Matt Klug
1996, B.F.A., Communication Design: Graphic Design
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Can you tell us a bit about yourself?
I'm Matt Klug, and I hail from North Dakota. After some time in North Texas, I embarked on a journey from Virginia to North Carolina to San Francisco and, finally, to Sonoma, Calif., where I now call home.
As an advertising art and creative director, I've been incredibly lucky to be part of numerous worldwide productions. In addition to my day job, I've pursued my passion for producing and directing documentary films. These collaborations with friends I've connected with in the advertising world have allowed me to pursue my goal of being a creative “maker.”
What is the most rewarding aspect of being a creative professional? Are you happy as a creative professional?
Two things truly make my career rewarding: the ability to continuously challenge my creative boundaries and the opportunity to surround myself with like-minded industry peers. Each time I step onto a production, it's like I've hit the Luck Jackpot. And the fact that I’m compensated for bringing creative ideas to life is amazing.
What have you done in your career where you weren’t sure what the result of the outcome would be?
In the creative industry, every project carries an inherent risk. And, yet, that's precisely what makes this profession so appealing to me. Embracing that reality means putting yourself on the line and wholeheartedly endorsing what you create. If you're not challenging yourself by taking risks, you're not pushing the boundaries far enough.
Chasin’ Butterflies
After eleven days of filming in rural Alabama backwoods and murky lakes, "Chasin’ Butterflies" is my most extensive pro-bono film. I co-directed, produced, and assembled every member of this production to tell the inspiring story of local artist Butch Anthony. Get ready to meet the man behind the drive-thru museum, trophy-covered Cadillac, and pontoon pirate ship Llatikcuf (read it backward). Recognition: Alexander Valley Film Festival — Best of Fest Audience Award, Big Sky Film Festival, Mill Valley Film Festival, Montreal Independent Film Festival, Nevada City Film Festival - Best of Fest Audience Award, SCAD Savannah Film Festival - Best of Fest Audience Award, Sidewalk Film Festival, Summer Shorts Film Festival — Best Documentary, Walla Walla Film Festival.
Has there been a magical moment in your career when you knew you had made the right decision to work in an arts- or design-related field? Can you tell us about that moment?
I can recall that magic moment as if it happened yesterday. It was my very first production. We were shooting a commercial for Mothers Against Drunk Driving, and I was on the set in Los Angeles. As I glanced around, I was struck by the sheer magnitude of the production – the size of the crew, the multiple trucks filled with gear, the colossal lights over our set. And, to top it off, I was sitting beside the kindest director fresh off shooting a Lenny Kravitz music video. At that moment, I could only think, "I can't believe all these people are here because of my idea.” The feeling filled me with so much awe and excitement that I couldn’t resist calling my mom. Even today, I still get that same sense of surreal wonder whenever I'm involved in a production.
Madden Hotline
With over 170 million players, Madden NFL is the king in the gaming world. A real-life Madden Ratings Adjuster rates every NFL player on 53 different statistics, such as speed, strength, blocking, juke moves, and more. NFL players and fans always rant about a player’s rating every season but have never had a chance to do anything about it. So, we created “Ring the Rater.” A hotline where everyone could call and plead their case for player stat increases to Madden Ratings Adjusters. The campaign began with NFL players and influencers “leaking” the number on their social channels. There was an explosion of 1,500 voicemails on the first day and over 15,000 calls to date.
Any stories or insights that might help us understand how you’ve built such a strong reputation in your field?
My philosophy in the professional realm aligns with my everyday approach to life: Treat everyone with kindness, and you'll find that kindness comes back to you.
Five Foot 280
Jasmine Salinas is a five-foot-two-inch Top Fuel drag racer competing in a male-dominated sport. Together with filmmaker Joshua Harding, we collaborated with Jasmine to bring her story to life, from her garage in San Jose to the track in Vegas. In addition to co-directing, I produced this pro bono short film — assembling a top editor, colorist, musician and sound engineer team in the Bay Area. We hope that Jasmine’s voice will be heard. Recognition: Alexander Valley Film Festival, Austin Film Festival, SCAD Savannah Film Festival, SF Shorts, Motor Film Awards, Sidewalk Film Festival, Napa Valley Film Festival.
Is there a mission driving your creative journey?
My mission is the same as my goal: To create work that can either bring a smile to someone's face or evoke authentic emotion.
Six Foot Social Club
Living in San Francisco during the Covid-19 pandemic, I gathered a group of creative friends and teamed up (from a distance) with our neighborhood shop Cheese Plus. We all wanted to find a way to support local small business owners who had to close their doors during the pandemic.
The Six Foot Social Club was born.
The effort became more than any of us could ever have imagined. Our Six Foot Social Club gear raised over $25,000, spread to neighbors in need.
Did you participate in an internship or apprenticeship while you were in college? What lessons did you learn there that have proven helpful in your career?
I was engaged in three internships at UNT, and I firmly believe that each one of those experiences played a pivotal role in educating me about the industry and in helping me secure my first job out of school. By immersing myself in agencies of varying sizes, I understood how each one works and especially how important it is to establish connections with industry professionals. Despite being scattered throughout the country, I’m still in touch with many people I met through those internships.
Going Dark. Finding Light.
When the Covid pandemic hit, many restaurant owners shut their doors indefinitely. Chef Michael Tusk of Quince, a Michelin three-star restaurant in San Francisco, was no exception. But, instead of going dark, Tusk and his team found a way to continue working with their farmers and purveyors and bring to life a whole new dining experience.
With filmmaker Joshua Harding, I co-directed and produced this pro bono short film by assembling a dream team that included an editor, colorist, musician, and sound engineer. All of whom donated their time to this truly inspiring story. Recognition: Ambrosia Food & Drink Film Festival, Cibo Corto Film Festival - Best International Doc, Cinecibo Festival — Best International Doc, Food Film Fest Bergamo, Devour — The Food Film Fest, Food Film Fest, Mill Valley Film Festival.
