Dear Art Producer

Latest Episodes:

012: Mara Serdans, Freelance Art Producer and Consultant May 20, 2019

Show notes

Mara has been in the business for almost 15 years, both in advertising and publishing; she now consults with photographers on how to get noticed in crowded markets.

Key Takeaways

[1:07] Heather introduces Mara and asks her guest to talk about who she is, where she came from, and how she found her way into art production.

[9:24] From PR to photography to advertising, Mara's breadth of experience enables her to think creatively, communicate information precisely, and problem-solve, which seem to be the underlying qualities that are needed in the industry!

[10:50] Budget sharing is usually dictated by the clients, but sometimes, the art production budget is only a small part of a much larger budget which can still be ill-defined, making it hard to share.

[12:05] Heather touches on the difficulties of not having a budget when dealing with new people whose idea of "enough money" may not be as accurate as they believe!

[14:03] Heather asks if there have been noticeable changes in the levels of experience vs. workload in the teams Mara needs to work with — Mara shares why she thinks that may be.

[14:40] Heather and Mara discuss the changes to their respective jobs that have come of the tendency for the industry to merge production departments.

[17:37] Does Mara share who is going against one another in the context of multiple bids?

[20:14] Mara will both work with photographers who do motion as well as directors, depending on the project scale and needs.

[21:48] Is the motion information critical on a photographer's website or will Mara dig deeper on her own?

[23:06] Heather asks if Mara's creatives generally rely on her to find people to work with or if they come with fully constructed briefs.

[25:00] If she was not an Art Producer, what would Mara do?

[26:43] Heather thanks Mara for coming onto the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

In an industry where the rules are always changing, it's helpful to hear from those on the front line. Heather Elder is the visionary behind NotesFromARep'sJournal.com; visit her website for industry updates, stunning photography and video, and the artists behind the work.

Mentioned in this episode

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about our guest

Mara Serdans' website

Mara Serdans on Freelance Art Producer

Mara Serdans on LinkedIn

011: Jason Lau, Senior Integrated Producer, Giant Spoon Los Angeles May 13, 2019

Show notes

Jason does things differently; as a Senior Integrated Producer, he gets to touch both broadcast and print. Tune in for some interesting insights from someone who routinely bridges the gap.

Key Takeaways

[:31] Heather introduces Jason Lau and asks her guest to talk about who he is, where he is from, and how he found his way into art production.

[6:25] Jason talks about how he created his own position at TBWA\CHIAT\DAY and brought order to some interactive legal aspects.

[7:25] From building his own role, Jason touches on what he does today, and how has it evolved along with the changing industry into something different from traditional art production.

[14:30] Heather and Jason talk about the combination of the broadcast and print production roles, and the language and process barriers that arise when trying to communicate with both sides.

[16:30] Integrated content isn't just about shooting motion and a few pictures on the side for social accounts, it's massive and requires a multi-talented, trustworthy storyteller.

[17:18] Jason and Heather talk about the importance of relationship building and compromise. Jason touches on how quickly the market evolves and you can lose touch with who is who and who does what in this industry.

[19:33] How does Jason find people for his project and how does one grab Jason's attention? Bug him, and try to meet him; it's really about relationships.

[22:16] Instagram is a more personal tool, so Jason uses the web more broadly to find new people or dig a little bit for attention-catching items.

[23:57} Jason and Heather reminisce about books: tons and tons of black books in conference rooms…

[25:20] The handful of times Jason has hired photographers to do motion, he has found that the process wasn't yet seamless and he believes it should be; he gives some insights on why that could be.

[28:11] Heather shares the evolution she has seen in terms of direct client contact, production company contact and the increase in freelancers.

[30:14] On keeping yourself relevant in an ever-changing industry.

[33:10] If Jason wasn't doing what he does now, he would open a non-profit gallery for young adults to have a platform.

[34:37] Heather thanks Jason for coming onto the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

Mentioned in this episode

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about our guest

Jason Lau on LinkedIn

Jason Lau's website

010: Clarissa Garrett at RPA in Los Angeles May 06, 2019

Show notes

Clarissa is an Art Producer with a wealth of experience to share and she does it in a smooth jazzy voice! Tune in for interesting insights on transparency in relationships, the evolving relationship with clients, the future of advertising and the importance of giving a voice to diversity.

Key Takeaways

[:30] Heather introduces Clarissa Garrett and asks her guest to talk about who she is, where she is from, and how she found her way into art production.

[3:41] Does her Jazz singing career have any effect on Clarissa's advertising career?

[5:20] Clarissa touches on the fact that creatives are asking for more helpful input from her and her team, and some of the reasons why that may be.

[6:35] What is the process like for solving the creative briefs with Clarissa's team?

[7:36] Emails or paper? The storylines and aesthetics are how to grab Clarissa's attention. Sourcebooks are not her thing, but she has an extensive bookmarking system for rep groups!

[10:36] Instagram has become a go-to, and influencers are something clients are looking into more and more, and the three ways an influencer shoot happens.

[13:59] Clarissa shares the agency point of view of working with production companies.

[15:34] With the print, broadcast, and production departments merging, relationships have lost their legacy.

[19:38] Clarissa talks about what she has to do in house to get an estimate approved… triple bids, treatments, and creative calls.

[23:24] Treatments are a lot of work, but they will show the client that the photographer is passionate and give them a play-by-play reassurance that they can do the work.

[26:18] Clarissa — whenever she is allowed — will share who is bidding on a project, transparency is key.

[29:57] Clarissa shares how she learned the importance of reaching out to the people who did not get the job on a bid. Feedback is the way to learn!

[32:08] Heather and Clarissa talk about the changes in the industry and how it's affecting their day-to-day jobs, from social media to internal agency integration and CGI… and the coming VR.

[36:33] What does it mean to be a mom and a woman in this business from Clarissa's point of view.

[39:30] Heather and Clarissa talk about the importance of encouraging women's presence and diversity in advertising.

[44:24] If Clarissa wasn't an art producer, she would do music! Follow this link to hear what Sweet Tea sings.

[45:54] Heather thanks Clarissa for coming onto the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

Mentioned in this episode

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about our guest

Clarissa Garrett on Linkedin

Clarissa Garrett is Sweet Tea

009: Cara Nieto, Executive Art Producer at David & Goliath Apr 29, 2019

Show notes

Started as an art producer in New York at Kirshenbaum before she worked at Deutsch and David & Goliath in LA and freelance. What does Cara think about all these changes happening? Is Instagram important? How about motion? And, is working on car accounts different?

Key Takeaways

[:30] Heather introduces Cara Nieto and asks her guest to talk about who she is, where she is from, and how she found her way into art production.

[5:31] Cara talks about how change is a source of motivation but of the changes she has seen in the industry in the past 19 years, shrinking time has to be the most challenging.

[9:13] Heather asks if, in her different agencies, Cara has looked more for photographers who do motion as well.

[12:10] If a client doesn't have a specific motion plan, what are some things a photographer can provide to make their offer more valuable.

[14:20] Does Cara have solid budgets when she approaches photographers, how are they built and does she share them?

[19:20] Heather and Cara discuss the importance of relationship, transparency, and communication in the context of the co-evolution of broadcast and print production.

[24:01] Are promos and marketing the way to get Cara's attention or is it more Instagram?

[25:04] And when talking about Instagram, how can a photographer develop their individuality and stand out in such a crowded market?

[27:12] For car accounts, does Cara work with different photographers or does she tend to draw from the same pool of professionals?

[29:00] Is there an aesthetic that Cara gravitates to on a more personal level? And what is she known for on her team?

[34:04] What is Cara's favorite thing to do on a Sunday? And if she wasn't an art producer, what would she be?

[35:28] Heather thanks Cara for coming onto the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

Mentioned in this episode

David & Goliath

KBS Kirshenbaum Bond Senecal + Partners

Deutsch

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about our guest

Cara Nieto on Instagram

Cara Nieto on LinkedIn

008: Lisa Matthews: Freelance Art Producer in LA Apr 22, 2019

Show notes

Honesty and open-mindedness are key. After 28 years of doing art production at FCB Global, The Designory, Suissa Miller, Saatchi and Saatchi, Team One, and now freelance, Lisa shares her perspective on the industry evolution and the keys to a well-oiled machine.

Key Takeaways

[:30] Heather introduces Lisa Matthews and asks her guest to talk about who she is, where she is from and how she found her way into art production.

[3:50] Lisa talks about some skills she gathered from previous experiences that still serve her today, as well as the importance of never presenting a problem without a solution.

[7:09] Grabbing Lisa's attention has always been a face-to-face affair, but if that's not possible, find a uniquely personal way to get her to your website!

[11:15] How should a photographer market to potential buyers? Lisa shares some actionable pointers.

[13:14] Heather asks what Lisa needs to do to get a job approved once the estimates are in. And what does she do while the estimates are being prepared — any prep work?

[17:50] How does Lisa handle large bid discrepancies? Experience plays an enormous role.

[21:24] On divulging who the other bids are, Lisa shares her perspective.

[24:40] Lisa shares how she handles the let-down call.

[29:20] Heather and Lisa touch on the changes in the industry, as well as how agencies and their clients are restructuring and moving their budgets, sometimes even in-house to better tackle those changes.

[34:57] Heather shares how so much of the work her photographers do cannot be shown because the rights have to be signed away before.

[36:30] Lisa talks about the advantages of having a photographer that does motion as well and the importance of showing a wide array of your work on your website.

[42:31] Lisa is known for her honesty and team support, and the people are the best part of her job!

[45:19] Heather and Lisa share their experiences of being women in advertising and how gender issues are evolving in the industry.

[49:29] If not an art producer, Lisa would work with animals or work in a cupcake store!

[50:03] Heather thanks Lisa for coming onto the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

007: Lisa Oropallo: Freelance Art Producer most recently at Digitas in NY Apr 15, 2019

Show notes

"If you're not prepared for that creative call, don't take it." Lisa Oropallo has been at Digitas for the last 18 years and was always an advocate for the best practices in the industry. Tune in for an interesting episode that covers industry changes as well as some seriously practical tips on online presence and how to show up for creative calls.

Key Takeaways

[:30] Heather introduces Lisa Oropallo and asks her guest to talk about who she is, where she is from and how she stumbled into art production.

[3:26] Lisa talks about how technology advances have reshaped the way work is done in the industry and what impact it has had on the work.

[6:56] Lisa turns the tables and asks Heather how a bid monopolizes a photographer's time.

[7:16] Heather and Lisa discuss the evolving role photographers are asked to play in the creative process and the time requirements that have not been increased to accommodate for this additional workload.

[10:22] The creative call and the treatment make or break a bid.

[12:06] With the fierce competition out there, what are some important things that will factor into the decision process and what does Lisa look for in a photographer.

[15:31] Promos? Portfolio reviews? Meetings? How does one grab Lisa's attention and she talks about what she thinks Instagram is for!

[18:35] Long loading websites is a no-no but a build your own .pdf function is great!

[20:43] Once the three bids are in, what is Lisa's agency process? Heather and Lisa talk about how they prefer tackling budget issues and how cuts in one area can affect every aspect of a job.

[26:22] Lisa remembers a time she asked a photographer to pick up a local crew to limit the budget, and how she came to regret this decision.

[29:53] Heather asks what the process is for letting the losing bids know they weren't picked, and how much information she will share in the context. Heather asks if it is at all an opportunity for constructive criticism.

[34:44] When to disclose the budget, or a range or nothing at all, Lisa and Heather share their perspectives.

[38:39] Does Lisa have advice for a person who would become an art producer: communication, getting more knowledgeable about today's market, etc., most of it is really good for current art producers!

[41:31] Aside from all of the previous advice — which is good for photographers as well — is there anything she would tell photographers: thinking out loud and looking prepared.

[42:40] If you [the photographer] don't have everything ready for the creative call, you shouldn't take it now.

[44:19] Heather thanks Lisa for coming onto the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

Mentioned in this episode

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about our guest

Lisa Oropallo on LinkedIn

Lisa Oropallo on Instagram

006: Sonia Pandya, Art Producer at Mullenlowe U.S. in Los Angeles Apr 08, 2019

Show notes

As a one time rep and now art producer, Sonia has seen both sides of the conversation; tune in for her insights on websites, grabbing her attention, and a deep dive into the place women have in advertising today.

Key Takeaways

[:30] Heather introduces Sonia Pandya from Mullenlowe in L.A.

[1:50] Sonia talks about how she found her way from junior rep to where she is today and what she learned during her first internship.

[4:10] After all this experience, what brought Sonia to the art production side of things?

[6:40] Heather asks Sonia if her past experience has been an asset in her current job.

[7:35] How does one go about grabbing Sonia's attention?

[9:28] What exactly is a well-designed website? Sonia and Heather nerd out!

[11:50] Instagram is a good place for Sonia to hunt for new talent. She underscores the importance of Hashtags in the search process.

[14:54] Heather asks what Sonia's process is when she receives an estimate. They talk about agency policies and personal preferences when it comes to sharing sensitive competition information.

[18:35] Heather offers up a solution to the competing bids conundrum!

[19:30] On sharing budgets.

[22:15] Sonia talks about the necessity of educating clients on the different facets of production.

[24:17] The importance of high-level creative problem-solving in photographers working in today's advertising market.

[26:26] What do clients want when they ask for motion? Sonia breaks down the type of asks she gets.

[27:48] Heather and Sonia dive deep into what does being a woman or a minority in the advertising business mean today?

[34:58] Heather asks Sonia what her favorite thing to do on a Sunday is and if Sonia wasn't an Art Producer, what would she do?

[37:01] Heather thanks Sonia for coming onto the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

Mentioned in this episode

Mullenlowe

Jigisha Bouverat Collective

Karen Youngs

Free the bid

Emily May

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about our guest

Sonia Pandya on LinkedIn

005: Jacqueline Fodor Freelance Art Producer, Previously at Venables Bell & Partners Apr 01, 2019

Show notes

The single frame narrative of Jacqueline Fodor's life, the cadence of certain types of work (including art production), and the rapid evolution of the role of photographers — tune in to this dynamic discussion to hear about all of this, and more!

She started her career in LA as a film wardrobe stylist before moving to the San Francisco Bay Area to produce content for infomercial visionaries. She has built production departments, along with viable content studios at agencies like Venables Bell and Partners and Duncan Channon. She was also the lead producer at Google's Brand Studio creating content to launch the Google Store.

Key Takeaways

[:30] Heather introduces Jacqueline Fodor, a freelance Art Producer.

[1:24] Jacqueline talks about her nontraditional path to art production.

[6:02] Has the single hero image disappeared? Jacqueline dives into some key differences between what the clients want and what they actually ask for.

[9:04] Heather asks if Jacqueline developed skills at other jobs that transfer well to art production.

[13:32] Photography had a kind of monopoly on advertising but things have evolved massively; what is different today in agencies? Jacqueline and Heather unpack the evolution of the creative role of multidisciplinary photographers in this context, which is more and more of a DA and partner role.

[21:36] On the financial aspects entailed for photographers to offer a wider variety of services.

[24:33] Broadcast producers are beginning to call on photographers to fill some of their needs as well, but the relationships being so new, comes with their own set of challenges!

[28:50] Heather asks how a photographer or producer can get Jacqueline's attention.

[30:24] Does Jacqueline think photographers need to be more of a brand today?

[34:07] Heather thanks Jacqueline for coming onto the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

In an industry where the rules are always changing, it's helpful to hear from those on the front line. Heather Elder is the visionary behind NotesFromARep'sJournal.com, visit her website for industry updates, stunning photography and video, and the artists behind the work.

Mentioned in this episode

Venables Bell & Partners

Shepard Fairey

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about our guest

Jacqueline Fodor on the Web

Jacqueline Fodor on LinkedIn

004: Heather Church, Arnold Worldwide/NY - Part 2 - The Bidding Process and Motion Projects Mar 20, 2019

Show notes

Part 2, the bidding process and motion projects.

This episode is Part 2 of the in-depth discussion with Heather Church. Tune in to hear about the intricacies of the bidding process and how the use of photographers for motion projects has increased through the years.

Key Takeaways

[:30] Heather Elder starts off Part 2 of the interview with Heather Church with a discussion on bidding — as well as a side note on "Heathers."

[1:15] What is the process, on Heather C.'s side, once the bids have been received?

[2:57] Heather E. asks Heather C. to talk a bit about what makes a good treatment.

[7:26] Does Heather C. share who is bidding on a particular project? And what about budgets?

[10:32] When dealing with three different bids, how does Heather C. Make sure she is comparing "apples to apples."

[11:35] Is there a point in the bid process when Heather C. will narrow in on a candidate or does every photographer get the same information/emails/updates until the very end of the process?

[13:03] Heather E. asks Heather C. to talk a bit about having to give photographers bad news.

[15:22] Heather E. thanks Heather C. for taking the time to call the candidates that did not get the job to discuss the reasons why and explains why that call or email is so important.

[19:11] Does Heather C. work with photographers who also do motion direction?

[21:42] How should a photographer showcase his or her motion experience to best show their skill?

[22:56] Does motion change the bidding process?

[23:33] Are agencies still learning about how to best use a photographer with motion experience and how to integrate motion into their deliverables?

[24:50] Does Heather C. have favorites [print or video] and does she get to see the projects she has helped create, out in the world?

[26:08] Heather E. thanks Heather C. for coming on the podcast and invites listeners to tune in for the next episode.

Thanks for listening.

Mentioned in this episode

Arnold Worldwide

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter

Heather Elder on LinkedIn

Heather Elder on Facebook

More about our guest

Heather Church's Bio

Heather Church's website

Heather Church on LinkedIn

Heather Church's Beauty Smarts program on Instagram

Heather Church's Beauty Smarts program on Twitter

Heather Church's Beauty Smarts program on Facebook

Heather Church's Beauty Smarts program on Pinterest

003: Heather Church, Arnold Worldwide/NY- Part 1 - How She Got Into The Business and How to Get Her Attention Mar 20, 2019

Show notes

Part 1, how Heather Chutch got into the business and how to get her attention.

This is Part 1 of a 2 part interview with Heather Church of the New York office of Arnold Worldwide. Listen in for a fun dive into what got Heather into art production as well as some insider tips on how best to grab her attention.

Key Takeaways

[:30] Heather introduces Heather Church from the Arnold Worldwide New York office for Part 1 of two podcasts covering how she got into the business and how to get her attention.

[1:15] What was the path that took Heather C. into advertising and ultimately art production?

[3:40] Heather C. talks about her previous jobs, but more specifically the skills those experiences imparted that she uses as an art producer.

[4:24] Heather E. asks if there were any influences that were instrumental in shaping Heather C.'s path and interest in photography.

[7:23] How do photographers get Heather C.'s attention?

[8:14] If Heather C. Likes someone's work, will she visit their website or social media accounts?

[9:08] Heather E. touches on the importance of photographers building their own relationships with art producers and the reasons she encourages it.

[11:23] On website design, scrolling, thumbnails, organization, etc.

[14:38] How does Heather C. introduce an artist's information to her team when she's found an interesting candidate?

[15:54] "Somebody has worked really hard on this project, this is their baby." Heather E. highlights the reasons why it's important for photographers to show appreciation for the work that was put in.

[17:11] Heather C. shares an anecdote on the importance of creative call chemistry.

[18:25] Does Heather C. encourage specific conversations or ask specific "chemistry gauging" questions on creative calls?

[20:48] The tables are turned: the art producer asks the rep a question!

[21:16] Heather E. invites listeners to tune in for Part 2 of this episode.

Thanks for listening.

Mentioned in this episode

Arnold Worldwide

More about your host

Heather Elder's Bio

Heather Elder's Blog

Heather Elder on Instagram

Heather Elder on Twitter