Meet Your Makers: Working Your Way Up with Pallavi Joshi-Firby
Pallavi Joshi-Firby is an executive producer at Fort York VFX. Originally from India where she started her career in production, she has spent the past 14 years in the post-production community in Toronto working with companies like Alter Ego, Redlab and Ricochet Post.
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?
Pallavi> I started my career writing and directing promos for broadcast TV. I did that for a few years before realising that a lot of the ideas that I wanted to convey were design and graphic based, rather than straight live-action stories. I really wanted to learn more about post production — specifically motion design, CGI and visual effects, and so I decided to go back to school for that.
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?
Pallavi> My first job in the post Industry was at an agency’s in-house post production company (Ricochet, BBDO Toronto). I started as an intern and worked my way up to producing. It was a unique way to get an introduction to our industry by witnessing a large scale corporate agency set up and what is involved in creating a campaign — from strategy to client relationships, to creative, production until it finally trickles down to you in post.
LBB> How did you learn to be a producer?
Pallavi> A lot of it goes back to that first job at Ricochet Post and the training/mentoring I had from my then EP Nancy Orlotti. My next EP at Redlab, Laurie Kerr-Jones, was also an inspirational producer to learn from. It's the people you meet along the way that help shape who you are, and I’ve been blessed to work with some of the city’s best!
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?
Pallavi> It's true that the skills of a producer are transferable - you're a problem solver, a collaborator, an organiser, you help visions come to life and that can apply to any of these mediums, but having dabbled in producing long format versus commercials, I knew very quickly where my interests lie.
And I think there's a lot to be said for honing your skills over the years through experience and contacts in a single format.
LBB> What’s your favourite thing about production and why?
Pallavi> I love that each day looks different, while the work that we do may stay the same - budgeting, scheduling, organising... every job brings its own set of challenges and achievements. Every creative is different, the mix of talent you work with is different. And you're on to the next one before you know it.
You can never be bored, that's for sure!
LBB> How has production changed since you started your career? And what has stayed the same?
Pallavi> Aside from technology having evolved so much, it's great to see a more recent diverse representation of BIPOC people in the industry than when I first started out. I think agencies and broader companies are making a more conscious commitment to diverse hiring practices. It brings me joy to meet and work with people from different backgrounds.
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?
Pallavi> Definitely a mix of the two. You can learn the skills anywhere if you are set up in a position for success, but your personality plays a big part in how effective you are - can you roll with constant changes and multitasking, are you a curious person that's always learning and adapting? Are you an organized and effective communicator?
LBB> Which production project from across your career are you most proud of and why?
Pallavi> I don't know if I can pick a particular one, but I find myself reflecting on and being proud of the ones that maybe didn't go as planned in the moment - because there's always something you can learn from those and that's what helps you evolve as a producer and that's something to be proud of.
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?
Pallavi> My favourite, craziest advertising story involves a commercial that was scripted around an animal being the hero. Two days before the shoot, the poor thing died in a freak lightning strike. The entire production had to hustle and brainstormed ways to work around this sudden loss, and the solution relied more heavily on us in post. Aside from the pure insanity of this strange coincidence, that job also stands out in my mind for being one of the more collaborative, fun, educational jobs that I have worked on!
LBB> As a producer your brain must have a neverending "to do" list. How do you switch off? What do you do to relax?
Pallavi> Travel! I am definitely one of those producers that find it hard to turn my brain off, but traveling, spending time with family and friends definitely helps me find that balance and come back re-energised!
LBB> Producers are problem solvers. What personally fuels your curiosity and drive?
Pallavi> Knowing that there's always something to learn - whether it's new technologies, new situations to experience, new people and personalities to work with.
LBB> What advice would you give to people who are interested in becoming a producer?
Pallavi> Surround yourself with the right people - producers that lift you up, artists that you can learn from, clients that you enjoy collaborating with.
LBB> What’s the key to a successful production-client relationship?
Pallavi> I think communication is the key. As a producer, I strive to be honest and upfront in any relationship and I think if you're blessed to work with people that have a similar work ethic — whether it's your own team, clients, or other vendors that are collaborating with you — those are the projects that are most successful.
LBB> Producers are naturally hands on - they have to be. How do you balance that in the more managerial role of an EP?
Pallavi> Being an EP is definitely a very hands-on role. I'm blessed to work in an environment that supports me being involved in the day to day producing of projects. It keeps you grounded and in the know of the latest trends, technologies, processes and I think that is the foundation that really helps with forming those long-lasting relationships with clients.
