We recently connected with Casey Latiolais and have shared our conversation below.

Casey, thanks for taking the time to share your stories with us today Let’s jump right into how you came up with the idea?

Good Secrets came out of one of those “oh shit” moments where you realize you’ve just jumped off the cliff, and now you’ve gotta build the plane on the way down. It was late 2021, and I was freelancing as a director. A friend at an ad agency asked if I could throw together some numbers for a client. So, I tossed out what I thought was a pretty ballsy, high estimate for a broadcast spot, fully expecting them to balk at it. But instead, they said, “Sure, that works.” And I was like, “OH FUCK, now we actually have to do this.”

At that point, it wasn’t just a matter of getting the job done, it was about doing it right, which meant bringing in some of the best people I’ve worked with over the years. My accountant told me I’d have to start a company for this gig, and that’s how Good Secrets was born. It wasn’t some long, drawn-out master plan—just an opportunity that snowballed.

I’ve been in the animation and design world since 2009, and over the years, I’ve had the chance to work with an insane pool of talent. I knew if I was going to dive into this headfirst, it had to be all about the people. That’s what makes Good Secrets special. It’s not just me; it’s this collective of artists, designers, animators, and creatives who’ve been part of my world for years. Now, with Ryan Shoe as my business partner, we’ve got this knack for assembling the perfect team for each project. Sometimes, when we’re pulling folks together for a job, it feels a little like a heist movie—getting that dream team together, each with their own special skills, ready to pull off something ambitious, a little risky, and, most importantly, cool as shit.

Casey, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My journey into the creative industry started with a mix of business school boredom and a love for animation. After teaching myself the ropes, I worked my way through various roles, from motion design to directing, until I launched Good Secrets in 2021.

Good Secrets is a creative studio that’s all about animation, design, and 3D. We specialize in crafting beautiful visual content for advertising, TV, and experiential design. We keep things lean, bring in the best talent, and prioritize building real, ego-free relationships with clients. At the end of the day, it’s about creating work we are proud of and enjoying the process.

How’d you meet your business partner?

Good Secrets often partners with creative agencies that need our design or animation support, and that’s how I met Ryan Shoe. He was producing at one of these agencies, and I realized he was the perfect piece I was missing. Ryan’s super organized, in ways I am not, and he’s also got a creative background from film school at NYU.

What sealed the deal is that he’s not a yes-man. I wanted a partner who could challenge me, and Ryan brings that kind of creative counterbalance that makes our work stronger and pushes us forward.

Is there mission driving your creative journey?

I’ve never been one for strict long-term plans. I think five-year plans are total bullshit. Setting goals is great, but if you’re too rigid, you end up with blinders on, missing out on unexpected opportunities. The best decisions I’ve made have been about saying yes to calculated risks as they come. For Good Secrets, my mission is simple: keep making great work and be good people to work with. I’m not chasing fame or fortune; I just want us to keep pushing creatively and enjoying the ride.

Contact Info:

• Website: www.goodsecrets.co
• Instagram: https://www.instagram.com/goodsecrets.co
• Linkedin: https://www.linkedin.com/company/good-secrets

Image Credits
Ian Kose, Marla Moore, Chris Bauer