Embracing Yourself and Defying the Norms with David Vass

David Vass is a multidisciplinary producer with over 10 years of agency-side experience, specialising in film and craft at Girl&Bear and VCCP. He’s passionate about championing emerging and underrepresented talent. He firmly believes that sometimes, taking the road less travelled leads to the most creative solutions.

LBB> What first attracted you to production - and has it been an industry you’ve always worked on or did you come to it from another area?

David> I sort of stumbled into advertising by accident, if you can call it that. It's such an integral part of our lives from the moment we're born, yet I never saw it as something people in general (let alone myself) would do for a living.

In my first year at uni, I joined a student organisation – and little did I know it would go on to have a bigger impact on my career than my actual degree. It was there I met some brilliant people, a few of whom were working in advertising, and they somehow managed to lure me into the madness.

Not going to lie, juggling student life and work was like trying to ride a unicycle while juggling flaming swords, but somehow, it taught me how to manage my time and made me more resilient.

LBB> What was your first role in the production world and how did this experience influence how you think about production and how you grew your career?

David> My first job was in the account management department, agency side and it had a huge impact on how I see creative ideas, and in my understanding of client needs. It was a bit odd - while everyone else was discussing strategy and concepts in the room, I found myself already thinking about how to bring the ideas to life.

I found execution more intriguing, and when people responded positively to my approach, I figured I might just give this whole production thing a shot.

Having worked in Hungary, Germany, and now the UK, there’s always been one common denominator: you need to surround yourself with people who understand your vision – or at least trust you enough to go along with it.

That’s something I’ll always be grateful for at Girl&Bear, and to all the incredible producers I get to work with, who allow me to be myself, day in and day out.

LBB> How did you learn to be a producer?

David> I reckon it was less about formally learning to be a producer and more about experiencing it.

Of course, there are the technical skills you need to master (and gosh, a lot more legal paperwork than I ever anticipated…), but what I ultimately discovered is that it's more about leveraging your soft skills and injecting your personality into the role.

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

David> I once heard about the 'Production ABC' that every producer should try to avoid:

A – Animals

B – Boats

C – Children

Well, not long into my career, I ended up working with all three. But let me tell you, shooting with 12 babies (aged four to twelve months) for three consecutive days is definitely partly responsible for those grey hairs creeping in.

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?

David> Being a generalist is incredibly valuable, especially working at an agency.

Sometimes, you come across ideas that are so powerful and flexible, they have the potential to evolve in any direction during the creative process, and grow any type of legs.

As an agency producer, your role - apart from occasionally being a therapist - is to support the concept, while thinking creatively about execution - balancing budgets, timelines, and coordinating with all the departments involved.

Developing an integrated mindset is crucial for keeping pace with the constantly evolving media landscape, because let’s face it: the channels we deliver content through are shifting daily – if not hourly. And I’m proud to say: that’s how we roll at Girl&Bear.

That said, being a producer can be demanding, and you’ve really got to love it to excel. For me, specialising in film, while still having a broader understanding, is the sweet spot. Because film is where my true passion lies, and that’s how I learned to truly love this job.

It’s crucial to be able to interpret and communicate across all the languages of production, but honing your expertise in a specific area will help you stand out, build trust with creatives, and strengthen relationships with your production partners.

Developing an integrated mindset is crucial for keeping pace with the constantly evolving media landscape, because let’s face it: the channels we deliver content through are shifting daily – if not hourly. And I’m proud to say: that’s how we roll at Girl&Bear

LBB> What’s your favourite thing about production and why?

David> Researching and discovering new talent. Seeing the twinkle in someone’s eyes when you award them their first job, is an experience that nothing will top.

At the end of the day, for me, it’s all about the people I get to collaborate with. Whether it’s the production partners or the incredibly talented team at Girl&Bear, the experience is what matters most. Being part of the wider VCCP network also gives me the opportunity to work with brands like Cadbury, VMO2 and White Claw – just to name a few.

LBB> How has production changed since you started your career?

David> The expectation is to do more for less.

And of course - AI. Learning how to befriend it, and utilise it for the right tasks.

LBB> And what has stayed the same?

David> True talent and craft will always retain their value.

I’ve been at Girl&Bear for almost three years now, and I’m proud to say that every production begins with finding the best talent for the job – it’s something we never compromise on.

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

David> There are certainly traits you can nurture, but it’s my opinion that your brain needs to be wired a certain way for it to all click. Attitude, too, plays a big part in the equation.

Beyond the obvious hard and people skills, you’ve got to be able to keep your cool and not take things too seriously. Or personally, for that matter.

That said, it’s always worth reminding ourselves from time to time: we’re in advertising, not parachute packing. It’s supposed to be fun, at the end of the day!

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

David> Back in Hungary, I worked on a pro bono project aimed at increasing visibility for the LGBTQ+ community. We had no budget to speak of - quite literally - but it was incredible to see so many talented people come together, pulling out all the stops for such a worthy cause.

LBB> And in terms of recent work, which projects have you found to be particularly exciting or have presented particularly interesting production challenges?

David> Grappling with the weather can be tricky, especially in the UK. Unfortunately, I don't have the same magical powers Michelle Yeoh has in Wicked. Thus when a flood alert popped up on my mobile 48 hours before an O2 Christmas campaign shoot, outdoors, it definitely raised a few eyebrows. 

LBB> Producers always have the best stories. What’s the hairiest / most insane situation you’ve found yourself in and how did you work your way out of it?

David> Mmmm, good question. Covid threw a few curveballs for everyone, but the most challenging moment for me was definitely when the second lockdown hit and borders were suddenly closed out of nowhere in Hungary - just as I had crew and clients flying in from four different countries.

It required some serious paperwork management and a lot of careful negotiation with the authorities involved.

Producing is a bit like watching a Spanish soap opera - there’s always some kind of drama unfolding. It might not involve a long-lost son showing up to claim an inheritance or discovering Paulina’s secret diary, but it’ll definitely keep you on your toes.

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

David> I know how hard it is to break into this industry, especially as an expat living in the UK - so helping talent to get their feet in the door is a big goal of mine.

And at some point in my life, I’d love to produce for iconic fashion houses, just to work with their creative directors.

LBB> As a producer your brain must have a neverending "to do" list. How do you switch off? What do you do to relax?

David> I’m a massive overthinker and anxiety has been a good friend of mine since I was a kid.

Yoga and meditation helps to fight my addiction to stress, and lock in.

And white noise. Honestly, it’s a game changer.

LBB> Producers are problem solvers. What personally fuels your curiosity and drive?

David> I get bored fairly easily, and I’m trying to avoid repeating tasks. That's why I'm always eager to find new solutions and improve my approach, even if I'm dealing with a problem I've encountered before.

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

David> Run.

…

…

No, jokes aside, first and foremost - talk to people. Ask for advice. Reach out.

Find your own voice. Embrace yourself and defy the norms, take the road less travelled.

Sometimes that’s where you’ll find your solution.

LBB> From your experience what are the ingredients for a successful production?

David> The right people for the job, emotional contingency, respectful and clear communication.

Plus just be a nice person.

It’s not like being pleasant has ever caused anyone any major problems, has it?

LBB> What’s the key to a successful production-client relationship?

David> Transparency is key. 

Building trust partly means showing how we tackle the hurdles when they come up.

Because at some point, sh*t will inevitably hit the fan.