Meet Dex Deboree | CEO, Falkon

We had the good fortune of connecting with Dex Deboree and we’ve shared our conversation below.

Hi Dex, how did you come up with the idea for your business?
I had another business prior that was kind of the beta version of Falkon. There we developed the concept of collapsing layers in advertising, essentially merging the skills and offerings of a traditional advertising agency and that of a production company into ONE THING. Not so much housing both sets of skills under one ownership, but actually combining the skills and talents to be a seamless process, finding, cultivating and perfecting people to work across a few different disciplines to both create a much more efficient team and process. And, most importantly, to mitigate the “watered down” effect or game of “telephone” that happens within large ad agencies and their siloed departments, which is then further strained by outside production companies completely disconnected from the full lifecycle of an idea.
That’s the core of Falkon’s approach now, but the main difference in Falkon and my old company is that we tightened our focus to a contained area of expertise, inspired entirely by what we are passionate about vs. just cool work, good budgets or even high profile accounts. We also added entertainment and applied the same integrated philosophy to how we approach feature films and tv series.

For example, I develop ideas, establish a clear strategic POV myself, execute the art direction and copywriting, and then bring it to life as the director on ad campaigns. On feature films and TV shows, I’ll concept, create the pitch deck myself, and then write, serve as showrunner, produce and direct the film or series, often playing story-editor as well. Essentially eliminating a few roles within each of those tradecraft areas and the traditional teams built to create them, and owning the creative process from a strong, singular point of view – one main driver of all, with a team supporting the rest.

But more important than all of that was really the powerful crystallization of my own life’s purpose. That was the real inspiration for Falkon. I was in the middle of interviewing Lena Waithe for my first feature doc. And the convo was so profound that I emerged from the studio we were shooting in, different. The world looked a little different. I was just a little different. And I KNEW at that moment that this kind of conversation, excavating this kind of subject, and crafting this kind of story to share with the world would have a big impact on the world. And THAT was my whole reason for becoming a storyteller in the first place; I’d gotten away from it over the years. Caught up in doing well, making money and succeeding, in that moment I realized NONE of that was the point. That telling stories that had the power to change the world was the point, at least for me. So, Falkon was born out of that, and in service of doing exactly that and nothing else.

Alright, so let’s move onto what keeps you busy professionally?
My art is creating powerful visual stories that are meant to truly inspire the world – either on some deeply personal level or a grandly universal level. The heart of the story really has to carry a message that has the ability to truly impact people, their point of view on the world and their lives. Of course, I want people to be entertained, but if they don’t FEEL something really deeply and viscerally then I’ve really failed to achieve what I set out to do artistically. Some of these stories include “Promiseland,” the intimate and all-access coming of age story of 2020 NBA rookie sensation Ja Morant from the eve of his NBA debut through the pandemic, Black Lives Matter, and on to his ‘Rookie of The Year’ crowning; an upcoming documentary with Ebony Studios on the impactful legacy of Kobe Bryant that inspired a mural movement by a diaspora of visual artists that visitors around the world pay homage to; and “Best Shape Of My Life,” which started as an innocent physical weight loss transformation story that truly unraveled into a life transformation story around the wildly fascinating Will Smith, as well as a slew of films and shows that are about to go into production.

People are demanding transparency and authenticity from content creators rather than merely showcasing a cool story, selling a product or service for its features and benefits. That’s what sets me and my team apart – artful storytelling that authentically positions, educates and enlightens people through the lens of sports, social and cultural impact. One of the things I’m most proud of is our TNT Original docuseries “The Game Plan with Shaquille O’Neal,” which highlights inspirational stories of Atlanta-based entrepreneurs as they receive business advice, identify new opportunities to sharpen their “game plan” and change their communities. The intention of the show was so deep and meaningful and yet we got to bring style to it, lean on a big name host in Shaq, who also brought something a bit different than his usual lighter and fun loving self, as well as a range of great guest stars from sports and culture who all really invested in the deeper meaning and noble intention of the show and its message.

The path has not always been easy, but with every challenge, I hold onto Falkon’s philosophy that beliefs are the engine that shape culture and the world as they challenge the rules of today by shaping the lives of communities tomorrow.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Well, that would require me to actually have a best friend, first off, which I don’t! (lol) My work, my family and my dedication to a strict fitness regimen pretty much occupy nearly every ounce of my time. But, theoretically, I would take them to the beach – the bluffs in Santa Monica or the ocean are a go-to for clearing the mind for me. I love the Capo Restaurant and The Proper Hotel Rooftop in Santa Monica. Brentwood’s Baltaire Restaurant is another favorite. I’d take them to one of the hiking trails; the one up Mandeville Canyon is just up the street from my house, and then I’d take them up to Malibu – for both the food and the laid back vibe. On the way, we’d hit Will Rogers State Park in Pacific Palisades. Of course, I’d have to drive down Sunset Boulevard from the west side to Hollywood just to witness the commercial shenanigans that the city is still famous for. And then, probably parts of Compton or West Adams, like the Underground Museum and the Reparations Club bookstore to show them where some of the real soul of the city was born, and the developmental ground of hip hop and some elements of fashion.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
The multicultural community has inspired my work tremendously. Their powerful stories have often gone untold. That’s why Falkon has a commitment to addressing this chronic underrepresentation of multicultural and ethnic voices in advertising and original content. We choose to celebrate, highlight, and explore incredible people of color and their epic stories of achievement, as well as other minority groups. It’s far more than an opportunity for us, or a reaction to a shift in the world during 2020. This has been our mandate and my personal mission since the inception of becoming a storyteller, largely based on my upbringing and childhood experiences. An example of this work is the definitive documentary, “Unbanned: The Legend of AJ1,” which explores the dynamic life of the Air Jordan shoe from unlikely origins to its iconic ambassador Michael Jordan’s role in disrupting NBA rules, birthing sneaker culture and influencing a social and cultural revolution, all born out of a time of great suppression, especially in the Black community.

Website: https://www.falkoncontent.com/

Instagram: https://www.instagram.com/falkoncontent/

Linkedin: https://www.linkedin.com/company/falkoncontent/

Twitter: https://twitter.com/falkoncontent

Image Credits
1) The “Personal” Photo of Dex Deboree is by “Matt Sayles, Courtesy of Falkon”
2) The other 7 Additional Photos are all: “Photo Credit: RaeVaugh Lucas, Courtesy of Falkon”