The Directors: Kawai Matthews

Kawai Matthews is a director who specialises in storytelling with emotional appeal and an elevated visual style. Whether she’s working on a Netflix special, the BET Awards, ABC’s Global Citizen Festival or the hit Facebook Watch series, Cardi Tries, her combination of skill, vision and work ethic prove to be a winning combination for a versatile range of projects.

A native of southern California, Kawai picked up her first photography camera in high school and later built a career that married her love for the arts, culture, entertainment and portraiture. 

Now, as a DGA director working with some of the world’s biggest stars, Kawai has completed projects for BET, ABC, NBC, Netflix, Disney, Meta, and other high-profile networks and brands. 

For Matthews, the most important aspect of her job is creating space for the talent, crew and collaborators to do their best work. In addition, she approaches each project as fertile ground for visions to come to life, unearthing the magic beneath the surface of each story. 

Kawai’s directing skills are complemented by her professional experience as a videographer, editor, photographer, producer and graphic designer. These skill sets inform her directorial work across unscripted series, documentary specials, award shows and commercials. 

Kawai is a UC Berkeley alum and founder of the creator empowerment brand, Thriving Artist.

Name: Kawai Matthews

Location: Los Angeles

Repped by/in: 1Park9

LBB> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them?

Kawai> Character development, story journey and emotional spark are standout elements for me. I get excited about scripts that I can tie universal themes to or find life parallels in.

LBB> How do you approach creating a treatment for a spot?

Kawai> The first step is reading and interpreting the script. I get clear on the client’s goals for the piece and from there, I began visualization and jotting down notes. Finding references, collecting inspo, organizing and constructing what’s in my head, all lead to me getting my ideas/concepts/shooting plans into a beautiful, eye-catching layout that effectively illustrates and communicates the vision.

LBB> For you, what is the most important working relationship for a director to have with another person in making an ad? And why?

Kawai> The relationship and communication I have with the producer(s) is most important for me. Making sure I’m on point with vision, budget and getting the crew and gear I desire, I value producers as long term partners. I’m quick with communication and make it a priority to deliver whatever it is they need for things to run efficiently and make sure the agency/client is happy.

LBB> What type of work are you most passionate about - is there a particular genre or subject matter or style you are most drawn to?

Kawai> I’m most passionate about docu-style content. I’ve learned and experienced so much from covering real people and real stories. These types of projects offer the opportunity for deeper connections and really elevate the passion and purpose of the project.

LBB> What misconception about this work do you most often encounter and why is it wrong?

Kawai> I don’t really encounter misconceptions. We’re all experiencing the work differently and from our own unique perspectives.    

LBB> What’s the craziest problem you’ve come across in the course of a production – and how did you solve it?

Kawai> While shooting an episode of Cardi tries, Cardi B and her husband Offset planned to tattoo each other. Their celebrity tattoo artist came up with drawings for them, but on the shoot day, Cardi and Offset decided they didn’t want to use any of them. They wanted their wedding date instead. In the moment, I decided to whip out my laptop and lean into my graphic design skills. I created a tattoo for them in photoshop and they liked it. We printed the design and they tattooed it on each other’s hands. Problem solved…Okkuuuuurrr!!!

LBB> How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?

Kawai> I think we all want to protect the idea, however, there are so many factors that can force a change in plans - budget, time, the wind. The best thing you can do is be prepared to present and convince. I’m a go-with-the-flow kind of person, so I don’t get too attached or emotional about change. I’m always gonna lean into how we can make it great, no matter what.

LBB> How can we open up the production world to a more diverse pool of talent? Are you open to mentoring and apprenticeships on set?

Kawai> We’ve got to demand that those in position to hire or influence the hiring, be intentional about diversifying. The talent resources, directories, articles, colleges/universities and staffing agencies are there to pull from. It’s also beneficial for companies to offer or create their own training programs that will prepare potential talent to work in the industry. I’ve mentored, taught classes and in some cases had students on set. 

LBB> What’s your relationship with new technology and, if at all, how do you incorporate future-facing tech into your work (e.g. virtual production, interactive storytelling, AI/data-driven visuals etc)?

Kawai> I love learning about new technology and how things are evolving in the industry. I recently shadowed on a shoot and was introduced to the Agito Robotic Cinema Camera Dolly. It was used in so many cool ways. It really elevated the production! I’m also interested in the use of LED screens and interactive media, as people began to engage with content and ads in new innovative ways.

LBB> Which pieces of work do you feel really show off what you do best – and why?

Queen Latifah Lifetime Achievement (BET Awards)

This piece showcases my love for short format documentary and mixed media storytelling.

Cardi Tries Football (Meta)

I have a lot of experience working with high profile celebrities and in most cases we’re dealing with big budgets and limited time with talent. For this series, we had to efficiently execute multiple beats, scenarios and setups with Cardi and her guests.

Recital of the Remixes - Danni Cassette (Disney)

This project was super special because I worked closely in collaboration with a music artist who had never experienced this level of a production before. We found great synergy and had a ball shooting this. 

Global Citizen - Rachel Brosnahan (ABC)

This is the purpose-driven content that highlights people working to change the world. It inspires me, it shapes me.

Figat7th Rollerjam (Brookfield)

Shooting experiential content puts me up close and personal with the culture. It offers opportunities to connect in the moment - finding, interacting  with and capturing beautiful energy and details of the experience.