A Conversation with Andras Koncz | Creative Director & Producer

I’ve been fortunate to build a career as a Creative Director and Producer in the digitech space, with over seven years of experience. Along the way, I’ve earned six international awards, including three Muse Creative Awards, two Vega Digital Awards, and one NYX Award. Competing against companies like Google, Amazon, and Netflix has been an incredible experience, and it’s rewarding to see my work consistently stand out.

During my time at Vidico, I refined my ability to simplify complex technologies and make them accessible to a broad audience. Vidico’s work with clients like Amazon, Square, and Atlassian really showcased the effectiveness of our content. Later, I joined Shootsta and developed Shootsta Premier, a service that transformed video production by leveraging AI-powered workflows and scalable solutions. Through Shootsta Premier, we completed over 60,000 projects, generating more than two billion views globally.

I’ve always been passionate about turning complex tech into compelling stories, and that’s been a driving force throughout my career. I believe this approach has helped position Australia as a leader in digital innovation.

The digitech industry has always captivated me because it’s where so many of today’s groundbreaking innovations are born. What excites me most is the chance to contribute to this space with my unique blend of skills across business, technology, and media.

I’m in a position to make a meaningful impact, and that’s what drives me. It’s my ikigai—the intersection of what I love, what I’m good at, and what brings value to others. Being able to work on projects that inspire me while making a difference in the industry is truly fulfilling.

As the Creative Director at Shootsta, a global leader in video technology with a team of over 100 and offices in London, Singapore, and San Francisco, I’m responsible for shaping the creative vision both for our business and our clients.

My role goes beyond just the creative aspect—I’m also deeply involved in developing our digital infrastructure, including our innovative SaaS platform. It’s a dynamic position that allows me to blend creativity with cutting-edge technology, driving both the company’s and our clients’ success.

My favorite types of concepts are bespoke brand videos and collaterals tailored specifically for tech companies. There’s something incredibly rewarding about creating custom content that aligns perfectly with a brand’s vision while showcasing the innovation and complexity of the tech world.

A great design and concept should tell a story that captivates the audience with simplicity and elegance. Often, the most powerful ideas are the simplest, brought to life through exceptional execution. It’s this combination of clarity and craftsmanship that truly leaves a lasting impact.

I’m always drawn to out-of-the-box, edgy concepts that set us apart from the mainstream. While I appreciated the rise of minimalism for a time, I’ve recently been enjoying the challenge of blending simplicity with more visually striking design trends, like glassmorphism or neumorphism. It’s about finding that balance between bold creativity and clean design, which keeps the work fresh and captivating.

My design process is a balance of creativity, strategy, and collaboration. It always begins with a deep understanding of the brand, the target audience, and the core message we’re trying to convey. I spend time researching and exploring different ideas, pulling inspiration from various sources, but always with the intent of crafting something unique and tailored.

From there, I usually sketch out a few rough concepts, keeping in mind both the storytelling aspect and the visual impact. I’m a big believer in designs that are simple yet powerful, so I focus on how we can convey the message clearly without overcomplicating it.

Once the concept is solid, I work closely with the team to refine the details and bring the idea to life. This stage is all about execution—making sure the final product is not only aesthetically striking but also effective in communicating the brand's vision. Collaboration and feedback are key here, as the best designs often come from a collective effort.

Throughout the process, I like to stay flexible, and open to new ideas or adjustments, especially when something unexpected sparks a better direction. Ultimately, the goal is to create a design that resonates, engages, and stands out from the crowd.

I draw inspiration from a wide range of sources, both within and outside of the design world. In the creative space, I’m always paying attention to emerging design trends, whether it's new movements in digital aesthetics like glassmorphism and neumorphism, or innovations in user experience and interface design.

Outside of that, I find a lot of inspiration in everyday experiences—art, architecture, nature, and even conversations. Traveling has been a huge influence as well; seeing different cultures, styles, and ways of thinking really broadens my creative perspective. I’m also inspired by storytelling—whether it’s through films, books, or music—and I think that always finds its way into my work, helping me build narratives that are not just visually engaging but also meaningful.

Finally, I’m inspired by the tech industry itself. Working with innovative companies that are pushing the boundaries of what’s possible keeps me motivated to do the same with my designs. There’s something energizing about being part of that forward-thinking environment where creativity and technology intersect.

Right now, I’m particularly excited about the rise of immersive digital experiences, especially through trends like glassmorphism and neumorphism. These design approaches add depth and dimension to interfaces, creating a more tactile and engaging user experience while maintaining a sleek, modern aesthetic. It’s a subtle way of introducing complexity without overwhelming the user, and it’s been fun experimenting with these elements in projects.

Another trend that excites me is the growing use of motion and micro-interactions in digital design. Small, purposeful animations can really enhance the user experience, making interfaces more intuitive and dynamic. It’s the kind of detail that draws people in and makes digital products feel more alive.

Beyond design, I’m also fascinated by the potential of AI-driven tools in content creation. The ability to automate and personalize creative workflows is opening up new possibilities for storytelling, allowing for more efficient and scalable production while maintaining high levels of creativity. It’s exciting to see how AI can enhance, rather than replace, the creative process.

Lastly, I’m intrigued by the growing importance of sustainability in digital design. There’s a push for more energy-efficient websites and digital products, which aligns with a broader global movement towards sustainability. Designing with that awareness in mind not only helps the environment but also challenges us to think more creatively about how we build digital solutions.

Thank you! Winning the 2024 Vega Digital Awards is an incredible honor, both for me personally and for the entire team. It’s a validation of all the hard work, creativity, and dedication we’ve put into pushing the boundaries of digital content creation. For me, it’s always been about crafting meaningful stories and delivering innovative solutions, so to have that recognized on an international stage is really rewarding.

For the company, this award reinforces the strength of our creative vision and our commitment to excellence. It highlights that our approach to blending cutting-edge technology with compelling narratives is resonating with a global audience. It also reflects the passion and talent of our team—we wouldn’t be where we are without their relentless drive and collaboration.

More than just recognition, it’s also a motivator. It encourages us to keep innovating, pushing our limits, and exploring new ways to make an impact in the industry. It’s a proud moment for all of us, but also a reminder that there’s always more to achieve.

The project we entered was one of the inaugural pieces from our newly launched premium creative division, Shootsta Premier. It explored a timely and thought-provoking question that’s been on everyone’s mind: the future of video production in the age of rapidly advancing AI.

It was both exciting and challenging to delve into this topic, as we sought to strike the perfect balance between embracing these emerging technologies and preserving the essence of human creativity. In doing so, we aimed to craft a narrative that reflected the evolving landscape of our industry, while staying true to the creative vision that lies at the heart of what we do.

The biggest challenge with this project was finding the right balance between innovation and authenticity. We were working with cutting-edge AI technologies, which naturally lent themselves to more automated and data-driven approaches, but at the same time, we wanted to ensure that the human touch remained central to the creative process.

It’s easy to get carried away with the capabilities of AI, but our goal was to integrate it in a way that enhanced, rather than overshadowed, the creative storytelling.

Another challenge was addressing the industry's skepticism about AI’s role in creative fields. We needed to present a narrative that not only showcased the potential of AI in video production but also reassured our audience that the core of human creativity—empathy, emotion, and nuance—would remain intact. Striking this balance took careful thought, experimentation, and collaboration across the team to ensure that the final product felt both cutting-edge and authentically creative.

Winning an award like the Vega has had a significant impact on my career and practice. It not only validates the creative direction I’ve pursued but also raises the bar for the work I continue to deliver. Awards like this open doors to new opportunities, attracting clients who are looking for innovative and impactful solutions. It’s helped me gain credibility on an international level and has positioned both me and my team as leaders in the digital and creative space.

On a personal level, it’s a reminder that pushing boundaries and taking creative risks can pay off. It’s encouraged me to continue exploring new ideas, integrating emerging technologies, and refining my approach to storytelling. The recognition also energizes the entire team—it’s a collective achievement that boosts confidence, strengthens collaboration, and inspires us to continually elevate our work.

In short, winning has been both a career milestone and a motivator, pushing me to keep evolving in this fast-paced industry.

There’s so much to love about the digital industry, but if I had to choose my top three, they would be:

Constant Innovation – The digital space is always evolving, and that’s incredibly exciting. New technologies, tools, and platforms are emerging all the time, and it keeps the industry fresh. I love being part of a field where innovation drives everything, pushing us to continuously adapt and experiment with creative possibilities.

Creative Flexibility – The digital industry offers unparalleled flexibility when it comes to creative expression. Whether it’s through video, animation, interactive content, or immersive experiences, the tools and technologies available give us endless ways to tell stories. The ability to blend creativity with technology opens up so many avenues to create meaningful, engaging work.

Global Reach – One of the most rewarding aspects of working in the digital industry is the ability to connect with a global audience. Digital platforms allow us to take creative ideas and share them with people across the world, instantly. It’s incredibly fulfilling to know that a project I’ve worked on can resonate with someone thousands of miles away.

Australia has a unique position in the digital industry, largely due to our innovative mindset and adaptability. What stands out most is our ability to create world-class digital solutions while being somewhat geographically isolated. This isolation has fostered a culture of ingenuity—we’re often early adopters of new technologies and highly resourceful in finding ways to compete on a global scale.

Another defining characteristic is Australia’s thriving tech startup scene. We have a growing number of innovative companies that are not just keeping pace with global trends but often setting them. This entrepreneurial spirit, combined with a strong focus on digital transformation, has helped position Australia as a leader in areas like fintech, AI, and video production technology.

Finally, there’s a uniquely Australian blend of creativity and pragmatism in the digital industry. We have a strong creative culture, but we also value solutions that are practical and impactful. This balance enables us to produce work that’s not only visually striking but also highly functional, making a real difference for businesses and consumers alike.

Over the next 5-10 years, I see the digital industry evolving in some really exciting ways. One of the most significant shifts will be the deeper integration of artificial intelligence into every aspect of digital content creation and business processes. AI will not just automate tasks but become a more creative collaborator, helping to generate ideas, design content, and even personalize experiences at a level we’ve never seen before.

However, the key challenge will be maintaining the balance between AI’s efficiency and the human touch that brings emotion and authenticity to digital work.

Another major evolution will be in the realm of immersive technologies like augmented reality (AR) and virtual reality (VR). These technologies are already making waves, but in the next decade, I see them becoming mainstream, offering more interactive and immersive digital experiences. Brands and businesses will use these tools to create new levels of engagement, allowing consumers to experience products and services in a virtual world before making real-world decisions.

Finally, I believe we’ll see a stronger push toward sustainability in digital practices. As more companies become aware of their environmental impact, the focus will shift toward creating more energy-efficient digital solutions, from greener web hosting to eco-conscious design.

The drive to reduce the carbon footprint of the digital world will become a priority, influencing how we design, build, and maintain digital products. The future of the digital industry will be about innovation, immersion, and sustainability working hand-in-hand.

If I were to give advice to a student entering the digital industry or an aspiring Vega Award submitter, I’d say embrace curiosity and never stop learning. The digital space is constantly evolving, so staying open to new ideas, technologies, and trends is crucial. Be willing to experiment, take risks, and push your creative boundaries. The projects that stand out the most are often the ones where someone dares to try something different.

I’d also emphasize the importance of storytelling. No matter how advanced the technology or how impressive the design is, at the heart of every great digital project is a compelling story. Focus on the message you’re trying to convey and make sure your work resonates emotionally with your audience.

Lastly, collaboration is key. The best ideas often come from working closely with others, whether it’s across different disciplines or within your team. Don’t be afraid to seek feedback, ask for input, and learn from those around you. The digital industry thrives on diverse perspectives, and the more you embrace collaboration, the stronger your work will be.

And when it comes to entering an award like the Vega, don’t just focus on winning—focus on creating something you’re proud of. If you pour your passion and creativity into the project, the recognition will follow naturally.

There are so many great resources available to help someone sharpen their skills in the digital industry, but I’d recommend focusing on a mix of formal learning and practical, hands-on experience.

Online Learning Platforms: Websites like Udemy, Skillshare, and MasterClass offer a wide range of courses on everything from design fundamentals to more advanced topics like UX/UI, motion graphics, and digital marketing. For more technical skills, platforms like Coursera and edX offer specialized courses, including programs from top universities.

Creative Software Tutorials: If you’re focused on creative aspects, like video production or design, learning tools like Adobe Creative Cloud (Premiere, After Effects, Photoshop) is essential. YouTube is a fantastic free resource where experts share tutorials and tips, often covering real-world applications.

Design and Technology Blogs: Keeping up with industry trends is key. Websites like Medium, Smashing Magazine, and CreativeBloq are great for staying current on design innovations, digital best practices, and new technologies shaping the industry. Following these regularly can provide insights into emerging trends and case studies of successful projects.

Communities and Networking: Joining communities like Behance, Dribbble, or Reddit’s design and digital marketing subreddits can be incredibly valuable. You’ll not only be able to share your work and get feedback but also learn from others in the industry. LinkedIn Learning also offers a wide range of career-driven content and professional networking opportunities.

Books: There are some timeless reads that offer great perspectives, like “Don’t Make Me Think” by Steve Krug for UX design or “The Design of Everyday Things” by Don Norman. These help solidify fundamental design principles that remain relevant even as the industry evolves.

Finally, I’d recommend practicing as much as possible. The digital industry is all about hands-on experience. Taking on real-world projects, freelancing, or creating personal work helps build confidence and understanding. Whether you’re working with clients or just experimenting on your own, learning by doing is one of the best ways to improve.

Something I’ve never really shared is that early in my career, I actually struggled with imposter syndrome quite a bit. Despite the recognition and success, there was always a part of me that wondered if I truly belonged in the same circles as some of the industry’s biggest names.

It wasn’t until I began embracing the idea that creativity is a constant evolution—where growth is just as important as the final product—that I started to feel more confident in my work.

That self-doubt ultimately became a motivator, pushing me to continuously challenge myself and strive for innovation. It’s a part of my journey that’s shaped who I am as a creator, and looking back, I wouldn’t change a thing.

One of the people who has inspired me the most is Elon Musk. His ability to envision the future and then work relentlessly to turn those visions into reality is something I deeply admire. What stands out to me is not just his drive to innovate, but his willingness to take risks, even when the odds are stacked against him. Musk's ventures, from Tesla to SpaceX, have faced immense challenges, but his persistence and commitment to pushing the boundaries of what’s possible have always resonated with me.

His approach has inspired me to think big and not shy away from ambitious projects or ideas, even if they seem daunting at first. It’s a reminder that real innovation often comes from stepping outside your comfort zone and staying committed to your vision, no matter the obstacles. That kind of boldness is something I try to bring into my own work, particularly in the ever-evolving digital and creative space.

The key to success, for me, has always been a combination of passion, resilience, and adaptability. Passion drives the creativity and energy behind my work—it’s what keeps me excited about new projects and constantly seeking innovation. But passion alone isn’t enough; resilience is equally important. The creative and digital industries can be tough, with plenty of setbacks and challenges, so the ability to push through those tough times and keep moving forward has been essential.

Adaptability is another crucial element. The digital landscape changes so quickly, and staying ahead means constantly learning, evolving, and being open to new ideas or approaches. Those who succeed are the ones who embrace change rather than resist it.

As for parting words of wisdom; don’t be afraid to take risks and think outside the box. Some of the most rewarding moments in my career came from stepping out of my comfort zone and exploring new, unconventional ideas. And finally, never stop learning. The digital world never stands still, and neither should you. Keep growing, stay curious, and let your passion guide you forward.

I’d just like to add that while awards and recognition are incredible milestones, at the heart of it all, I believe it’s the impact we make through our work that matters most. Whether it’s helping a brand tell its story in a new way, pushing the boundaries of what’s possible with technology, or creating content that resonates with audiences, the real reward comes from seeing the difference it makes.

Also, for anyone entering the industry, I’d say—don’t forget to enjoy the process. It’s easy to get caught up in outcomes and results, but some of the most fulfilling moments come from the journey itself, collaborating with talented people, and learning along the way. Stay curious, stay inspired, and most importantly, keep having fun with it.