Producing & Directing Food Content

Directors and Producers –The Immovable Object and Unstoppable Force!

by Clare Cassidy

I’ve had the privilege of working both as a director and a producer in my career, which are two extremes on the video production spectrum. On good days producers and directors form a seamless partnership of practicality and creativity, most days ‘frenemies’ would best describe the relationship. On set, both are integral parts of the production puzzle, one focussed on getting the job done on time and within budget, the other focused on creating top quality content.; and therein lies the rub.

I have seen directors throw tantrums on set because of budget cuts or time constraints, and I have seen producers lay down the law when directors insist on their twentieth take of a particular shot when the crew are exhausted and working on overtime. I have also seen a director throw a chair at a client over a creative disagreement (at the age of twenty-two I thought it was a grand display of creative integrity, now I have a different take on things.) The push and pull of the creatives versus the production executives was always fascinating to me. When I started working in tv I leant towards the more creative side of things. However, I had to work through the ranks before I would get my first directing job. And so, I was made the production manager of a small campaign. Fresh out of university, I battled to remember my laptop most days. Needless to say, I was a terrible production manager. I couldn’t stay in budget, forgot everything, and didn’t even own a watch, so the shoot ran over-schedule. Unsure of what to do with me, my executive producer decided to let me direct a campaign. It was a natural fit. Having studied theatre and film and spending most of my misspent youth glued to the TV, I knew how to put the pieces of the puzzle together. And ironically, it was only when I was directing that I really figured out what makes a good producer.

After a few projects I realised I was only ever as good as my producing team. If I had a crazy idea, my producing team were the ones who made it happen. Long shoot days needed careful logging, creative ideas needed to be fleshed out into detailed schedules, or they would never make it to the screen. The best producers were also a sounding board for creativity and came with a ‘lets make it work’ attitude. And so, after many years of directing, I turned my hand to producing.

I learnt how to be painstakingly detailed in my planning, that if something slipped through my fingers the whole production would be in jeopardy. I learnt how to deal with clients, always be open to opinions and ideas, take their feedback on board and make it work. I also learnt to make sure the directors felt supported and part of a team.

When it comes to producing at Curious Crab, I always have one eye on the creative brief. Being a video agency for food brands, we must pay attention to every detail. Creating original stand out recipes, scrutinising the grocery list and making sure every ingredient used is top quality, styling the dishes to perfection and insisting on retakes if needed. Because at the end of the day the producing and directing team must have their heart in the right place, and that is making high-quality, attention-grabbing content.

This week we had a particularly tough time with a stack of pancakes. We tried three iterations. Mixing xanthan gum into the cream to avoid melting, adding extra baking powder to the batter to make them fluffier, but the result was not the perfect stack we had envisioned. A frustrated producer, watching the clock and budget, might rush out the results, but the entire team agreed to add a few more hours to the schedule to get it right. That’s the kind of attitude we cultivate at Curious Crab; a little give from the production team, a little effort from the creative team and, together, we get the results. Twenty-two-year-old me had a lot to learn. I’m glad she listened.

Here is what those pancakes ended up looking!