Meet Your Makers: Unwavering in the End Goal with Holly Rowden
Holly Rowden is an executive producer and co-founder of Toronto-based Alfredo Films. Graduating from Humber College in 2017, she has years of experience on features, short films, commercials, documentaries and music videos - both Canadian and international.
Capable of making any project happen through sheer willpower (and her cell phone), Holly quickly learned how to build something from nothing, and has carried that skillset into commercial production where she has produced TV spots for both national and global brands.
An avid-reader and enjoyer of all the small things (like a well balanced budget), Holly will take any vision and make it a cinematic reality.
LBB> What first attracted you to production - and has it been an industry you’ve always worked in, or did you come to it from another area?
Holly> I grew up in a small town where film production was never talked about as a career option, but I bought a DV camera when I was 12 and my love grew from there. I knew from a pretty early age that I didn’t want a nine to five desk job, so that’s what put me on the path to go to film school instead of going for a science or engineering degree. Right before graduating film school, the ‘SickKids VS: Undeniable’ campaign came out. I remember seeing it in theatres and getting goosebumps - I think it was the first time I considered how creative and impactful commercials can be. It was also so inspiring that this ad was made by creatives in Toronto, and was when I realised great content was made here, and was something I wanted to be a part of.
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?
Holly> My first role in the production world was as a production coordinator on a Toronto indie film. Over the course of the film’s production, post and distribution, I worked my way up as a PM and then as a line producer. This was all happening in parallel to us starting Alfredo, so one could say my first role in production was as an EP, but I sure as heck didn’t know how to do that job when I first gave myself the title!
LBB> How did you learn to be a producer?
Holly> I learnt the processes of film production in school and in that first job as an indie film line producer. The specifics of how to produce as a commercial EP? Those came by learning on the job, asking questions along the way, and making friends with fellow EPs who were willing to share their nuggets on how this industry works! It was all about being a sponge and absorbing as much information in a short time as possible.
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?
Holly> I think any producer has the drive to be a hard worker, but I think about a time - not too long ago - where I just overextended myself by producing too many projects myself, and it resulted in not doing the job properly. It’s a hard lesson to learn (and it’s one you learn more than once sometimes), but the experience was needed to make me realise that delegation is just as important as working hard when it comes to producing. You can’t be a good leader if you’re trying to do everything yourself. It’s all a balance.
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?
Holly> I think it’s fair to say there are a lot of transferable skill sets, but the nuances of each industry shouldn’t be underestimated.
LBB> What’s your favourite thing about production and why?
Holly> My favourite thing about production is the teamwork aspect. It truly takes a village to make great films. The best productions happen when everyone brings something unique to the table and we’re all passionate about the work we’re creating.
LBB> How has production changed since you started your career?
Holly> I feel like I can’t answer this question with as much insight as some. We graduated film school right at the end of the shift to digital, and were learning as video exploded as a digital medium. We came in after this shift, but it’s one we’re feeling the tail end of. I think we JUST missed the transition period, and the way productions are run now is all we’ve ever known. I will say, most of our growth as a company has taken place during the pandemic. I can’t even comment on that being a huge change since we shot most of our current work to date through covid-19!
LBB> And what has stayed the same?
Holly> The art form has remained the same! The same principles of filmmaking are a comforting constant, even as the ‘how’ changes at an ever-accelerating rate.
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?
Holly> This may sound cheesy, but I think producing comes naturally. Producers are probably the ones planning family vacations and organising friend get-togethers growing up. I think it comes from the instinct to organise, communicate, and be resourceful in order to have the best time. On top of that, the desire and passion to create something from nothing is what makes an amazing producer, in my opinion.
LBB> Which production project from across your career are you most proud of and why?
Holly> I’m proud of the ‘Black Elevation Map’ project that we shot last year. It was a real labour of love and it felt like a ‘grassroots production’, as I call it. We organised visiting and filming Black businesses across six cities in six US states, all in 11 days. It was a tiny team of us – the three of us from Alfredo, our director Kelly, our ACD and agency producer hopping from plane to plane and navigating each city in a minivan. We were on no sleep, but we saw amazing places we would never usually visit and met wonderful people along the way. And it was all in the name of supporting and spotlighting Black culture. The cherry on top was that it had a lot of great success in the awards circuit, including Cannes, Webby, ADDC, Garety, Big Campaign US and LIA.
LBB> And in terms of recent work, which projects have you found to be particularly exciting or have presented particularly interesting production challenges?
Holly> We have a couple pieces coming out soon that I’m excited to share and am proud about. Any spot that makes you a little afraid going into it has the potential to be great. These ones were technically and creatively challenging. I always want to be doing challenging work because I know it’ll be those projects that we’re most excited and proud about when all is said and done.
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?
Holly> One of the more recent set nightmares that happened: we were almost ready to shoot a scene and then learned that about 10 of our SOC’s were missing. They had been booked and told the wrong day to come to set. In that moment, we just had to go into fix it mode and had to call all 10 and see if they could come to set immediately. We were able to get nine of them to come to set within 1.5 hours, and we made our day.
LBB> What are your personal ambitions or aspirations as a producer?
Holly> Personally, it’s all about creating work that we can all be proud of. I’d love to keep levelling up in terms of the boundaries that we push. And to make money doing it – that’s the cherry on top. It’s a game of patience, but being unwavering in that end goal has really helped us as a company.
LBB> As a producer, your brain must have a never-ending ‘to do’ list. How do you switch off? What do you do to relax?
Holly> I like to read because it requires 100% of your attention (preferably fantasy so I can leave this world all together!).
LBB> Producers are problem solvers. What personally fuels your curiosity and drive?
Holly> The more you know about something, the more you want to know more about that thing, and that curiosity will make you a solution-oriented person. As a producer, I’ve always enjoyed learning how everything works from the smaller details up, and I think that’s fuelled that natural curiosity and desire to make things work.
LBB> What advice would you give to people who are interested in becoming a producer?
Holly> Learn how to manage your stress! The stress of the job will never go away, but you have to learn to live with it and not let it affect your overall well being. It’s easier said than done, and I’m still learning it myself, but ultimately, nothing is worth your health. You can be an effective hard worker and problem solver in the hairiest of situations, but learning how to channel stress into an actionable plan is the only way it’s sustainable for the long haul.
LBB> From your experience, what are the ingredients for a successful production?
Holly> In my opinion, two things: over-communication, and everyone leaving their ego at the door!
LBB> What’s the key to a successful production-client relationship?
Holly> Again, I think it’s about communication (not over-communication though), and leaving your ego at the door. Ultimately, the client is paying us to make something the best it can be under the agency’s guidance, but with the client’s final say. To put it bluntly, I think the best relationships occur when everyone understands the job they’re getting paid to do, and the limitations of their role as well.
LBB> Producers are naturally hands on - they have to be. How do you balance that in the more managerial role of an EP?
Holly> It’s a hard balance to walk! Especially coming from a more hands-on background, I sometimes need to stop myself from micromanaging, which isn’t healthy for anyone. I think it’s all about learning how to oversee and knowing when to step in. That balance is something only learned through experiences – good and bad. It’s also about having open and transparent dialogue with the line producers. They’re the ones getting the job done and you should be in constant contact about any concerns that might be brewing well in advance.
