Meet Jason Yang, Founder of Invisible Element and Work More Or Less.
This week we talk to Jason Yang, a wildly talented designer, animator, illustrator, and artist based in Tulsa, Oklahoma. Jason has nearly 15 years of agency experience and runs his own studio, Invisible Element, where he specializes in art direction, design, illustration and motion graphics for clients and brands including ESPN, Oklahoma City Thunder, Bushnell Golf, iHeart Radio and ONE OK. This week we chat with our good friend and collaborator Jason about his background, the work he’s doing now and his latest side project, Work More Or Less.
Sandip: Let’s start from the beginning, where are you from?
Jason: I spent my formative years in Dallas, TX before moving to Tulsa, OK which I now consider home. Since graduating from Oklahoma State in 2004, I spent a decade in the production world with several agencies. In 2014 I started my own business under the name Invisible Element, and I haven’t looked back!
Sandip: Go Pokes! Is there a story behind the name, “Invisible Element”?
Jason: During my last semester in college, I was required to create an online portfolio for potential employment. After spending hours trying to come up with a moniker, I landed on “Invisible Element”. The majority of the creative process consists of concept, development, etc. — that element of the process which is generally unseen. Personally, it serves as a reminder that all my talents are a gift from God, which I don’t take lightly.
Sandip: That’s awesome! Growing up, would your parents say your current career choice was pretty obvious given your hobbies or what you were good at?
Jason: Without a doubt, my parents knew my professional career would be in art and design. I distinctly remember the kitchen floor being one of my favorite places to draw, color, and create.
Sandip: Do you recall your first job in design?
Jason: One of my first design jobs in high school was a summer internship with a local t-shirt design company. Looking back, I’m sure I was on a short leash, but at the time I felt that I had a lot of creative freedom. My boss at the time was (and still is) an incredible designer, illustrator, and businessman, and was an awesome mentor.
Sandip: So you design, illustrate, animate and shoot. How’d you learn it all? Which would you say you’re the best at and/or enjoy the most?
“The most important key to success is effective communication! All day, every day!”
Jason: My formal education definitely helped hone my design and illustration skills, while professional work experience among my peers is where I learned animation and production. I love each discipline for its own reasons, and I’m always learning new techniques that help improve my work. Starting my own business has given me the opportunity to utilize every one of these skill sets regularly, which keeps things fresh.
Sandip: You’ve worked on all sorts of projects. From print to broadcast and for big clients and small. What would you say was the common thread for all of those projects to be successful?
Jason: Obviously, executing the project to the best of my ability while striving to exceed expectations is always my goal. However the most important key to success is effective communication! All day, every day!
Sandip: You have quite a bit of experience working at agencies and now you’re very own agency. What was the hardest thing about making the switch for you?
Jason: I prefer where my career is currently, but I do miss the people and open collaboration I experienced while employed at an agency. However, I’ve been able to adjust and fulfill those collaborative desires by staying engaged in the community and surrounding myself with peers in the creative space. The freedom in owning my business would be hard to give up for another agency employment opportunity.
Sandip: What’s the hardest part of running your own studio?
Jason: It’s no secret that owning your own business isn’t easy. In fact, it’s usually more stressful than not! The creative services industry is always unpredictable — generally it’s feast or famine, which can make budgeting a challenge from time to time. I’ve come to find that I enjoy the administrative side of things in addition to the creative side.
Sandip: What’s the best part of running your own studio?
Jason: I have a tremendous amount of pride for where I am in my career. With every opportunity, engaging on a personal level with clients is something I look forward to as we collaborate to find creative solutions for their projects.
Sandip: So walk us through the process of starting a new project for you. What’s that look like and how do you start?
Jason: Sure thing! So regardless of the size of the project, I always take the same approach. The success of the project hinges on the initial meeting when scope is discussed and expectations for both parties are set. Once the budget has been approved, and milestones set, the next phase revolves around concept, messaging, and approach. Depending on the project, I’ll deliver a first look or proof of concept through sketches, style frames, or storyboards. My primary tool kit is the Adobe Creative Cloud suite, with After Effects, Photoshop, and Illustrator being my most used programs. When the direction is approved, I get to work to deliver a first draft based on feedback. The length of this process can vary, but I do my best to share progress along the way. After final revisions are made, I tidy up my files, package up the deliverables, and send it on to the client.
Sandip: What’s been your favorite project to date (the work you’ve done for Cage aside of course). Why?
“I’m constantly reordering priorities to help ensure every project receives the focus it needs.”
Jason: In all honesty, I’ve had a tremendous amount of fun collaborating with Cage on the most recent brand updates — and for those curious, I wasn’t paid to say that! But I know you’re not gonna let me use that as my official answer! Some of my favorites are those in which I’ve played a significant role in helping bring the project to life. That said, I’d have to choose the “Pipeline Pressures” video I produced for my client T.D. Williamson. In addition to the animation, I was responsible for scripting, creating art direction and illustrating every asset used in the piece. The project really stretched my abilities at times, but I very much enjoyed the challenge.
Sandip: What do you think is the hardest part of what you do?
Jason: As CEO, Project Manager, and Senior Art Director (just to name a few), I wear many hats! Every project at the very least requires these disciplines, which in turn can make managing projects a challenge. I’m constantly reordering priorities to help ensure every project receives the focus it needs.
Sandip: One thing I love about you is that you’re always sharing work online. Like the Inktober series you did awhile back, or the National Days in May or the behind the scenes you show for Work More Or Less. What makes you want to do that? How do you find or make the time?
Jason: I love taking on these personal projects because it is a great way to stay fresh in my skills, while providing a creative outlet away from my the day-to-day client work. Whether it’s a daily illustration exercise or my newfound love for toy photography, it all comes down to putting in extra hours to make it happen. Those hours are usually after my kiddos are asleep and my wife and I are winding down. These days I’m trying to use my time more efficiently, however it isn’t uncommon for me to be up past midnight working on some self-inflicted creative project!
Sandip: The multi-tasking of it all is often what people say. So, to switch gears a bit, people might not know this about you, but you’re kind of a big deal in the world of toy photography. How did that start?
Jason: Ha! Well it was my little secret up until now! Five years ago, if you would have told me that toy photography would be my primary hobby, I wouldn’t believe you. But believe it or not, it is something that I’ve grown to love and look forward to after finishing my client work.
It all started as a desire to better understand the ins and outs of photography. One day I picked up a Star Wars 6" action figure off my office shelf and used it as a subject. It wasn’t long before I was achieving shots that I didn’t think were possible with toys. It was all downhill from there.
Sandip: Cats out of the bag Jason, sorry! For those of us who wouldn’t even know where to start, can you give us a little breakdown of how you start a shoot (from the gear you use, to the setup, to the final shot)?
Jason: Sure thing! After doing toy photography for nearly 2 years, I’ve been able to refine my process, although I’m always trying new styles and techniques. Typically I’ll start with a subject in mind, and create a quick narrative in my head to inspire creativity. Once I have some direction, I’ll then create my scene by scrapping together a diorama or other techniques I’ve developed over time. Next I’ll shoot, and shoot, and overshoot. Gotta get that perfect shot! Afterwards I do some simple RAW editing in Photoshop and add any additional effects. You can find my final shots on Instagram under @workmoreorless.
Sandip: Where do you buy your toys? Favorite toy in the collection?
Jason: As a toy collector, I always try to take advantage of local toy sales, when possible. When I can’t find what I’m looking for locally, I can usually find it through online retailers. However, since I started, I’ve had the opportunity to collaborate with several toy companies and distributors, which means I get some toys sent to me in exchange for posting photos and tagging the brand. #achievementunlocked
Since Star Wars is my absolute favorite pop culture property, the Hasbro 6” Black Series line is my first love. I also own some premium format collectibles including a Mondo Iron Giant and several 1:6 scale Hot Toys figures.
“The most important piece of advice I could give would be this — Learn to communicate effectively, and don’t take yourself too seriously.”
Sandip: You have a self-professed love of Star Wars. What’s your favorite movie and favorite character?
Jason: For as long as I can remember, Star Wars has always been a part of my life. Although the original trilogy will always be my childhood favorite, I have to say that Rogue One is arguably one of the best Star Wars films to date.
Sandip: What advice would you give your 20 year-old self?
Jason: The most important piece of advice I could give would be this — Learn to communicate effectively, and don’t take yourself too seriously. Fostering trust and building healthy relationships with your clients (and people in general) will always lead to new opportunities.
Sandip: You live in Tulsa, Oklahoma with your wife and kids. What do you love most about living in Tulsa? If someone was coming to Tulsa for the first time, what are some must-see, must-do, must-eat things?
Jason: I’m proud to call Tulsa my home! You already know that my must-eat restaurant is Burn Co. BBQ, seeing that I’ve met you there the last 2 times you visited. Meeting up with clients at Doubleshot makes for a great excuse to grab some of Tulsa’s best coffee. Make sure to schedule a visit in 2018 after the completion of The Gathering Place, a 100+ acre public park along the Arkansas River that is sure to impress.
Sandip: Do you have a favorite book or podcast (or both)?
Jason: SquaredCo Podcast — hosted by Mark Morris & Jerrod Maruyama, The Futur Podcast — hosted by Chris Do, Master Of One Podcast - hosted by Andrew, Luke, and Patrick and Toy Run — hosted by Criz Bee & Jake Stevens.
Sandip: I love Futur too! What are you listening to these days? Do you have a favorite artist or band?
Jason: I’m always on the hunt for new tunes. Currently I’ve been revisiting some favorites that are great to work to.
Sandip: You’re a busy guy. When you’re not working or shooting toys, for fun, what are you doing?
Jason: I make it a priority to spend a good portion of my day with my family. With my children being ages 10, 7 and 5, the time I have with them is limited before they find out I’m not as cool as they think. Ha ha. We love building with Legos, playing “family”, dodging nerf darts, and doing a number of creative crafts. My wife and I love making plans for our next National Park summer road trip, which has quickly become an annual tradition.
Sandip: That’s awesome! Last question to wrap this all up, what are you working on now?
Jason: I’m actually working on a fun little project for myself right now. Here’s just a tiny little peek at what’s to come!
Thanks so much for reading! Each week our team publishes an interview with a designer, illustrator, filmmaker, animator or artist that inspire us. A big thank you to our good friend Jason from Invisible Element and Work More Or Less for taking the time to chat with us! You can see more of Jason’s work over on Invisible Element, Work More Or Less, Dribbble, and Vimeo. You can also follow him on Twitter and Instagram.
This interview was brought you to by the fine folks at Cage — a leading project management and media collaboration platform for creative teams. Stop those messy email threads, ditch unnecessary products from your workflow, cancel marathon meetings and opt for a simpler, more productive workday.
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