment of recognition. “It’s corny now that I think back on it, I think that was a cool moment of just feeling that my work was accepted by peers,” he shared.
Career Highlights
Despite having such an exciting and accomplished professional background, Koriakin would say the highlight of his career is yet to come, “I think the highlight of my career is still going to happen.”
Koriakin attributes it to getting older and the drive being less about his career and more about the projects themselves, “I’ve gotten away from that kind of thinking and moved towards…trying to create every project with the best intentions behind the subject matter.”
Among his diverse portfolio at Watts, the Xbox’s Forza Motorsport Blind Driving Assists project holds a special place in his heart. It wasn’t its aesthetic appeal that stood out but its profound narrative. “Not because it was, say, the most visually impressive or had the best design, but it was a chance to tell a good story and connect with that subject matter,” Koriakin stated. He further elaborated on its significance, “...it made me feel way better than winning an Emmy for Sunday Night Football; it just felt like a real difference, like contributing something helpful to the world through my work.”
Adapting to an Evolving Landscape
In this age of swift technological progression, Koriakin emphasizes the importance of staying updated. "I think my goals are to keep up with what's going on and make the best stuff with the current set of stuff that's out there; that's how I look at it," he asserts.
Rather than steering away from innovation, Koriakin embraces it, "we want to take advantage of tools like AI and integrate them into what we do and use them like a paintbrush."
Koriakin stresses the importance of adaptability and resilience, “well, first, I think you have to realize that every idea you have is not always going to be a winner, but you just have to know that it’s just really a matter of you just don’t let those things get to you, and try to refresh every time.”
Delving deeper into his philosophy, he adds, “I think that the trick is to almost live life like a goldfish with a really short memory and attention span. It kinda keeps you thinking fresh and young, like what’s the goal of the project, what are you trying to accomplish… there's definitely a state of mind you need to have in order to try new things.”
Behind the Scenes
When not tapping into the heart of a story or trying to stay up to date on the latest creative tech trends, Koriakin tries to do different things that don’t require as much creative thinking.
“I know there’s creativity in music, but I like the mechanics of it,” said Koriakin. “I feel like my brain works really fast; it’s constantly thinking of ideas…it takes me a while to come down from a big pitch or project, so I still love music and art.”
When he has the time, he finds peace in drawing and painting, “but now I’m so used to control-Z and undo, it becomes a lot harder with things where you can’t do that,” Koriakin chuckled.
What’s Next
When asked about his goals, Koriakin reflected on his early career days, “I mean, I just remember when I started for people who were 45, they were like the oldest people in this industry, and now I’m at that [age].”
Koriakin expressed his aspirations, “I have a positive outlook. You can't ever know what the future holds for yourself, and you may think you know, you may think you have a path or something in your life is good, and it will always be good, and I think you never know what to expect.” He added, “again, you never know what’s out there, so I try to take everything as a day-by-day journey and look forward to the next project I get to take on.”
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