Meet Your Makers: Being Able to Constantly Problem Solve with Kirsten Short
Kirsten Short is a producer at Backlash, a brand experience agency that specialises in retail and beauty. Kirsten has been working in experiential event production for seven years, predominantly in agencies.
The brands Kirsten has worked with range from iconic alcohol groups as Campari to high end magazines, ELLE and Harper's Bazaar. Not forgetting everything in between - barbeques, children's toys, ice cream, premium cosmetics, you name it!
Kirsten enjoys the challenge of bringing concepts into reality, nothing beats it.
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?
Kirsten> I studied event and experience design at university, during my studies I decided to take a year in industry and worked at an event staffing agency where I quickly confirmed my love for the events industry. I particularly enjoyed tasks such as finding props, costumes and creating mood boards. It was then that I decided that event production might be a route I’d like my career to take.
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?
Kirsten> I started as a production assistant at an experiential agency who predominantly focus on food and beverages. I quickly learnt how fast paced the industry is and the amount of work that happens behind the scenes to bring it all together. I had a really supportive manager who encouraged me to ask as many questions as possible and inspired me to pursue the production side of the industry.
LBB> How did you learn to be a producer?
Kirsten> It’s a role I’ve gradually been working towards and have mainly learnt through experience. I’ve worked on a wide range of projects and with a variety of brands, although no event I produce is ever the same there are so many learnings which are transferable. I also think there is such high value in going to experiences as a consumer as you end up critiquing all the finer details which you don’t get to see from the shiny press photos online.
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?
Kirsten> I’ve worked on a few long running roadshows in my career which can be particularly challenging as there is lots of logistics and admin which goes into making them a success. You often have to keep the momentum and morale going for the team working on the project, especially when it comes to the last few locations. It does make you aware of the kit you design for the project as it needs to be hardwearing and often needs some maintenance throughout, there’s always a few surprises along the way. Of course, the British summer time often presents its own challenges!
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?
Kirsten> I agree that the skills are transferable, and the process is very similar for multiple mediums. However, I believe that with experience there are a few more considerations you need to make. You’re thinking about the function as well as the aesthetics with the added element of consumers being in the space, there’s really no hiding or post editing of the physical experience.
LBB> What’s your favourite thing about production and why?
Kirsten> I love being able to take a design from a printout to having it physically in front of you, nothing beats the onsite buzz of bringing an event to life!
LBB> How has production changed since you started your career?
Kirsten> The process and objectives haven’t really changed however there is now more focus on interactivity, whether that be digitally or physically and also sustainability. If it’s something we’re creating from scratch we’re thinking about how and what the items are made from, ideally with longevity in mind.
LBB> And what has stayed the same?
Kirsten> Everyone still loves an oversized product, inflatable and touring vehicle!
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?
Kirsten> I think it’s something that can be learned. Many roles within the events and other creative industries face similar challenges around budgets, timings and creative goals. You’re always working on multiple projects which are at different stages and have lots moving parts, so organisation is key as well as being able to constantly problem solve.
LBB> Which production project from across your career are you most proud of and why?
Kirsten> Honestly, it’s hard to pick!
LBB> And in terms of recent work, which projects have you found to be particularly exciting or have presented particularly interesting production challenges?
Kirsten> Last year I worked on a pop up in Covent Garden for NYX Cosmetics x The Barbie Movie collaboration. We created a beach style pop up which included palm trees, a lifeguard tower and giant motel sign. It was exciting to be involved with a project which had so much hype around it and be caught up in the Barbie mania as the London premiere was happening the same weekend.
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?
Kirsten> Early on in my career I was proposed to during an install in Leicester Square at 4am in the morning. The install included three giant toadstool props and serving cheese toasties…
LBB> What are your personal ambitions or aspirations as a producer?
Kirsten> I enjoy the challenge of working on something that hasn’t been done before. I also thrive off having the opportunity to prop and style a space. I love to add finishing touches and details which make experiences memorable.
LBB> As a producer your brain must have a neverending "to do" list. How do you switch off? What do you do to relax?
Kirsten> I can often find my screen time soaring during busy periods, getting outside and going for a walk really does help me to switch off.
LBB> Producers are problem solvers. What personally fuels your curiosity and drive?
Kirsten> I’m very lucky to work with some exciting brands in both my current and past roles. At Backlash I’m enjoying specialising in beauty and skincare focused pop ups, often they are brands which I’ve used or I’m already familiar with. I do often have to pinch myself that my job is to bring them to life!
LBB> What advice would you give to people who are interested in becoming a producer?
Kirsten> Don’t be afraid to ask ‘silly questions’ when starting out and make sure you’ve got a good understanding of why and what you’re trying to achieve. Also, it sounds obvious but treat everyone the same as you’d want to be treated, onsite and in the office. Your team and suppliers will be the ones you lean on when you need that final push to make it across the line.
LBB> From your experience what are the ingredients for a successful production?
Kirsten> Sometimes the simplest ideas are the best. I think that brands can sometimes do too much in a space and the consumer journey can be confusing to someone who hasn’t been involved with the concept.
LBB> What’s the key to a successful production-client relationship?
Kirsten> I think the key is clear communication. Sometimes things change or don’t go exactly as planned however there is always a solution. I think it’s about keeping the client in the loop and making sure they’ve got a clear understanding of why something happened and the options available, especially when you’re onsite!
LBB> Producers are naturally hands on - they have to be. How do you balance that in the more managerial role of an EP?
Kirsten> Although there are always a few curveballs when it comes to creating a live event, the preparation beforehand is key to success. You’re often juggling multiple suppliers and team members; everyone needs to be on the same page and be clear of their roles onsite. Sharing a thorough production schedule, final versions of designs and venue information helps to hit the ground running especially when you’ve only got a few hours to set up.
