Los York is a content agency that boasts such A-List clients as the Jordan Brand, Nike, Sonos, Motorola, and Fitbit. Dexton has also written and produced multiple feature films and plays.
Los York is a collective of highly versatile creative thinkers and doers, working in TV, Digital and Social Advertising. The company integrates disciplines of strategy, creative ideation, content creation, digital media distribution, and measurement with one team, under one roof. Combined with cross-disciplined execution talent in its production studio, it is an optimized creative strike force, unlike any other.
In chat with the executives
Why was the company set up? How did you select the vertical and decide to be a part of the global platform?
Initially, to save a failing business. And then, our evolution came out of a desire to do things differently to make quality content more efficiently and to collapse the layers of advertising to address the challenges faced in our modern world.
Tell us about your first product that was launched?
It was a film for AHNU. A very low budget film we developed the strategy for, wrote the script for, and then executed the production-which planted the initial seed of our current content model.
How successful was your first project roll on? Share the experience?
The project was very small, it won a few awards. Sold some quality hiking shoes. And made the client happy. But the exponential value was the insight it delivered us on how to collapse the process of advertising and production and break the old model of big teams, expensive methods, and broken communication.
What were the grounds on which you have expanded your company and its offerings over the years?
We’ve evolved into more strategy, conceptual development, technology driven experiential projects, our first feature film and a forthcoming product - an organic protein bar. But it all stems from the core desire to deliver holy shit experiences to the world. The vehicle that experience is delivered in just keeps evolving. And we keep opening the space for its evolution.
What challenges did you face in your initial years?
Time and money. We took on a company with massive debt, and had no time to develop a plan. The key for us was short, often and concise check ins on short, and long term plans that we just kept refining, iterating, testing in the field and followed what worked and dropped what didn’t.
What do you feel are the reasons behind:
Your product popularity – Our unique way of being – which defines our approach.
Your consistence growth as an organization – Our clear and unwavering commitment to our mission of delivering holy shit experiences.
‘It is difficult to start a venture. But far more difficult to maintain it’ - How would you and your team interpret this saying?
When you start out, you have less to lose and no past by which to really measure yourself. You also generally have more energy and a lot more freedom – mainly in all the things you’re totally naive to in the unknowing. With time, experience, maturity and wisdom, you now have those things to argue against your pure instinct and intuition. And you suddenly have so much more to lose – or so you think.
Are there any trigger factors/events/individuals that have played key roles in shaping your organization’s road map?
Michael Jordan and Phil Knight. Inspiration and dedication to excellence from MJ and an anchor in a core belief and commitment to sticking to it no matter what from Mr. Knight.
How do you and your company contribute to the global IT platform and society at large?
We’re constantly pushing boundaries of what can be done with technology and communication. And the results end up affecting all industry worldwide. We also stick to helping the right brands, with products that benefit society, communicate the right message about things that actually enhance your life, life quality or support your basic needs in an authentic way.
What is a typical day in your office like?
Group morning meeting to talk about the day. Set up by a gong. A series of phone calls and meetings. Creative time. Company-wide “Brainstorm” sessions talking about everything from what food we have in the cupboards to how we might come together to change the world. And as much focused time as I can to actually ideate, write and visualize projects and the state of our world.
Do you have any new products ready to be/getting ready to be rolled out into the market?
A documentary feature film that will show a side to a legendary athlete, sport and surprising hero character that should change the way people think about some highly popular subjects.
And a protein bar called Index made for both elite athletes and everyday life warriors completely organic, yet built to meet premium nutritional standards.