We were lucky to catch up with Rick Wayne recently and have shared our conversation below.
Rick, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.
A group of neighborhood friends gathered in my parent’s unfinished basement to recreate a scene from The Matrix on my father’s camcorder. The images of Neo on the VHS player sparked not just a scene-by-scene replication but a revelation—a glimpse into the infinite possibilities in the world of movies. Little did I know that this discovery would become the cornerstone of a decades-long odyssey, marked by chance, perseverance and whole lot of crazy.
To commemorate that day, my forearm proudly bears the tattoo VXXXIMMIII—a cryptic code that reminds me of that transformative moment. From those childhood movie spoofs, my journey unfolded like a reel, transitioning into the realms of music videos, short films, and eventually blossoming into award-winning documentaries and commercials. The work may have evolved but my approached remains the simple — create what you love.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
Two years ago, I teamed up with advertising legend Barry Krause to relaunch LiveLab in Hoboken, New Jersey, after running a successful production company in Los Angeles for eight years. Emerging from the pandemic, it was a chance to redefine an agency’s essence.
In this short span, LiveLab has flourished, crafting award-winning global campaigns like “The World is Your Canvas” for Sharpie. Our approach is simple—no bloat, no middlemen. Just exceptional creativity fueled by truth, efficiency, speed, and a whole lotta love. Our little pirate ship sails proudly, reinventing what an advertising agency could be (if you want to call us that).
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
For those embarking on their journey, my advice is simple:
Take Action: Don’t wait for opportunities; create them. Dive into passion projects during dry seasons, as they can unexpectedly open doors to remarkable opportunities.
Create What You Want: Amidst the strategic landscape of advertising, don’t shy away from infusing your authentic voice. Trust your perspective and let it shine through in your work.
Build a Trustworthy Circle: Surround yourself with people who not only inspire trust but also elevate your craft. A collaborative and supportive network is the backbone of success, whether on set or in the professional and personal aspects of life.
What has been your biggest area of growth or improvement in the past 12 months?
In the past year directing commercials, I’ve devoted equal time to understanding the advertising landscape. From strategic sessions and campaign conception to After Effects and employee management, I’ve immersed myself in every aspect. This comprehensive approach has not only evolved my skills but provided a deeper understanding of the entire advertising process—before and after submitting a director’s treatment.
Contact Info:
- Website: www.underscorefilms.com
- Instagram: @rick_wayne
Image Credits
Paloma Reanna, Photographer William Johnson, Photographer
