Embrace the Chaos: A Production POV

As a producer, my job is to take bold, creative ideas and turn them into reality—on schedule, on budget, and with just enough chaos to keep it exciting (because let’s be real, chaos is inevitable). As we move halfway into 2025, there are a lot of things that I am envisioning when it comes to my role for the rest of the year. Here are a few.

AI: The Game Changer

AI is transforming the way we work, streamlining everything from storyboarding to editing, making both pre-production and post-production faster and more efficient. But here’s the catch—AI can’t replicate human creativity, instincts, or the vision that makes a video truly unforgettable. In 2025, the challenge will be finding the right balance: leveraging AI to optimize workflows while preserving the artistry that brings content to life.

We saw this firsthand when working on visuals for a Gay Lea’s Chocolate Whipped Cream. Using AI, we generated mockups to preview our upcoming product shots. While the colour and texture weren’t perfect, these placeholders effectively conveyed the intended look and feel, helping us align with the client before the actual shoot.

The AI version.

The final version.

Flexibility is Key

Video production isn’t getting any easier — budgets are tighter, timelines are shorter, and curveballs come at you from every direction. For me, this year is all about staying agile. It’s being ready to pivot when the schedule changes or when a last-minute client request pops up just days before the shoot. Flexibility isn’t just nice to have—it’s essential to surviving and thriving in this industry.

This is apparent even when we do award show case studies. Deadlines can be tight and the specs for each are different. Understanding what each award show needs and how to capture our story in a certain amount of time is key to getting shortlisted, and hopefully, winning.

Precision on Set, Magic on Screen

Every second on set matters more than ever. It’s about running a well-oiled machine—nailing hybrid workflows, using pre-vis tools to get everyone on the same page, and making sure every piece of gear pulls its weight. But here’s the magic: those unplanned moments, the unexpected risks, often turn into the most memorable parts of the final cut. Stick to the plan but leave room for a little chaos—that’s where the real magic happens.

We experienced this firsthand during a recent Soles4Souls shoot in Honduras. While filming a street vendor, we initially tried to keep locals out of frame, but their natural interactions with the vendor ended up adding an authentic, lived-in feel to the scene. Later, while shooting at the company’s warehouse, an unexpected downpour created the perfect natural darkness, enhancing the atmosphere in a way we couldn’t have planned. Sometimes, the best shots come from embracing the unexpected.

FUSE’s Jade Kleinman, Group Account Director (left), and Terra Stephen, Integrated Producer (right).

Teamwork Makes the Dream Work

One of my proudest shoots took place in Honduras with our Soles4Souls clients—though, by the end, they felt more like true partners and friends. Working with a limited budget, we needed every hand on deck, finding creative ways to bring our vision to life.

With this shoot being international, we leaned on our clients and the local crew to scout locations ahead of production—from the energy of bustling street markets to the heart of the sorting facility, and ultimately, discovering our hero talent.

Beyond the shoot, we had the privilege of immersing ourselves in the local community and hearing Maricruz’s story firsthand. As a single mother, Soles 4 Souls helped her launch her first shop—a stepping stone that eventually allowed her to save enough money to put herself through school.

Despite language barriers and security challenges, our agency, client, and director worked seamlessly as a team, ensuring we were set up for success. The result? A truly beautiful production and an experience we’ll never forget.