Everett Katigbak: Indie Streak

What do Anthropic, Facebook, Pinterest and Stripe all have in common?

Everett Katigbak has played a foundational creative role at some of the most iconic brands in technology. His film work documents the stories of seminal figures who have shaped culture, such as his documentary projects on Stewart Brand and Luis Valdez.

In this in-depth conversation at his beautiful San Francisco home, Everett describes the “golden thread” that weaves through his non-linear career path, the importance of humanizing infrastructure, and why he believes your side hustle is actually your “true form.”

As of this recording, Everett has set out on his own to develop an independent creative practice. After years behind the camera, tech’s “brand guru” steps out in front of it.

00:00 Intro: “Your side hustle is your true form”

03:01 Making Facebook Feel Human

05:04 Getting Hired Because You Don’t Fit

08:10 Why San Francisco? Place Before Job

11:33 Analog Research Lab origins & mantras

13:35 Propaganda, Self-Talk, and Shaping Company Culture

16:32 Designing for Engagement vs. Meaning

17:18 Living in Contradictions: Anachronist Meets Futurist