Interview: Semi-Decent Creative
In a world overflowing with content, it’s difficult to cut through all the noise. For Semi-Decent, a Denver-based creative agency, visuals are a way to foster an authentic connection with an audience. Through their videos and photographs, they capture those subtle, fleeting impressions that make a product distinctly memorable.
Having worked with a diverse assortment of companies such as Esquire, West Elm, and Suntory, Semi-Decent has established itself as an industry go-to for enticing aesthetics and visual storytelling. That’s why we were ecstatic to work with Semi-Decent’s creative director Justin Great and director of video Eric Donzella on a branded campaign for Saveur and Suntory Haku Vodka.
Great says that his focus is on “vision casting with an overall understanding for the total creative process in execution.” As a Black man, Great said he has confronted and overcome systemic obstacles both “financially and educationally.” Possessing skills that range from branding to video production to sound design, Great is a self-taught creative who aims to bring excellence to every project he’s tackling. His overall work philosophy is simple — “good is the enemy of great.”
The creative director is a jack of all trades, having his finger on the pulse of what’s trending in music, fashion, and entrepreneurship. In addition to his work with Semi-Decent, Great has a new album, a clothing line, and his own agency, Luxipration.
Donzella, meanwhile, told me that he’s driven by passion for the craft: “For me, it is not about the money or the amount of projects I can take on, but rather the type of work I want to put my efforts towards and continue to create in the future,” he said.
Film started off as a side-hustle but through dedication and practice, Donzella managed to turn it into his 9 to 5. As a natural storyteller, Donzella crafts compelling visual narratives for brands. We sat down with these creatives to get their perspectives on how to share your craft with a broad audience.
District One: How did you first get into your area of work?
JG: Necessity! I started my clothing line which needed creatives that I didn’t want to pay for at the time. My background and university studies was in marketing and branding but I still needed hard tactical creative skills so I researched long hours, took third party courses and taught myself how to design, shoot photo / video, and produce music!
ED: I was working a corporate sales job and needed a creative outlet, so I picked up a camera. This was around the time Elliott started AB and I went on a trip to California together and I remember telling him: "I'm going to video this entire trip and put something together." From there it turned into a side hustle and eventually I was able to quit my job and pursue it as a full time career.
What is your ideal client or project?
JG: I love working with clients that make a global impact because you get to experience reactions on a large scale but really any company client or project that is open to give creative license freely I love. I like being able to explore and push boundaries!
ED: I love storytelling, so any type of brand story video or a video highlighting someone's story is where my true passion lies.
What are a few of the proudest moments of your career?
JG: Being featured in publications I admire like GQ , Fortune and Esquire. Putting out my second fashion collection — the response was overwhelmingly spectacular. Working with amazing music artists I admire.
ED: Quitting my corporate job and pursuing video full time has definitely got to be up there. Starting a creative agency with two of my best friends. Traveling to Europe for the first time in my life all due to picking up a camera and getting into video.
What is your advice for brands and creatives who want to stand out with their content?
JG: Be authentic, consistent, and stand for something. Adhere to your identity! People love when the brand is the brand!
ED: Work hard and become great at your craft, but also network and use your resources as a launching pad to get to where you want to go. I think building relationships is just as important as being great at your craft.
Learn more about Semi-Decent on their website, and follow them on Instagram.