The Producers on the Frontline of Change

Each year, International Women’s Day comes and goes, with many pondering its necessity. Every pesky tweet from miscellaneous John’s and Jim’s that asks, “BuT wHeN iS InTeRnaTiOnAl MeN’s dAy?!” serves as evidence that IWD and more, is in fact, still needed. And also, let the record show, it’s November 19th. 

This year, Lucky Luciano Pictures wants to dismiss tokenism and instead, give esteemed female producers a platform to discuss trends in the production industry, on a global level. This conversation explores the seismic shifts catalysed by technological advancements, the urgency for DE&I that goes beyond superficial gestures, and the looming shadow of the industries’ ecological footprint. 

Here’s what some of adland’s most fantastic producers have to say about the state of production today. 

LBB> The industry is changing so fast right now, with technologies like AI and virtual production opening new opportunities and creating quite a bit of disruption - how are you embracing this disruption?

Arleta Robinson, founder, managing partner and executive producer at Lucky Luciano

These days, using AI tools in production is a must-do. They make everything easier, from simplifying numerous tasks to coming up with new content. I believe generative AI will actually broaden the market instead of replacing our jobs. It'll open up a new space for clients who haven't been able to tap into video advertising before.

It's on us to steer where the industry's heading. I say, let's welcome AI with open arms instead of fearing it. Let's view it as a chance - we should make AI work for us, make it our buddy, not our boss.

Laura Gregory, founder and CEO at Great Guns 

I’m sick of hearing that we’re doomed and AI is going to take all of our jobs. Yes, it will replace dozens of jobs in post production, treatment research and treatment writing; even PA’s. But the real creators in any area will become the force behind the art. I said to one of my directors today, "Don't be afraid. AI is like a submissive partner. It’s willing to take the pain and wants to deliver satisfaction. But it’s an equal partnership, and AI will only shine in the hands of a skilled master or mistress". We are working on an AI-animated children’s movie with a prominent group of black actors and rappers, and many of our directors have a special interest in AI and virtual production. In fact, we are about to launch greatguns.ai

Helen Hadfield, managing director, owner and executive producer at Snapper Films

I like to think of disruption as positive; it stimulates creativity. The impact of AI is huge and I don’t think I can fully digest its potential, but I was stunned by the speed and fluency of ChatGPT and the pertinence of the images that Midjourney can find. It all adds to the creative potency of what we can present. Each day, I tread a fine line between anxiety and excitement. And I like the days when excitement wins. 

Fiona Bamford-Phillips, head of production at PRETTYBIRD UK

AI and virtual production present a promising avenue for minimising environmental impact and waste within the industry. Reducing emissions and waste is essential. Having attended demonstrations within virtual production we are equipped to work within, help educate our talent, and provide creative solutions with the use of such technologies. However, I feel that we need to remain cautious, and to recognise that it cannot always serve as a panacea for all the creative requirements. 

On another angle I feel that we must uphold our commitment to the diverse departments and crews comprising our industry’s workforce, whose contributions enrich every production and keep the industry thriving. We mustn’t compromise on that or use AI/virtual production to short cut opportunities for innovation in favour of expedited processes and potentially constrained budgets.

LBB> Where do you think the production industry needs to focus its energies when it comes to DE&I? 

Arleta> Equality isn't just some fancy term – it's a basic human right. We need to keep pushing against those old stereotypes and make spaces where everyone, especially women and minorities, can really shine. That's why our initiatives are so important - like the Polish Women in Film Association, of which I'm a proud member. We came up with a ‘Code of Ethics’ for the film industry—it's all about showing respect, embracing diversity, and giving everyone a fair shot in every part of the production process. 

As the head of the Polish Commercial Producers Association, I'm all about spreading the word. We've been following the ‘Code’ at Lucky Luciano for a while now, but we want everyone to hop on board with these principles.

Laura> The production industry has always been a leader in DE&I, but clients and agencies aren’t taking the risk of using raw talent, even if it’s backed by strong producers. Take a look at who directed Super Bowl ads and the bulk of the work from last year. Clients genuinely want to embrace the notion of their DE&I footprint, but shareholders don’t give a toss about giving anyone a chance, they want to see profit.

Helen> All of it, we need to reach our audiences, not alienate them. When it comes to the choices we make in terms of directors, crew and cast - don’t do it for the sake of it, make it meaningful and embrace it, what you put in you get back. The most overused word in advertising comes to mind - authenticity. Be authentic and think about your choices and the industry you want to create and be part of. 

Fiona> We urge agencies to commit to their goals of embracing the inclusion of emerging talented directors seeking to expand their presence within the industry. Whilst it may be tempting for agencies to adhere to established relationships, there exists a wealth of untapped, diverse talent awaiting the opportunity to demonstrate their capabilities and contribute outstanding work. By providing these individuals with the platform they deserve, agencies can foster a culture of creativity and excellence that transcends conventional boundaries. Which is one of our goals in this industry?!

As part of our commitment to inclusivity, we prioritise the presence of diverse talent across all departments during our shoots. We are dedicated as a production company to addressing underrepresentation by actively funding ourselves where necessary (not possible to add to the budget), and facilitating training opportunities for talent behind the camera. Our goal is to cultivate an environment that is not only diverse but also supportive and conducive to the success of all team members. 

LBB> There was a big push for female representation behind the camera, particularly directors, a few years ago - what impact do you think that had and is there the same appetite from agencies and brands for this change today? 

Arleta> You know, having more female voices behind the camera is definitely a step in the right direction. But female representation should also shape more of the advertising storytelling - it's not just about having women's faces in ads; it's about telling their stories too. Agencies and brands need to step up and do more than just feature women – they need to capture their experiences.

I had a really eye-opening chat with my daughter the other day. She was talking about ‘Cinderella’ after reading it in class and was puzzled by the whole ‘prince-marriage’ thing. It got me thinking about the stories we pass down and how they need to evolve. We need narratives that resonate with modern audiences, ones that reflect the aspirations of women today. 

Laura> It was the biggest breakthrough for female talent in a male-dominated industry since the pill. There’s a huge appetite for female talent, but crew aside, female directors generally are given projects with smaller budgets, and brands ‘suited to a female director’

Helen> The data shows that the impact has barely touched the sides. However, I believe that there is a true appetite for change and the very exciting wave of fresh talent available will turn this ripple into a wave. Agencies and clients are really engaged in the need for positive change, it will happen but it needs to be embraced, not pushed. 

Fiona> While there is evident interest still, there remains a pressing need for greater action. Despite frequent requests for pitches from female directors, the proportion of actual jobs and celebrated awards granted to female, non-binary, trans, cis, womxn directors remains dishearteningly low within the industry, based on data from 2022-23. At PRETTYBIRD, a third of our roster is female and women now account for 54.8% of the total employed base in agencies (IPA census 2022), yet only a minute fraction of the work that we're seeing across the UK awards shows is directed by women. 

LBB> The push for sustainable production has grown since covid - how do you approach it, and how do you think sustainability will continue to shape production?

Arleta> As a certified ambassador of green production, it's my responsibility to lead positive change. We need to make sure we're not just focused on production quality but also doing our bit to be eco-friendly and socially conscious. But hey, let's be real, there's a lot of room for improvement across the industry if we want a sustainable future. Just like with AI, embracing innovation is key.

Helen> Hugely, it’s page one but it needs to be factored into the cost as well as practice. 

LBB> What are the other big challenges and opportunities facing advertising production in the near future that are particularly exciting you?

Arleta> For me, the plan for the near future is all about coming up with new ways to use technology for business and for doing good. We need to keep growing and evolving in a way that's sustainable, making sure we're giving back to our community and sticking to the ‘Triple Bottom Line’: People, Planet, Profit. It's definitely a challenge!

Helen> A fragmented audience who isn’t watching ads. We need to get creative and as a dear friend says, “That’s where the rubber meets the road”. I think the opportunities will open up as the creativity grows. The signs are already there. 

LBB> And finally - does International Women's Day hold significance for women in our industry? 

Arleta> Absolutely! It's a strong reminder of how far we've come and how far we've still got to go. It's a time to celebrate what we've achieved, make some noise, and push for more.

Laura> It’s a reminder and celebration of the female voice.

Helen> It does.

Fiona> Celebrating and acknowledging the exceptional skills of female, non-binary, trans, cis, womxn individuals within our industry is imperative. It’s crucial to continue confronting and challenging the unequal representation that persists and to foster increased opportunities for underrepresented talent. PRETTYBIRD is built on a matriarchy and we proudly continue to actively celebrate the successes of the team we have built.