Meet Your Makers: Deciphering the Puzzle with Justine Cortale

Justine Cortale is the studio director at Sonic Union. She started out on the video/colour side of the industry, where she learned how to be a crack scheduler and what it means to post produce. Over the last 16 plus years at Sonic Union, Justine has expanded her knowledge of the varied and intricate landscape of audio post, coupled with an in-depth dive into advertising as a whole. She’s known for being a passionate and strategic problem solver who loves to sing and dance (although not typically while working). Her appreciation for her work family and the industry runs deep. 

LBB> What first attracted you to production - and has it been an industry you’ve always worked on or did you come to it from another area?

Justine> As a kid starting college, I assumed I would be acting in front of the camera. At some point it was suggested to me that there is a whole world of opportunities behind the camera (were they telling me I have a face for radio? We may never know). So, I hopped around majors and tried a little bit of everything. The first full time job I was offered was an office PA for a production company. It was there I discovered I loved producing. And after a few more jobs I realised I loved post production even more than production. I love people, problem solving and bossing everyone around. It was kismet.

LBB> What was your first role in the production world and how did this experience influence how you think about production and how you grew your career?

Justine> As I mentioned earlier, my first real role was an office PA, for two satellite companies within EUE/Screen Gems LTD. Those were some of the best years of my life. I was young and dumb and just starting to learn about production in the real world. I met people I treasure to this day and learned from some pioneers in the field. That experience taught me lessons I follow to this day - how I want to carry myself and how I want to be treated by others. 

LBB> How did you learn to be a producer?

Justine> I had guidance from great mentors along the way. I started out as a PA where I learned how to be organised and how to be resourceful. Eventually I moved on to scheduling in post. At that time I paid attention to everything the producers around me were doing and sort of made a path for myself as a scheduling producer. I found opportunities to produce non-feature work and made myself indispensable. I made it my own and did it my way.

LBB> Looking back to the beginning of your career, can you tell us about a production you were involved in where you really had to dig deep and that really helped you to grow as a producer?

Justine> I don’t remember the exact details of the specific job. But essentially everything went right except for one small detail. And that detail shined brighter than the rest of the job for me at that moment. I learned a valuable lesson after that project. Most of the time people will only remember what went wrong and rarely everything that went right. So you can’t take it personally. Chances are the next move you make will be the right one anyway. And remember that everyone on the job is having their own unique experience. So it's often not about you at all. Have confidence in yourself.

 
LBB> A good producer should be able to produce for any medium, from film to events to digital experience. Do you agree or disagree with this statement? Why/why not?

Justine> I think a good producer can produce for any medium. It's just the nature of the job. But there is obviously a learning curve in everything you do. There are details and history for every job that must be learned but the basic core of producing is communication, organisation, accommodation and the ability to find a bargain. What profession can’t that translate to?

LBB> What’s your favourite thing about production and why?

Justine> I enjoy scheduling the most. I love deciphering the puzzle. My other favourite part is getting to know the people involved in the work. I love meeting people and hearing about their adventures on a job before it’s made its way to me. And I love hearing the gossip and opinions. There is a huge part of producing that is just being yourself. So why not treat every session like a Sunday brunch with your friends?

LBB> What do you think is the key to being an effective producer - and is it something that’s innate or something that can be learned?

Justine> I think there are some obvious learned skills like organisation and the ability to multitask. But the rest I would say is innate. Can you be courteous even when you want to murder someone? Can you negotiate your way to a better deal with just your charm? Can you hold a simple conversation? (I’ve learned that it is not a skill everyone has.) This is my key to being an effective producer: Never compromise who you are. You can’t pretend to be a certain way to please people because eventually someone will see through it. The best way to relate to clients and vendors is to be your authentic self and people will respect that and drop their guard around you. And that’s great for a producer because communication and details are sometimes the hardest thing to get out of the people you are working for and with.  

 
LBB> What are your personal ambitions or aspirations as a producer?

Justine> I think I would like to expand my horizons a bit. Challenge myself more. You can easily get caught in a rut. Even when you’re working your butt off it still can become monotonous. I think it would be fun to break it up a bit and use my skills on some personal work or charity.

 
LBB> As a producer your brain must have a neverending "to do" list. How do you switch off? What do you do to relax?

Justine> I'm not sure I know how to switch it off. I make a conscious effort to, but then work gets in the way. I'm just kidding. I think having the ability to create a comfortable work/life balance is the greatest achievement of any producer and far outweighs even the most complex of productions. It is the most difficult problem I've encountered so far. And it is so impressive and encouraging when I see another producer manage to figure it out. Where is the awards show for that? Sign me up. “This award goes to Justine Cortale for getting a full night’s sleep”. That’s a show I would go to.

 
LBB> Producers are problem solvers. What personally fuels your curiosity and drive?

Justine> I love problem solving, and think I have a natural drive and talent for it. In another life I'm sure I would be a social worker. I love to hear about people’s problems, and the only thing I love more is giving advice and trying to help solve them. Friends and family don’t want you to solve their problems, only listen. But at work, you’re expected to and praised for finding solutions. There are times when clients also only want you to listen. I try to stay aware of that and find the perfect balance.

 
LBB> What advice would you give to people who are interested in becoming a producer?

Justine> It's hard to put advice down in a simple answer to one question. I’ve had jobs that have made me question my life choices but those are rare and ultimately helped to build my confidence. At the end of the day, you come to the same place regardless of the job. So here’s my advice: you always have to do your best, and there’s something to be learned from each experience. A big lesson I'm still learning: you can’t please all of the people all of the time. And when you want to rip your hair out, surround yourself with friends, family and coworkers who give you love and support and remind you why you started this journey.