Latest / Gimbal Podcast / How Zach King Creates Viral Magic Videos
Transcript
- 0:00What are the most important ingredients in a Zach King video?
- 0:03That's an actual idea.
- 0:04Yeah, we're trying to go to space.
- 0:06How big's your team?
- 0:06Who's on your team?
- 0:07I just got off a nerf battle to come do this interview.
- 0:11And then I spent three months being a janitor for a Steven Spielberg movie.
- 0:15Do you have a safety team?
- 0:17A safety team?
- 0:18Yeah.
- 0:19Yeah.
- 0:20Yeah, we have safety.
- 0:21Yeah.
- 0:23My guest today is Emil Rapoport, the senior creative director and producer for Zach King,
- 0:30who, by the way, has four of the top 10 most viewed TikToks of all time.
- 0:36In this episode, we learn about how ambitious ideas are fleshed out logistically.
- 0:41And we even hear about the company culture inside the Zach King team,
- 0:45which after hearing this conversation, you're going to want to be a part of.
- 0:48It sounds incredible.
- 0:49All right.
- 0:50This is my conversation with Emil.
- 0:52Emil, you are the senior creative producer and director for Zach King's team.
- 0:58Tell me how you first got connected with Zach and how long ago as well.
- 1:02I guess I'm going to go back a little bit further here.
- 1:05I came to LA to be an actor and that was back in 2019.
- 1:09And that was right before everything shut down.
- 1:12So when it did, I kind of went back home.
- 1:15I like took random jobs, babysitting and stuff and saved up money.
- 1:19and I read some books on acting in the industry and stuff.
- 1:22And one of them was talking about how the person
- 1:25got most of their connections
- 1:27through doing work that was not acting,
- 1:31like PAing or just cleaning up after people
- 1:34or being an extra set of hands.
- 1:35So I came to LA with this kind of refreshed mindset
- 1:37that was like, okay, I just wanna help out the people
- 1:40who are already doing really big things.
- 1:42And that led to being a PA for Zach King.
- 1:47and I didn't really expect anything of that.
- 1:49That was just one of those random jobs
- 1:52that I had along the way.
- 1:53Like I was doing that
- 1:54and I was peeing for a Netflix documentary
- 1:57and I was peeing for another thing.
- 1:58And then I spent three months of my life
- 2:01being a janitor for a Steven Spielberg movie.
- 2:05But I loved it in a way
- 2:07because I was doing the big,
- 2:09I was with the big dogs
- 2:10and I was like seeing how a real movie is made.
- 2:13And-
- 2:13Wait, sorry, clarification.
- 2:15janitor as in like as as a role in the movie or like as an actual janitor?
- 2:19I wish.
- 2:20No, I was
- 2:21literally cleaning the bathrooms for 12 hour days every day for three months.
- 2:28And it wasn't even
- 2:29Spielberg's bathroom.
- 2:29I just he had his own separate cleaning crew that was more elite.
- 2:33I was at the bottom of the ladder for the janitors.
- 2:37It just got to a point where eventually I was like
- 2:38needing more work.
- 2:40And I became friends with the crew on Zach's team.
- 2:43I was like hanging out with
- 2:45them outside of work.
- 2:46Even one of the guys that Zach works with a bunch, his name is Nate Norell.
- 2:50He was kind of the big right-hand man for Zach for a few years.
- 2:54And Nate was like, why don't you
- 2:54just come work for us?
- 2:56And kind of on a whim, he like told me that there was a way that I could
- 3:01get a job there.
- 3:02And then he convinced everybody at King Studio to hire me.
- 3:06And like a week later,
- 3:07I was getting an interview and then I joined them.
- 3:10What was that role?
- 3:12The first role you got?
- 3:13It was a producer.
- 3:15I mean, I hate to admit to it, but it was a lot of kind of faking it to make it.
- 3:20I was definitely tooting my own horn a little more than I should have.
- 3:24And I've made a lot of mistakes as a producer, but I've also been really quick to try and learn and fix those mistakes and not repeat them.
- 3:32How did you get in contact with Zach's team?
- 3:34Or like, what was that first point of connection?
- 3:37Because I don't think YT Jobs existed at that time or anything like that.
- 3:41One of my friends saw an Instagram story posted by one of Zach's producers at the time.
- 3:47And they had gone to college together.
- 3:48And so she just screenshotted that story, sent it to me, and was like, hey, why don't you reach out to this person?
- 3:53She looks like she needs help this weekend.
- 3:55And so I DMed her, and she was like, great, you're in.
- 3:58And then when I was on that set, I was getting everyone's number.
- 4:00I was like, please, are you guys shooting something next week?
- 4:03I can do it.
- 4:04I can help.
- 4:04You know, I'm cheap.
- 4:08Hey, it worked out.
- 4:09Yeah, it was a little bit of luck, but I also think it was like putting myself out there as much as possible.
- 4:15Can you please tell me what your usual tasks look like from Monday to Friday?
- 4:19Yeah, so on Monday, the whole team gets together.
- 4:22A lot of our remote people who are in the LA area and just everyone else all converge in the same building.
- 4:30Normally, we're working out of like two buildings and there's a lot of people remote.
- 4:32So through the rest of the week, it's a pretty empty house.
- 4:35But on Mondays, we all converge and we meet up in the morning to just kind of talk about what is on everyone's plates.
- 4:43And I think a huge part of it, too, is to just have this personable relationship with the team.
- 4:46Everyone updates, you know, what did you do this weekend?
- 4:49And then it kind of divides into more specific meetings.
- 4:52We'll have our creative meetings on Monday, which is invite open to everyone.
- 4:57But it's usually at least the producers.
- 4:59And then we kind of from there are deciding on, OK, some of these projects seemed really fun.
- 5:04Some of these ideas seemed really cool.
- 5:05They'll kind of divvy up between the producers or the YouTube team or whoever is going to tackle it.
- 5:11They start to like develop the idea, write it out more, think about the production logistics of it.
- 5:16But yeah, so essentially my job is that I will just be the front runner for whatever brands come in and lead that project front to finish.
- 5:25Is Monday kind of like the beginning of the cycle every single week?
- 5:29Like, are you expected to bring a bunch of ideas to the table on Monday and then you follow through until like, is it kind of like a Saturday Night Live set up where everything takes place in the span of seven days?
- 5:40Yeah, yeah, yeah.
- 5:41That's actually a comparison that's thrown around a lot.
- 5:43It is like Saturday Night Live.
- 5:44We try to stay pretty topical, too.
- 5:47Like we want to bring in like what trends are happening, what is happening in the zeitgeist of the Internet and figure out a magical Zach King angle to that.
- 5:55What's the what's the quota look like?
- 5:57Are you trying to push forward one TikTok per week, one YouTube video per week?
- 6:01The rough like average is around two to three get shot a week.
- 6:05And that means also two to three get posted a week.
- 6:07It can vary.
- 6:09Sometimes there's days where like a trend is happening and we can just go and grab a few props really quick and shoot something that works right there.
- 6:18And then we might have four or five videos that week.
- 6:20So a life cycle of like a video is about it's just a week.
- 6:23You like have the idea, shoot it, post it one week.
- 6:26Yeah, it's typical.
- 6:28The post-production is a whole nother thing, though.
- 6:30So like we might have a video shot this week that could take a month and a half in post-production.
- 6:37Just really depends on like, are we going really heavy on CG?
- 6:40Or is it a quick masking, jump cut kind of situation that we've done a million times?
- 6:45Maybe that will come out the next day or next week or something that the post-production
- 6:49could vary hugely.
- 6:50And then with brands, it's usually tied to a pre-made calendar schedule.
- 6:57So the creative for a brand might take a week.
- 7:00Maybe it takes three days.
- 7:01How closely does the ideation team work with the post-production team?
- 7:06Because a lot of your videos are just like, it's a combination of real life things and editing.
- 7:13Yeah, no, a lot has to be pre-planned.
- 7:16And the beauty of the workflow here is that the people who are pitching the ideas are also the people who take them through production.
- 7:24Typically, if not, they're probably on some other part of the pipeline of a video.
- 7:29So you typically have a lot of involvement from everyone who's pitching ideas to the actual making of that video.
- 7:35For example, we might have a VFX artist make an idea and pitch it in our meeting.
- 7:40And everyone's super stoked about that.
- 7:42And Zach's like, whoa, look at the response that got.
- 7:45We got to make this one.
- 7:46A producer might jump in and be like, yeah, I loved it.
- 7:48I want to do the front end.
- 7:49And then they'll work alongside as we do with the VFX artists and everyone else.
- 7:55It does have a lot of practical and visual effects.
- 7:57So everyone does have to be really like on the same page.
- 8:00What are the most important ingredients in a Zach King video when you're having those ideas?
- 8:05Like what needs to be present for it to be like, oh yeah, this is it.
- 8:09Once you get past the whole, oh, everyone's excited about this idea, creative meeting adjourned.
- 8:15and then you go into the more production logistic meetings with Zach,
- 8:18then we're talking about, okay, well, Zach can't turn into an airplane.
- 8:21A jet pack is cool.
- 8:22Are there some other things that we can do?
- 8:24Maybe he can turn into it.
- 8:25You know, I'm just talking about some ridiculous idea here,
- 8:27but like Zach King videos move with the flow of the team
- 8:32and the who's on the team.
- 8:34And you'll start to see kind of trends towards certain types of videos
- 8:38as certain teammates join the team and bring forth their passions.
- 8:43For example, I was really into action movies as a kid,
- 8:46and I always wanted to be a part of action movies.
- 8:48A lot of the videos I've done at King Studio
- 8:51have some form of some action thing happening.
- 8:55Maybe we figure out a way to make guns family-friendly
- 8:58by turning them into a gun that wraps people for Christmas.
- 9:03Or recently, Zach and I just did,
- 9:05with the YouTube video he just posted,
- 9:08we just trained to be stuntmen
- 9:10so that we could make our own action movie trailer.
- 9:12And like there's just kind of a feeling of certain videos will come out that are like attributed with the certain passions of the team.
- 9:20The gun wrapping people into like wrapping paper, right?
- 9:24Is that something you know you can do going into it or you like it's just like a wild idea and you figure it out later?
- 9:30It usually starts as just the wild idea.
- 9:33In those creative meetings, it's like paramount that we go in with the mentality of what we call blue sky, which is that there is no producer hat on.
- 9:42There's no that's impossible or that's been done or any of those kinds of mentalities.
- 9:47So when we are thinking of something like, oh, a gun, how do we get a gun in here?
- 9:50Well, it can't kill people because that wouldn't be that king.
- 9:53Maybe it's Christmas and it wraps his presents and then people start stealing his presents.
- 9:56So he starts wrapping the people with the gun.
- 9:59And now we have an action scene where a gun wraps people.
- 10:01And we're not thinking, are we going to build a gun that shoots a web of wrapping paper at someone?
- 10:06Or is it going to be post-production thing?
- 10:07And then you start to like figure it out afterwards.
- 10:10It's funny because you're a producer.
- 10:12And I remember from film school, I took a producer's class.
- 10:14And one of the things that the producer needs to make sure that the team knows is it's like, okay, if you're writing a script, like be very mindful of how you're writing it.
- 10:23Because you may not have the budget to film in space or something crazy like that.
- 10:28Yeah, no, we definitely start with the anything is possible, make anything.
- 10:34And then when we're going to the production logistic meeting, we're like, OK, go into space.
- 10:39Let's put a pin in that idea for now.
- 10:42Or is there some alternate version where he's on wires and the story works that way?
- 10:46You know, we'll try to figure it out.
- 10:47And then if it's like, well, this would be so sick if we went to space.
- 10:50We won't like trash it.
- 10:52We'll just put it in a list of ideas that we want to do one day and then move on from there to what was the next.
- 10:58the most fun idea with something else we want to work on do you have like a carpentry team that's
- 11:02like building sets for you and that's all taking place on like a 48-hour turnaround so that you
- 11:07can film on wednesday and thursday as well yeah really we we do have a carpentry team we have a
- 11:13super phenomenally talented head of our art department is this guy named noah coots who
- 11:19came from a background of like building furniture and signs and woodworking and stuff and then he
- 11:24kind of got absorbed into the King Studio world.
- 11:26He's like built almost every prop you've seen
- 11:29and set piece and everything is really under his direction.
- 11:32He's just he's a crazy madman,
- 11:34but he's able to just build anything.
- 11:37How are you mindful of budgets when coming up with these
- 11:39crazy zany ideas?
- 11:41There's around a range that we're trying to stick to.
- 11:44And if we think in
- 11:45these kind of prep days, like producers looked at the budget and how we're pulling it off,
- 11:49and we see that it's going to cost more than what our typical range is,
- 11:53we'll have like another meeting with Zach or just a quick ping with Zach that's like,
- 11:56is this still a cool enough idea?
- 11:58And then it becomes that kind of like debate on,
- 12:01well, it's kind of cool that he's, you know, inside of a lamp.
- 12:05But if it's going to cost us a ton,
- 12:07we either have to figure out a different way to bring it back down to our range
- 12:10or determine like, is this a banger idea that the internet has to see?
- 12:15And then if that's the case too, like, is there a brand we can reach out to
- 12:19and be like, hey, you guys, lamps.com.
- 12:22We're doing a video with a lamp.
- 12:24Do you want to be a part of this?
- 12:26Is there a correlation between videos that on Monday,
- 12:30everyone's really excited about,
- 12:32those videos being really, really strong performers?
- 12:35Like, do you kind of know, or is it a bit of a surprise?
- 12:38There's always an element of surprise, I think,
- 12:40especially when certain videos launch
- 12:43like into the stratosphere.
- 12:44Then we're like, whoa, that was crazy.
- 12:46especially if it's a video that we like took an afternoon to make on a whim whereas another one
- 12:52might have taken two weeks uh because we thought it was the best thing ever and then it doesn't
- 12:58how do you like plan the video is it like do you draw pictures storyboarding or is it like
- 13:03written out or the way we do it is that everyone will make what's called a t-sheet i believe it's
- 13:09pulled from pixar the way they pitch ideas we'll have one side of the page has the text write-up
- 13:15of the story.
- 13:16The other side of the page has images, can be screenshots of a reference to a
- 13:21trend.
- 13:22It can be an AI image.
- 13:23It can be a Google image, whatever it is, but something that represents
- 13:26it and helps pitch the story.
- 13:27And then there's a title and little name at the top.
- 13:30And so that's
- 13:30the format that everyone will pitch their idea in.
- 13:33It doesn't leave a lot of room.
- 13:34You can't
- 13:34write a novel in there.
- 13:36So everything's pretty top line, top level.
- 13:40Again, a lot of the videos
- 13:41are also up to like 45 seconds to around that range.
- 13:45A lot happens in those 45 seconds though.
- 13:47I know, yeah.
- 13:49And you'll see some, like a classic ending
- 13:50for like a T-sheet at the bottom says,
- 13:53and it loops in all caps or something like that.
- 13:56And then we just have to figure that out
- 13:58along the way if it gets chosen.
- 14:00Can we change direction a little bit
- 14:01and talk about like how big's your team?
- 14:03Who's on your team?
- 14:04What like departments are there?
- 14:05The team right now sits at around 15 to 17 full-time people.
- 14:11And then we have a bunch of freelancers that are just in rotation with us.
- 14:15Those are like PAs, camera teams, everyone in the production side to also freelancers on like sound effects and VFX and all those things as well.
- 14:24And then we have the YouTube department, which is its own producer director who's running that.
- 14:29and then there are editors kind of for these departments as well and kind of a shared vfx
- 14:35team that mixes between all kinds of videos and all the departments well so how man i'm gonna
- 14:41forget somebody and then someone's we have bts bts is a really important side of things too
- 14:46if we think that like the behind the scenes of a video is going to be a banger it usually ends up
- 14:50being that the stitch of the final product with the behind the scenes just thrown onto short form
- 14:57a lot of times outperforms the original video, which is really fun.
- 15:00Yeah, revealing the magic, right?
- 15:01Right.
- 15:03And so people really enjoy that.
- 15:04So we just are always capturing behind the scenes.
- 15:07And then that guy also runs the behind the scenes channels for Zach.
- 15:11That's the YouTube and the other platforms as well.
- 15:14Oh, and then we have this guy who somehow he became an intern this year,
- 15:19and then he turned his intern job into like an in-house coordinator, AD, everything guy.
- 15:24He's just this young kid who's super tenacious and passionate, and he kind of created a role out of thin air.
- 15:30But he's great, and it's super helpful.
- 15:32A lot of the roles that are freelanced are just pretty much everyone on set, other than Zach, the producer slash director, and the BTS.
- 15:42And then the art, depending on the project.
- 15:44If you're coming up with the ideas on Monday, Tuesday, and you're filming it, how do you get those people fast enough?
- 15:52yeah i mean we typically try to have our shoot days on thursday friday we'll not usually shoot
- 15:57on a wednesday and then a lot of the people are just on rotation and people come through the
- 16:02studio and you know there'll be days where like oh shoot all five of the camera people that i
- 16:07normally reach out to are unavailable we have to go with someone who's like a friend of a friend
- 16:12of a friend or something but we found that when there's people who are super talented and vibe
- 16:18with the team, it's really great to just keep bringing them on.
- 16:20And like, they also enjoy having
- 16:22the regular work.
- 16:24Okay, so that you're in LA is full of them.
- 16:26LA is full.
- 16:27Sorry, sorry, don't
- 16:27interrupt you.
- 16:28LA is full of them.
- 16:30I hear that's a problem in other cities, but it's really not here.
- 16:34Do you find that people from traditional media are who you hire more?
- 16:38Do you find that people
- 16:38with social media experience are people that you lean towards more?
- 16:42Yeah, it's it's typically
- 16:44younger people because of that social media experience that are getting hired we do
- 16:49occasionally work with when again when the sets are bigger and we need more specific
- 16:53roles um that are just more like film people then you'll see we're getting professionals that are
- 17:00from hollywood like there's a great safety team a safety team yeah yeah yeah we have safety
- 17:07I feel like I have to say yes to that one.
- 17:13Yeah, if we're doing really crazy stunts, we do have stunt coordinators on.
- 17:18Tell me some of the celebrities that you've worked with because it's quite a long list.
- 17:22Some of the fun ones at the beginning that were cool was like I was on set with Tom Brady.
- 17:28I wasn't running that project, but it was just like crazy when the first big celebrity that I got to be on set with as a King Studio employee was Tom Brady.
- 17:36And I was like, well, we're starting here, guys.
- 17:39I guess it's not starting there for Zach.
- 17:40But for me, I was like, whoa.
- 17:41And then when I started to direct more of the projects, I got to work with the Jonas Brothers, who were super cool guys.
- 17:49And then Ed Sheeran, which is a super cool thing.
- 17:52We worked with a bunch of K-pop stars, which is also really interesting.
- 17:56We flew to Korea.
- 17:57And we had Taehyung, who was one.
- 17:59Somi was another.
- 18:00And that was super cool.
- 18:01And it was also interesting because once we posted that content, it like unleashed this whole wave of different fans that came over to the content and like swarmed the comment section and stuff.
- 18:11And that was just fun because it was like we tapped into a different pop culture.
- 18:15Recently, the other month, I was directing a project with Jesse Eisenberg.
- 18:19And as a guy who came from an acting background, that was like huge for me.
- 18:24Just massive respect for him.
- 18:26Randall Park, who is awesome.
- 18:28He played Kim Jong-un in the interview.
- 18:31In the interview.
- 18:32It was a classic.
- 18:34I got to work with him on like, not a short film, but something that was scripted that I wrote that like we brought him on.
- 18:41And I just, I, sometimes I had just bad imposter syndrome where I'm like, Randall Park is reading my script, memorizing my lines and, and I'm directing Randall Park and Jesse Eisenberg.
- 18:51And that's when it really hits is the actors that, uh, that really throw me for a loop.
- 18:56How did those begin?
- 18:57Is it, is it just somebody reaches out?
- 18:59Is it like an agent gets reached out to the celebrity like Zach?
- 19:03Yeah, yeah, yeah.
- 19:03Frequently the celebrity likes Zach.
- 19:05That's like a big factor.
- 19:07I didn't direct the projects, but we had Terry Crews in a short film with us.
- 19:10And Terry just like was a huge fan of Zach's content.
- 19:13I've looked through, I've spent way too much time looking through celebrities and seeing if they follow Zach.
- 19:20And I've compiled a large list of like a ton of celebrities.
- 19:25and then pulled from that on ones that follow him
- 19:27and see if we'll reach out and be like,
- 19:29hey, can we do something?
- 19:30And sometimes they're like, yeah, next year.
- 19:33And we're like, all right, cool.
- 19:35I'll hit you up in a year.
- 19:36Schedule that email for 2026.
- 19:39But it is a fun thing.
- 19:40And it's the same with brands too.
- 19:42And when certain people, again,
- 19:43with the passion that drives a project here,
- 19:45when someone's like, I really love Marvel
- 19:48and I would love to do something with Marvel,
- 19:50for example, that'll really push our team to be like,
- 19:52okay guys we got this great idea for marvel let's go pitch it to them let's see if we can
- 19:57make something happen sometimes it's brand deals like the jesse eisenberg thing was because it was
- 20:01for his movie that he's in promoting that and then a lot of times it is just reaching out and
- 20:08emailing a manager and being like hey where we love what this guy's doing i would love to do a
- 20:14collab of some sort a lot of time our collabs are super low lift despite it being a really intense
- 20:19project.
- 20:20We had the Jonas Brothers for like 20 minutes, I think.
- 20:23And I think Tom Brady was like
- 20:2515 minutes, whereas like Randall Park wanted to hang with us and he kicked it with us for like
- 20:29six hours, which is awesome.
- 20:31But you know, I think part of it is that we're such a low lift
- 20:35for these celebrities and the content is really fun and family friendly.
- 20:38This might be sensitive information, so feel free to like pass on it.
- 20:41But do you have to pay
- 20:43celebrities to be a part of the team?
- 20:44Or like if you get Jonas Brothers for 20 minutes, are they
- 20:46there for the exposure that being in a Zach King video gives you?
- 20:51Yeah, typically the latter.
- 20:53It's
- 20:53usually also organized by managers or people who have something to do with whatever press
- 20:59team they're on.
- 21:00So they're like promoting something already and then... Yeah.
- 21:03Jonas
- 21:04Brothers, it was kind of around the time that they were releasing a new album.
- 21:07And I think
- 21:08with Zach King especially, we don't do a lot of direct to consumer kind of content.
- 21:13It's more
- 21:14brand awareness things so we're never like saying go use code zach king on something or go click on
- 21:20the link here it's always just like what is an organic cool video that's featuring the celebrity
- 21:25and now there's just more awareness around them and it's the same for for brands we would for
- 21:30brands we would say like this is um this is not a click a call to action kind of video that probably
- 21:37makes it a lot easier to commit to and get excited about you don't have to sell anything to anybody
- 21:42so yeah yeah yeah no yeah the celebrities who are fans of zach it's just like such a fun time
- 21:47because everyone's enjoying that process nothing feels out of reach it's maybe just next year
- 21:54responses or something like that yeah yeah it's it's more of a mentality than than in actuality
- 22:00sometimes things are out of reach the space thing has been a tough thing we're trying to figure out
- 22:04the space trip a real space trip that's an actual idea yeah we're trying to go to space but uh
- 22:10Dude Perfect did it.
- 22:11So it's not off the table.
- 22:13It's possible.
- 22:14And now that the Dude Perfect, Katy Perry,
- 22:17Zach is the next natural person on that list to go to space.
- 22:232026.
- 22:24Yeah, that's next year.
- 22:26Big year.
- 22:28Man, thank you so much for joining the show,
- 22:31for sharing your knowledge, your insights.
- 22:33You've definitely convinced us that your team
- 22:36is probably one of the most fun places to work in the entire world.
- 22:39I can see why you've been there for so long.
- 22:41I just got off a nerf battle to come do this interview.
- 22:44Stop.
- 22:45I kid you not.
- 22:46We just had a nerf battle in the house,
- 22:49and I was getting sweaty,
- 22:50and I had to calm myself down before this
- 22:53because I didn't want to look like I was a mess.
- 22:55But it is the funnest studio to work at.
- 22:58I'm pretty convinced.
- 22:59All right, that's the end of the show.
- 23:00Thank you so much for watching and listening.
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- 23:04or leave a review if you're listening on audio platforms.
- 23:07If you want to check out another episode
- 23:08similar to this one, I recommend my conversation with Preston White, the creative director from
- 23:14Ryan Trahan.
- 23:15You can check that out in the description or if you're watching on YouTube
- 23:18by clicking right here.
- 23:19Okay, see you in the next one.