NaF+ is Reimagining Global Storytelling
NaF+ didn’t start out as the global content creation juggernaut it is today. In fact, it began humbly back in 2002 as NEEDaFIXER, a specialised service in just 10 countries, offering high-level production support. But over the years, it has grown — both in scale and scope — evolving into NaF+: an all-encompassing production house with a network that spans over 100 countries. The company’s journey is a tale about something more meaningful than growth, it’s about transformation. From its early days as a regional production service to its current standing as a global player in film, TV, and branded content, NaF+ represents a bold vision of just how vast production capabilities can really be.
“We launched as NEEDaFIXER with the simple idea of being the go-to network for production companies seeking top-notch support anywhere in the world,” says Katie Clarke, producer at NaF+. “By 2007, we were covering 30 countries, and by 2013, we’d set up our global headquarters in London. That was really a turning point for us — it marked the beginning of a new wave of growth.”
It’s impressive, but when you meet Katie, what strikes you most is the warmth and sincerity she speaks with. There’s an authenticity to her that mirrors the ethos of NaF+ itself – a company built on genuine relationships, both with its clients and within a global network.
That growth included expanding NaF+’s capabilities well beyond its initial focus, introducing NaF+Originals in 2020 – a move driven by a desire to tell stories rather than just assist in production. Alongside NaF+BrandFilms, NaF+WW Services, and NaF+Post, these divisions enable NaF+ to offer a full spectrum of services under one roof — a one-stop shop that is rare in an increasingly fragmented production scene.
“Today, we have over 8,000 professionals across more than 100 countries. What sets us apart is that we’ve created a global network that’s highly responsive, adaptable, and aligned with our clients vision,” says Katie. This network is not just about numbers but about the consistency and quality that NaF+ guarantees across its global operations. From Athens to Dubai, Mexico City to Tokyo, the company ensures that each project, no matter where it is, adheres to the highest production standards.
The Four Pillars of NaF+
NaF+ has organised its production services into four key areas, each with a specific focus, but all working together seamlessly. First among these is NaF+Originals – a division that Katie describes as “where we bring stories to life.” This part of the company handles feature films, TV series, documentaries, and more — essentially anything that tells a story from beginning to end. “We love working on Originals because it’s where we can truly dive deep into creative storytelling. It’s not just about meeting a brief; it’s about creating something lasting.”
The second division, NaF+BrandFilms, focuses on branded content, working with some of the world’s biggest names. Nike, HUGO BOSS, and Google have all entrusted NaF+ with their stories, and this success is no accident. “We work closely with creative agencies and directors to really understand what each brand wants to communicate,” says Katie. “Then, we bring that vision to life in a way that feels authentic and compelling.”
Where NaF+ truly differentiates itself, though, is in the way it operates globally, particularly through NaF+WW Services. “We’re the largest global network of film production experts,” Katie notes. “No matter where our clients need support, we’ve got them covered. What’s unique is that we maintain the same level of quality and creativity across vastly different markets.”
Finally, NaF+Post, the company’s newest division, handles all post-production needs, from video editing to CGI, sound design to VFX. “It’s where the magic happens after the cameras stop rolling,” Katie explains. This service allows NaF+ to offer a comprehensive production experience from concept to final cut, without outsourcing any part of the process.
The Philosophy Behind the Brand
What ties these services together is NaF+’s overarching philosophy — one built on collaboration, innovation, and impact. At the heart of this approach is partnership. “We believe the best results come from working together,” Katie shares. “That’s why our guiding principle is US + YOU. When our global expertise meets a client’s vision, magic happens.”
This sense of collaboration extends to everything they do, whether it’s developing an original series or crafting a branded campaign. Another central tenet is their commitment to exceeding expectations — captured in their motto, ‘WHAT YOU NEED + MORE.’ According to Katie, “The ‘PLUS’ in NaF+ is our promise to go beyond the expected. It’s about transforming ideas into milestones that truly resonate.”
But NaF+ isn’t just focused on short-term wins. The company’s third guiding principle is about creating work that has lasting value. “For us, it’s not just about getting results today — it’s about building a legacy,” Katie asserts. This long-term view is evident in their storytelling approach, where the goal is always to create something that stands the test of time, be it a film, a commercial, or a documentary. But it’s what Katie calls “a shared spirit of grit, determination, and drive” belonging to each and every team member that holds everything together.
The Challenge of Rebranding
One of the most significant challenges NaF+ faced was the transition from NEEDaFIXER to NaF+. While NEEDaFIXER was a well-known name in the industry, it was often associated solely with production-fixing services. “We didn’t want to lose our identity, but at the same time, we needed to evolve,” Katie explains. “There was a bit of a dilemma. We didn’t want our newer work, especially in Originals and Brand Films, to be overshadowed.”
The solution was to rebrand in a way that honoured their roots while embracing their expanded offerings. By integrating NEEDaFIXER into NaF+ as the foundation for their global community, they were able to keep the best of both worlds. Today, NaF+ not only represents their expanded capabilities but also maintains the original spirit that made NEEDaFIXER successful.
Embracing Technology
Like any forward-thinking company, NaF+ has been quick to adopt new technologies that enhance both their creative output and operational efficiency. “Our NaF+Post team is leading the charge with AI, VR, and other innovative technologies,” says Katie. “We’ve even collaborated with cutting-edge partners like Metaphysic on a major shoot, which has opened up exciting new possibilities.”
One of the most exciting advancements NaF+ has embraced is virtual production, which allows for creating complex settings in a studio environment. “It’s transforming how we shoot,” Katie says. “Virtual production offers us the flexibility to create without the limitations of real-world logistics, and it’s shaping the future of the industry.”
What’s Next for NaF+?
In order to make a meaningful impact, sustainability in 2024 demands to be more than just a buzzword. That’s why NaF+ is making real changes to how it operates. “We’ve banned plastic water bottles on set and are rolling out reusable water bottles and hot water flasks as standard,” Katie explains. These seemingly small steps add up, especially across their global operations.
Their commitment to sustainability also extends to their choice of materials and methods. NaF+ is looking at ways to reduce their environmental footprint across all departments, setting an example for the industry at large.
As NaF+ looks to the future, the company has ambitious plans for growth. “We’re planning to expand our BrandFilms department into new markets, particularly in Asia and the U.S.,” Katie reveals. They are also looking into setting up their own studios and production facilities to solidify their presence as a global leader.
With NaF+Originals already gaining significant traction, it’s clear that the company is on an upward trajectory. “The response to our Originals has been amazing, and we’re excited about the future. This is just the beginning,” Katie tells me.
As NaF+ continues to push the boundaries of what’s possible in production, one thing is certain: this is a company that’s not just growing, but evolving — constantly reimagining what it means to tell a story on a global scale.
Katie Clarke: If you're heading to the LBB Better Together Event, come say hello — I’d love to chat. And if you’d rather catch up over coffee, get in touch with me on katie@naf.plus I always love meeting new people and discussing fresh ideas!
