Meet Your Makers: Balancing Creativity and Precision with Piotr Sójka
Piotr Sójka is executive producer and head of production at the production company DOBRO. He has 15 years of experience in film production. For the past nine years, he has worked as a producer, and for the last two years, he has been an executive producer and head of film production at DOBRO. He gained his experience working on projects both in Poland and abroad, on commercial as well as non-commercial projects. He has extensive experience in managing and building teams tailored to the needs of specific projects.
The projects he worked on have won international awards. The film "Sukienka" ("The Dress") was nominated for an Oscar last year in the Best Short Film category. He was the executive producer of a promotional film celebrating the 100th anniversary of independence with Mel Gibson.
He collaborated on the production of the trailer for the game "The Medium," which won awards such as the Shots Awards EMEA 2021, took the top spot at the Australian AEAF Awards 2021, and won a Golden Trailer Award. It was also nominated in the Visual Effects category at the CICLOPE festival.
This experience is crucial in the production of the film "Jak zawsze," given the complex post-production process involved. In commercial projects, he has worked for brands such as ADIDAS, McDonald’s, Łomża, Jeronimo Martins, PZU, Hortex, Coca-Cola – Nestea, AVON, BAT, Amway, FORD, BZWBK, Millennium, Allianz, MetLife, Orange-Nju, IBM, Philips, Panasonic, Motorola, Huawei, Saturn, Unilever, Delma, Stork, Lätta, Hellmann's, Sadolin, Dulux, OBI, BP, WBC, Jacobs, HIT, Prezes, Maspex, DecoMorreno, LaFesta, and Orlen.
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?
Piotr> I've always been captivated by the power of storytelling and the unique challenge of transforming creative ideas into reality. Production, to me, represents the perfect synergy between creativity and precision—where artistic vision meets strategic execution.
My journey began not in the traditional creative fields, but in computer science, where I honed strong analytical and mathematical skills. These skills have been instrumental in my approach to production, allowing me to navigate complex challenges with a clear, methodical mindset.
Starting my career in an agency production house provided me with a comprehensive understanding of both client expectations and agency dynamics. This dual perspective has been invaluable, enabling me to seamlessly translate creative concepts into practical, effective solutions.
In essence, my path has been about merging the technical with the creative, ensuring that every project not only meets but exceeds expectations.
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?
Piotr> My first role in the production world was as a production assistant, an experience that was foundational to my career. This position allowed me to learn the intricacies of the industry from the ground up, instilling in me a profound appreciation for the vital contributions of every team member on set.
The attention to detail required at every level, combined with the necessity for seamless collaboration, deeply influenced my approach to production. Coming from a background in computer science, I brought a unique perspective to the role, leveraging my analytical skills to streamline processes and solve problems efficiently.
This experience reinforced the importance of balancing creativity with precision, and it shaped my belief that a successful production is built on both careful planning and the collective effort of a dedicated team.
These early lessons have guided my growth, helping me to navigate the complexities of production with both strategic thinking and a deep respect for the collaborative nature of our work.
LBB> How did you learn to be a producer?
Piotr> Becoming a producer is a journey that combines hands-on experience with the cultivation of innate skills. While formal education and workshops provided a solid foundation, the real learning occurred in the midst of managing projects and navigating the unpredictable challenges that arise during production.
I had the privilege of working under some truly exceptional producers, whose mentorship was invaluable. They not only shared their wisdom but also challenged me to refine my craft and think critically about every aspect of the production process.
However, I believe that certain innate qualities—such as curiosity, a keen eye for detail, a commitment to quality, and strong logical thinking—are just as crucial in developing as a producer. These traits have allowed me to approach each project with both creativity and precision, constantly seeking ways to improve and innovate.
In essence, the journey to becoming a producer is as much about honing these intrinsic skills as it is about learning from those who have paved the way before you.
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?
Piotr> One of the most defining moments early in my career came during a particularly complex production that involved a multi-location shoot with extremely tight deadlines. Midway through the project, we unexpectedly lost access to one of our primary locations—a critical element of the campaign’s creative vision. Faced with this challenge, I had to quickly find an alternative that not only matched the original aesthetic but also kept us on schedule. This experience was a true test of resilience, quick thinking, and the importance of always having contingency plans in place.
In another early project, I had the opportunity to work on a global campaign featuring world-renowned stars. The stakes were incredibly high, as the expectations for both quality and timing were non-negotiable. Coordinating across different time zones, managing the unique demands of high-profile talent, and ensuring that every detail was executed flawlessly required me to dig deep into my skill set.
These experiences taught me invaluable lessons about navigating high-pressure situations, managing complex logistics, and maintaining a clear vision amidst chaos. They were pivotal in shaping my growth as a producer, reinforcing the importance of preparation, adaptability, and a steady hand under pressure.
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?
Piotr> I agree. While each medium has its own nuances, the core skills of a good producer—organisation, communication, and problem-solving—are transferable across different formats. Understanding the audience, the client’s goals, and the creative vision are essential, regardless of the medium. A versatile producer can adapt these skills to produce effective results in any context.
LBB> What’s your favourite thing about production and why?
Piotr> My favourite aspect of production is the remarkable journey of bringing an idea to life, watching it evolve from a simple concept on paper into a fully realised, tangible reality.
There’s an incredible sense of fulfilment in the collaborative process—working alongside diverse and talented creative minds, each contributing their unique perspectives and skills. The challenges we face along the way, whether it’s solving complex problems or navigating unforeseen obstacles, only deepen the satisfaction when everything finally comes together.
What truly makes production special, though, is the opportunity to work with a wide variety of people, each with their own distinct characters and approaches. Engaging with such a diverse range of personalities is not only fascinating but also immensely rewarding. It adds depth to the experience, making every project a unique adventure.
For me, the magic of production lies in this blend of creativity, collaboration, and human connection, culminating in that powerful moment when the final product comes to life.
LBB> How has production changed since you started your career?
Piotr> Technology has revolutionised production, making the process faster and more efficient. From digital editing tools to virtual sets, the advancements have expanded what’s possible creatively. The rise of social media and digital content has also changed the landscape, with a greater emphasis on quick turnarounds and high volumes of content.
LBB> And what has stayed the same?
Piotr> What remains unchanged is the importance of storytelling, the need for effective communication, and the unwavering commitment to quality and craftsmanship. At its core, production is about conveying a message and evoking emotion, which has been a constant, regardless of the tools, platforms, or technological advancements involved.
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?
Piotr> The key to being an effective producer is a combination of organisation, adaptability, and strong interpersonal skills. While some people may have a natural aptitude for these qualities, they can certainly be learned and honed through experience. A good producer is a lifelong learner, always looking to improve and adapt to new challenges.
LBB> Which production project from across your career are you most proud of and why?
Piotr> I’m most proud of a campaign we produced for a global brand that involved coordinating shoots in multiple countries simultaneously. The logistical challenges were immense, but the result was a cohesive and impactful campaign that resonated with audiences worldwide. It was a true testament to the power of teamwork and meticulous planning.
LBB> And in terms of recent work, which projects have you found to be particularly exciting or have presented particularly interesting production challenges?
Piotr> Recently, I had the privilege of working on what is arguably the largest and most technologically sophisticated campaign ever produced in Poland. This monumental project utilised an array of advanced techniques, including motion capture, motion control, 3D scanning, AI-driven scans, and virtual production. Collaborating with a global ambassador, we leveraged the most extensive resources and cutting-edge technology available.
The scale and complexity of this campaign presented unprecedented challenges and opportunities, pushing the boundaries of production and setting a new standard for what is possible in the industry.
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?
Piotr> There have been some situations in my career that were so intense and confidential that they remain under wraps. What I can share is that these high-pressure moments taught me invaluable lessons in crisis management and problem-solving.
Navigating such challenges often involves quick thinking and maintaining a calm demeanour, and while I can't go into specifics, the experience underscored the importance of being prepared for anything and adapting swiftly to unforeseen circumstances.
LBB> What are your personal ambitions or aspirations as a producer?
Piotr> I aspire to continue pushing the boundaries of what’s possible in production, particularly in the realm of new media and technology. I’m passionate about exploring innovative ways to tell stories and engage audiences, whether through interactive content, virtual reality, or other emerging platforms.
Ultimately, I want to leave a lasting impact on the industry by producing work that is both creatively inspiring and commercially successful.
LBB> As a producer your brain must have a neverending "to do" list. How do you switch off? What do you do to relax?
Piotr> Switching off can be a challenge, but I find that disconnecting from work and spending time in nature is incredibly restorative. Whether it’s hiking, cycling, or simply taking a walk, being outdoors helps me clear my mind and recharge.
Additionally, I make a conscious effort to set boundaries and allocate time for hobbies to maintain a healthy work-life balance. Gaming is another way I unwind—immersing myself in a good game provides a fun escape and helps me relax after a busy day.
LBB> Producers are problem solvers. What personally fuels your curiosity and drive?
Piotr> I’m driven by the desire to create something meaningful and impactful. The ever-evolving nature of production keeps me curious—there’s always a new challenge, a new technology, or a new story to tell. This constant state of flux is what keeps me motivated and excited about the work I do.
LBB> What advice would you give to people who are interested in becoming a producer?
Piotr> Start by getting hands-on experience in any capacity you can—whether it’s interning, volunteering, or taking on small projects. Learn the ins and outs of the production process and don’t be afraid to ask questions. Building a strong network is also crucial; relationships are key in this industry. Most importantly, be prepared to work hard, stay adaptable, and never stop learning.
LBB> From your experience what are the ingredients for a successful production?
Piotr> A successful production relies on clear communication, thorough planning, and a collaborative spirit. Having a strong vision and ensuring that everyone on the team understands their role in realising that vision is crucial. Flexibility and problem-solving skills are essential, as unexpected challenges are inevitable. It's also important to resist the temptation to take shortcuts; sticking to a well-devised plan and adapting as necessary will often lead to better results.
Above all, maintaining a positive and motivated team is key to overcoming obstacles and delivering a successful project.
LBB> What’s the key to a successful production-client relationship?
Piotr> Transparency and trust are the foundation of any successful production-client relationship. It’s important to keep the lines of communication open, set realistic expectations, and deliver on promises. Clients need to feel confident that you’re in control and that their vision is being realised. Building rapport and understanding their needs fosters a more collaborative and satisfying working relationship.
Equally important is that clients depend on your expertise and experience, they need to trust that they can count on you to navigate challenges and provide informed guidance throughout the production process.
LBB> Producers are naturally hands on - they have to be. How do you balance that in the more managerial role of an EP?
Piotr> As an executive producer, the challenge is to strike a balance between being hands-on and empowering your team. It’s important to be involved enough to provide guidance and make key decisions, but also to trust your producers to manage the day-to-day operations. Delegation and fostering a strong team culture are essential.
By focusing on the bigger picture and strategic decisions, you allow your team to shine while ensuring the project stays on course.
