Greg Martinez of TEAK

San Francisco media studio TEAK says it’s all about delivering an “online brand experience.” That means TEAK has artists and other creative types on board who specialize in everything from video production and animation to motion graphics, VFX, interactive design, and site-building. Their big-name clients include Google (check out the Nexus One channel on YouTube for a good example of how to do an Internet campaign right) and Sony. Founder/EP Greg Martinez agreed to indulge StudioDaily’s usual Five Questions on production, post and beyond.

1.What are the biggest challenges/threats facing the industry in the near future?

The biggest challenge is not letting technology drive the content, but instead, making sure the content is smart storytelling. A good story will always outlast an amazing FX effort. I think the challenge is always to remember to not let the big toys determine how a story is told.

2 What are the industry’s biggest strengths at the moment?

Ironically, technology has not only made it possible to make the most amazing visual effects but has also made it possible for just about anyone to be able to tell their story without having to have a large studio backing. People have the opportunity now, more than ever, to hear and see more stories than ever before. YouTube is the classic example of providing the universal distribution network, allowing everyone and their grandmother to share their story. Love it.

3. What upcoming trends could change the way people in this industry work?

Well, 3D cinema. It could be called a trend, but I get a weird feeling it might be a trend that doesn’t go away. To make people attend a theater experience these days, you’ve got to really give the audience a viewing experience that will outdo their laptop and large-screen HD television at home. So film crews will be working with big, cumbersome 3D cameras for awhile, until technology drives down the size of these camera packages.

4. What’s the project (film, television, commercial or music video) that most impressed you in the last year? Why?

The Hurt Locker. Love the fact that Katheryn Bigelow, ex-wife of James Cameron, was able to make a low-budget film that has done so well critically, while Avatar cost enough to save a small African country and has not done as well critically. It just goes to show that it isn’t about how much money you spend. It is about how simple and smart can win. It’s not about money. It’s about heart.

5. Name the top four artists on your iPod.

Vampire Weekend. Discovered them in a music store in Ireland. Random.
Ray LaMontagne. One soulful hermit.
Anagram/Jessica Congdon. A friend’s album that just blows me away every time I listen. I keep asking her when she is making another one, but she is busy making babies and great documentaries.
Gonzales. Piano is my favorite instrument.
Bon Iver. Haunting stuff. (Did you say four? Sorry.)