August 28, 2024 • 43 mins
Jerri Hemsworth, CEO of Newman Grace Marketing, interviews De Ivett, CEO of 5D Spectrum. De shares her story of how her journey into creative marketing began. What are the 5D's of 5D Spectrum? Who are some of her mentors? What genre of music does she like playing? How did she balance the needs of an ever-evolving technology-filled marketing industry with motherhood? Listen to how De got her start.
More About De Ivett
About Jerri Hemsworth
About Echelon Business Development Network
How She Got Her Start
How She Got Her Start is a podcast devoted to the stories of women business owners and women executives. Listening to their stories, their challenges and their successes is meant to inspire other women while they maneuver the world of business. Whether they are attorneys, accountants, marketing and public relation execs, or IT specialists, every woman has a unique journey with shared threads of commonality. Hearing how we are a community of common goals and dreams hopefully inspires those on the journey with us and those coming after us.
Listening to other women business owners and executives allows a listener to tap into a wealth of knowledge, experiences, and support. Actively seeking out and engaging with our community, one can accelerate their own growth. One may also overcome obstacles, and find inspiration and guidance along the way.
Women business owners and executives can bring diverse perspectives and insights to the table. By listening to How She Got Her Start, one can gain a broader understanding of different industries, markets, and client segments. This diversity can inspire fresh ideas, creativity, and innovation in one's own business approach.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Announcer (00:02):
And now from the Echelon Studios in Los Angeles,
California, is the How She GotHer Start podcast. So let's all
get started with your host,Jerri Hemsworth.
Jerri Hemsworth (00:16):
Hi everyone.
It's Jerri Hemsworth, and todayI have a privilege. We were just
chatting about this. I have theprivilege of interviewing
somebody I really consider afriend and colleague. And we've
gone back a number of years,right? We I mean, how long have
we known each other?
De Ivett (00:34):
I think over 15. Yeah, working together. Yeah.
Jerri Hemsworth (00:38):
This is De. I vet. De has a company called 5D
Spectrum. How you doing today?
De Ivett (00:45):
I'm doing great. Thank you, Jerri, for having me on
your show.
Jerri Hemsworth (00:49):
Oh, of course, of course. I'm like, I gotta get
De in here. I gotta get De inhere because she's got such a
great story. She's made it sofar. And it's like, it's
amazing. So first, tell me about5D Spectrum. What is it that you
and the team at 5D Spectrum do?
De Ivett (01:05):
So 5D Spectrum is a full service digital marketing
agency. We have a focus ontechnology. I have a passion for
technology, so I like to bedeveloping challenging projects,
and we have a couple areas ofexpertise in E commerce and
marketing. So when we buildsomething, we like to make sure
(01:25):
our clients are doing a full 360it's not just about building a
website, it's how are you goingto market your business and your
services to customers? So weoffer marketing services. We do
search engine optimization. Wealso do pay per click. We have
all kinds of social mediamarketing, you know, contracts
(01:49):
where we're kind of doing a lotof different things, content
strategy and photography. Welove getting out there and
shooting. You know, real worldphotography
Jerri Hemsworth (01:58):
isn't that fun.
De Ivett (01:59):
Absolutely. And get out of the stock imagery. But,
yeah, yeah, and, and then alsocreating really compelling video
content. So we love working withour customers who are not afraid
to be on camera. And we have acouple who are kind of shy, but
we're, you know, we love helpingthem pull themselves out of
their shell and and get theirmessage out there in a video
format.
Jerri Hemsworth (02:19):
Yeah, I, you know, it's interesting, because
you and I and your team, myteam, we met like you said,
about 15 years ago, maybe evenmore, and we were introduced
through networking organizationand, and I was struck right
(02:39):
away. And you know, we domarketing as well. And, and a
lot of people out there mightthink, Oh, two marketing chicks,
you know, don't they competebecause we do full service stuff
as well. But no, we really don'tcompete because you have
strengths, and we havestrengths, and we ended up
working together
De Ivett (02:59):
Absolutely.
Jerri Hemsworth (03:00):
And that's, that's the beauty of it. And
then if any of us get stuck on aon an issue, we just pick up the
phone. Well now we pick up zoomand say, Hey, what do you know
about this? Or is, you know is,do you have bandwidth to help
with that? But we the firstthing I was struck with you, De,
(03:20):
is you had done some you'd donedesign, but you spoke tech in
plain language, and it was sorefreshing, so refreshing to
have somebody that we could callon and work with, that we could
Understand and we could worktogether to solve a client
(03:43):
issue. So how did you get there?
Okay, let's back up even more.
Where'd you grow up?
De Ivett (03:51):
I was born in Glendale, right here in
California.
Jerri Hemsworth (03:53):
Wait, wait, wait, I was born in Glendale.
Wait, we just learned somethingnew about each other. I didn't
know you were born in Glendale.
De Ivett (04:00):
yeah, Glendale Memorial
Jerri Hemsworth (04:02):
Oh crap. Wow.
De Ivett (04:04):
Okay, and actually, that's second generation. My mom
was also born at the samehospital.
Jerri Hemsworth (04:10):
Oh my, yeah, the hospital I was born at, they
tore down after but that'sanother story.
De Ivett (04:19):
Yeah, so I've been here my whole life.
Jerri Hemsworth (04:21):
Wow. So once you were born, and then where
did you move when you wereteenager, young kid?
De Ivett (04:29):
So I growing up, I actually remember moving, like
probably every two to threeyears. And I used to kind of
brag about that, like, I'venever lived anywhere longer than
two and a half years. She'sworldly, but in when I was about
to go into high school, we hadsome some family issues, and I
(04:51):
ended up moving to Crestline,which is up in the mountains. My
grandma had built a cabin upthere. It was one of my favorite
places to go. Mm. Hmm. I havesuch fond memories, childhood
memories of going up there andspending time with my
grandmother, and all of a suddenI was living there. So I went to
high school. I started 10thgrade, so my in my sister ninth
(05:16):
at the same high school upthere. It's called room of the
world,
Jerri Hemsworth (05:19):
Room of the world,
De Ivett (05:20):
Rim of the World
Jerri Hemsworth (05:23):
okay, sure.
De Ivett (05:24):
And you know, all new friends, it was, it was a start
over. But I always tell people,I really felt like I was on
vacation for three years. Wow,because it's just, it's such a
nice place. And I actually justgot back from a vacation, I went
up there for a week to
Jerri Hemsworth (05:42):
You go out there a lot, don't you?
De Ivett (05:44):
Yeah, I really do. I try to go back. I still have
friends who live up there whonever left the mountain.
Jerri Hemsworth (05:50):
Come down the mountain. No, yeah, it's it's
interesting, because I don't runinto too many people that grew
up in the mountains or spentlived in the mountains, and when
you finished high school, wherewhat did you know, what you
wanted to do?
De Ivett (06:07):
I actually, I didn't really know, and I didn't have a
lot of I didn't have a lot ofhelp from the school or my
parents trying to figure outwhat was I going to do. I was a
math science major. I was thetop third student in math in my
school
Jerri Hemsworth (06:24):
Okay a bit of a nerd.
De Ivett (06:27):
and I loved it. But what they told me I should be
when they do the tests in highschool, and they said you should
be a naval architect. And I waslike, What is a naval architect?
I have no idea what that even isdesigning ships or, yeah, you
know, is it boats design? But ifyou think about it, a naval
architect, whatever that is, itsounds like something very techy
(06:52):
and maybe very creative, whichis probably the only thing they
really got right, is that I'mactually one of those weirdos,
Jerri Hemsworth (07:00):
you and me both. I know where you're going.
De Ivett (07:03):
I do both
Jerri Hemsworth (07:04):
Right brain, left brain,
De Ivett (07:05):
yeah. So I got a scholarship to a college, UCR I
was going to go for anengineering degree, and it just
didn't sound very fun to me. AndI was always very creative, and
I was on the yearbook staff inhigh school, and I did a lot of
the photography for my senioryear, their staff photographer
(07:26):
had gone MIA, and they're like,can you help us out? Sure, I
started shooting and having somuch fun going to all the
events, and I decided I wantedto do a creative career path. So
at the last minute, I canceledmy interest in the engineering
position, which sometimes I kickmyself for not having pursued
(07:48):
that, but I I decided I didn'twant to go to four years of
college, and I just wanted toget a trade degree in graphic
design. And somehow I ended upat the Fashion Institute for
Design and Merchandising,which, yeah, it was,
they had a graphic design
Jerri Hemsworth (08:02):
FIDM pathway at the time, but it was
too I don't want to say it wastoo easy for me, but I wasn't. I
didn't feel like I was learningenough, and it was intense, and
it was great, and I'm glad I didit, and it actually opened my
eyes to other things that Ithink impacted my career long
(08:24):
term, like I had to do somereally interesting studies in
textiles and fabrics and colortrends, and I think that
actually supported my graphicdesign career in ways I never
would have imagined.
I 100% believe that?
De Ivett (08:41):
Yes, but I didn't complete the program. I left
with a 4.0 and I went to ValleyCollege, which was right down
the street,
Jerri Hemsworth (08:48):
sure
De Ivett (08:49):
from where I lived at the time, and I found the most
inspirational teachers that I'veever had in my life.
Jerri Hemsworth (08:55):
Wow.
De Ivett (08:56):
And in the art department there Tom Mossman,
I'll go ahead and name drop. TomMossman was my graphic design
instructor, and I live by thethings he taught me. Still to
this day, I still have hislittle voice in my head saying,
what would you know? What wouldyou do?
Jerri Hemsworth (09:13):
Good mentors do that.
De Ivett (09:14):
Yeah. Great mentor.
And then Joe Bavaro, which is,this is so funny. He was my
three dimensional art teacher,and he was just fantastic. But
he also redesigned theMetropolitan Museum, which is on
Laurel Canyon Boulevard in NorthHollywood. And so he he built
the museum like he designed thatspace. And I actually owned a 59
(09:35):
metropolitan so I was actuallythriving at the time I was in
college, and so I thought thatwas such a weird coincidence,
but working through hisprocesses and his his critical
thinking on art projects, justthose are lessons that were so
valuable. I carry them with metoday, and I I've encouraged
(09:57):
other people over the years togo through the junior college
system and get get the educationthat they deserve at the price
they can afford.
Jerri Hemsworth (10:08):
Absolutely.
De Ivett (10:09):
and and I, you know, I've no regrets, yeah, so I left
there with with a high GPA,fully intending to move on to a
university to finish my mydegree, when I got sidetracked.
So and, you know, photographywas always a passion. I was
still doing that. I actuallyshot real estate photography
(10:33):
while I was in college, and thatwas helping me pay my bills. I
had three jobs, but that was myfavorite of the three. And
that's that's
Jerri Hemsworth (10:41):
interesting, because I also worked my way
through college, and I didn'thave three jobs. I just had one.
But it's kind of, I always thinkof of you being scrappy, like
you knew where you needed to beand what you needed to do, and
put your head down and go forit. You have that brain that
lets you do that
De Ivett (11:02):
scrappy. I like scrappy.
Jerri Hemsworth (11:04):
She's scrappy.
De Ivett (11:05):
Well, one of my jobs was I was a cashier at Lucky
supermarket. Yeah, it was righthere in the valley.
Jerri Hemsworth (11:11):
Yes.
De Ivett (11:12):
And that actually helped me the most, I think,
because I got my healthinsurance and it was a union
job, and it was well paying atthe time, and I knew, you know,
friends in high places, I workedmy way up pretty quick, so it
was a nice, stable part timejob.
Jerri Hemsworth (11:31):
Nice.
De Ivett (11:32):
And it also gave me some insight as to what type of
career path I might actuallywant to be on, and I knew that
customer service on the frontline in the grocery store was
not in my future, especially Iactually got held up working
(11:53):
there.
Jerri Hemsworth (11:54):
Oh crap. Oh, something happens.
De Ivett (11:57):
It happens, but it happened three times before I
left that job. Oh, so that thatwas kind of, I put that all in
my past. I probably won't everdo that again.
Jerri Hemsworth (12:06):
Yeah, that's been there, done that. Don't
need to go back.
De Ivett (12:09):
And then the third job was really interesting. So I was
shooting photography, working atLucky and then my mom and her
boyfriend at the time, hadstarted a company in technology
and they were developing, theyactually were building chassis
for hard drives for Applecomputers.
Jerri Hemsworth (12:28):
Get out.
De Ivett (12:29):
And so I actually, I had a good fortune of having an
early Apple Computer. I rememberwhen I graduated from college,
there was one computer in theart department, and nobody used
it. Nobody knew how to use it
Jerri Hemsworth (12:46):
Gathering dust in corner.
De Ivett (12:46):
It sat on the desk and and Tom Mossman was, you know,
he was learning as as he should.
You know, we are all trying tofigure out, what do we do with
this computer? So I had a, Ithink it was a 512k plus or
something with the floppy disk,sure, and I started teaching
myself how to do graphic design.
(13:07):
And I remember going back to Tomafter I graduated, and I said, I
love these computers, and I knowyou're getting them this
semester. Let me help you. Andso back to what my mom was
doing. So we were, we had accessto all kinds of Apple computers
as prototypes, because we werebuilding chassis and hardware
(13:28):
and doing all the trade showsand,
Jerri Hemsworth (13:30):
oh, my God.
De Ivett (13:31):
I got to help with the photography for the brand. We
had a really good photographer,so I was learning from him, we
had a trade show booth that, youknow, I got to help design, and
then work, I got to work at thetrade shows, and I actually
wrote all of the installationmanuals
Jerri Hemsworth (13:49):
You're kidding.
De Ivett (13:49):
and shot all of the photos for how to install your
hard drive. So all thosetechnical documents and all that
boots on the ground experience Igot working for my mom's
company, you know, again,invaluable.
Jerri Hemsworth (14:05):
Oh, yeah.
De Ivett (14:05):
And so I always look back at that like, you know, on
the job, training has been thebest thing for me my entire
career path.
Jerri Hemsworth (14:15):
Well, also, wouldn't you say curiosity. You
have, you're very curious howthings work. And, like, delving
De Ivett (14:25):
Yeah, I do. I have to understand how things work,
into that.
yeah. And, you know, I'm notafraid to take something apart,
yeah, try to fix it. Like I'm,I'm a big advocate of, let's
not, like, throw everything awaythat's broken, try to fix it,
you know, yeah, I love trying tofix things, rather than putting
(14:46):
it in the landfill. You know,it's mechanical. My dad was an
engineer, and he didn't go tocollege, and he had his entire
career path running a printingpress, you know, starting with
the small printing press rightout of college. And. Eventually
he was running a 16 color, twostory, quarter mile long press.
(15:06):
Press, yes. Oh, and he was thinand in shape, because, yeah,
that's all he did all day, wasrun, you know, round and forth
and up and down. And he, as anengineer himself, with an
engineering brain, inventedseveral parts that he ended up
patenting and getting put intoproduction on the web press. So
(15:28):
he created a press dampener wasto keep the blanket wet longer.
He created a what he called asucker foot, like a little
suction cup that picks up thepaper. Yeah, and he invented one
that actually lasted longerthan, you know, a few weeks. And
because he got so frustratedconstantly having to change out
(15:48):
parts, yeah. And so in his finalcareer days, he ended up being a
consultant with Creole, which isout in Vegas, and, you know,
it's one of the bigger shops.
And he doesn't get the computertechnology, but he knows how to
run a press,
Jerri Hemsworth (16:03):
yeah
De Ivett (16:04):
And, you know, so all those things sort of they're
Jerri Hemsworth (16:07):
building blocks for you
De Ivett (16:08):
They are building blocks
Jerri Hemsworth (16:09):
you were absorbing and you probably
didn't realize it.
De Ivett (16:11):
And every single printed thing I ever brought
home, my dad would get out hisloop, and he would look at it,
and he's like, wow, this isreally great. Who did the
printing on
Jerri Hemsworth (16:20):
the registration type.
De Ivett (16:23):
And then when we started getting digital
printing, and you know, I wasusing a company called four over
for production, and it's verylow cost. They do batch runs
like they'll throw probably 100business cards on a sheet and
run the
Jerri Hemsworth (16:38):
gang printing,
De Ivett (16:39):
gang printing. And he could not believe the quality of
the printing. It just completelyblew his mind. So it was really
fun interacting with him overthe years on the different
projects that I got to do, andespecially when I worked in more
print, graphic design and doingannual reports, and we had
(16:59):
bigger budgets for printing, andwe were doing really fancy stuff
using the high end printers inLA.
Jerri Hemsworth (17:04):
Yeah. well, you ended up doing a lot of work in
the entertainment industry,didn't you?
De Ivett (17:10):
Yeah, I did, actually.
So in in the beginning of mycareer, I worked in the small ad
agency and got a lot ofexperience in every area of the
business. The only thing I neverdid, I still, I still kind of
shy away from, is, is the actualcopywriting. We had a great
copywriter at the agency Iworked with, and I'm like,
(17:31):
That's your job. I'll make sureit gets done. And the, I think
the first year that I took themy very first agency job i They,
I begged my production managerto let me use the computer to do
the layout, and she didn't knowif it was a good idea, because,
you know, we're on a reallycritical deadline, and but she
trusted me, and we had doneenough small projects where she
(17:54):
was starting to see theadvantages of using the computer
and and I think at the end ofthe day, we saved about $30,000
in production costs that year.
So the owner of the company wasthrilled, wow, at the time. You
know, that was a big deal. Andwe, of course, went on the path
(18:16):
to convert the what was thetraditional on the board to
digitals.
Jerri Hemsworth (18:22):
Yeah, yeah, that transition in the late 80s,
early 90s, to go and I wentthrough the same thing in in
publishing, to go fromtraditional typesetting and art,
art tables and paste up toconvert was very high stress for
a number of creatives, and notall creatives made it. So a lot
(18:45):
of people suddenly were out of ajob because their brain wouldn't
shift. Yeah, and
De Ivett (18:52):
I saw that firsthand, and in the very same agency,
there was a production personworking there, and I was really
knocking out the work prettyfast. And I'm pretty fast,
anyways. But she said, you know,you really need to slow down,
because they're gonna expect youto be this fast all the time.
(19:13):
Oh, boy. And I said, What do youmean? Like, we could do so much
more free time to be creative.
Yeah, you know. So I was, like,I was really turned off by that,
like, slow down comment, yeah,I, you know, I sure we can slow
down a little bit, but if thecomputer is going to give you,
you know, an edge on theproduction value, Yep, yeah, and
(19:33):
you have more time to becreative.
Jerri Hemsworth (19:38):
Why not? Yeah, I know I ran into some of that
too. So how did you decide to goout on your own? What was that
to have your own business?
De Ivett (19:48):
Yeah that was that was a big decision point. I had a
really great job at the time, soI worked for a company called
DZN the design group, and that'swhere I caught. At my chops in
the entertainment industry,because we, we had a, they had a
small interactive division. Icame in as a programmer, so I
(20:09):
had gone off on a tangent of mydesign, you know, background,
and through a state fundedprogramming went through a
programming program, andactually became,
Jerri Hemsworth (20:22):
It's like coding and all of that, like,
yeah, learning how to program.
De Ivett (20:25):
Yeah. It was for making, you know, children's
games, interactive CD ROMstoday, right? So it was a
language called Lingo. It wasMacromedia Director. Was the
program, and I it just resonatedwith me at such a high level, I
was so fun and easy for me, andI had such a great mentor. We
had a female led group. KathyKozel. She was amazing. She used
(20:51):
to teach a class at UCLA formultimedia, and she was the
leader of a group in Hollywood.
We used to meet once a month,and it was probably 100 people
would come together, and shewould share her ideas on object
oriented programming. And thisis a community where, typically,
people were hoarding informationand they didn't want to share
(21:14):
their knowledge because theywere afraid they would lose an
opportunity and
Jerri Hemsworth (21:20):
Competition.
De Ivett (21:21):
Kathy came, you know, to this group with the concept
that, hey, there's enough workout there for all of us. Let's
share our knowledge and learntogether. And I have, I stole
her attitude, and I've alwaysloved teaching. Yeah, I love
sharing ideas. I love teachinganything challenging, art
(21:45):
programming. So I ended up,ultimately, ending up taking
over the group for her, and theytook over her class at UCLA for
a semester as well. And and, youknow, so I've kind of so I came
into DCN as a programmer and andI actually ended up running that
(22:06):
division eventually. So we kindof branched off when CD ROM was
getting it was too small, postedstamp sized videos. And it was,
it was, it was a tough medium towork with, sure, and DVDs were
emerging. We actually our studiowas one of the very first.
Actually, we were the firststudio to show Warner Brothers
(22:28):
what would a DVD menu look. Howdoes the remote work with the
DVD interface? And we got todesign that, and I programmed it
as a simulation, and we went andpresented it, and ultimately the
agency won the Warner BrothersDVD account, and we also had the
universal DVD account and acouple others. So my little team
(22:51):
in the interactive division wentfrom a few people, and we
quickly, over a couple years,grew to 70.
Jerri Hemsworth (22:59):
Wow.
De Ivett (23:00):
So this experience was, it was incredible. I mean,
first of all, my boss, greatmentor, and you know, gave me
the reins, and, you know, let mein on every part of the process,
including hiring people,managing people, you learned.
and being, you know, I wasoverseeing that the technical
(23:21):
side of the project and thecreative team so and we worked
on great projects like theMatrix is probably so cool, the
best known of all the titles,but, you know, being involved
with the creative concepts thatwent into that DVD project.
Jerri Hemsworth (23:39):
That's literally the cutting edge, the
beginning of UI/UX. I mean thatnow people call it UI/UX,
De Ivett (23:48):
Web enablement, right?
That was a big term.
Jerri Hemsworth (23:51):
web enablement.
De Ivett (23:52):
I met, I met the person who invented the web TV,
and I was obsessed with, I waslike, Really, so you can get the
web on a TV? And he was so,like, I guess my enthusiasm was
over the top. And he said, Letme send you one of those, you
(24:12):
know, web TV units. So he sentone to me, and we we set it up
for my grandfather, who was inhis 80s at the time. Oh my, and
had never used a computer, and Itaught him how to use it, and he
was all of a sudden engaging inemail communication and all
sorts of things that he wasnever going to do because of
this crazy web TV device.
Jerri Hemsworth (24:34):
So, you know, so you're leading, like a group
of 70 people, where did the ideaof like, okay, I need to do my
own thing come from?
De Ivett (24:43):
Yeah, so, and I really, I enjoyed, I love that
job. So it wasn't, it wasn'tthat I didn't love that job,
right? I had an opportunity thatpresented itself. It was not
competitive with what I wasdoing. And I was like, well, in
a sense, it was a totallydifferent, you know, line of
business. And it was, I kind ofalways did moonlighting.
Jerri Hemsworth (25:04):
Oh, we all did.
You all had a freelance andmoonlight?
De Ivett (25:08):
Yeah. And it wasn't, it wasn't for the money. It was
more for the variety of project,
Jerri Hemsworth (25:13):
variety, creativity.
De Ivett (25:15):
I got pulled in on one year. One of my clients who I
still work with today, pulled mein on creating graphics for the
Democratic Convention. I got towork on so many cool projects
outside of my day to day jobthat kept me learning. Like one
of my moonlighting gigs wasworking on a DVD project that
(25:37):
was an interactive project, andso I was doing coding and
moonlighting and meeting peopleoutside of work.
Jerri Hemsworth (25:44):
this is so funny, because you're while
you're doing that that side, Iwas moonlighting designing point
of sale displays for Disney'sDVD collection of Lion King and
Aladdin. And it's like it wasmind blowing to me, that I, in
(26:07):
my moonlight, could design forDisney.
De Ivett (26:10):
yeah.
Jerri Hemsworth (26:11):
And that's what that freelancing, or, you know,
being eager, just for thecreativity and the variety,
that's what it brings, yeah. And
De Ivett (26:21):
so one of my favorite moonlighting gigs was for BBDO
Jerri Hemsworth (26:25):
Oh, ad agency.
De Ivett (26:27):
They had the Apple account, of course. And I'm
always been an apple person,right? So from beginning days
with my mom.
Jerri Hemsworth (26:36):
Don't bring a PC near me.
De Ivett (26:39):
So I got to work on one of the campaigns. I was
creating the animated graphicsthat went on the screen during
the commercial shoot. So I gotto be on set with the team, the
BBDO creative team. Joe Pytkawas the director. It was an
intense, fun, awesomeexperience, and I will never
(27:02):
forget it, and it actually kindof draw it. That's where I got
my interest in working intelevision production, which I'm
currently trying to pivot intomore production at this point in
my career, because I love it.
I'm good at it. I'm, yeah, youknow, I'm, I'm happy to be part
of a team. So I am part of anetworking group that's
(27:23):
dedicated to women in film. And,you know, I'm looking for those
kind of projects. But to go backto the like, how did I start my
business? Yeah, I had one of myfreelance buddies, you know,
moonlighting buddies, came to meand said, Hey, I need you to
design this mini CD ROMinterface for I think the first
(27:45):
one I did was for hockey, and Iwas a hockey hockey fan, so it
was fun, and I got to design it.
And she said, you know, wereally would love for you to be
come and work for us and designthese mini CDs and and I was
like, well, that's I would loveto do that. But I don't want to
(28:07):
just come be your designer. Iwould love to, let's start a
business. You know, they have,at the time the upper deck
account, they were doingbaseball, hockey and all the
sports. And then someopportunities came up to do
Pokemon and some movie relatedand, and I actually did a Tiger
(28:28):
Woods prototype.
Jerri Hemsworth (28:29):
Wow.
De Ivett (28:30):
And, you know, so we, we did. We decided, let's start
a business. So we wanted to doour own agency, and, and that's
how we started. I gave threemonths notice. Wow, that's
pretty nice. I well, I was, youknow, running a big show there,
and I wanted to make sure thatthey found the right people to
replace, replace me. And youknow, that's when I moved. Now,
(28:53):
moved on.
Jerri Hemsworth (28:53):
Did you have your son, Arthur, by this point?
De Ivett (28:56):
No,
Jerri Hemsworth (28:57):
Not yet.
De Ivett (28:59):
no, but I had moved to Burbank, and my agency had moved
to Marina del Rey, and if youlive in Los Angeles, that is not
a nice commute. There's no easyway to get down there. It's at
least minimally an hour, if nottwo hours each direction. And I
was super against thecarpooling. Well, I couldn't
(29:23):
carpool, but I just the commutewas killing me, honestly. So I
was actually going into workearly every day and leaving
late. So I was working way toomany hours, and which, you know,
I've never been afraid of hardwork, and I am kind of
workaholic, so I I was puttingin too much, too much time, and
just the commute, I felt likeI'm wasting three to four hours
(29:45):
a day on the road. And this isbefore we had, you know, cell
phones, and so we weren't, like,communicating that way. I did
have a walkie talkie when Iworked cool so they could catch
me when I was at WarnerBrothers, they would, you know.
Know, the Nokia walkie talkie,sure, but, you know, I really
needed to make a change, and Ihad a couple other
(30:08):
opportunities, but starting myown thing, it was the right
time, and it was the right, youknow, opportunity. So we formed
a partnership. There were threeof us, and that's how it all
began, and, and we, you know,that was the beginning of our
journey. We had a differentcompany name at the time, yeah,
Jerri Hemsworth (30:29):
yeah. But then you get into websites, you get
into all the program, all thatback end, yeah, knowledge and
programming obviously evolvedinto all things that have to do
with that, including websitesand marketing.
De Ivett (30:47):
And I really, we really had a focus on technology
when it first started. So inthis was in the end of 1999 2000
and our first big web client wasTrillium, and that was a Intel
company. They got bought byIntel while we were working with
them. And we also worked withAmerican Express company called
(31:12):
Workadia. And we just had a lotof clients at that time, Tibco
in Infosys that were very techieat the time.
Jerri Hemsworth (31:21):
right
De Ivett (31:22):
So, and I my background for the, you know,
prior four years was in DVD andCD ROM. So, so I actually didn't
pursue the DVD work right away,because I, you know, I cared
about my non compete agreement,even though, I guess they're not
legal in California.
Jerri Hemsworth (31:42):
Not anymore. I don't know. Yeah, they
De Ivett (31:45):
Weren't at the time either. But, you know, I didn't
want to step on these toes. Ithink everybody
Jerri Hemsworth (31:50):
there's an ethic thing.
De Ivett (31:50):
Yeah. Back to Kathy Kozel. There's enough work out
there for all of us.
Jerri Hemsworth (31:54):
And there's a core ethic responsibility in
you, yeah, that you're like,that's just not cool to do.
De Ivett (32:02):
But when the opportunity presented itself,
and I was past that time, I didstart working with universal,
and we landed the most of thekids titles. So we were doing
Land Before Time, and we weredoing the children's titles,
they would put a little bit moreeffort into making them
(32:23):
interactive. So we weredesigning set top games, and it
was so much fun.
Jerri Hemsworth (32:30):
I bet.
De Ivett (32:30):
So, you know, we got into the catalog work for them,
and it kept us busy for manyyears. So we were doing web
development also, but we werealso, like, back into the DVD
world.
Jerri Hemsworth (32:43):
And what year was, was Arthur born? So
De Ivett (32:46):
So he was born in 2002.
Jerri Hemsworth (32:48):
Okay. So two years into it, how was it being
a business owner, and being amom.
De Ivett (32:54):
Very fortunate to have had my own business, right?
Because, you know, I got to makemy own rules, and I got to have
whatever help I needed that Icould afford. Also, Arthur
basically started coming to theoffice with me from day one.
Jerri Hemsworth (33:11):
Libby too.
De Ivett (33:11):
I think I took less than two weeks off work, and I
was actually working the night Iwent into labor. Yeah, funny
story. I was at Laser Pacific,which was a Kodak Company, later
bought by Kodak. They they wereworking on a DVD project for me,
and it was like two o'clock inthe morning, oh God. And they
(33:32):
said, you know, De, and I'm, youknow, huge. I was huge. And they
said, you know, you should gohome and rest for a few hours.
This isn't going to be ready,you know, we'll call you when
it's ready for you to come back.
And I said, Okay, so I went hometo rest, and at four o'clock I
went into labor.
Jerri Hemsworth (33:49):
I'm not coming back.
De Ivett (33:50):
I called my partner at the time, my business partner,
and I said, I'm not going to beable to finish this project
tonight at Laser Pacific. Canyou go in and QC this DVD for
me,
Jerri Hemsworth (34:02):
Please. Pretty please.
De Ivett (34:04):
of course, of course, she did. And so that's when it
started. But Arthur, he was solucky, because he would come in,
you know, to my office, and wehad a bungee jumper in my
doorway, so he was, like, alwayshanging around, you know, it was
literally active, busy, and Ihad several people working for
me at the time that would justtake him in the stroller, and
(34:24):
there was a park around thecorner, they would take him out,
and that was my opportunity towork. So I think during those
first couple of years, I didn'twork 80 hours a week, but it
felt like it probably got twohours a day done.
Jerri Hemsworth (34:40):
I know, and I was the same. I brought Libby.
She came to the office everyday, you know, her pack and play
was right in my office, and itwas just take them along and and
I think our kids are better forthat, honestly, because we were
present their whole lives. And.
Now, Arthur is thriving, and Ithink he got a bit of the
(35:04):
brainiac stuff from you. Don'tyou think that math?
De Ivett (35:09):
He definitely is strong in math. Yeah, he gets
that from me and his dad, yeah.
And he he loves his passion ispolitical science, and he is on
his path now, and he's workingon his PhD.
Jerri Hemsworth (35:23):
Fabulous, fabulous and real briefly. I
don't know how briefly this canbe. You're into you're also a
musician.
De Ivett (35:34):
I am
Jerri Hemsworth (35:34):
on top of all this other tech and design and
all of that. How often do youget to play?
De Ivett (35:43):
Not enough
Jerri Hemsworth (35:45):
guitar, bass.
De Ivett (35:47):
I play bass, and, you know, mostly electric. I do have
a stand up bass that I'm I'mguilty of not having really
learned that instrument, youknow, well enough to play it.
But it's pretty. It's gorgeous,purple, built by one of my
clients at the time King DoubleBass. They actually built it
custom for me and and it'sbeautiful and I will. It's on my
(36:10):
list of things to learn. Theproblem is the style that I want
to play. I just I need a mentor.
I need a good mentor for that.
So I will probably be takingsome music lessons, but I am
primarily self taught on thebass. I have a very good friend
who needed a website or a webpage or something, some help,
(36:32):
and he came and graciouslytrained me how to play with a
pic, which I never knew how todo. But he said, if you're going
to be in punk rock,
Jerri Hemsworth (36:41):
right.
De Ivett (36:42):
You're going to need to play with the pic, okay? And,
and he's a very he's
Jerri Hemsworth (36:47):
Saves the fingertips too,
De Ivett (36:48):
yeah, yeah. I wish I still, I wish I could play with
my fingers better, too. But Ilove the the sound that I get.
And, and I do play kind of hard,I guess, because of the the
genre. But my band that we puttogether in, I think 1998 or
nine is when we first startedplaying out. We played out in
(37:09):
Hollywood for almost five years.
That was during even when Arthurwas born. I had to take a small
hiatus and brought in anotherbass player to stand in for me,
and but we kept it going, and itwas really fun. And it was never
for the money, it was always forthe fun. And we got to go to
Mexico, we played down, we didfundraisers, you know, we got to
(37:29):
help some kids in Tijuana getbicycles. Oh, that's fabulous,
yeah. So and So, that was thefirst band. And then I started
another band that played out fora couple years. We did two big
fundraisers. It was really fun.
We got to open for the bangles,nice one year. And you know, it
(37:50):
was a really great experience.
And it was a whole new lineup ofsongs, and it was the singer
from the first band that camealong too. But at that point,
there were three of us who weresinging up front. So that was
fun. That was my first timeactually singing and playing.
Jerri Hemsworth (38:10):
Did you get any stage fright? or no?
De Ivett (38:12):
I actually, I never really had bad stage fright when
I played music like I would get.
We would all get nervous. Youmight have done a shot of
tequila, have some tequila, geton stage and play. So I think
after the first year of playingout with the punk rock band, it
became more like, okay, when arewe gonna get up there and go
(38:33):
like we were excited. The onlytime we got really nervous is if
we were opening for one of ourbands that was, like a bigger
band that, you know, we werelike, got it, oh, what if we,
what if we mess up? Someonesaid, slop and roll, you know,
whatever it was, we were havingfun, and we had a lot of people
coming out to our shows. And,you know, I do miss that, and I
(38:55):
do still currently work on somewriting projects. So I've been
writing, not enough. Again, notplaying enough, not writing
enough. But I do have one in thequeue that I'm kind of finishing
up now. I think
Jerri Hemsworth (39:10):
I think that's fabulous, because you keep your
creative spirit alive at thesame time you're feeding your
technical brain and spirit,yeah. And I think you're in the
perfect industry for that.
De Ivett (39:26):
It's a true multimedia. Like, yes, there was
ever a person, like that was mydraw to interactive in the first
place. So, like, wow, you can dovideo, you can do audio, you can
do animation, right? All thestuff, all in one place, and
Jerri Hemsworth (39:43):
that's where 5d spectrum is the culmination of
all of that. And I mean, havingworked with you on projects for
clients, I've really gotten tosee how your brain works
and likewise,and projects management and the
creativity, and it's actuallyquite a gift. And I'm
De Ivett (40:06):
Oh, thank you,
Jerri Hemsworth (40:06):
so appreciative of the relationship we have.
De Ivett (40:10):
Yeah, no, it's definitely been mutually
beneficial working relationshipover the years. So
Jerri Hemsworth (40:17):
now I I can't wait to see where 5S Spectrum
goes next as technology evolvesand, you know, you talk a lot
about SEO, and also, evenrecently, talking about, you
know, the fraud that's outthere, and be educating clients
like we don't need to, you know,don't do this. Pay, pay per
(40:39):
click, all of the skills and theknowledge that you and your team
have, I'm really I, whentechnology changes, as we know
it will, I have no doubt. Youknow, 5D is going to be like,
totally there. Real quick. Whatdoes 5D stand for?
De Ivett (41:01):
So 5d is, it's not my name, but everybody thinks,
Jerri Hemsworth (41:06):
Are there five of you?
De Ivett (41:07):
There's not five of me. I just work five times
faster.
Jerri Hemsworth (41:11):
You just have five different, I have five
personalities.
De Ivett (41:14):
Yeah, the 5D stands for our process, and I developed
in in 2010 I had separated mypartnership and started the 5d
spectrum brand on my own. And 5dstands for a process that we
apply to every project, big orsmall, and it is what allows us
(41:35):
to do the good work that we do,because we follow this process.
So the first step is discoverthat's the first D that is the
most important step in theprocess, that is us getting to
know our clients intimately,their business inside and out,
so that we can do a good job forthem. We don't do any design
(41:55):
until we do discover,
Jerri Hemsworth (41:57):
Right. You can't.
De Ivett (41:58):
So the second D is design. Once we're through those
two processes, we can dodevelopment and deploy and
deliver the last two andthey're, they're all very
important, each step in theprocess. And, you know, it
doesn't matter if it's a printbrochure or it's a website,
(42:19):
right? All of those steps have
Jerri Hemsworth (42:22):
Internal under, as I call it, a back end system
that you guys develop. Yeah, youhave to have those. De, thank
you so much for being with metoday.
De Ivett (42:34):
Oh my gosh, thank you for having me. It's so cool
because we still learn abouteach other, and it's so fun.
Jerri Hemsworth (42:40):
Yeah, I'm so grateful.
De Ivett (42:42):
Glendale.
Jerri Hemsworth (42:43):
Glendale, yikes.
De Ivett (42:45):
Thank you Jerri
Jerri Hemsworth (42:46):
We'll talk to you soon. Take care.
De Ivett (42:48):
Bye, bye.
Announcer (42:55):
You've been listening to the How She Got Her
Startpodcast brought to you byEchelon Business Development.
More than just networking. Waymore.
And now from the Echelon Studios in Los Angeles,
California, is the How She GotHer Start podcast. So let's all
get started with your host,Jerri Hemsworth.
Jerri Hemsworth (00:16):
Hi everyone.
It's Jerri Hemsworth, and todayI have a privilege. We were just
chatting about this. I have theprivilege of interviewing
somebody I really consider afriend and colleague. And we've
gone back a number of years,right? We I mean, how long have
we known each other?
De Ivett (00:34):
I think over 15. Yeah, working together. Yeah.
Jerri Hemsworth (00:38):
This is De. I vet. De has a company called 5D
Spectrum. How you doing today?
De Ivett (00:45):
I'm doing great. Thank you, Jerri, for having me on
your show.
Jerri Hemsworth (00:49):
Oh, of course, of course. I'm like, I gotta get
De in here. I gotta get De inhere because she's got such a
great story. She's made it sofar. And it's like, it's
amazing. So first, tell me about5D Spectrum. What is it that you
and the team at 5D Spectrum do?
De Ivett (01:05):
So 5D Spectrum is a full service digital marketing
agency. We have a focus ontechnology. I have a passion for
technology, so I like to bedeveloping challenging projects,
and we have a couple areas ofexpertise in E commerce and
marketing. So when we buildsomething, we like to make sure
(01:25):
our clients are doing a full 360it's not just about building a
website, it's how are you goingto market your business and your
services to customers? So weoffer marketing services. We do
search engine optimization. Wealso do pay per click. We have
all kinds of social mediamarketing, you know, contracts
(01:49):
where we're kind of doing a lotof different things, content
strategy and photography. Welove getting out there and
shooting. You know, real worldphotography
Jerri Hemsworth (01:58):
isn't that fun.
De Ivett (01:59):
Absolutely. And get out of the stock imagery. But,
yeah, yeah, and, and then alsocreating really compelling video
content. So we love working withour customers who are not afraid
to be on camera. And we have acouple who are kind of shy, but
we're, you know, we love helpingthem pull themselves out of
their shell and and get theirmessage out there in a video
format.
Jerri Hemsworth (02:19):
Yeah, I, you know, it's interesting, because
you and I and your team, myteam, we met like you said,
about 15 years ago, maybe evenmore, and we were introduced
through networking organizationand, and I was struck right
(02:39):
away. And you know, we domarketing as well. And, and a
lot of people out there mightthink, Oh, two marketing chicks,
you know, don't they competebecause we do full service stuff
as well. But no, we really don'tcompete because you have
strengths, and we havestrengths, and we ended up
working together
De Ivett (02:59):
Absolutely.
Jerri Hemsworth (03:00):
And that's, that's the beauty of it. And
then if any of us get stuck on aon an issue, we just pick up the
phone. Well now we pick up zoomand say, Hey, what do you know
about this? Or is, you know is,do you have bandwidth to help
with that? But we the firstthing I was struck with you, De,
(03:20):
is you had done some you'd donedesign, but you spoke tech in
plain language, and it was sorefreshing, so refreshing to
have somebody that we could callon and work with, that we could
Understand and we could worktogether to solve a client
(03:43):
issue. So how did you get there?
Okay, let's back up even more.
Where'd you grow up?
De Ivett (03:51):
I was born in Glendale, right here in
California.
Jerri Hemsworth (03:53):
Wait, wait, wait, I was born in Glendale.
Wait, we just learned somethingnew about each other. I didn't
know you were born in Glendale.
De Ivett (04:00):
yeah, Glendale Memorial
Jerri Hemsworth (04:02):
Oh crap. Wow.
De Ivett (04:04):
Okay, and actually, that's second generation. My mom
was also born at the samehospital.
Jerri Hemsworth (04:10):
Oh my, yeah, the hospital I was born at, they
tore down after but that'sanother story.
De Ivett (04:19):
Yeah, so I've been here my whole life.
Jerri Hemsworth (04:21):
Wow. So once you were born, and then where
did you move when you wereteenager, young kid?
De Ivett (04:29):
So I growing up, I actually remember moving, like
probably every two to threeyears. And I used to kind of
brag about that, like, I'venever lived anywhere longer than
two and a half years. She'sworldly, but in when I was about
to go into high school, we hadsome some family issues, and I
(04:51):
ended up moving to Crestline,which is up in the mountains. My
grandma had built a cabin upthere. It was one of my favorite
places to go. Mm. Hmm. I havesuch fond memories, childhood
memories of going up there andspending time with my
grandmother, and all of a suddenI was living there. So I went to
high school. I started 10thgrade, so my in my sister ninth
(05:16):
at the same high school upthere. It's called room of the
world,
Jerri Hemsworth (05:19):
Room of the world,
De Ivett (05:20):
Rim of the World
Jerri Hemsworth (05:23):
okay, sure.
De Ivett (05:24):
And you know, all new friends, it was, it was a start
over. But I always tell people,I really felt like I was on
vacation for three years. Wow,because it's just, it's such a
nice place. And I actually justgot back from a vacation, I went
up there for a week to
Jerri Hemsworth (05:42):
You go out there a lot, don't you?
De Ivett (05:44):
Yeah, I really do. I try to go back. I still have
friends who live up there whonever left the mountain.
Jerri Hemsworth (05:50):
Come down the mountain. No, yeah, it's it's
interesting, because I don't runinto too many people that grew
up in the mountains or spentlived in the mountains, and when
you finished high school, wherewhat did you know, what you
wanted to do?
De Ivett (06:07):
I actually, I didn't really know, and I didn't have a
lot of I didn't have a lot ofhelp from the school or my
parents trying to figure outwhat was I going to do. I was a
math science major. I was thetop third student in math in my
school
Jerri Hemsworth (06:24):
Okay a bit of a nerd.
De Ivett (06:27):
and I loved it. But what they told me I should be
when they do the tests in highschool, and they said you should
be a naval architect. And I waslike, What is a naval architect?
I have no idea what that even isdesigning ships or, yeah, you
know, is it boats design? But ifyou think about it, a naval
architect, whatever that is, itsounds like something very techy
(06:52):
and maybe very creative, whichis probably the only thing they
really got right, is that I'mactually one of those weirdos,
Jerri Hemsworth (07:00):
you and me both. I know where you're going.
De Ivett (07:03):
I do both
Jerri Hemsworth (07:04):
Right brain, left brain,
De Ivett (07:05):
yeah. So I got a scholarship to a college, UCR I
was going to go for anengineering degree, and it just
didn't sound very fun to me. AndI was always very creative, and
I was on the yearbook staff inhigh school, and I did a lot of
the photography for my senioryear, their staff photographer
(07:26):
had gone MIA, and they're like,can you help us out? Sure, I
started shooting and having somuch fun going to all the
events, and I decided I wantedto do a creative career path. So
at the last minute, I canceledmy interest in the engineering
position, which sometimes I kickmyself for not having pursued
(07:48):
that, but I I decided I didn'twant to go to four years of
college, and I just wanted toget a trade degree in graphic
design. And somehow I ended upat the Fashion Institute for
Design and Merchandising,which, yeah, it was,
they had a graphic design
Jerri Hemsworth (08:02):
FIDM pathway at the time, but it was
too I don't want to say it wastoo easy for me, but I wasn't. I
didn't feel like I was learningenough, and it was intense, and
it was great, and I'm glad I didit, and it actually opened my
eyes to other things that Ithink impacted my career long
(08:24):
term, like I had to do somereally interesting studies in
textiles and fabrics and colortrends, and I think that
actually supported my graphicdesign career in ways I never
would have imagined.
I 100% believe that?
De Ivett (08:41):
Yes, but I didn't complete the program. I left
with a 4.0 and I went to ValleyCollege, which was right down
the street,
Jerri Hemsworth (08:48):
sure
De Ivett (08:49):
from where I lived at the time, and I found the most
inspirational teachers that I'veever had in my life.
Jerri Hemsworth (08:55):
Wow.
De Ivett (08:56):
And in the art department there Tom Mossman,
I'll go ahead and name drop. TomMossman was my graphic design
instructor, and I live by thethings he taught me. Still to
this day, I still have hislittle voice in my head saying,
what would you know? What wouldyou do?
Jerri Hemsworth (09:13):
Good mentors do that.
De Ivett (09:14):
Yeah. Great mentor.
And then Joe Bavaro, which is,this is so funny. He was my
three dimensional art teacher,and he was just fantastic. But
he also redesigned theMetropolitan Museum, which is on
Laurel Canyon Boulevard in NorthHollywood. And so he he built
the museum like he designed thatspace. And I actually owned a 59
(09:35):
metropolitan so I was actuallythriving at the time I was in
college, and so I thought thatwas such a weird coincidence,
but working through hisprocesses and his his critical
thinking on art projects, justthose are lessons that were so
valuable. I carry them with metoday, and I I've encouraged
(09:57):
other people over the years togo through the junior college
system and get get the educationthat they deserve at the price
they can afford.
Jerri Hemsworth (10:08):
Absolutely.
De Ivett (10:09):
and and I, you know, I've no regrets, yeah, so I left
there with with a high GPA,fully intending to move on to a
university to finish my mydegree, when I got sidetracked.
So and, you know, photographywas always a passion. I was
still doing that. I actuallyshot real estate photography
(10:33):
while I was in college, and thatwas helping me pay my bills. I
had three jobs, but that was myfavorite of the three. And
that's that's
Jerri Hemsworth (10:41):
interesting, because I also worked my way
through college, and I didn'thave three jobs. I just had one.
But it's kind of, I always thinkof of you being scrappy, like
you knew where you needed to beand what you needed to do, and
put your head down and go forit. You have that brain that
lets you do that
De Ivett (11:02):
scrappy. I like scrappy.
Jerri Hemsworth (11:04):
She's scrappy.
De Ivett (11:05):
Well, one of my jobs was I was a cashier at Lucky
supermarket. Yeah, it was righthere in the valley.
Jerri Hemsworth (11:11):
Yes.
De Ivett (11:12):
And that actually helped me the most, I think,
because I got my healthinsurance and it was a union
job, and it was well paying atthe time, and I knew, you know,
friends in high places, I workedmy way up pretty quick, so it
was a nice, stable part timejob.
Jerri Hemsworth (11:31):
Nice.
De Ivett (11:32):
And it also gave me some insight as to what type of
career path I might actuallywant to be on, and I knew that
customer service on the frontline in the grocery store was
not in my future, especially Iactually got held up working
(11:53):
there.
Jerri Hemsworth (11:54):
Oh crap. Oh, something happens.
De Ivett (11:57):
It happens, but it happened three times before I
left that job. Oh, so that thatwas kind of, I put that all in
my past. I probably won't everdo that again.
Jerri Hemsworth (12:06):
Yeah, that's been there, done that. Don't
need to go back.
De Ivett (12:09):
And then the third job was really interesting. So I was
shooting photography, working atLucky and then my mom and her
boyfriend at the time, hadstarted a company in technology
and they were developing, theyactually were building chassis
for hard drives for Applecomputers.
Jerri Hemsworth (12:28):
Get out.
De Ivett (12:29):
And so I actually, I had a good fortune of having an
early Apple Computer. I rememberwhen I graduated from college,
there was one computer in theart department, and nobody used
it. Nobody knew how to use it
Jerri Hemsworth (12:46):
Gathering dust in corner.
De Ivett (12:46):
It sat on the desk and and Tom Mossman was, you know,
he was learning as as he should.
You know, we are all trying tofigure out, what do we do with
this computer? So I had a, Ithink it was a 512k plus or
something with the floppy disk,sure, and I started teaching
myself how to do graphic design.
(13:07):
And I remember going back to Tomafter I graduated, and I said, I
love these computers, and I knowyou're getting them this
semester. Let me help you. Andso back to what my mom was
doing. So we were, we had accessto all kinds of Apple computers
as prototypes, because we werebuilding chassis and hardware
(13:28):
and doing all the trade showsand,
Jerri Hemsworth (13:30):
oh, my God.
De Ivett (13:31):
I got to help with the photography for the brand. We
had a really good photographer,so I was learning from him, we
had a trade show booth that, youknow, I got to help design, and
then work, I got to work at thetrade shows, and I actually
wrote all of the installationmanuals
Jerri Hemsworth (13:49):
You're kidding.
De Ivett (13:49):
and shot all of the photos for how to install your
hard drive. So all thosetechnical documents and all that
boots on the ground experience Igot working for my mom's
company, you know, again,invaluable.
Jerri Hemsworth (14:05):
Oh, yeah.
De Ivett (14:05):
And so I always look back at that like, you know, on
the job, training has been thebest thing for me my entire
career path.
Jerri Hemsworth (14:15):
Well, also, wouldn't you say curiosity. You
have, you're very curious howthings work. And, like, delving
De Ivett (14:25):
Yeah, I do. I have to understand how things work,
into that.
yeah. And, you know, I'm notafraid to take something apart,
yeah, try to fix it. Like I'm,I'm a big advocate of, let's
not, like, throw everything awaythat's broken, try to fix it,
you know, yeah, I love trying tofix things, rather than putting
(14:46):
it in the landfill. You know,it's mechanical. My dad was an
engineer, and he didn't go tocollege, and he had his entire
career path running a printingpress, you know, starting with
the small printing press rightout of college. And. Eventually
he was running a 16 color, twostory, quarter mile long press.
(15:06):
Press, yes. Oh, and he was thinand in shape, because, yeah,
that's all he did all day, wasrun, you know, round and forth
and up and down. And he, as anengineer himself, with an
engineering brain, inventedseveral parts that he ended up
patenting and getting put intoproduction on the web press. So
(15:28):
he created a press dampener wasto keep the blanket wet longer.
He created a what he called asucker foot, like a little
suction cup that picks up thepaper. Yeah, and he invented one
that actually lasted longerthan, you know, a few weeks. And
because he got so frustratedconstantly having to change out
(15:48):
parts, yeah. And so in his finalcareer days, he ended up being a
consultant with Creole, which isout in Vegas, and, you know,
it's one of the bigger shops.
And he doesn't get the computertechnology, but he knows how to
run a press,
Jerri Hemsworth (16:03):
yeah
De Ivett (16:04):
And, you know, so all those things sort of they're
Jerri Hemsworth (16:07):
building blocks for you
De Ivett (16:08):
They are building blocks
Jerri Hemsworth (16:09):
you were absorbing and you probably
didn't realize it.
De Ivett (16:11):
And every single printed thing I ever brought
home, my dad would get out hisloop, and he would look at it,
and he's like, wow, this isreally great. Who did the
printing on
Jerri Hemsworth (16:20):
the registration type.
De Ivett (16:23):
And then when we started getting digital
printing, and you know, I wasusing a company called four over
for production, and it's verylow cost. They do batch runs
like they'll throw probably 100business cards on a sheet and
run the
Jerri Hemsworth (16:38):
gang printing,
De Ivett (16:39):
gang printing. And he could not believe the quality of
the printing. It just completelyblew his mind. So it was really
fun interacting with him overthe years on the different
projects that I got to do, andespecially when I worked in more
print, graphic design and doingannual reports, and we had
(16:59):
bigger budgets for printing, andwe were doing really fancy stuff
using the high end printers inLA.
Jerri Hemsworth (17:04):
Yeah. well, you ended up doing a lot of work in
the entertainment industry,didn't you?
De Ivett (17:10):
Yeah, I did, actually.
So in in the beginning of mycareer, I worked in the small ad
agency and got a lot ofexperience in every area of the
business. The only thing I neverdid, I still, I still kind of
shy away from, is, is the actualcopywriting. We had a great
copywriter at the agency Iworked with, and I'm like,
(17:31):
That's your job. I'll make sureit gets done. And the, I think
the first year that I took themy very first agency job i They,
I begged my production managerto let me use the computer to do
the layout, and she didn't knowif it was a good idea, because,
you know, we're on a reallycritical deadline, and but she
trusted me, and we had doneenough small projects where she
(17:54):
was starting to see theadvantages of using the computer
and and I think at the end ofthe day, we saved about $30,000
in production costs that year.
So the owner of the company wasthrilled, wow, at the time. You
know, that was a big deal. Andwe, of course, went on the path
(18:16):
to convert the what was thetraditional on the board to
digitals.
Jerri Hemsworth (18:22):
Yeah, yeah, that transition in the late 80s,
early 90s, to go and I wentthrough the same thing in in
publishing, to go fromtraditional typesetting and art,
art tables and paste up toconvert was very high stress for
a number of creatives, and notall creatives made it. So a lot
(18:45):
of people suddenly were out of ajob because their brain wouldn't
shift. Yeah, and
De Ivett (18:52):
I saw that firsthand, and in the very same agency,
there was a production personworking there, and I was really
knocking out the work prettyfast. And I'm pretty fast,
anyways. But she said, you know,you really need to slow down,
because they're gonna expect youto be this fast all the time.
(19:13):
Oh, boy. And I said, What do youmean? Like, we could do so much
more free time to be creative.
Yeah, you know. So I was, like,I was really turned off by that,
like, slow down comment, yeah,I, you know, I sure we can slow
down a little bit, but if thecomputer is going to give you,
you know, an edge on theproduction value, Yep, yeah, and
(19:33):
you have more time to becreative.
Jerri Hemsworth (19:38):
Why not? Yeah, I know I ran into some of that
too. So how did you decide to goout on your own? What was that
to have your own business?
De Ivett (19:48):
Yeah that was that was a big decision point. I had a
really great job at the time, soI worked for a company called
DZN the design group, and that'swhere I caught. At my chops in
the entertainment industry,because we, we had a, they had a
small interactive division. Icame in as a programmer, so I
(20:09):
had gone off on a tangent of mydesign, you know, background,
and through a state fundedprogramming went through a
programming program, andactually became,
Jerri Hemsworth (20:22):
It's like coding and all of that, like,
yeah, learning how to program.
De Ivett (20:25):
Yeah. It was for making, you know, children's
games, interactive CD ROMstoday, right? So it was a
language called Lingo. It wasMacromedia Director. Was the
program, and I it just resonatedwith me at such a high level, I
was so fun and easy for me, andI had such a great mentor. We
had a female led group. KathyKozel. She was amazing. She used
(20:51):
to teach a class at UCLA formultimedia, and she was the
leader of a group in Hollywood.
We used to meet once a month,and it was probably 100 people
would come together, and shewould share her ideas on object
oriented programming. And thisis a community where, typically,
people were hoarding informationand they didn't want to share
(21:14):
their knowledge because theywere afraid they would lose an
opportunity and
Jerri Hemsworth (21:20):
Competition.
De Ivett (21:21):
Kathy came, you know, to this group with the concept
that, hey, there's enough workout there for all of us. Let's
share our knowledge and learntogether. And I have, I stole
her attitude, and I've alwaysloved teaching. Yeah, I love
sharing ideas. I love teachinganything challenging, art
(21:45):
programming. So I ended up,ultimately, ending up taking
over the group for her, and theytook over her class at UCLA for
a semester as well. And and, youknow, so I've kind of so I came
into DCN as a programmer and andI actually ended up running that
(22:06):
division eventually. So we kindof branched off when CD ROM was
getting it was too small, postedstamp sized videos. And it was,
it was, it was a tough medium towork with, sure, and DVDs were
emerging. We actually our studiowas one of the very first.
Actually, we were the firststudio to show Warner Brothers
(22:28):
what would a DVD menu look. Howdoes the remote work with the
DVD interface? And we got todesign that, and I programmed it
as a simulation, and we went andpresented it, and ultimately the
agency won the Warner BrothersDVD account, and we also had the
universal DVD account and acouple others. So my little team
(22:51):
in the interactive division wentfrom a few people, and we
quickly, over a couple years,grew to 70.
Jerri Hemsworth (22:59):
Wow.
De Ivett (23:00):
So this experience was, it was incredible. I mean,
first of all, my boss, greatmentor, and you know, gave me
the reins, and, you know, let mein on every part of the process,
including hiring people,managing people, you learned.
and being, you know, I wasoverseeing that the technical
(23:21):
side of the project and thecreative team so and we worked
on great projects like theMatrix is probably so cool, the
best known of all the titles,but, you know, being involved
with the creative concepts thatwent into that DVD project.
Jerri Hemsworth (23:39):
That's literally the cutting edge, the
beginning of UI/UX. I mean thatnow people call it UI/UX,
De Ivett (23:48):
Web enablement, right?
That was a big term.
Jerri Hemsworth (23:51):
web enablement.
De Ivett (23:52):
I met, I met the person who invented the web TV,
and I was obsessed with, I waslike, Really, so you can get the
web on a TV? And he was so,like, I guess my enthusiasm was
over the top. And he said, Letme send you one of those, you
(24:12):
know, web TV units. So he sentone to me, and we we set it up
for my grandfather, who was inhis 80s at the time. Oh my, and
had never used a computer, and Itaught him how to use it, and he
was all of a sudden engaging inemail communication and all
sorts of things that he wasnever going to do because of
this crazy web TV device.
Jerri Hemsworth (24:34):
So, you know, so you're leading, like a group
of 70 people, where did the ideaof like, okay, I need to do my
own thing come from?
De Ivett (24:43):
Yeah, so, and I really, I enjoyed, I love that
job. So it wasn't, it wasn'tthat I didn't love that job,
right? I had an opportunity thatpresented itself. It was not
competitive with what I wasdoing. And I was like, well, in
a sense, it was a totallydifferent, you know, line of
business. And it was, I kind ofalways did moonlighting.
Jerri Hemsworth (25:04):
Oh, we all did.
You all had a freelance andmoonlight?
De Ivett (25:08):
Yeah. And it wasn't, it wasn't for the money. It was
more for the variety of project,
Jerri Hemsworth (25:13):
variety, creativity.
De Ivett (25:15):
I got pulled in on one year. One of my clients who I
still work with today, pulled mein on creating graphics for the
Democratic Convention. I got towork on so many cool projects
outside of my day to day jobthat kept me learning. Like one
of my moonlighting gigs wasworking on a DVD project that
(25:37):
was an interactive project, andso I was doing coding and
moonlighting and meeting peopleoutside of work.
Jerri Hemsworth (25:44):
this is so funny, because you're while
you're doing that that side, Iwas moonlighting designing point
of sale displays for Disney'sDVD collection of Lion King and
Aladdin. And it's like it wasmind blowing to me, that I, in
(26:07):
my moonlight, could design forDisney.
De Ivett (26:10):
yeah.
Jerri Hemsworth (26:11):
And that's what that freelancing, or, you know,
being eager, just for thecreativity and the variety,
that's what it brings, yeah. And
De Ivett (26:21):
so one of my favorite moonlighting gigs was for BBDO
Jerri Hemsworth (26:25):
Oh, ad agency.
De Ivett (26:27):
They had the Apple account, of course. And I'm
always been an apple person,right? So from beginning days
with my mom.
Jerri Hemsworth (26:36):
Don't bring a PC near me.
De Ivett (26:39):
So I got to work on one of the campaigns. I was
creating the animated graphicsthat went on the screen during
the commercial shoot. So I gotto be on set with the team, the
BBDO creative team. Joe Pytkawas the director. It was an
intense, fun, awesomeexperience, and I will never
(27:02):
forget it, and it actually kindof draw it. That's where I got
my interest in working intelevision production, which I'm
currently trying to pivot intomore production at this point in
my career, because I love it.
I'm good at it. I'm, yeah, youknow, I'm, I'm happy to be part
of a team. So I am part of anetworking group that's
(27:23):
dedicated to women in film. And,you know, I'm looking for those
kind of projects. But to go backto the like, how did I start my
business? Yeah, I had one of myfreelance buddies, you know,
moonlighting buddies, came to meand said, Hey, I need you to
design this mini CD ROMinterface for I think the first
(27:45):
one I did was for hockey, and Iwas a hockey hockey fan, so it
was fun, and I got to design it.
And she said, you know, wereally would love for you to be
come and work for us and designthese mini CDs and and I was
like, well, that's I would loveto do that. But I don't want to
(28:07):
just come be your designer. Iwould love to, let's start a
business. You know, they have,at the time the upper deck
account, they were doingbaseball, hockey and all the
sports. And then someopportunities came up to do
Pokemon and some movie relatedand, and I actually did a Tiger
(28:28):
Woods prototype.
Jerri Hemsworth (28:29):
Wow.
De Ivett (28:30):
And, you know, so we, we did. We decided, let's start
a business. So we wanted to doour own agency, and, and that's
how we started. I gave threemonths notice. Wow, that's
pretty nice. I well, I was, youknow, running a big show there,
and I wanted to make sure thatthey found the right people to
replace, replace me. And youknow, that's when I moved. Now,
(28:53):
moved on.
Jerri Hemsworth (28:53):
Did you have your son, Arthur, by this point?
De Ivett (28:56):
No,
Jerri Hemsworth (28:57):
Not yet.
De Ivett (28:59):
no, but I had moved to Burbank, and my agency had moved
to Marina del Rey, and if youlive in Los Angeles, that is not
a nice commute. There's no easyway to get down there. It's at
least minimally an hour, if nottwo hours each direction. And I
was super against thecarpooling. Well, I couldn't
(29:23):
carpool, but I just the commutewas killing me, honestly. So I
was actually going into workearly every day and leaving
late. So I was working way toomany hours, and which, you know,
I've never been afraid of hardwork, and I am kind of
workaholic, so I I was puttingin too much, too much time, and
just the commute, I felt likeI'm wasting three to four hours
(29:45):
a day on the road. And this isbefore we had, you know, cell
phones, and so we weren't, like,communicating that way. I did
have a walkie talkie when Iworked cool so they could catch
me when I was at WarnerBrothers, they would, you know.
Know, the Nokia walkie talkie,sure, but, you know, I really
needed to make a change, and Ihad a couple other
(30:08):
opportunities, but starting myown thing, it was the right
time, and it was the right, youknow, opportunity. So we formed
a partnership. There were threeof us, and that's how it all
began, and, and we, you know,that was the beginning of our
journey. We had a differentcompany name at the time, yeah,
Jerri Hemsworth (30:29):
yeah. But then you get into websites, you get
into all the program, all thatback end, yeah, knowledge and
programming obviously evolvedinto all things that have to do
with that, including websitesand marketing.
De Ivett (30:47):
And I really, we really had a focus on technology
when it first started. So inthis was in the end of 1999 2000
and our first big web client wasTrillium, and that was a Intel
company. They got bought byIntel while we were working with
them. And we also worked withAmerican Express company called
(31:12):
Workadia. And we just had a lotof clients at that time, Tibco
in Infosys that were very techieat the time.
Jerri Hemsworth (31:21):
right
De Ivett (31:22):
So, and I my background for the, you know,
prior four years was in DVD andCD ROM. So, so I actually didn't
pursue the DVD work right away,because I, you know, I cared
about my non compete agreement,even though, I guess they're not
legal in California.
Jerri Hemsworth (31:42):
Not anymore. I don't know. Yeah, they
De Ivett (31:45):
Weren't at the time either. But, you know, I didn't
want to step on these toes. Ithink everybody
Jerri Hemsworth (31:50):
there's an ethic thing.
De Ivett (31:50):
Yeah. Back to Kathy Kozel. There's enough work out
there for all of us.
Jerri Hemsworth (31:54):
And there's a core ethic responsibility in
you, yeah, that you're like,that's just not cool to do.
De Ivett (32:02):
But when the opportunity presented itself,
and I was past that time, I didstart working with universal,
and we landed the most of thekids titles. So we were doing
Land Before Time, and we weredoing the children's titles,
they would put a little bit moreeffort into making them
(32:23):
interactive. So we weredesigning set top games, and it
was so much fun.
Jerri Hemsworth (32:30):
I bet.
De Ivett (32:30):
So, you know, we got into the catalog work for them,
and it kept us busy for manyyears. So we were doing web
development also, but we werealso, like, back into the DVD
world.
Jerri Hemsworth (32:43):
And what year was, was Arthur born? So
De Ivett (32:46):
So he was born in 2002.
Jerri Hemsworth (32:48):
Okay. So two years into it, how was it being
a business owner, and being amom.
De Ivett (32:54):
Very fortunate to have had my own business, right?
Because, you know, I got to makemy own rules, and I got to have
whatever help I needed that Icould afford. Also, Arthur
basically started coming to theoffice with me from day one.
Jerri Hemsworth (33:11):
Libby too.
De Ivett (33:11):
I think I took less than two weeks off work, and I
was actually working the night Iwent into labor. Yeah, funny
story. I was at Laser Pacific,which was a Kodak Company, later
bought by Kodak. They they wereworking on a DVD project for me,
and it was like two o'clock inthe morning, oh God. And they
(33:32):
said, you know, De, and I'm, youknow, huge. I was huge. And they
said, you know, you should gohome and rest for a few hours.
This isn't going to be ready,you know, we'll call you when
it's ready for you to come back.
And I said, Okay, so I went hometo rest, and at four o'clock I
went into labor.
Jerri Hemsworth (33:49):
I'm not coming back.
De Ivett (33:50):
I called my partner at the time, my business partner,
and I said, I'm not going to beable to finish this project
tonight at Laser Pacific. Canyou go in and QC this DVD for
me,
Jerri Hemsworth (34:02):
Please. Pretty please.
De Ivett (34:04):
of course, of course, she did. And so that's when it
started. But Arthur, he was solucky, because he would come in,
you know, to my office, and wehad a bungee jumper in my
doorway, so he was, like, alwayshanging around, you know, it was
literally active, busy, and Ihad several people working for
me at the time that would justtake him in the stroller, and
(34:24):
there was a park around thecorner, they would take him out,
and that was my opportunity towork. So I think during those
first couple of years, I didn'twork 80 hours a week, but it
felt like it probably got twohours a day done.
Jerri Hemsworth (34:40):
I know, and I was the same. I brought Libby.
She came to the office everyday, you know, her pack and play
was right in my office, and itwas just take them along and and
I think our kids are better forthat, honestly, because we were
present their whole lives. And.
Now, Arthur is thriving, and Ithink he got a bit of the
(35:04):
brainiac stuff from you. Don'tyou think that math?
De Ivett (35:09):
He definitely is strong in math. Yeah, he gets
that from me and his dad, yeah.
And he he loves his passion ispolitical science, and he is on
his path now, and he's workingon his PhD.
Jerri Hemsworth (35:23):
Fabulous, fabulous and real briefly. I
don't know how briefly this canbe. You're into you're also a
musician.
De Ivett (35:34):
I am
Jerri Hemsworth (35:34):
on top of all this other tech and design and
all of that. How often do youget to play?
De Ivett (35:43):
Not enough
Jerri Hemsworth (35:45):
guitar, bass.
De Ivett (35:47):
I play bass, and, you know, mostly electric. I do have
a stand up bass that I'm I'mguilty of not having really
learned that instrument, youknow, well enough to play it.
But it's pretty. It's gorgeous,purple, built by one of my
clients at the time King DoubleBass. They actually built it
custom for me and and it'sbeautiful and I will. It's on my
(36:10):
list of things to learn. Theproblem is the style that I want
to play. I just I need a mentor.
I need a good mentor for that.
So I will probably be takingsome music lessons, but I am
primarily self taught on thebass. I have a very good friend
who needed a website or a webpage or something, some help,
(36:32):
and he came and graciouslytrained me how to play with a
pic, which I never knew how todo. But he said, if you're going
to be in punk rock,
Jerri Hemsworth (36:41):
right.
De Ivett (36:42):
You're going to need to play with the pic, okay? And,
and he's a very he's
Jerri Hemsworth (36:47):
Saves the fingertips too,
De Ivett (36:48):
yeah, yeah. I wish I still, I wish I could play with
my fingers better, too. But Ilove the the sound that I get.
And, and I do play kind of hard,I guess, because of the the
genre. But my band that we puttogether in, I think 1998 or
nine is when we first startedplaying out. We played out in
(37:09):
Hollywood for almost five years.
That was during even when Arthurwas born. I had to take a small
hiatus and brought in anotherbass player to stand in for me,
and but we kept it going, and itwas really fun. And it was never
for the money, it was always forthe fun. And we got to go to
Mexico, we played down, we didfundraisers, you know, we got to
(37:29):
help some kids in Tijuana getbicycles. Oh, that's fabulous,
yeah. So and So, that was thefirst band. And then I started
another band that played out fora couple years. We did two big
fundraisers. It was really fun.
We got to open for the bangles,nice one year. And you know, it
(37:50):
was a really great experience.
And it was a whole new lineup ofsongs, and it was the singer
from the first band that camealong too. But at that point,
there were three of us who weresinging up front. So that was
fun. That was my first timeactually singing and playing.
Jerri Hemsworth (38:10):
Did you get any stage fright? or no?
De Ivett (38:12):
I actually, I never really had bad stage fright when
I played music like I would get.
We would all get nervous. Youmight have done a shot of
tequila, have some tequila, geton stage and play. So I think
after the first year of playingout with the punk rock band, it
became more like, okay, when arewe gonna get up there and go
(38:33):
like we were excited. The onlytime we got really nervous is if
we were opening for one of ourbands that was, like a bigger
band that, you know, we werelike, got it, oh, what if we,
what if we mess up? Someonesaid, slop and roll, you know,
whatever it was, we were havingfun, and we had a lot of people
coming out to our shows. And,you know, I do miss that, and I
(38:55):
do still currently work on somewriting projects. So I've been
writing, not enough. Again, notplaying enough, not writing
enough. But I do have one in thequeue that I'm kind of finishing
up now. I think
Jerri Hemsworth (39:10):
I think that's fabulous, because you keep your
creative spirit alive at thesame time you're feeding your
technical brain and spirit,yeah. And I think you're in the
perfect industry for that.
De Ivett (39:26):
It's a true multimedia. Like, yes, there was
ever a person, like that was mydraw to interactive in the first
place. So, like, wow, you can dovideo, you can do audio, you can
do animation, right? All thestuff, all in one place, and
Jerri Hemsworth (39:43):
that's where 5d spectrum is the culmination of
all of that. And I mean, havingworked with you on projects for
clients, I've really gotten tosee how your brain works
and likewise,and projects management and the
creativity, and it's actuallyquite a gift. And I'm
De Ivett (40:06):
Oh, thank you,
Jerri Hemsworth (40:06):
so appreciative of the relationship we have.
De Ivett (40:10):
Yeah, no, it's definitely been mutually
beneficial working relationshipover the years. So
Jerri Hemsworth (40:17):
now I I can't wait to see where 5S Spectrum
goes next as technology evolvesand, you know, you talk a lot
about SEO, and also, evenrecently, talking about, you
know, the fraud that's outthere, and be educating clients
like we don't need to, you know,don't do this. Pay, pay per
(40:39):
click, all of the skills and theknowledge that you and your team
have, I'm really I, whentechnology changes, as we know
it will, I have no doubt. Youknow, 5D is going to be like,
totally there. Real quick. Whatdoes 5D stand for?
De Ivett (41:01):
So 5d is, it's not my name, but everybody thinks,
Jerri Hemsworth (41:06):
Are there five of you?
De Ivett (41:07):
There's not five of me. I just work five times
faster.
Jerri Hemsworth (41:11):
You just have five different, I have five
personalities.
De Ivett (41:14):
Yeah, the 5D stands for our process, and I developed
in in 2010 I had separated mypartnership and started the 5d
spectrum brand on my own. And 5dstands for a process that we
apply to every project, big orsmall, and it is what allows us
(41:35):
to do the good work that we do,because we follow this process.
So the first step is discoverthat's the first D that is the
most important step in theprocess, that is us getting to
know our clients intimately,their business inside and out,
so that we can do a good job forthem. We don't do any design
(41:55):
until we do discover,
Jerri Hemsworth (41:57):
Right. You can't.
De Ivett (41:58):
So the second D is design. Once we're through those
two processes, we can dodevelopment and deploy and
deliver the last two andthey're, they're all very
important, each step in theprocess. And, you know, it
doesn't matter if it's a printbrochure or it's a website,
(42:19):
right? All of those steps have
Jerri Hemsworth (42:22):
Internal under, as I call it, a back end system
that you guys develop. Yeah, youhave to have those. De, thank
you so much for being with metoday.
De Ivett (42:34):
Oh my gosh, thank you for having me. It's so cool
because we still learn abouteach other, and it's so fun.
Jerri Hemsworth (42:40):
Yeah, I'm so grateful.
De Ivett (42:42):
Glendale.
Jerri Hemsworth (42:43):
Glendale, yikes.
De Ivett (42:45):
Thank you Jerri
Jerri Hemsworth (42:46):
We'll talk to you soon. Take care.
De Ivett (42:48):
Bye, bye.
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