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Daniela Bailes is a working film and television writer whose work travels across genres. A proud alumnus of the Yale Writer’s Conference in New Haven, she was mentored by literary luminaries before being selected for the National Hispanic Media Coalition TV Writer’s Program, a feature writer on the Latinx Black List, and as a participant in the Sundance Episodic Lab. Her most recent work was staffing on the upcoming Paramount science-fiction series, The Shift, also selling a feature script to A+E Networks.
At Wrapbook, we pride ourselves on providing outstanding free resources to producers and their crews, but this post is for informational purposes only as of the date above. The content on our website is not intended to provide and should not be relied on for legal, accounting, or tax advice. You should consult with your own legal, accounting, or tax advisors to determine how this general information may apply to your specific circumstances.
Behind every successful commercial production there's a story of strategic vision, creative collaboration, and logistical mastery. Wrapbook's On Production pulls back the curtain, offering a glimpse into the minds of industry leaders shaping the future of the industry.
Each episode offers valuable lessons, a few of which we’ll highlight in this blog. We'll delve into Steve Caplan's insights on media strategy and the impact of AI, and explore TJ Tamayo and Juan Sebastián Barón of Five to Sixty's perspective on the evolving role of executive producing.
We’ll also discover the unique challenges and rewards of filming in Hawaii with Krista Carella, and learn how Picture North is scaling its operations with Matt Bobbitt and Wrapbook’s own Cameron Woodward.
Whether you're navigating complex productions or simply passionate about the craft, On Production provides essential perspectives on the evolving landscape of commercial content creation.
In a compelling episode of Wrapbook's On Production, Steve Caplan, a seasoned expert in strategic communications and the founder of Message, shares his invaluable insights into the world of media strategy.
Caplan's career, spanning from senior advisory roles at the United Nations Climate Change Conference to executive vice president at the Association of Independent Commercial Producers (AICP), provides a rich tapestry of experiences that inform his approach.
Caplan's journey began in Los Angeles, surrounded by the vibrant world of production. He reminisces about growing up in a neighborhood where filmmaking was a way of life, highlighting his deep-rooted connection to the industry.
However, his passion for politics led him to pursue a career that straddled both entertainment and policy. This unique blend of interests shaped his understanding of the power of messaging and its impact on society.
The foundation of Caplan's philosophy lies in the importance of strategy. He emphasizes that effective advocacy, whether in the public or private sector, begins with a well-defined strategic plan.
Advocating for a strategy first approach in all endeavors, he illustrates this point with an anecdote about his time at the AICP, where he helped create a program that directly benefited commercial producers by focusing on the needs of small business vendors and suppliers.
Caplan also delves into the transformative impact of digital media on the commercial production industry. He recalls the shift from film to digital and the subsequent changes in distribution channels, noting that these advancements have fundamentally altered the way content is created and consumed.
He highlights the importance of adapting to these changes, particularly in the face of emerging technologies like generative AI.
Addressing the rise of AI, Caplan encourages producers to view it as an opportunity rather than a threat. He urges them to think strategically about how to leverage AI to enhance their work and maintain relevance in a rapidly evolving landscape.
Caplan's insights extend beyond the technical aspects of production, touching on the human element as well. He expresses concern for the impact of AI on industry professionals, particularly those in craft roles, and stresses the importance of retraining and adaptation.
He also offers valuable advice to up-and-coming professionals, emphasizing the importance of strategic thinking, adaptability, and a commitment to delivering value.
Caplan's conversation is a masterclass in strategic communication, offering a blend of personal anecdotes, industry insights, and forward-thinking perspectives. His emphasis on the strategy first approach and his ability to navigate the complexities of the media landscape make him a valuable voice in the ever-evolving world of production.
Executive producers TJ Tamayo and Juan Sebastián Barón from Five to Sixty share their unique perspectives on the ever-evolving world of commercial production. Their conversation provides a fascinating glimpse into the challenges and triumphs of managing complex projects in today's fast-paced media landscape.
Tamayo, an LA native with a passion for storytelling, traces her love for film back to her childhood when movies served as a portal to other worlds.
She recalls bonding with her father over action films and dreaming of being one of The Mighty Ducks. This early fascination with storytelling ultimately led her to a career behind the scenes where she now excels at bringing creative visions to life.
Barón, a Colombian American producer and USC Film alumni, discusses his fascination with digital technology and its impact on storytelling.
He describes his early experiences making short films with friends as when he discovered the magic of filmmaking and the thrill of problem-solving. This passion for innovation continues to drive his work at Five to Sixty where he embraces new techniques and challenges.
Both Tamayo and Barón emphasize the importance of experience in their roles as executive producers. Tamayo, who started as a PA and worked her way up, highlights the value of understanding every aspect of production, from ordering lunches to managing complex schedules.
She shares an anecdote about working on Maroon 5's “Sugar” music video, a challenging project that taught her the importance of resilience and adaptability.
Barón, who also has experience as a cinematographer, discusses how his background has influenced his approach to producing. He emphasizes the shared skill set of problem-solving that unites directors, producers, and crew members.
He believes that understanding the challenges faced by directors and crew members allows him to better support their creative visions.
At Five to Sixty, collaboration is key. Tamayo and Barón describe their approach to new projects, which involves a collaborative process of shortlisting directors, bidding on projects, and developing creative treatments.
They emphasize the importance of building strong relationships with directors, agencies, and brand partners.
They also delve into specific projects, such as a Starbucks campaign that required extensive casting and logistical planning, as well as an iFit project that involved filming in 30 countries. These examples highlight Five to Sixty's ability to handle complex and unconventional productions.
Looking ahead, Tamayo and Barón discuss the trends and changes they foresee in the industry. They note the increasing demand for complex deliverables, the need for specialized directors, and the growing influence of AI. They also discuss their plans to evolve their business model to meet the changing needs of their clients.
Ultimately, Tamayo and Barón's insights reveal a deep passion for filmmaking and a commitment to innovation. Their collaborative approach, problem-solving skills, and adaptability make them valuable contributors to the world of commercial production.
Krista Carella from Island Film Group was able to share her unique journey and expert insights with On Production in regards to the filming world of Hawaii.
Her story, from her early days in Los Angeles to her current role as a key figure in Hawaiian production, offers a fascinating look at the challenges and rewards of bringing film projects to this breathtaking location.
Carella's journey began on the East Coast with film school in Massachusetts before she made the move to Los Angeles. There, she honed her skills in commercial production, working her way up from intern to production supervisor.
However, the fast-paced and sometimes demanding nature of the industry led her and her husband to seek a change of pace. A honeymoon in Maui sparked the idea of relocating to Hawaii, a decision that has shaped her career and life for the past decade.
Her transition to Hawaii was not without its challenges. With no local connections, Carella and her husband reached out to industry professionals, eventually connecting with Island Film Group. Her LA experience proved invaluable, and she quickly became an integral part of the team.
Carella's perspective on commercial production is refreshingly candid. She acknowledges the love-hate relationship many have with the industry, highlighting the intense pressure of delivering high-quality content within tight deadlines.
She emphasizes that commercial production, with its focus on short-form content, demands a unique set of skills and adaptability.
When discussing the differences between filming in Hawaii and the mainland, Carella stresses the importance of local knowledge and cultural sensitivity. She acts as a vital bridge between mainland productions and the Hawaiian community, ensuring that projects are executed smoothly and respectfully.
Island Film Group plays a crucial role in supporting and facilitating productions in Hawaii. Carella describes her role as a local producer, handling everything from budgeting and prep to wrap.
She highlights the company's strong relationships with the Film Office and local equipment houses, ensuring that productions have access to the resources they need.
A significant aspect of filming in Hawaii is the state's generous tax credit, which Carella and her team are experts in navigating. She explains the financial incentives available to productions, emphasizing the benefits of filming on the neighbor islands.
Carella also delves into the importance of collaboration between local governments, businesses, and residents. She stresses the need for cultural sensitivity and the importance of hiring local professionals. She notes that Hawaii is a culturally sensitive place, and it’s important to understand the local customs and traditions.
Looking ahead, Carella discusses the future of the Hawaiian film industry, highlighting the growing focus on eco-production and sustainable practices. She also emphasizes the importance of spreading awareness about the tax credit and attracting more productions to the islands.
Carella's insights provide a valuable perspective on the unique challenges and opportunities of filming in Hawaii. Her passion for the industry and her commitment to the local community shine through in her words.
Matt Bobbitt, Head of Production at Picture North, and Cameron Woodward, Co-founder at Wrapbook, delve into the crucial role of efficient payroll in the commercial production industry.
Their conversation highlights how a streamlined payroll system is not just an administrative necessity, but a strategic tool for growth, particularly for rapidly expanding companies like Picture North.
Bobbitt emphasizes the complexities of production payroll, explaining that it involves more than just paying people. It's about navigating a maze of union regulations, freelance contracts, and intricate tax laws.
He stresses that accuracy and timeliness are paramount, as they directly impact crew morale and project continuity.
For Picture North, efficient payroll is a cornerstone of their operational strategy. As they scale their operations, they rely on robust payroll systems to manage the increasing volume of transactions and ensure compliance.
Bobbitt points out that technology plays a pivotal role in this process, with digital solutions streamlining everything from time tracking to contract management.
The conversation underscores the importance of seeking expert guidance in payroll management. Bobbitt advises producers and filmmakers, especially those new to the industry, to partner with specialized payroll services.
This not only mitigates the risk of costly errors but also allows production teams to focus on their creative endeavors. By prioritizing payroll efficiency, Picture North is able to focus on the creative aspects of production and continue their growth.
From strategic insights to logistical triumphs, Wrapbook’s On Production offers a comprehensive look at the modern filmmaking landscape. These episodes showcase the diverse expertise and innovative approaches driving the industry forward.
Whether you're a seasoned professional or an aspiring content creator, these conversations can provide valuable lessons and inspiration for navigating the exciting and challenging world of commercial production.
Inspired by the insights? See Wrapbook in action and learn how it can become a force multiplier in your production process with a quick demo.
