Meet Your Makers: Thrown in at the deep end with Samantha Attenborough

LBB> What first attracted you to manufacturing – and is it an industry you’ve always worked in or did you come to it from another field?

Samantha> The glamour. From a young age, I always knew I wanted to work in the media industry, one way or another. I actually started as a creative before moving into production. At 19, I studied creative advertising at media design school and was placed at one of the biggest advertising agencies as a junior copywriter. I was paid $70 a week and thought I had hit the jackpot.

LBB> What was your first role in the world of production and how did that experience influence your view of production and the way you developed your career?

Samantha> I was supported by a director friend of mine at one of New Zealand’s most established production companies; Flying Fish, wondering if I knew any good producers in New Zealand. I said I would think about it and get back to her realizing shortly after that it was a turn on and she was actually asking me to produce for her.

I had also met Fish’s EP James Moore over a “legendary long lunch” as a client, and having been a fan of their work for a long time, the decision to start a new career was a no-brainer for me. I took on the role of producer and marketing manager and was tasked with rebranding the existing business to give it a more contemporary aesthetic to what it is today.

LBB> How did you learn to be a producer?

Samantha> There was no production school when I was a kid…I was thrown in at the deep end and of course I told my new employer that I knew absolutely everything about the film industry.

In fact, spending two years as a creative and then nine years as a costume designer gave me the foundation to jump ship and pretend I knew what I was doing.

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

Samantha> Starting to think fashion over function was a good idea when it came to choosing appropriate footwear on set, while shooting on an icy mountain for an outerwear brand wasn’t my finest moment.

Slip, broken rib, keep going.

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?

Samantha> I disagree – the film is its own beautiful, glorious sexy beast.

LBB> What is your favorite thing about producing and why?

Samantha> Dizzy the buns.

I can’t relate to just one thing. There are many, many favorites. But if I had to name one it would be the people, working with some of the most creative human beings in the world and being inspired every day.

LBB> How has production evolved since the start of your career?

Samantha> It’s definitely a lot more testing. The budgets aren’t what they used to be, but the high expectations remain the same. And while there may not always be a financial plan that reflects this idea, we are tasked with finding more unique and non-traditional ways to approach projects.

One thing is for sure, with the ever-changing landscape, it definitely keeps you on your toes.

LBB> And what has stayed the same?

Samantha> The process remained the same. The understanding, value and appreciation of each department and role is always the same. It really needs to stay that way to ensure the continued integrity of the industry.

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

Samantha> Honestly, honestly, it’s about not giving a damn. If you don’t ultimately have the passion, the focus, the fire in your belly, the will to push back against the status quo and are willing to put in the hours (trust me, sleep comes second), this industry is “not for you. If you have that, the rest really comes from there.

They say this industry isn’t for everyone and if it were as simple as that, more people would get into it.

LBB> Which production project during your career are you most proud of and why?

Samantha> These are some highlights for me. It would have to be the Air NZ security video – “Tiaki and The Guardians”. Working for your national carrier is definitely a feather in the cap. Working closely with Lee Tamahori and producing for him on the Steinlager and Vodafone campaigns was without a doubt the highlight of my career.

LBB> Producers always have the best stories. What’s the trickiest/craziest situation you’ve found yourself in and how did you get out of it?

Samantha> A good producer never reveals his manufacturing secrets… but simply knows that everything always goes “very well”.

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

Samantha> There are definitely brands and clients you aspire to work for, and directors you admire.

For me, not only as a creative but also as a producer, I always hope that one day I’ll be able to write a script or produce a Skittles campaign. In fact, I still feel the same way. I also like sweets.

LBB> As a producer, your brain must have a never-ending “to-do” list. How to turn off? What do you do to relax?

Samantha> There are a few guiding principles that I certainly subscribe to; yoga, diaphragmatic breathing classes, ice baths, scrapbooking, meditation, gardening and baking.

None of this is actually true. I find a good old glass of wine and catching up with friends fills my cup(s). I’m low maintenance…that’s never said anyone. Did I say cup? I meant chalice.

LBB> Producers solve problems. What personally fuels your curiosity and drive?

Samantha> I’m constantly asking questions and I like to be a little disruptive not only in thinking, but also in approach. You have to be curious to return to this quintessential attribute of not giving a damn. If you don’t ask questions and challenge the process, you don’t have an opinion. I also think you are not doing your best. My team loves it when they see me coming.

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

Samantha> Make sure you never stand too close to a radiator with a down jacket on set. And shoes with good grip are essential. I learned the hard way. Please refer to the previous question.

LBB> In your experience, what are the ingredients for successful production?

Samantha> Three simple ingredients: a good agency brief, a solid treatment and approach, and a high-level team to execute. Can I say four ingredients? Closing celebrations.

LBB> What is the key to a successful production-customer relationship?

Samantha> Most would say trust, but good integrity, transparency and an honest relationship with your customers are also key to a successful relationship.

LBB> Producers are naturally involved – they have to be. How do you balance this in the more managerial role of a PE?

Samantha> I don’t really separate the two hands. I am a creative EP producer and am fully responsible for the process, from start to finish, for each work.

I love being an EP, overseeing my input and impacting all the work that leaves the building. But for me, producing is above all something that I really love. I’m very lucky to have the best of both worlds and to do both. It’s not an easy task, but one that I thrive on.