We've been making films with Honey, a Salt Lake City agency, for three years, and for the last two they've brought us in to produce Enbridge Gas's ThermWise campaign. We asked Scott Hendrix there what having a production partner he trusts changes about how they sell work. He answered in two sentences:
“Cinema Forte gives us the ability to significantly scale our production capabilities when client needs arise. Because we have full confidence in their team, our Creative Department can pitch any concept, knowing they can execute it.”
We think about that line a lot. An agency that's unsure of its production partner starts editing its own ideas before the client ever sees them, and nobody finds out what the big version could have been.
Most people judge a production company by the shoot. Scott judges us by the months before it:
“Our trust extends well beyond the day of the shoot; the collaboration leading up to production is second to none.”
On this year's Enbridge spots, pre-production started in July for an October shoot. Aaron Alviso Stephenson is directing the spot and a miniature artist has been building sets for months (more on that in Built by hand).
By the time Honey takes boards to the client, we've already worked out what each idea takes to make.
Honey owns the idea, the brand and the relationship with Enbridge. We own turning that idea into a shoot: the budget, the schedule, the crew, the day itself and the edit.
Having the right partner also allows for creative push back. During our first production we pitched some pretty crazy concepts in a brainstorm. The spot that landed was making everyday life with child actors.
We agree that split out loud at the start of every job, so nobody is guessing on set.
This is the part Scott brought up that most people skip:
“We've held retrospectives with the team after projects wrap. Our mutual willingness to be open has allowed us to move quickly because trust is truly embedded in the relationship.”
After each Enbridge job, both teams sit down and talk through what worked and what didn't, including the parts we'd do differently. Each year the prep moves a little faster, because a lot of the questions from year one are already answered.
Honey has recommended us to other agencies, and Scott tells them “how easy it is to collaborate with the team.” If your agency has an idea that's bigger than your production bench, we'd love to hear it. Tell us what you're working on.