Interview
Truest.,LLC, United States
Rob Kandefer, owner and creative director of Truest, has been immersed in the entertainment industry since his teens, starting out by winning scholarships and awards from Sony and Disney competitions. Under his leadership, Truest is dedicated to crafting high-quality creative work for streaming, film, and beyond—with a team that shares his passion and commitment.
1 Congratulations on your achievements in the MUSE Creative Awards! Could you start by introducing yourself or your agency? Can you also share a bit about your journey into your current industry?
Thank you. We are honored to be recognized. We are the entertainment advertising agency Truest. My name is Rob Kandefer, and I’m the owner and creative director. It’s been a long journey—I’ve been in this industry since my teen years, starting out by winning scholarship money and awards from Sony and Disney competitions. My team and I are passionate about delivering high-quality creative work for streaming, film, and more.
2 What inspired you to submit your work for this competition, and what does winning mean to you personally and professionally?
We all felt this was an impactful and captivating image, beautifully shot and composed, that succinctly conveyed the essence of the show. Our client believed in this image from the initial round and was happy with the final results. We were confident it was a great piece to enter into competitions to showcase what we’re all about. Winning like this is one of the many ways we demonstrate our passion and commitment to our work and service to our clients.
3 What do you believe set your project apart in such a competitive field? Were there specific elements or strategies that made it shine?
Several factors aligned to make this campaign impactful. Our client had a decisive vision and did a great job facilitating a phenomenal photoshoot with Robert Ascroft. Our sketch concepts were shot beautifully, providing us with strong imagery to build from. The lead actress is also very striking and photogenic, portraying a complex yet relatable character. We were all willing to take a risk by showing a darkly lit, mostly desaturated image that included blood — all elements somewhat uncommon for a network show ad.
4 Winning an award of this caliber often brings recognition. What do you hope this achievement will mean for your career, your team, or your agency in the long run? Have you already noticed any changes or opportunities arising from this recognition?
We’re happy to accept this award. As a small agency, we enter these competitions primarily to honor our clients’ vision and their trust in us, to recognize our team members’ continual efforts, and to gain visibility within our field. It’s really important in this industry to make waves and stay part of the conversation.
5 For those aspiring to achieve similar success, what advice would you offer to help them not only thrive in their industries but also craft compelling, award-worthy entries? Are there specific practices, mindsets, or strategies you believe are key?
I’d say, for younger talent starting out on their journey: always keep honing your craft and develop a healthy relationship with criticism. Also, observation is a superpower and definitely a game changer. If you’re an art director, don’t silo yourself—observe how the account execs conduct themselves on calls, notice how the retouchers structure their files, watch how your creative director pitches, and spend time with production to see what happens after the files leave your hands. Pay attention to patterns in what clients choose as final art. Go to lunch with someone outside your department and get to know how they work. All of this will foster better working relationships, produce stronger work, and open many doors.
6 The creative industry is constantly evolving. How do you view these changes, and where do you hope to position yourself in the future?
The rate of technological and social change in recent years is staggering, and it’s only going to accelerate from here. All of this directly and rapidly impacts our field. We’re pushing ourselves to learn, adapt, and explore different business models for the agency. We won’t stray from handcrafting quality concepts and imagery for entertainment advertising, though the format and process may change. We currently have some exciting developments in the works.
7 Entering awards can be daunting for many, especially those just starting out. What would you say to individuals who have limited experience, or are hesitant to showcase their work in competitions? How can they build confidence and see the value in participating?
It’s like the Mark Twain quote: “Why not go out on a limb? That’s where the fruit is.”
8 Creativity thrives on community. What message would you like to share with fellow creatives, marketers, and advertising professionals?
Now, in this post-pandemic, post-strikes, remote-heavy ecosystem, the community is feeling fractured, and I think it’s in the process of redefining itself. What we’ve been doing at Truest is leaning into Zoom hangouts with industry peers, in-person agency team outings at least once per month, and client lunches, hangouts, and dinners to stay connected. We also actively connect, communicate, and offer pro tips and insights through our social media platforms. I think culture and connection are very important in this field. It’s a bit harder to maintain now than it used to be, but well worth the effort.
9 Winning is a team effort in many cases. Is there someone or a group of people you’d like to dedicate this achievement to, and why?
Thank you to our clients at Fox for your continued trust in us and for pushing the envelope with creative. Thanks to Robert Ascroft for the beautiful photography and for visiting us and meeting our team. Thank you to all of my team at Truest—I’m grateful to be creating at your side.
10 Finally, what’s next for you? Any exciting projects or upcoming goals that you’d like to share with us and the audience?
Check us out on Instagram at @truest1.creative or visit our website, truest1.com, to see the latest.
Entrant Company
Truest.,LLC
Category
Advertising - Advertising Campaign
Entrant Company
Truest.,LLC
Category
Outdoor Advertising - Billboard