On My Radar: Matt Factor

Matt Factor, president of production company Skunk LA, talks to us about the things from the worlds of tech, advertising and culture that are currently on his radar. He also, as part of our LA special, which issue 155 of shots magazine [below] covers in more detail, reveals what it is about the City of Angels which appeals to him.

What’s the best ad campaign you’ve seen recently?

I like what W+K is doing with Weight Watchers [below]. It's refreshing to see an agency take a good brand with shit advertising and challenge consumers to think differently about it.

What website(s) do you use most regularly and why?

NY Times - I'm addicted to NY since moving to LA. I never read LA Times.

What’s the most recent piece of tech that you’ve bought and why?

iPhone 6. I always need to have the latest iPhone.

Facebook, Instagram or Twitter?

I use Instagram. Obviously the company is on both, but I prefer calling to keepin touch.

What’s your favourite app on your phone?

Google Maps. ESPN. NY Times Now.

What’s your favourite TV show and why?

Not a big TV guy. Loved Transparent on Amazon. Love watching basketball and baseball live and on TV with my son.

What does LA offer that no other city can?

Obviously the weather. I bike a lot and that'd be hard in NY in the winter. For shooting, it's rare to get a weather day. Although I did get snowed out once on a Geico shoot, where the pig needed to zip line.

What film do you think everyone should have seen and why?

Boyhood [below]. It's a wonderful character study and I love family drama. 

And Inherent Vice [below]. PT Anderson just knows how to make me feel shit.

Where were you when inspiration last struck?

On my bike in Griffith Park. I love to bike and think about life. I’ve even crashed my bike
while deep in thought and not focused on the road.

How would you explain LA to someone who’d never been?

A hard place to leave once you experience it. Great if you like the outdoors. Bad if you
whine about traffic. Full of surprises.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

So many fucking talented directors. It's scrappy, but I love it.

If there was one thing you could change about the advertising industry, what would it be?

Most agencies seem to be beaten down by their clients. Number crunchers are making too many decisions. It's refreshing to experience a job where clients trust their agency partners. That seems really rare these days.

If there was one thing you could change about LA, what would it be?

I’d move the east side closer to the beach so I could bike there more easily, but I wouldn't move to the west side. I'm loving downtown; it's changing rapidly. That's why we set up shop there.

What or who has most influenced your career and why?

My mom, no question. She’s an artist, a teacher and a huge inspiration. She's always got my back and has taught me to focus on what I want, and go get it.

Tell us one thing about yourself that most people won’t know.

I'm extremely empathetic and a good listener.