Meet Your Makers: Anita Sasdy on Why There Is Always a Solution
Anita Sasdy has worked for an impressive roster of agencies both big and small, delivering incredible integrated campaigns at scale for the likes of Cancer Research, Bvlgari, Playstation, Pepsi, Guiness, Eurostar and Mars to name but a few. She joined creative agency Hijinks in July as its first head of production.
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?
Anita> I grew up in the film world, my father Peter Sasdy being a film director and my mother an actress and writer. I wanted to be an actress, went to university in the States to study drama, ended up as a waitress for quite a few years so came home.
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?
Anita> I was looking for any kind of work to pay bills and move out of home and a friend said there was a place called The Mill that was looking for a receptionist. I’d never heard of it, but thought okay, and that’s how it began. I loved every second of that year; I met so many producers and editors, and I knew I had found a niche that excited me.
LBB> How did you learn to be a producer?
Anita> After I had been a year at The Mill the wonderful Petrina Kilby, a renowned industry producer, was looking for a PA. I jumped on the chance and spent three years as her PA and that is really where I learnt my craft. Shadowing her everywhere, I never really left her side.
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?
Anita> My first job as a producer at AMV (where I was for 20 years) was in Durban in South Africa. It was a small budget two day shoot, the female creative and I were the only women on the entire production and boy did we feel it. The respect towards us was low from all sides, no one listened and I realised then that I was going to have to really push and stand up for myself to be listened to.
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?
Anita> I agree that with the world we live in, where mediums are changing constantly, all producers should have the knowledge and ability to be able to produce in as many capacities as possible. One of my favourite jobs was the podcasts I worked on at AMV for counter terrorism. We spent weeks on interviews and the end result was incredible.
However I also believe we all should have our specialties; just as some film actors never take to the stage as that’s not their niche, but they are still great actors.
LBB> What’s your favourite thing about production and why?
Anita> I love being there from start to end, from the script stage, to the search for the right director, to the prep, to the shoot, to the post (which I particularly enjoy), to the delivery and – usually – the happiness of the client, seeing their faces light up when we deliver. And even if they don’t, thinking about what we can do to solve that?
LBB> How has production changed since you started your career?
Anita> BUDGETS BUDGETS BUDGETS – affects everything.
LBB> And what has stayed the same?
Anita> Most people still want to make the best work. Whether it’s a tiny crew of five or a film crew of 180, we usually all want the same thing, and I really do find the camaraderie brilliant.
The world of production has become harder. There are more rules and paperwork, but there is still some fun to be had on all jobs if we make it that way.
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?
Anita> I've trained lots of PAs who are all incredible producers and I am training some great ones now. They all asked questions, they all listened and the good ones always try to solve problems; we don’t say no. It can be learned but I do think you need to be outgoing, brave and prepared to challenge.
LBB> Which production project from across your career are you most proud of and why?
Anita> So many, as I’m lucky to have worked on some great ones, but for sure Curry’s Christmas ads with Jeff Goldblum. To have been part of that journey with the incredible actor, and watch him ad lib for five days straight in various houses across West London was incredible.
Another really proud producer moment was a live 60-second ad for Virgin Holidays in The X Factor break. Working with Simon Ratigan and the fabulous Mike Sutherland and Ant Nelson at Adam&EveDDB, we went live with holiday scenarios across eight countries (after having travelled to all those places to rehearse and set up the scenarios). We learned so much about live TV as we watched it all play out from the ITV studio control room.
LBB> And in terms of recent work, which projects have you found to be particularly exciting or have presented particularly interesting production challenges?
Anita> Each latest job these days seems to have its challenges and that definitely pertains to the first big all media campaign we are finishing at Hijinks. With the lack of time, scripts and ideas changing days before the shoot and needing to know how to pivot, even during the shoot itself, we needed to be fleet of foot at all times. All these challenges are never achievable without trusted partners along the way which for sure at Hijinks we have had on this project.
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?
Anita> Ah so many. One of my faves was Snoop Dogg, on Venice beach, refusing to come out of his Winnebago as he wanted his manicurist to come to set before we shoot, and she wasn’t free. I had to go into his Winnie about three times to coax him out, where I could not really see him due to the smoke. When I finally coaxed him out we had to hold a board up on front of him to say the lines (it was four words).
Another time I was shooting a Walkers ad with Lemmy from Motorhead and he refused to wear a helmet (he was riding a motorbike in the ad with Gary Lineker coming up on a small tricycle to steal his crisps). The director had had enough and asked me to sort it out. So I had to pretend cry and said that if he didn’t wear the helmet the ad wouldn’t run and I would probably lose my job. He hugged me and put the helmet on!
LBB> What are your personal ambitions or aspirations as a producer?
Anita> As I am now starting a new role at a startup with Hijinks Collective I hope to bring clients in and build a department of people who get excited as me about production and bring that positive energy into the work place.
LBB> As a producer your brain must have a neverending "to do" list. How do you switch off? What do you do to relax?
Anita> Not much, with two teenagers and a dog who never really switches off. But family and holidays for sure are my go to.
LBB> Producers are problem solvers. What personally fuels your curiosity and drive?
Anita> I’m not sure exactly but I think that it’s something innate. That’s the way I am about everything, not just production.
LBB> What advice would you give to people who are interested in becoming a producer?
Anita> Don’t give up, there are days when you feel exhausted and everything seems against you, but my motto is it always works out and there is always a solution.
LBB> From your experience what are the ingredients for a successful production?
Anita> Collaboration. I know that’s a cheesy word but if the whole team work closely together – clients, agency and production companies – you will achieve the best result.
LBB> What’s the key to a successful production-client relationship?
Anita> I always want to be part of as many calls as possible. Try to meet the clients as soon as possible and build your relationship with them; it shouldn’t just be an account team and client relationship, it should be all of you.
LBB> Producers are naturally hands on - they have to be. How do you balance that in the more managerial role of an EP?
Anita> It's hard, I’m not going to lie. But I love training others and that’s another step. You have to let them do their things and always make sure you are there to help and be around for advice. And then as the EP you manage the clients and the team and let the producer get on with the day to day.
