Meet Your Makers: Moving Mountains to Curate Monumental Moments with Tiffani Manabat

Tiffani came in as general manager at Imaginary Forces, and during covid pivoted into both GM and executive producer. Some would say this is an unconventional approach, but it is exactly this kind of mould-breaking thinking that makes Tiffani a force. 

With a start in live-action, her appreciation for filmmaking came in a very traditional way; in the delicate cross-section of business and creative. With the industry evolving into a hybrid live-action production model, she found a niche that she truly loved. Tiffani’s grit and go-getter mentality was always the foundation for moves she’s made in the industry. Her audacious presence landed her in several roles such as VP of commercial at Digital Domain, EP of post at Caviar… the list goes on. 

She’s a powerhouse, who’s grounded in knowing that being a culturally invested company should not come at the cost of sacrificing business growth — but rather propels the business forward. At IF, that’s exactly what she’s done and continues to do. Her natural charisma and 20 years of experience have pushed the mom-and-pop feel of Imaginary Forces to be the bespoke cutting-edge, culture-shifting company it is today. 

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?

Tiffani> I’ve always been impressed by how teams came together and moved mountains to curate monumental moments. I love the collaboration, I’ve learned to love the process. Figuring out the “how” behind production has always fascinated me.

Now as EP and GM [at Imaginary Forces], I dive deeply into the connection between production and management, the delicate balance between a thriving studio and a busy one. Revenue, client connections, new initiatives not yet fully realised, I’ve always tried to bring my best self to the table no matter where I am and with IF, my best self is brought out by the studio. It’s all about timing I know, but I’m super aware how rare that is. 

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? 

Tiffani> I started out as an on-set PA for a commercial production team. Still a crazy concept - that I was dropping the neg off at Fotokem. That’s also where I first learned about insurance coverage. I was so stoked to be part of something so damn fun and unpredictable. Even the best laid plans get rocked in our world so I’ve never met a ground hog day. For me, it was and is as exhilarating as it sounds. 

LBB> How did you learn to be a producer? 

Tiffani> Trial by fire, which is still the best way to learn. Back then I was the perfect mix of clueless and curious. First as an on-set PA, through coordinator, PM and producer, It was a very predictable growth pattern until I started freelancing for a design led production company.

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?

Tiffani> Massive video game announce trailer at E3. We set a goal that ended up being just out of reach for a variety of reasons. It involved a close up shot of a CG photo real human face, with lip synced on-camera dialogue, romantically illuminated by a fiery torch held by our heroine’s hand. Just rife with trouble. Looking back, there were things I wish I did, things I wish I said regardless of the potential backlash internally. It was early days of this type of work - no engines, short schedule, heavy pipeline. In my arrogance and lack of experience in this field (fatal combo), I believed we were too big to fail.

I was flattened, disappointed in myself, regretful for our team who worked so hard. We failed and we had to own it. Thank God we had an understanding client who celebrated the small wins from the beginning but who also understood the technical risk we were taking together. But truth? This piece still haunts me. 

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?

Tiffani> Slightly disagree. What’s the saying? ‘Jack of all trades, master of none’. This is partially about attitude and respect for the work because every medium has its own language, cadence, pain points. No one sets out to find a good producer. We want great producers for our creatives– and most great producers specialise.

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

Tiffani> The idea that there is this massive hill to climb, we make it happen together creating unforgettable ties that bind. I try to remind myself how lucky we are… In the end, there is this thing we get to point to and say, ‘We did that. We finished it. It’s satisfying even in tough situations.

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

Tiffani> Diversity is at the forefront of many conversations now. It feels promising. 

LBB> And what has stayed the same?

Tiffani> The pressure to deliver something creatively impactful rarely with enough budget or time.

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?

Tiffani> Effective producers have strong communication skills no matter the audience. This may be innate to get started ⸺but to master, we have to use that muscle every day and be an audience to the results, take the criticism seriously and be stay open to other possibilities.

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

Tiffani> I can’t say what because we’re four-walled, but it’s been eight years together and I hope for another decade.

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

Tiffani> I’d say Amazon Prime Thurday Night Football show open. First off, it’s American football which already is a big deal here in the states, and then it’s Thursday Night football moving to Prime Video! With its transition from broadcast streaming to paid platform streaming, there was a lot at risk here. 

We dealt with players’ injuries just like with any other season, but the toolkit we built was agile and ready for anything. It's just one of those things where you know the balls are going to be lobbed at the side of your head. You don't know when so you're just standing there, waiting. We had an amazing, laser focused creative team on the Amazon Prime side and our creatives who love the sport and the collaboration. 

Reaching an audience who live on their phones, we brought something fresh, artistic and relatable to the table. We’re so proud of the work! It was a massive success and nominated for a Sports emmy. 

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?

Tiffani> I once had a director (co-owner of a small prod co) and agency almost come to blows on set in front of the entire crew right before lunch. The agency caught the first flight back to NY that afternoon, the job was killed and the prod co had only been paid the 1st 50%. As a final kick in the ass, the director disappeared with the cash, never to be heard from again. 

I’m still working my way out of that one. 

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

Tiffani> As GM and EP being part of my role, it's really a never ending to do list. I am constantly thinking about our relationships with our current clients, and the return clients, and new clients, the verticals of our business. The perception from the outside, our company culture, our morale. Essentially, how to improve on all fronts at all times. I don’t know if I ever switch off, but my regular practice is just being present. Plus when I’m on the ground playing with my six year old, he can tell when I’m phoning it in.

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

Tiffani> Great work in any medium and a problem in need of a solution. Our work permeates in so many sectors. I love my work but I also live it. I’m a consumer, a mother, a streamer, a first adopter.  

As someone whose job it is to connect the dots, I’m in constant learning mode. 

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

Tiffani> Throw yourself into it. Keep your pride and ego in check. Be of service to others. Get ready to fall down often, and to learn a lot in a short amount of time. Ask tons of questions but only to people who have the time to spare and who hopefully you can trust. 

If you keep your head down and work hard, smart people will take you under their wings. Find a mentor and seek their guidance even if they say they’re no good at it. And try to surround yourself with people better than you. 

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

Tiffani> A clear creative target full stop.

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

Tiffani> Communication and kindness. 

LBB> Producers are naturally hands on - they have to be. How do you balance that in the more managerial role of an EP?

Tiffani> As EP, you’ve got to stay detached enough to clearly see all of the good and all of the bad. You're a steward for the company, for the team, for the clients, for the work. I try to look 10 steps ahead regardless of how we’re tracking. It can be challenging at times, but when it’s a job done well, there’s nothing like it.