Meet Your Makers: Thrown in The Deep End with Samantha Attenborough
Samantha Attenborough is an established and celebrated all-rounder of Australasian Advertising. She began her career in 2001 at Publicis Mojo in Auckland as a creative, before taking on the creative producer role at TBWA. In 2004 she swapped sides and made the shift to account service, managing creative accounts like PlayStation, ABSOLUT, Apple, Nissan, Pernot Ricard.
After helping produce award-winning work agency-side, Samantha made the move into film production. In 2010 she was shoulder tapped to head up marketing for Flying Fish and produce for some of their biggest directing names, whilst also managing the rebrand of their four associated companies within the Fish Group – Flying Fish, Fish&Clips, MandyVFX and Studio230.
Samantha has been credited for numerous awards throughout the years, including multiple Cannes Lions, One Show, Spikes, Webby Awards, Axis, Caples and AWARD. With Samantha’s creative background it gives her a unique advantage as she approaches every project from a creative point of view, offering creative solutions. Her breadth of knowledge working in the industry for over 20 years is invaluable for her client base.
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?
Samantha> The glamour. From a very young age I always knew I wanted to be in the media industry in some capacity. I actually started out as a creative before I made the jump to production. At 19 I studied creative advertising at media design school, and was placed at one of the biggest advertising agencies as a junior copywriter. I was paid $70 a week and thought I had hit the jackpot.
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?
Samantha> I was shoulder-tapped by a director friend of mine at one of NZ’s most established production companies; Flying Fish, asking me if I knew any good producers in NZ. I said I’d have a think and get back to her realising short thereafter it was a rouse and she was in fact asking me to produce for her.
I had also met the EP at Fish, James Moore at a ‘legendary long lunch' as a client, and being a fan of their work for a long time made the decision to start a new career path was a no brainer for me. I took on the role of producer and marketing manager and was assigned to re-brand the existing company to bring it into a more contemporary aesthetic to what it is today.
LBB> How did you learn to be a producer?
Samantha> There was no producer school when I was growing up…I was thrown into the deep end and of course I told my new employer that I knew absolutely everything there was to know about the film industry.
In reality, spending two years as a creative and then nine years as a suit gave me the foundation to jump ship, and pretend I knew what I was doing.
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?
Samantha> Starting out thinking fashion over function was a good idea when it came to appropriate footwear on set, whilst shooting on an icy mountain for an outdoor clothing brand was not my finest moment.
Slip, broken rib, carry on.
LBB> A good producers 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?
Samantha> Disagree - film is its own beautiful, glorious sexy beast.
LBB> What’s your favourite thing about production and why?
Samantha> Stun buns.
I can’t identify with just one thing. There are many, many favourites. But if I had to list one, it would be the people and getting to work with some of the most creative human beings all over the world, and being inspired daily.
LBB> How has production changed since you started your career?
Samantha> It’s certainly a lot more testing. Budgets are not what they used to be, but the high level of expectation has stayed the same. And whilst there isn’t always a financial blueprint that reflects the idea, we are tasked at finding more unique, non traditional ways to tackle projects.
One thing is for sure, with the forever changing landscape it definitely keeps you on your toes.
LBB> And what has stayed the same?
Samantha> Process has stayed the same. The understanding, value and appreciation of each department and role is still the same. It really has to stay that way to ensure the integrity of the industry lives on.
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?
Samantha> Straight up, honestly, it’s about giving a f*ck. If you don't ultimately have the passion, the care, have the fire in your belly, the drive to want to push the status quo, and are prepared to put in the hours (believe me, sleep comes secondary) this industry isn’t for you. If you’ve got that, the rest really comes from it.
They do say this industry isn’t for everyone, and if it was that easy more people would do it.
LBB> Which production project from across your career are you most proud of and why?
Samantha> It’s a couple of highlights for me. It would have to be the Air NZ Safety Video - 'Tiaki and The Guardians’. Working for your national carrier is definitely a feather in the cap. Also working closely with, and producing for Lee Tamahori across Steinlager and Vodafone campaigns has unquestionably been my career highlight.
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?
Samantha> A good producer never gives away their trade secrets…but just know everything is always going ‘really well’.
LBB> What are your personal ambitions or aspirations as a producer?
Samantha> There are definitely brands and clients you aspire to produce work for, and directors you look up to.
For me not only as creative but as a producer, I would always hope that one day I could write a script for, or produce a Skittles campaign. I still feel the same way actually. I also love sweets.
LBB> As a producer your brain must have a neverending "to do" list. How do you switch off? What do you do to relax?
Samantha> There are a few guiding principles that I subscribe to for sure; yoga, diaphragmatic breathing classes, ice baths, scrapbooking, meditation, gardening and baking.
None of that is actually true. I find a good old glass of wine and catching up with friends fills my cup/s. I’m pretty low maintenance…said no-one ever. Did I say cup? I meant chalice.
LBB> Producers are problem solvers. What personally fuels your curiosity and drive?
Samantha> I constantly ask questions and like to be a little disruptive not only in the thinking, but in the approach. You have to be curious to go back to that quintessential attribute of giving a f*ck. If you don’t ask questions, and you don’t challenge the process, then you don’t get to have an opinion. I also think you're not doing your best work. My team love it when they see me coming.
LBB> What advice would you give to people who are interested in becoming a producer?
Samantha> Make sure you never stand too close to a heater in a puffer jacket on set. And shoes with good grip is key. I learnt the hard way. Please refer to earlier question.
LBB> From your experience what are the ingredients for a successful production?
Samantha> Three simple ingredients: A good agency brief, a solid treatment and approach, and a top crew to execute. Can I say four ingredients? Wrap parties.
LBB> What’s the key to a successful production-client relationship?
Samantha> Most would say trust, but also having good integrity, transparency and an honest relationship with your clients is key to a successful relationship.
LBB> Producers are naturally hands on - they have to be. How do you balance that in the more managerial role of an EP?
Samantha> I don’t really separate the two hands. I’m a hands on creative producing EP, and I am all over the full remit of the process from start to finish across every job.
I love being an EP, overseeing, my input and having an impact on all of the work that leaves the building. But for me, producing at its core is something I really love. I am very lucky to have the best of both worlds and to do both. Not an easy task, but one I thrive on.
