Sustainable Production Unveiled: How to get to the greener future with NERD Productions?

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Is greener production just a myth? Join Ira Giorgetti, a creative producer and photographer from NERD Productions, as he shares his experiences and thoughts on sustainability in his career. Learn how simple changes can make production greener and discover ways to embrace eco-conscious practices.

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Ira Giorgetti In The Middle Of A Shoot

Can you tell us about your own personal journey when it comes to getting involved in sustainable production – how did you get started and where has that journey taken you?

Growing up in the Philippines, a country directly affected by climate change, sustainability became a deeply personal and relevant issue for me as a creative producer. My family elders instilled a sense of responsibility for nature, which influences every aspect of my production planning. To reduce the environmental impact, I prioritise eco-friendly practices, source from environmentally conscious suppliers, and use energy-efficient lighting and recycled props. I also manage resources efficiently, minimising waste, implementing recycling and composting programs on set, and promoting low-emission transportation options to reduce carbon emissions. Alongside environmental sustainability, I advocate for diversity and inclusion, aiming to create fair and inclusive working environments in my productions.

By integrating sustainable practices into my work, I aim to minimise environmental impact while staying true to our company’s values of diversity and inclusion.

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Ira At Work

What are the conversations that clients are having with you about their desire to reduce the carbon footprint and environmental impact of their content production?

While the demand for sustainability varies from client to client, many of them now consider it a crucial aspect of their content creation strategies. Some may view sustainability as a checkbox exercise, but a significant number take these concerns seriously, understanding the urgency and the need for substantial changes to mitigate environmental impact. This growing demand is partly driven by younger generations, who are more environmentally aware and passionate about sustainability, and are pushing for brands and companies to take action to reduce their impact on the environment.

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Because of remote production and the impact of transporting people and kits, I guess most sustainable production conversations are limited to live action, but what are the challenges and opportunities on the animation front?

Sustainable production conversations typically focus on live-action productions due to the significant impact of transporting people and equipment. However, there are also challenges and opportunities in the realm of  animation. One challenge is the collaborative nature of the work, but advancements in technology and remote collaboration tools have made it more feasible and efficient.

On the other hand, animation offers unique opportunities for sustainability. By creating virtual worlds and characters, they can reduce reliance on physical sets and props, lowering energy consumption and waste production. Studios can also prioritise renewable energy sources, like solar or wind power, for rendering farms and computer systems. Embracing remote work allows for tapping into global talent while reducing the need for extensive travel. By leveraging technology and making conscious choices, the animation industry can promote sustainable practices and reduce its environmental impact.

What advice would you give anyone working in production, whether for the production company, agency or brand, who is struggling to get buy-in from their clients and colleagues on sustainable production?

When seeking buy-in for sustainable production, focus on personalising the conversation to connect with clients and colleagues on a human level. Engage in one-on-one discussions to understand their values and concerns, emphasising the direct impact sustainable production can have on their lives, their loved ones, and future generations. Share stories and evidence of successful sustainable projects to illustrate positive outcomes for the environment, well-being, and cost savings. Address specific concerns and objections, collaborating to find common ground and align solutions with their goals.

Sustainable production is a collective effort requiring patience, empathy, and effective communication. By connecting with people personally, demonstrating the tangible benefits, and addressing their concerns, you can inspire and motivate your clients and colleagues to embrace sustainable production practices and positively impact the world around us.

‘Must know’ facts about NERD Productions animation director Sharon Liu

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Sharon Liu on visualising the core values of a brand and using her skills to enhance the power of women.

Earlier this summer NERD Productions spoke to Sharon Liu about her experiences, director tips and tricks, and a few opinions on recent changes in the world, and how it impacted her career.

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 What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them?

I get excited by scripts that are full of emotion and might be challenging to describe in words.

How do you approach creating a treatment for a spot?

I read the deck over and over again, to get a feel for what the client wants to achieve (both aesthetically & technically). Then I will thoroughly do my research to find a connection between what I think would be the coolest approach but still effectively reach the client’s goal. Once I have that connection/idea in my mind, I can start sketching out some style frames. Most of the time the thinking takes longer than creating.

 If the script is for a brand that you’re not familiar with/ don’t have a big affinity with or a market you’re new to, how important is it for you to do research and understand that strategic and contextual side of the ad? If it’s important to you, how do you do it?

I always think one of the greatest parts of being a director is that I get to work on projects/ campaigns in areas that I’m not familiar with. It keeps me curious and learning.

Therefore I take research very seriously, it helps me to visualise the core values of the brand. I compare the brand’s ad campaigns from the past to the more recent ones. Then I brainstorm with my colleagues and constantly mix and match ideas until the best creative solution appears. I will take notes about the brand’s target audiences and try to find out what people like the most from the brand so I can enhance those aspects as well as delivering the message from the campaign creatively.

Nina Simone – Colour is a beautiful thing

For you, what is the most important working relationship for a director to have with another person in making an ad? And why?

It will have to be my producer, she forms a solid bridge between me and the clients, manages the technical side of the project so that I can execute the creative side.

What type of work are you most passionate about – is there a particular genre or subject matter or style you are most drawn to?

I’m open to all kinds of collaborations, I like to use my skills to support things I like and believe in. In particular, I like to use my skills to enhance the power of women. I really enjoy drawing and designing female characters.

What misconception about you or your work do you most often encounter and why is it wrong?

In the past I’ve had people comment that my work doesn’t have a ‘style’ because I don’t use the same materials/methods for every project and I don’t draw the same character over and over. I would like to think I do have a style but perhaps not in a conventional sense.
As well as being an animation director, I am an artist and I like to creatively challenge myself all the time, so that my work will consistently morph to improve and keep up with trends. I like to use different techniques/styles to create bespoke designs for every client, I think my strengths lie in an exciting use of colour and an elegant style of storytelling.

Lady Florence Boot

 How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?

As a creator, I have always believed that it’s part of the fun to be able to deliver the idea in multiple ways. I see the project/idea as everyone’s baby (client, agency & production company). We all share the same goal which is to make sure the baby is safely delivered and grows healthily. Therefore I have trust that other’s opinions and criticisms are in the best interests of the project and I hope that my clients have the same confidence in me.

What are your thoughts on opening up the production world to a more diverse pool of talent?

I think that would be the best way forward. From my personal experience, a woman of colour in London, it would be a dream come true to see diverse talents exchanging ideas and supporting each other. I believe together we can create something really special.

Your work is now presented in so many different formats – to what extent do you keep each in mind while you’re working (and, equally, to what degree is it possible to do so)? 

In a way, a different format means a different canvas. It’s almost impossible to keep the artistic composition the same on every screen. However I will always try to design my shots with extra artwork at the edges of the frame so there is wiggle room for me to reposition the shot if I need to.

See more from Sharon here.

NERDy Work Secrets from Lydia, Head of Business and Talent

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As a production company that represents diverse talent and crafts for global clients, NERD Productions has always been progressive in everything we do! We had mastered the WFH concept way before it became a thing we all now call ‘the new normal’.

The creative industry never sleeps and we need to be at the top of the game, producing and creating inspiring visuals. To our team production is all about human connection and relationships, this is why we have Lydia. She is a ray of sunshine and that one person who always brightens up every room she ever happens to be in. We spoke to her and she shared her secrets of working and nailing it at NERD!

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We hope these thoughts give you an insight into what it is like to be a NERD and rock the world of production!

  1. Our talent pool is where the magic happens. I feel motivated when I watch our directors shine, see them grow within their skillset, and the spark in their eyes when they receive the next script to work on.

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  1. The importance of maintaining relationships is what numerous lockdowns have taught me. It is important to gain but also maintain those relationships with our creatives, friends, and producers. We like to have casual chats and catch-ups with our clients and talent. Good relationships always lead up to a fantastic job in the creative industry!

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  1. NERD is a bunch of very creative people and we thrive when we receive exciting scripts. As a sales rep, my day-to-day life consists of lots of calls, emails, knock-backs, and cancellations. This line of work is extra rewarding, especially when you secure another wonderful project. That being said, receiving inspiring, creative scripts is one of the main points that makes me excited about work!

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  1. NERD Productions is a big family. The past year has proven how close we all are and how important it is to be there for each other every step of the way. After all, we are all in the same boat and we sail together! The culture at NERD is what keeps me going – regular catch-ups, Zoom coffees, virtual parties, and that general feeling of belonging and care.

  1. Last but not least is running. This is one of those activities when I connect with my body, let it flourish, and nurture my mind. I like to get a good early morning run at least 2-3 times a week. What is better than a sense of accomplishment and endorphins early in the morning? Ready to crack on and keep winning! 

Discovering ‘Medela’, directed by Shona Auerbach.

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This calming film by our Shona Auerbach was one of the projects this year that has brought the sense of normality and joy to everyone on set and in production! 

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Many mums would agree with us that breastfeeding can sometimes be exhausting. This is where Medela takes over and you can have more time to enjoy a few moments doing what you desire with your little one!

This was a project shot mid-COVID featuring REAL new mums, real people! It was important to bring a sense of confidence and comfort to the set.

Let’s see how Shona pulled it off:

To be honest, I hardly noticed the restrictions other than wearing masks.  I often work with the same crew, we are a good team together, we like each other and that makes a big difference. The team I didn’t know was the agency. We had done several Zoom calls beforehand so I felt like we had spent some time together. That helped us, and I think we worked well together.

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Our Founder & Executive Producer Milana Karaica also adds:

We had to capture that very special & delicate bond between a new mother and her precious little baby, now try doing that during a global pandemic. Our task was even more challenging by the fact that we wanted to capture these special moments by real mums and babies, not actors. As a new mum, myself to a 5 month old baby girl, at the time, I knew exactly how anxious mums can be and what our mums were going through during these unfamiliar times.

This is why I knew Shona was the right person for the job! If we were to get our mums to relax, trust and open up to us so we can be let in on those intimate nuggets, we needed a director that would make the set feel safe and mums looked after.

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It is such a calming and relaxing film, Shona was working with little angels this time, while previously directing professional actors like Gerald Butler in her feature films.

How different was it this time for Shona?

I think the babies in Medela were great, but it helped because they were with their mothers most of the time, so they didn’t really notice whether we were filming or not.  Filming non-actors is always different and working with children is another type of direction too, so you have to approach it with a more captured attitude.  

Pre-filming, I have ideas in my head on how I would like it to play out but inevitably working with children allows some spontaneity. They are too young to direct in a formal sense and therefore I try to guide them in a direction but I am open-minded that they may give me any number of alternative moments which I have to then adapt to. Although I may be aiming for a particular vision, it may not always be possible because they are not actors, therefore I try to create a space where they can feel as comfortable as possible, allowing me to capture moments. 

Working with actors is different again, I can have an image in my head and how I would like it to play out and with the help of the actor, I can go all out to make that happen.  All these options work for me, and ultimately in the end I am looking for the most natural performances, they are just different techniques of getting it.

Enjoy the film and see more from Shona here.

Welcoming Director Lewis Andrews to the roster of talent at NERD Productions

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NERD welcomes Lewis Andrews – a young director with a distinctive cinematic style, who filled our hearts with joy and excitement for future projects together!

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We asked Lewis a few questions about his career, passion, and future plans:

How did you manage to get such a large folio at such a young age?

I dropped out of school to pursue my passion for filmmaking as I was already doing what I loved. I weighed it up, is leaving my education any more of a risk than pursuing a university degree in film? The point I am trying to make here is, curating a large portfolio happened when I took the right risk for myself.

The first pivotal project in my career was a short documentary film I made for a pub in my town Hertford, called The Dog and Whistle. I was highly lauded by locals when the film came out on YouTube. I decided to start my production company Wonderfilm Pictures to help market my work. I got contacted by various people after the pub film release, including a content producer at Sky Sports. Since then I have worked with Nike, Vogue India, Puma, Red Bull, Sony Music and more.

My leads continued to expand through recommendation and word of mouth. I have been very fortunate in my career which has taken me to over 10 different countries. My portfolio is like one big spider gram of stories, mis happenings and coincidences which exemplify how the world is small and everyone knows everyone.

My first ever job on a feature film was changing the bins on set. I remember the bizarre feeling of competition, even with the other fellow bin changers in my department. As if there is anything you can possibly prove to anyone important on a film set with the insignificance of changing the bins, in order to hopefully become a world class film director one day, I had to fight for my position as top janitor first.

I have since been fortunate enough to work on some huge feature films Mission Impossible, James Bond, Fast And Furious and Cinderella with an excellent company XM2 Pursuit, world leading aerial cinematographers.

Lewis Andrews Nerd Productions On Set

What advice would you give to anyone who wants to pursue a career in directing?

A key thing for me has been creating opportunities for myself. Good advice I would give to someone is to be polite, sociable and introduce yourself to as many people as possible. Try to form connections in all departments because you never know who can help you and vice versa – from your fellow bin collector to an assistant director. 

If you find yourself on a set one day, right at the bottom, feeling a million miles away from where you want to be, just know it is a very fortunate position to be in. 

What inspires you?

What inspires me are ideas. I love the melding of components that make a concept great. I get inspired when people take things creatively to levels that have not been attempted before. I get inspired by ideas that are so fresh you feel irritated that you didn’t think of them first. Elon Musk is an inspiration of mine because I think he is possibly one of the most influential people alive at the moment. I think Kanye West, Drake, The Weeknd are doing marvellous things for the creative world.

There are too many actors and directors to name that inspire me. Steven Spielberg has always been at the centre of my inspiration for style of direction and editing. In particular, I think he makes his imagination feel the most real to the audience. His movies make imagination feel real. I think he captures disaster in a very realistic way, forcing you to feel immersed in his movies. I have always been inspired by the vastness of space and how little we know about it. I get inspired thinking about how different things could be in the future. Some of my favourite movies are War of The Worlds 2005, Empire of the Sun, The Joker, I, Robot, No Country for Old Men.

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What excites you the most about joining the NERD talent roster?

I am excited to be amongst such a wide representation of diverse talent. I love the approach of the team; they have been so positive and detail-orientated when giving feedback about my work. Their staff have all been welcoming and they encourage creativity. I can tell that NERD’s founder Milana Karaica has a wealth of knowledge and I would learn more from her. I have joined the NERD talent roster at a rather strange time in history, during a global pandemic. When the world is a bit more normal, I would love to meet the NERD team in person.

What is one thing that most people don’t know about you?

I once worked in a Michelin star Chinese restaurant in St James, London called Imperial Treasure as a commis chef. I love to cook for my girlfriend in my spare time and one day I would like to launch my own brand of cupcakes.

See more of Lewis’s work here.

NERD’s toast create animated narratives via mini-worlds

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Chris and Ty are the fraternal union behind toast, known for their dreamy miniature animated worlds that tell amazing stories. With their heavily stylized 3D animation style, Toast’s eye-catching and mesmerising scenes allow them to express their distinctive style while grabbing the audience’s attention

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Sharon Liu Talks Chinese New Year: 2020 The Year Of The Rat

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Chinese New Year is almost here! Have you ever wondered what this colourful, elaborate celebration is all about? What’s the meaning behind it, why is it celebrated? Well, Google search no further. Animation director Sharon Liu talks superstitions, the Chinese Zodiac, folktales and what the fortune for those born in the Year of The Rat is destined to hold.

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