Hey I’m Drew White, and I started LYTR in 2014 with the goal of helping brands transform their marketing content with badass, hyper-realistic, and stylized, animated videos.
I worked in the ad agency world for five years prior to starting LYTR. During my tenure at those larger agencies, I produced videos for everything from moisturizing cream to e-cigarettes. I grew tired of seeing copywriters and producers pack in every drop of information about the company, product, corporate policy, and owner’s dog into a 30 second long video. Viewers will tune it out or just keep scrolling because they just don’t care.
Stop scrolling and pay attention
I knew I wanted to create videos that made people pause. I wanted the visuals to look better than real-life and craft stories that invite viewers’ to feel more deeply and tap into a wide range of emotions. I started LYTR with this in mind and I have spent the past decade helping brands promote their product with badass videos that make viewers stop and pay attention.
I am also a life-long outdoorsman and native Floridian. My dad was a fishing captain on an island in Southwest Florida and I grew up fishing, diving, surfing, camping, hiking, hunting and doing just about anything else I could find to do outside.
I have a Bachelors of Science in Design and also, a Bachelors of Arts in Archaeology (I know it seems like it should be the other way around) Growing up I wanted to be Indiana Jones so I developed a love for history. I have traveled to 50 different countries and 6 continents fishing, surfing and sometimes just staying for a few months to feel like I live there.
These experiences have given me a better insight into understanding outdoors and lifestyle brands and products designed for those. I believe in order to design and create well, you must have life experiences to draw from and I have tried to make the best of every moment. I draw inspiration from everything to provide the most relatable and creative content that talks to the consumer.
