Creating a brand is more than just crafting products—it’s about building stories, relationships, and memories that reflect the heart of the vision. Our latest chapter took us on a whirlwind journey across Italy, weaving through picturesque landscapes, iconic cities, and unexpected challenges. Here’s a behind-the-scenes at the production efforts look at what it took to bring our vision to life.
A producer on a commercial shoot set has a wide-ranging role that focuses on overseeing the production process and ensuring the project runs smoothly, on budget, and on time. Their responsibilities can vary depending on the type of producer (executive, line, associate, etc.) but typically include the following:
Key Responsibilities of a Producer on Set
1. Managing Logistics
• Ensuring that the production stays on schedule and within budget.
• Overseeing day-to-day operations, such as coordinating with crew members and resolving logistical issues.
2. Problem-Solving
• Handling unexpected issues or challenges, such as weather delays, equipment malfunctions, or personnel conflicts.
3. Creative Oversight
• Collaborating with the director to align on the creative vision of the project.
• Approving key creative decisions, such as casting, set design, and costume choices.
4. Supervising Departments
• Working with department heads (cinematography, production design, sound, etc.) to ensure their needs are met and their work aligns with the project vision.
5. Financial Oversight
• Tracking expenses and making cost-related decisions to keep the project within budget.
• Approving additional expenditures when necessary.
6. Facilitating Communication
• Acting as a liaison between the studio/network, director, and crew.
• Ensuring everyone is aligned on priorities and objectives.
7. Ensuring Compliance
• Ensuring legal, safety, and union regulations are followed.
8. Motivating the Team
• Keeping morale high and maintaining a positive work environment despite challenges.
In traditional film and television production, different types of producers handle distinct responsibilities, allowing for specialization. For example:
• Executive Producers manage financing and major decision-making.
• Line Producers oversee budgets, schedules, and logistics.
• Creative Producers focus on the artistic direction of the project.
• Associate Producers handle smaller tasks or specific parts of the production.
However, when you’re working on a start-up production—especially as a first-time producer—you’re often forced to wear all these hats simultaneously. From wardrobe styling, to set production, to accountant and legal, to budget and logistics, to artistic direction, to actually going out and prop shopping - anything and everything. This situation can be overwhelming, as it demands a combination of skills, knowledge, and endurance that even seasoned producers might find challenging. To me, this was no different than managing a complex deal team of dozens of moving parts, trying to close a new acquisition deal.
Challenges of Wearing All Hats as a First-Time Producer
1. Steep Learning Curve
• You might need to learn the intricacies of contracts, financing, and copyright law while simultaneously figuring out how to manage a set, oversee creative choices, and market your project.
• Mistakes are common and can have cascading effects on the production timeline and budget.
2. Balancing Creativity with Logistics
• You must constantly shift between creative thinking (developing the story, overseeing the aesthetic) and logistical problem-solving (budgeting, hiring crew, managing permits). For example, we had to run to ZARA to grab clothes for the models to try and at least get closer to our desired aesthetic - not having a wardrobe stylist.
• This duality can be mentally exhausting and make it hard to excel in either area.
3. Resource Constraints
• Start-ups typically operate on tight budgets, limiting your ability to outsource responsibilities to specialists.
• You may find yourself personally filling in as a casting agent, location scout, and even craft services provider.
4. Time Management
• There are never enough hours in the day to complete every task on your plate, especially since you’re juggling multiple roles.
• Burnout is a real risk, particularly if you don’t set boundaries or delegate effectively.
5. Building Credibility and Relationships
• Without an established reputation, you may struggle to secure funding, attract talent, or build a reliable crew.
• You’ll need to work harder to gain trust and prove your competence in each role.
6. Emotional Pressure
• The weight of the project’s success (or failure) rests squarely on your shoulders, making every decision feel high-stakes.
• As a first-timer, you may also doubt your own abilities, leading to imposter syndrome.
How to Navigate the Challenge
1. Prioritize and Delegate Where Possible
• Identify which tasks only you can do and delegate or outsource the rest, even if it means asking for favors or hiring freelancers. I've done my best to outsource, but once you're out there with just yourself, a photographer/videographer and two models, you're on your own.
2. Lean on Mentors and Resources
• Seek advice from experienced producers, read industry guides, and watch tutorials to fill knowledge gaps quickly. Luckily, I had an experienced DP - Director of Photography (and Videography), to help guide me along the way. At a high level, I leaned on my instinctual organizational skills I had gathered through managing deal teams at law firms to keep parts moving.
3. Stay Organized
• Use tools like project management software (e.g., Trello, Asana) to keep track of tasks and deadlines.
• Maintain clear communication channels with your team. This can be accomplished through sharing templates and outlines for the plan ahead.
4. Start Small
• If possible, begin with a smaller-scale project to learn the ropes before taking on a larger production.
5. Build a Support Network
• Surround yourself with collaborators who can complement your skills, from a trusted cinematographer to a savvy accountant. Sometimes, you have to wear all the hats.
6. Take Breaks
• Even when you’re stretched thin, stepping away briefly to recharge can make you more effective in the long run. For us, this wasn't an option - we had a limited amount of time in Italy, and a limited opportunity to obtain shots. So we had a 2 week sprint with alternating days: 12 hour shoot day; Travel and rest day; 12 hour shoot day; Travel and rest day. And so on and so forth.
7. Be Okay with Winging It
• Many of our shots were simply last minute locations. One smart decision I made was to not force and overly pre-plan. We were going to an idealistic location, and by having the right people and being in the right environment, it was no issue being able to get beautiful shots if we were malleable as to the specifics of where and when. Being flexible opens up your creativity and also reduces the amount of work and stress once might experience in a fully pre-planned shoot.
Being a first-time producer in a start-up environment is a trial by fire, but it’s also an opportunity to build a deep understanding of every aspect of production. You'll quickly learn that most of it is completely doable if you have the commitment, organization and desire to get it done.