COMMUNITY SPOTLIGHT

Meet Pojo: From Zach King to Mark Rober, a Behind-the-Scenes Journey Fueled by Curiosity and Creativity

France Tantiado, Contributor

For Paul Joseph “Pojo” Riegert, creativity has always been a way of life. From staging LEGO stop-motion films with his brother in 4th grade to recording skits just to make his parents laugh (or catch each other in trouble), storytelling has been in his DNA from the start.

Growing up as the son of a Marine meant constant change as his family moved every three years, including seven spent in Japan. His father’s mantra, “The adventure continues,” instilled in him a spirit of optimism, resilience, and curiosity that continues to guide his journey today.

Pojo’s path wasn’t linear. After pursuing physics at Texas A&M on a full Air Force ROTC scholarship, he realized his passion wasn’t just in equations but in storytelling how science and imagination intersect to inspire people. A chance audition in Japan led him into commercials and lifestyle modeling, but what captivated him most was the creative process unfolding behind the camera. That realization pushed him toward film school in LA, where persistence and honesty opened the door to his first big opportunity: working alongside Zach King.

In just a few weeks at Zach King's, Pojo went from camera assistant to production coordinator on a major Amazon commercial. His secret? Radical honesty. Pojo has always owned what he doesn’t know, paired with a relentless willingness to learn. That authenticity earned him respect and accelerated his growth.

Today, Pojo is a creative lead at CrunchLabs with Mark Rober, where his love of science, storytelling, and innovation converge. He helps shape the stories, strategies, and ideas behind one of YouTube’s most inspiring creator platforms reminding us all that curiosity, persistence, and a bit of goofiness can take you further than you imagine.

Pojo is proof that the adventure does continue when you approach it with boldness, creativity, and heart.

Q&A with Pojo

Q: What’s the story behind your nickname, Pojo?

A: My name is a mashup of my first and middle name Paul and Joseph. I've been called Pojo since I was 6 months old :)

Q:  From LEGO stop-motion to leading creative strategy at Crunch Labs, what’s been the most surprising chapter of your journey?

A:  Probably how letting random people stay in my house led to my current job. A friend asked if two Australian YouTubers could crash in our guest room; they turned out to be the Sticks channel, who at the time made Mark Rober’s short-form content. Fast forward a few years, they introduced me to Mark, and the rest is history!

Q:  Growing up traveling and moving around the world, what lessons did you carry into your creative career?

A:  People are everything. Every stage of my career has been achieved with people I had the pleasure of getting to know on previous jobs. Growing up, I was able to reinvent myself to a whole new group of people every three years, and every location is what the people make it to be. Same thing applies to every job you do in media. It is what you and what everyone else around you make of it. If you can leave everyone you interact with a little better off than they were before they met you, it makes all the difference in the world. Even if the job is dressing up in terrible cosplay for the CW at conventions, you just might find a lifelong friend that you end up shooting a feature with 7 years later. (Hi Daiei 😉)

Q:  You’ve worked on some incredible projects - what’s one behind-the-scenes moment that blew your mind?

A:  I was on set with the Jonas Brothers for a Zach King video, and Kevin pulled out his phone to show us videos of him and his daughters recreating some Zach-style illusions. Then he said, “We’re all big fans, and honestly, you’re one of the only creators I let my kids watch.” That hit me hard. It’s humbling and such a wild reminder of how media is changing how traditional celebrities are now engaging with social content because that’s what their kids are into. It’s crazy to think that someone like Terry Crews even worked with us to impress his kids, only to end up loving what we were doing and now he’s making a feature film with Zach. Moments like that remind me how much YouTube and social media shape culture, even at the highest levels.

Q: Who or what inspired you to pursue film and storytelling?

A:  Growing up, I watched a lot of Hollywood classics. My Fair Lady, Singing in the Rain, Ben-Hur, Hogan’s Heroes all the big ones. But what really inspired me were the early creators: Ryan Higa, Smosh, EgoRaptor, OG Machinima, RoosterTeeth, and, believe it or not… Fred. They made me realize I could make stuff too. You don’t need a ton of money or connections to create something that resonates with millions of people around the world and that’s just awesome.

Q: You moved here from LA - what makes the Bay Area a unique place for you as someone who works on the production side of things? What makes the Bay Area special for you creatively?

A: The Bay is really this crossroads of tech and art. We’re close enough to LA to tap into the deep film talent there, but being in the heart of innovation and engineering brings its own kind of inspiration. Creatively, people here think outside the box finding narrative hacks and new ways to game the system that energy makes the Bay a truly unique place to create. I’ve loved every minute of it.

Q: If you could share one piece of advice with aspiring creators, producers, or behind-the-scenes folks in the Bay Area, what would it be?

A: Have opinions. A lot of people want to be seen and heard, but they forget you need to bring something to the table.  As a natural people pleaser, I’ve always been quick to champion others’ ideas over my own but at the end of the day, if you’re in a position of authority, your decisions have to reflect what you believe is best. Even if the idea comes from someone else, when you put your name on it, you’re signing on to it too.

So make sure you can stand behind every project you’re part of. Don’t just want to be seen make sure what you’re seen for actually represents you.

Q:  What have you worked on recently at Crunch Labs with Mark Rober that you’re most proud of, and why?  

A:  We made a video that introduced the internet to the TeamWater campaign successfully raising 40M dollars in only 30 days. We had to completely rewrite the script days before final cut, and it was a powerful reminder to never hold ideas too precious.But behind the scenes, people may not have realized that with only a few days before audio lock, Mark, Adi (another creative lead), and myself, completely reworked the script and reassembled it from the ground up. We knew the cut we saw was not going to do the project justice. Mind you, this is after Mark and I spent hours and hours writing and crafting the original story. With the post production team working miracles, we were able to get the version of the video you see on the channel today out in time to great success. There are so many moments where you need to realize that nothing can be precious in engineering or in storytelling. In the same way engineers ruthlessly ideate over and over again, making amazing machines, I like to say that you must be willing to kill "your baby" if you realize there's a better way. We did that with our launch video, and the project was far better off because of that.

Q: If you could create any project without limits, budget, resources, or time what would it be?

A: I’d send Mark and a bunch of creators to the Moon to battle it out in low-gravity games ultimately crowning the one true Monarch of the Moon.

Q: What’s your secret to success, any guiding principles that keep you moving forward?

A: First off, you’ve got to set your guiding principles and never waver. For me, it’s simple: does this align with my values? Does it support my family? Does it further our mission to embrace failure, inspire creative confidence, and spark curiosity? If the answer to any of those is “no,” it’s noise and it gets cut. That framework keeps me grounded, even when we’re blowing up ping pong balls, dumping 40 tons of snow in the studio, or driving a Tesla through a Wile E. Coyote–style wall.

The second thing: you have to always be innovating. In social media, if you stop evolving, you get left behind. That might mean experimenting with content style, new tools, how you interact with your community, or even what platforms you prioritize. Algorithms shift like the wind you’ve got to be willing to pivot on the surface while staying true to your core. At Mark Rober, our mission is to reach a billion minds and inspire them to dive into science and engineering. As long as we stay rooted in that, how we package and deliver our stories can change with the platforms and audience. Direction stays the same; strategies adapt.

Q:  A fun or unexpected hobby?

A:  Super Smash Bros. I’ve always been a huge Smash Bros fan, and now I live less than 20 minutes from where Genesis is held every year, which ROCKS. Unfortunately I'm a Little Mac main... IFKYK

Q: What sparks your creativity?

A: Obsessive curiosity. Everything is amazing if you dig deep enough. Just stay curious about the world around you. You know the saying, “If you’re looking for the good in people, you’re sure to find it”? That’s absolutely true. I’ve found the same goes for everything; there’s always a little nugget of wonder if you take the time to look. Apply that to everything and everyone you meet, and life gets a lot more colorful. Creativity starts to flow naturally from there.

 Q:  Is there a certain food, drink, or habit that helps you get into your creative groove?

A:  Rice Crispy Treats, smashed down flat while still in the rapper, and eaten like a cookie. Try it and let me know what you think.

Q:  When tackling a tough creative challenge, what’s your favorite way to brainstorm or problem-solve?

A:  Get your body moving and talk it out with someone. Go on a walk, play some ping pong, pace around, spin in your chair, toss a ball whatever gets the blood flowing. Let your mind wander, but not so much that you lose sight of the problem. If something isn’t clicking, chances are it won’t, and the real solution will come from taking a totally different approach. Keep your mind open, because trying things quickly beats ruling them out too soon.

Q:  How do you like to spend weekends?

A:  Board games, MarioKart, rock climbing, maxing out my AMC A-list with my wife and eating a lot of amazing Bay Area food.

Q:  One last thing people should know? Can you share something you’ve never told anyone but want our readers to know about you?

A:  This is kind of embarrassing… but I watch YouTube in the shower. I just consume that much content.

Pojo’s story reminds us that creativity isn’t about the spotlight, but about the impact you make behind the scenes and how curiosity and heart can turn every twist in the journey into an adventure.

UPCOMING EVENTS

Inside the Bay Area

SEPTEMBER

September 13
EMPIRE is celebrating 15 years at San Francisco’s Civic Center Plaza! Join the community for live performances from Shaboozey, Fireboy DML, Red Leather, plus surprise Bay Area guests. 🎟️ Free with RSVP at EMPIRE15.com.  (San Francisco)

September 13 - October 19
Northern California Renaissance Faire Step back in time into Elizabethan England with jousts, crafts, and 1,000+ performers perfect for colorful, historical storytelling. (Hollister) 

September 14 
Solano Avenue Stroll -Think street festival on steroids: 26 blocks of food, music, art, and 250,000+ people filling the streets of Berkeley and Albany. A dream playground for anyone chasing colorful vibes, community energy, and nonstop photo/video moments.(Solano)

September 18
Make with Notion. A day of keynotes, demos, and intimate conversations about AI and the tools of tomorrow with the people who shape them. You can request an invite in person or join virtually. See more details about registration here. (San Francisco)

September 26-28
Maker Faire / Bay Area A hub of innovation, tech, artistry, and DIY creativity—perfect for innovators, storytellers, and makers. Featuring cosplayers, live demos, and big-name innovators like Adam Savage and Mario the Maker Magician. (Vallejo)

September 27 - 28
Portola Music Festival  San Francisco’s waterfront turns into an electronic music playground when Portola brings world-class DJs and live acts to Pier 80. Known for its cutting-edge lineup, immersive art, and city skyline views, it’s a uniquely Bay Area festival experience. 21+  (San Francisco))

September 27 - 28
Autumn Moon Festival. Celebrate San Francisco’s rich Asian heritage with lanterns, lion dances, and traditional mooncakes in Chinatown. This vibrant festival offers creators a visually stunning, immersive experience perfect for storytelling and capturing festive moments. (San Francisco)

OCTOBER

October 10
COMMUNITY PICK! Save the date for the Bay Area Creator Economy’s next big gathering.  Stay tuned as details are coming soon!

Beyond the Bay Area

SEPTEMBER

September 11-16
New York Fashion Week  NYFW showcases the world’s top designers and the latest trends on the runway. Creators and fashion enthusiasts alike will love the energy, exclusive shows, and endless content opportunities from this iconic event. (New York)

September 16-17
Content Marketing World. Produced by the Content Marketing Institute, CMWorld brings together marketers, strategists, creators, agencies, and teams from around the world for three days of ideas, connection, and guidance for the future. Register now. (San Diego)

September 17-18
DMEXCO 2025 + Creators’ Summit  Where digital marketing meets the creator economy two days of content strategy, influencer brands, and innovation at Europe’s biggest digital conference. (Cologne, Germany)

September 18-21
Oktoberfest Zinzinnati is the largest Oktoberfest celebration in the U.S. The festival features over 30 live acts, German delicacies, traditional German beers, and local brews (Cincinnati, Ohio) 

September 19
COMMUNITY PICK! Instagram Summit by Manychat (IGS IRL). Instagram and Manychat are teaming up for a first-ever, one-day summit to explore the latest in social commerce, messaging automation, and creator growth strategies. Zach King, Colin & Samir, Hannah Wilson, Roberto Nickson, and Brock Johnson are all confirmed to attend and take the stage. Good news – if you can make it in person, BACE members get 50% with our code: baycreecon50. Or, you can attend virtually. (Los Angeles)

September 19-21
Shaky Knees Festival  Three days of explosive alt-rock energy featuring a stacked lineup of past icons and today’s alt and indie powerhouses such as Blink -182, Lenny Kravitz, Alabama Shakes,The Black Keys, Public Enemy, and more (Atlanta, GA)

Have an event you’d like us to include here? If so, please send the event URL to [email protected].

COMMUNITY NEWS

Gap’s Viral Campaign Comes to Life at HQ
Inside Gap’s Embarcadero headquarters, something big is happening literally.To celebrate their wildly popular Better in Denim campaign, Gap unveiled The Breathing Room: a dynamic, hydraulically powered cube that pulses with movement and light. Part pop-up art installation, part soundstage, it’s a bold nod to Gap’s creative comeback and its roots in San Francisco. The space has quickly become a buzzworthy spot for creators, brand innovators, and design enthusiasts blurring the lines between fashion, tech, and immersive experiences. (sfstandard)

Becca Bloom Weds in Lake Como
Bay Area creator Becca Bloom (aka Rebecca Ma) married David Pownall in a dreamy Lake Como ceremony with Oscar de la Renta gowns, rainbow smoke, and a Champagne tower. Bloom called it “serendipitous and spiritually meaningful.” A traditional Asian wedding is also in the works. (Vogue)

Meta/Instagram Creator Tool Updates
Menlo Park’s own Meta just dropped some big updates: Instagram finally launched its iPad app and is testing a TikTok-style picture-in-picture mode for Reels. WhatsApp is also adding a “Close Friends” feature for more private Status updates showing how Bay Area innovation keeps shaping the creator tools we all use. (Reuters)

Patreon: New Creator Page & Livestreaming Feature
Bay Area-based company Patreon has rolled out an enhanced customizable creator page with a refreshed home tab, sleek headers, brand color options, and movable content shelves giving creators more ways to showcase their work and connect with their communities. They’ve also introduced native live streaming, letting creators broadcast directly on Patreon with live chat, moderation tools, and VOD options. (Patreon)

Apple’s Bay Area HQ Powers a Smarter Siri
Apple, headquartered in Cupertino, is introducing a new AI-powered search tool for Siri, designed to rival ChatGPT and Google’s Gemini. This “World Knowledge Answers” system will provide more accurate, context-aware responses across Siri, Safari, and Spotlight.  (Bloomberg)

Rapper LaRussell Creates Community Buzz with Free Ice Cream Pop-Ups
Bay Area-based artist LaRussell is making waves by stopping by local ice cream shops like Oakland’s Bad Walter’s and San Francisco’s Garden Creamery to buy out and give away free scoops to fans. The spontaneous pop-ups also serve as a launch for his new music video "I Got Flavor!" featuring Lil Jon, bringing together creativity, surprise, and community in true Bay Area spirit (San Francisco Chronicle) 

Fathers Brewing and the Rise of "Clean Beer"
Conor Begley, former CSO of CreatorIQ, has launched Fathers Brewing, a new organic brewery based in Lafayette, California, that’s aiming to redefine the American lager by offering craft beer free from pesticides, heavy metals, and unnecessary chemicals. The brand builds on a growing movement toward transparency, health-conscious brewing, and ingredients-forward storytelling. (Beer Crunchers via Substack)

JOBS

• Senior Social Media Content Producer/Social, Creator @Linkedin, (San Francisco)

• UX Research Manager, Instagram Creator Experience @Meta, (Menlo Park)

• Senior Software Engineer, AI Video Editing @TikTok (San Jose)

• Creative Director, Content Studio @Meta, (San Francisco)

• Group Manager, Social Media @Intuit (San Francisco)

“HELLA BAY AREA” CREATOR PICK

Avni Barman (@avnibarman_)

As the Gen She founder, investor, and influencer, Avni Barman is turning her professional journey into content that converts—and inspires. One of her reels from last week, alreading surpassing 446K views, shares her leap from corporate tech to crafting a life she thought was unreachable—paired with a promise to share all the conference hacks, networking strategies, and exact playbooks that got her there.

📍 Home Sweet San Francisco, but often bi-coastal with NYC
 🎥 Multiple reels from INBOUND 2025 at Moscone.
⚡ 400K+ views and climbing on her conference blueprint reel.

Her flagship reel acts as a gateway, teasing insider tactics: backstage peeks, curated speaker moments, and smart networking strategies during INBOUND 2025. Avni isn’t simply attending conferences—she’s showing you how to maximize them.

As she frames it:
“I’m sharing my exact blueprint—the strategies, the hacks, the playbook I used to go from corporate to creating a life I once thought was impossible.”

From Corporate to Community Leader
Avni’s trajectory echoes a larger Bay Area story: young professionals redefining career paths by fusing ambition with community. At the helm of Gen She, she’s built a platform that educates and elevates ambitious women across tech, entrepreneurship, and media. And while she proudly reps San Francisco, she spends much of her time in New York, bridging the two coasts with her brand of accessible, aspirational playbooks.

Why It Hits
In a city that thrives on ideas and connections, Avni is flipping the conference formula: events aren’t just about listening, they’re about positioning yourself to be seen, to connect, and to grow. With her blueprint, she’s making those playbooks accessible to anyone ready to take the leap.

Born in the Bay, built for the world.

Follow @avnibarman_ and check out @gen.she.

Are you interested in contributing to the community or sponsoring an event? 

Email us at [email protected]