Why Erica Metcalfe Values Trust Throughout the Creative Journey
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As the SVP, executive producer of Broken Heart Love Affair (BHLA), Erica Metcalfe has been involved in some massive, nationally-acclaimed campaigns. However, she’s only officially held the title since January 2023, spending the last 13 years freelancing - experiencing various agency cultures and ensuring that when she landed, the fit was flawless.
In this way, she’s found the perfect home at BHLA. Not only do they make her laugh and smile, but the opportunity to work on an array of projects - from a Toys”R”Us campaign that brought back imaginary friends to the Royal Ontario Museum’s ‘Immortal’ - has kept her sharp, on the cutting edge, and delivering work that packs a punch.
To chat about her career, what’s kept her going, and how things have changed since she started in 1999, Erica sat down with LBB’s Josh Neufeldt.
LBB> How did you get started in advertising? Tell us your story!
Erica> It all started when I saw ‘Weekend at Bernie’s’. The location, the cinematography, how the insurance salesmen were so convincing that he was alive and well… just kidding. When I moved back from Australia, I didn’t have a job and my roommate worked in advertising. It sounded fun, so I got out the yellow pages and left a message for an office manager at Leo Burnett. She called me back and offered me a temp role.
LBB> How long ago was that? And since starting, what’s changed, and what do you do to keep things fresh?
Erica> I started as a receptionist at Leo Burnett in 1999. I really scored when the broadcast coordinator went on maternity leave and Janice Bisson gave me a shot in the production department. Years later, Janice gave me my first freelance gig at Juniper Park. Thank you, Janice!
As for what’s changed, budgets have shrunk, costs are rising, timelines are tightening, client expectations are at an all-time high, and nobody can keep track of the number of deliverables. However, all these hurdles cannot be used as an excuse to not deliver ground-breaking work. Secondly, it is not just a producer’s responsibility alone to solve. This is on everyone’s shoulders, from strategy to creative, account service to the clients, as well as our valued production partners to collaborate, craft, problem-solve, support and TRUST each other on the journey.
LBB> Presently, you’re working as executive producer for Broken Heart Love Affair. What inspired your decision to join, and what are you hoping to accomplish?
Erica> Joining BHLA was a really tough decision considering they’re all a bunch of dweebs and mediocre at best, but… they make me laugh every single day!
Beyond that, honestly, I just want to make the best work and have fun doing it with the people I love. I thrive on the creativity of production, and I can’t wait to grow the department.
LBB> You’ve previously spent some time freelancing. How does the experience of working in an agency setting compare to running your own practice?
Erica> I kind of fell into freelancing. I started a new job and quit after two days, as right away, it didn’t fit. It was the best decision for me at the time and allowed me to meet so many new creatives and experience different agency cultures, so when the time came to join somewhere full time, I knew exactly what I was looking for.
LBB> And what are the main benefits you’ve experienced while working agency side?
Erica> I feel so supported by the BHLA family; these people are literally the best in the business in every way. Plus, we have an unlimited supply of Fuzzy Peaches.
LBB> How would you describe your style as an executive producer, and what factors have influenced it?
Erica> Brave, bold, and Boho-chic.
In terms of influences, the biggest factor is undoubtedly the creatives I work with who consider me part of the team; we are one big creative hub.
LBB> Building on this, how do you work alongside the team at BHLA to achieve the best results?
Erica> The creatives and I have built up a lot of trust, as most of us have worked together for years. Getting in early in the process is the key to working together to solve production challenges before we present to clients.
LBB> It’s said that a good producer should be able to produce for any medium, from film to events to digital. Do you agree or disagree with this statement?
Erica> I agree that a good producer could produce for any medium, but that being said, if I had to make a couch out of cheese, I would hire the best person to execute it.
I think producers choose to specialise in the medium they are most drawn to and passionate about!
LBB> In the same vein, what have been some of the most significant projects that you've worked on in your career?
Erica> I worked on a project last year for a client that asked us to create a non-commercial art project that shared their unique hope-filled philosophy. Filming it was one of the most profound experiences of my life. However, when it came out, nobody understood it.
LBB> What were some of the most important lessons you’ve learned in your industry journey? And if you were to give any advice to your past self, what would it be?
Erica> Building strong relationships with production partners is so important. I could not do it without their support.
Beyond that, keep a journal. Life is crazy and it’s nice to look back and relive what you can’t remember.
LBB> What’s the most exciting thing about working as a producer, right now?
Erica> The unknown. Every project brings excitement and new challenges. Over the past year, I have had the luxury of variety. I worked on a short film that told the history of humankind all underwater, brought back imaginary friends, encouraged people to find their inner ‘wildhood’, dug into the messiness of love, and gave a very special terminally ill woman a beautiful living celebration of life.
I can’t wait for what’s next!
LBB> Finally, what helps you destress after a long day at work?
Erica> See the thumbnail pic!
