Doing Things, a company of 40 creator-led brands including OverheardLA/NY and Recess Therapy, is ready to evolve from a meme account incubator into a comprehensive media company.

For starters, Doing Things has appointed creator Jake Krantz as a creative director, expanding a partnership that began in 2023.

• In this new role, Krantz will help to expand the company’s “fast turn” video strategy, creating six to 15-second videos optimized for social platforms like TikTok and Instagram.
• “Jake is somebody that our internal creative team always just loved. He is one of the most talented creators on social media that fits our sense of humor and what we are trying to do in our company,” said Sam Graviet, vice president of creative at Doing Things.

“We are OG creators,” said Jon Henson, vice president of talent and business development for Doing Things. “We know how to connect with audiences, but you know, in some instances, there’s only so much you can do without that extra human component, and that’s where the creators come in and are really useful.”

Giving creators a seat at the table

What attracted Krantz to the role was the chance to genuinely co-create content that felt true to both his own voice and to Doing Things’ mission.

“When it comes down to making authentic content, both sides have to care about what they’re making,” said Krantz. “Early on in my career, I had to fight for a more collaborative experience, but with Doing Things, I feel like I'm a part of the creative process.”

• When it comes to branded content, Doing Things serves as a key collaborator between brands and creators, helping ensure that everyone’s voice is heard throughout the process.
• “We’ll get a brief from the client and write some ‘thought-starters,’ then send those along to Jake,” said Graviet. “Then he takes them and picks an idea that will work best for him, and builds out a treatment that is in his voice. We bring this back to the client, and because they already had an idea of what was coming, they can then give us the go-ahead to execute.”

Expanding the creator ecosystem

Krantz's appointment is just the beginning of a larger strategy. The company plans to bring more creators in-house in similar roles, not just as talent but as contributors to broader creative direction.

• “We’re like an incubator in that sense,” said Henson. “We want to bring creators in, figure out the best ways to mesh our minds together, and turn that into content.”

Krantz will also help to shape the in-house creator program, bringing his unique perspective to foster a community of creators under the Doing Things banner.

“I’m excited to be a part of a team that puts me in the position to help other people that I see, that I really respect, and get them the right opportunities,” Krantz said.

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