August, 2026.- When Kate Smith returned to Flavor as Executive Producer in 2022, she brought with her a deep understanding of the studio’s culture. Now, stepping into the top role following Neal Cohen’s retirement, her focus has shifted: creating new opportunities, strengthening existing relationships, and exploring untapped markets in person. She aims to connect with more production companies and directors while identifying direct-to-brand possibilities—all while honoring the legacy of the studio she calls home.
In this interview, Smith discusses a line from Cohen that has stuck with her: “hoping is not good producing.” It’s a balancing act, she admits. Sometimes you have to take a leap, consulting the artists to go into each scenario as informed as possible—but other times, you have to chuck all of that out the window and figure it out as you go. That, she says, is what keeps it interesting.
For Flavor, Smith has produced major campaigns including WeatherTech’s “Whatever Comes Your Way” and Jeep’s “Owner’s Manual.” Producing Super Bowl-level work taught her about managing high-stakes client relationships—and reinforced the very tension between rigor and risk that Cohen’s mantra so perfectly captures.
1. You’ve been at Flavor for years, and now you’re stepping into the top role after Neal Cohen’s retirement. What’s the biggest difference between your previous role, versus leading the studio?
The main difference for me and my main focus in this new role will be creating new opportunities and strengthening our existing relationships. I’d love to check out other markets in person. I’ll be reaching out to more production companies and directors. And identifying direct to brand possibilities.
2. How do you maintain Flavor’s culture of loyalty and long-term relationships while also pushing the studio forward?
We love our clients and will continue to foster those relationships. We are always going to put in the extra effort to make them happy and make the work shine. I think pushing the studio forward into new and different directions will only elevate what is available to them.
3. You’ve worked on major campaigns, so what did producing Super Bowl-level work teach you about managing high-stakes client relationships that you’re bringing to this new role?
First and foremost, we want to be good partners. And we all want to produce the best work we can as a team. These are our clients’ passion projects and we treat them as such. Putting in the hard work and attention to detail shows our dedication.
4. You said you’re most looking forward to “sharing Flavor’s amazing work with a broader audience.” What’s your plan for expanding the studio’s visibility?
I’m just hoping to get us out there more. Nothing compares to face-to-face meetups and shared experiences. I recently had the opportunity to visit Cincinnati and the great folks at P&G, and got to hang out with our Barkley OKRP friends in Kansas City. It’s so cool seeing the spaces our clients work and live in. I’ll be working to get Flavor’s name out internationally as well. Our Executive Creative Director Brian McCauley will be attending Ciclope this year, representing Flavor on a global stage.
5. How do you balance the need for rigor and facts with the creative risk-taking that produces award-winning work like Super Bowl campaigns?
It’s a balancing act for sure. Sometimes you have to take a leap. Consulting the artists helps me go into each scenario as informed as possible. But sometimes you have to chuck all of that out the window and figure it out as you go. That’s what keeps it interesting though, right!?
6. Flavor is expanding its network of freelance collaborators worldwide. What specific skills or talent are you looking to bring into the studio, and what’s your message to freelancers considering working with Flavor?
We are always looking to add people to our freelance roster that use the same tools as our full time staff. We are mostly bringing in artists that are proficient in Flame, Houdini, Nuke, After Effects, and C4D. I’d be curious to talk to freelancers that specialize in AI as that is being asked for more and more. We also love fostering upcoming talent with our internship program. Attending CoMotion at SCAD gives us a lot of insight into the future of the industry, and it’s one of our favorite events of the year. For folks considering us, I say, come work with us: We’re fun!
