For the Common Good: “There is Room for Everyone to Thrive”
From left to right: Julian Nieva, Stefani Kouverianos and Dwight Phipps (image credit - Kane Ocean)
The easiest and most effective way for a production company to be culturally relevant is to be genuinely engaged with, interested in and open to culture, Stefani Kouverianos, EP and partner at Common Good, informs me. Given their status as Toronto’s go-to curators of cutting-edge content, it’s fair to assume this team knows a thing or two about what's in vogue.
Specialising in commercials, branded content and music videos, Stefani and her fellow partners and executive producers, Julian Nieva and Dwight Phipps, identify as “a modern production company founded on modern values”. Operating with kindness, respect and empathy, the company’s founding principles are intended to shatter the concept of exclusivity in the hopes of making the creative industry, and filmmaking in general, a hell of a lot more accessible.
Community + Collaboration Conquers All
“We can’t overstate how much value there is in building strong communities but it requires us to subvert ego and really, really work toward a common good,” says Dwight, “Nothing will kill you faster than your ego, but if you can check your ego at the door, the more likely you are able to embrace weird and untraditional opportunities. Film is a team sport so let's build the best team possible and not get territorial.”
Fearless in their pursuit of uniting talent from different disciplines and backgrounds, Common Good remains focused on the ways this collectively benefits the greater creative community. Eager to eradicate outdated territorial mentalities plaguing the creative industry, Stefani, Dwight and Julian want to make room for everyone to thrive.
Julian explains how this challenging of the status quo has required them to subvert many cliché advertising and production tropes. “We try to challenge every aspect of how our sets work, considering how to best balance experience with fresh thinking. We never answer a question with “that’s just how it’s always been done” and, as a result, we deliver at a high level across a multitude of budgets because our creatives aren’t limited by practical concerns.”
“This might feel really obvious but it can be tough to pull this off on a film set, or in the context of advertising in general,” Julian says, levelling with us, “We put a lot of trust in our people. It’s hard to pull off high quality work without trust and we use it as a way to give our crew the utmost confidence through all of the creative obstacles we face in production.”
According to Dwight, daily vibe checks are one of the most effective ways the executive producers ensure their creatives feel supported and inspired. “As a team, we prioritise regular check-ins with each other, outside the work, because we want to know what people are struggling with, what they are proud of and what would make things easier on them. We then try to keep those things in focus as we move through the work we do. Allowing people the flexibility to make their lives work holistically almost always results in better work across the board.”
Toronto: "A City for the Brave"
Proud of Toronto and all it has to offer, the three natives credit the city for their community-forward mentality. “We’re huge advocates for this city and those who are coming up in Toronto and have historically been excluded from this industry,” Stef says. “We really take this idea of the common good seriously. If you talk to anyone that knows us, even our competitors, they’d agree with you. If there is an opportunity to push an agenda we are passionate about, we won't gatekeep - we will collaborate with whoever we need to, to create a community. You don't have to cause harm to create things.”
“Toronto is a city for the brave. Anything is possible and whatever you build here has global appeal. We try to help people realise those possibilities by being a resource for young creatives, literally and figuratively keeping our doors open to anyone who needs some creative support.”
While many production companies may claim to keep things fresh and exciting, Common Good’s unique roster demonstrates their commitment to platforming fresh new creative voices. “It might sound obvious and easy, but genuinely challenging yourself to not fall back on your own experience and everything you think you know isn’t easy,” Julian tells me, “But we really get behind the idea that a great concept or solution can come from any team member, no matter their age.”
A Little Party Never Killed Nobody
Naturally, talk turns to the raucous annual Common Good party. Thrown every year since 2013, the social gathering has garnered a reputation in the Toronto creative scene.
Encapsulating the company ethos, the annual get together provides the opportunity to double down on their commitment to eradicating the cliquey tendencies all too frequently epitomised. “Our yearly party is the perfect metaphor for how bringing people together benefits the greater creative community,” Julian explains, beaming proudly. “Of course we invite everyone in the advertising and production community, but the special sauce is supplied by the plethora of creatives from other industries.”
Musicians, visual artists, gallerists, photographers, fashion designers or chefs - any and all creative talent is welcome. This microcosm of culture is “about everyone in attendance just vibing together,” he says. “While the goal is obviously to have fun, it’s also about creating connections and reminding everyone that regardless of the work, or the day-to-day competition, we all really like each other and we have everything to gain from keeping that in mind.”
As Julian, Stefani and Dwight see it, if anyone at the party - collaborator or competitor - has a conversation that leads to a job later down the line then all the better.
While it might be hard to imagine that a company as successful as Common Good could implement such an altruistic approach to the work, in actuality, it’s this inclusive mentality that has propelled their success in the business.
In a noisy, distraction-oriented culture, mindfulness has taken centre-stage. As a result, it’s also a quality valued by the many clients who consider it a forward-facing approach to business. Their ability to create and cultivate inclusive spaces, in which a diverse array of talent can thrive, means that Common Good’s approach appeals to the head and heart in equal measure. For brands, audiences, and creators alike, it’s an attitude that feels perfectly suited to our moment.
