Producing Tomorrow's Producers: Staying Curious with Jose Ignacio Morales
Jose Ignacio Morales is a Colombian producer with 15 years of experience in the advertising industry across Latin America and the United States. He currently works with ALTERED.LA, a Los Angeles-based production company, where he leads the production of campaigns for well-known brands.
Throughout his career, he has collaborated with major advertising agencies and managed projects for clients such as Coca-Cola, Essity, and Nestlé, among others. He is also the founder of Plan 9 Media, a production company based in Colombia that offers audiovisual production services. His experience spans both commercials and music videos, showcasing his versatility within the industry.
His focus on precise execution and ability to coordinate teams across different regions have positioned him as a key figure in the production of advertising campaigns and music videos.
LBB> What advice would you give to any aspiring producers or content creators hoping to make the jump into production?
Jose> My advice is to stay curious and learn from every department. Understand what a production designer does, how a 1st AD runs a set, and get familiar with every role involved.
This broad knowledge will help you navigate a set more effectively and make informed decisions.
Patience is also key. The industry is constantly evolving, and progress often takes time. As you start getting opportunities, focus on building your network and creating a team you trust and can rely on. Relationships and collaboration are the foundation of successful production work.
LBB> What skills or emerging areas would you advise aspiring producers to learn about and educate themselves about?
Jose> For aspiring producers, strong communication and proactive problem-solving are crucial skills. Being proactive, working with action rather than reaction, makes all the difference in this field. It’s also important to stay informed about emerging technologies, particularly AI.
Learning how to create images or videos from scratch for decks and presentations can be a powerful tool for clearly communicating ideas and pitching them more effectively.
LBB> What was the biggest lesson you learned when you were starting out in production - and why has that stayed with you?
Jose> The biggest lesson I learned when starting out in production is that even the most innovative ideas won’t work if they’re not aligned with our clients and their consumers. No matter how creative or ground-breaking a concept is, it needs to be in sync with the client’s vision and the needs of their audience to be successfully executed.
Another important lesson is the need to make prompt decisions while remaining as calm as possible. Losing your composure on set can quickly lead to a breakdown in communication and disrupt the entire process. Staying level-headed and focused allows you to lead effectively and keep things running smoothly.
LBB> When it comes to broadening access to production and improving diversity and inclusion what are your team doing to address this?
Jose> I started my career in production in Colombia, an emerging market at the time. Back then, there were very few established professionals in the industry; most of us were self-taught because formal production programs only began taking shape around 10 years ago.
Now, working in a minority-owned company, we’ve made it a priority to consolidate strong Hispanic teams. We’re committed to providing opportunities and ensuring that our production teams reflect a diverse range of voices and experiences, helping to create more inclusive and authentic content.
LBB> And why is it an important issue for the production community to address?
Jose> Addressing diversity and inclusion is crucial for the production community because it ensures a broader range of perspectives and experiences are represented. This not only enriches the creative process but also helps in creating content that resonates with a wider audience.
Diverse teams are more innovative and can approach problems from multiple angles, leading to more authentic and impactful storytelling.
Additionally, fostering an inclusive environment helps attract and retain top talent from various backgrounds, driving the industry forward and reflecting the diverse world we live in.
LBB> There are young people getting into production who maybe don’t see the line between professional production and the creator economy, and that may well also be the shape of things to come. What are your thoughts about that? Is there a tension between more formalised production and the ‘creator economy’ or do the two feed into each other?
Jose> Both areas can learn from and support each other. Creators can adopt professional techniques and standards to enhance their work, while traditional production can adapt by incorporating more agile and diverse approaches inspired by the creators.
This synergy fosters a dynamic environment where new ideas and formats can thrive, ultimately benefiting the entire industry.
LBB> If you compare your role to the role of executive producers when you first joined the industry, what do you think are the most striking or interesting changes (and what surprising things have stayed the same?)
Jose> When I first began in the industry, executive producers were primarily focused on logistics and high-level management, with less emphasis on creativity. Today, the role has evolved significantly. Producers are now deeply involved in the creative process, shaping ideas and collaborating on vision alongside their traditional managerial responsibilities.
Technology has played a crucial role in this shift, offering new tools and methods that enable more innovative and efficient production solutions. Despite these advancements, the core skills of strong organisation, effective communication, and managing complex projects under pressure continue to be fundamental.
LBB> When it comes to educating producers how does your agency like to approach this? (I know we’re always hearing about how much easier it is to educate or train oneself on tech etc, but what areas do you think producers can benefit from more directed or structured training?)
Jose> At ALTERED.LA we believe in a blend of self-directed learning and structured training to educate producers. While technology is rapidly evolving and much can be learned independently, we find that producers benefit greatly from more directed training in certain areas.
Structured training is particularly valuable in areas like project management, leadership skills, and advanced production techniques. These areas benefit from hands-on workshops, mentorship, and formal courses that provide in-depth knowledge and practical experience.
Additionally, training in emerging technologies and industry trends ensures that producers stay current and can effectively integrate new tools into their workflows.
LBB> It seems that there’s an emphasis on speed and volume when it comes to content - but to where is the space for up and coming producers to learn about (and learn to appreciate) craft?
Jose> In today’s fast-paced content environment, there’s still plenty of room for up-and-coming producers to learn and appreciate the craft, especially in traditional productions and music videos.
While AI helps us deliver high-quality content faster where it once took a month to produce ten pieces, now we can achieve that in three days without compromising on craftsmanship traditional methods and music videos continue to offer valuable learning experiences.
Traditional production techniques and the artistry involved in music videos provide essential opportunities to refine craft skills and appreciate the nuances of the industry.
LBB> On the other side of the equation, what’s the key to retaining expertise and helping people who have been working in production for decades to develop new skills?
Jose> Retaining expertise while helping long-term professionals develop new skills can be challenging, especially when introducing new trends and tools. My experience transitioning from filming on film to video highlights this challenge.
I had to adapt due to cost and efficiency considerations, which involved learning and staying updated through reading and hands-on experience.
Continuous learning and openness to change are essential to staying relevant and effective in the ever-changing landscape of production.
LBB> Clearly there is so much change, but what are the personality traits and skills that will always be in demand from producers?
Jose> Even with all the changes in production, some traits will always be key for producers. Being adaptable and resilient helps you handle new tech and shifting demands. Strong communication, problem-solving skills, and attention to detail are essential.
And let’s not forget leadership and organisation—these will keep you on track no matter what’s new in the industry.
