Meet Your Makers: Staying Curious with Sandy Haddad
In 2000, Sandy began her career in the entertainment business working at Quentin Tarantino’s content company “A Band Apart” alongside some of the most talented commercial and feature storytellers working in the industry. In 2013 Sandy founded CHROMISTA alongside partner Darren Aronofsky. Her campaigns have been recognized internationally by the Cannes Lions, the Clios, the One Show and the AICP Awards.
Sandy recently joined forces with London Alley as executive producer. LONDON ALLEY has assembled one of the most diverse creative communities in the entertainment industry by embracing creators across all spectrums of storytelling. The LONDON ALLEY community has produced an impressive body of award-winning work. From VMA winning music videos to Cannes Lions winning commercials to independent features, and live events, LONDON ALLEY reaches far beyond that of a traditional commercial production company.
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?
Sandy> I've always been crazy about movies! My dad owned a video store back in the '80s, so I had access to all the coolest films growing up. Including movies I probably shouldn’t have been watching at the age of 10, like The Godfather. I've just always loved storytelling and naturally ended up gravitating towards filmmaking.
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?
Sandy> My journey in the production world began as an intern during college. I often say that's where I earned my masters degree in production. While studying film in school provided a solid foundation, nothing compares to the hands-on experience of being on set. The internship opened doors to freelance opps and full-time positions that jump-started my career. It taught me invaluable lessons about the practicalities of production that can't be learned from textbooks.
LBB> How did you learn to be a producer?
Sandy> I learned the ropes of producing by diving headfirst into a world filled with insanely talented people. I was like a sponge, soaking up every bit of knowledge and experience thrown my way. Starting as a production assistant, I hustled my way through each department until I realised I had a knack for producing. Every gig, every crazy experience, contributed to my evolution into the producer I am today.
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?
Sandy> Choosing just one project is impossible! Each production has been a wild ride of challenges that contributed to my continued growth. Whether it's convincing a stubborn location to cooperate or replacing a jittery actor who's suddenly forgotten their lines the day of the shoot, I live for these adrenaline-fueled moments. They're like puzzle pieces that have shaped me. I love puzzles.
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?
Sandy> I agree! This adaptability is essential in meeting the requirements and challenges of each medium, fostering creativity, problem-solving skills, and enabling collaboration. Versatility allows producers to cater to evolving audience preferences and effectively navigate today's dynamic, ever-changing landscape.
LBB> What’s your favourite thing about production and why?
Sandy> Easy - it's the people! Where else can you find such an amazing mix of talent all in one place? From directors to designers, DPs to colourists, every day we are surrounded by collaborative creativity. We are part of this small, crazy community where we all come together, bring our skills to the table, and turn ideas into reality. So yeah, it's not just about the work, it's about the awesome culture and the amazing folks you get to work with every day.
LBB> How has production changed since you started your career?
Sandy> From the get-go, it's been like riding a rollercoaster through changing landscapes and tech waves. I'm all about staying curious, always keen to learn and adapt like a student. Some, they get a bit jittery over all these rapid shifts in technology and media. I see them as tools that keep us moving forward, sparking creativity and innovation.
LBB> And what has stayed the same?
Sandy> Ah, the constants amidst the chaos! The heart and soul of storytelling, for one, that's never changed. Whether it's on film, digital, or whatever's next, it's all about crafting a compelling narrative that resonates with viewers. Then there's the teamwork, everyone's got their part to play, from the director to the grips. And then passion! That fire in the belly that keeps us all going, no matter what challenges come our way. So yeah, while the world of production might be a whirlwind of change, these are the consistent timeless elements.
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?
Sandy> It's a mix of natural talent and learned skills, really. You need leadership, problem-solving, and good communication, but you can definitely learn and grow those over time. Adaptability and teamwork are key too. It's all about staying open, passionate, and always ready to learn.
LBB> And in terms of recent work, which projects have you found to be particularly exciting or have presented particularly interesting production challenges?
Sandy> We are working on a massive project at London Alley right now that spans across several continents. Lots to wrangle across different time zones. It’s a fun one! Stay tuned ;)
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?
Sandy> I mentioned it briefly before, but during the production of a large-scale period piece in Poland, our lead actor was overcome with nerves to the point of speechlessness. And the spot was wall to wall dialogue. Despite hours of effort during rehearsal to ease his jitters, nothing seemed to work and not one word would come out of his mouth. In a last-minute decision, we flew in our backup actor from London. Miraculously, within less than eight hours, he was on set, lines memorised, and ready to step in. Saved the day.
LBB> As a producer your brain must have a neverending "to do" list. How do you switch off? What do you do to relax?
Sandy> Always buzzing with things to do! But I've found a little trick to switch off production mode. Every year, I dive headfirst into learning something new. Last year, I learned to play the guitar, and the year before that, I tackled Italian. Now, I can chat away in four different languages. It's like a little escape, keeps things fresh and gives my brain a chance to focus on something else.
LBB> What advice would you give to people who are interested in becoming a producer?
Sandy> Soak up knowledge, dive into hands-on experience, and never stop! Surround yourself with good people, stay true to your vision, and be ready to take risks.
LBB> What’s the key to a successful production-client relationship?
Sandy> A solid production-client relationship is all about communication, collaboration, and trust. From day one, you have to lay down the groundwork, making sure everyone's on the same page about what we're aiming for, when we're aiming for it, and how we're going to get there. Like a song - you need harmony and rhythm. The client's gotta trust you to work your magic, and you gotta trust them to have your back and give you the tools you need to make it happen. It's a two-way street.
LBB> One specifically for EPs: Producers are naturally hands on - they have to be. How do you balance that in the more managerial role of an EP?
Sandy> I set the stage, lay out the goals, and then trust my team to work their magic. I'm always there, ready to jump in if they need a hand or some guidance. It's about finding that sweet spot between hands-on and managerial, making sure to empower the team to take ownership of their roles while also making sure we stay on track and the director and the project gets what they need.
