Holding the Line: How the Producer's Role Has Evolved

By Julie Bélanger

As an executive producer with nearly 20 years of experience in commercial stills and motion production, I co-founded Full Serve Productions (2007–2021), where I produced campaigns for photographers, agencies, and brands across North America. This is my perspective on how the producer's role has evolved—and what today's production landscape demands.

For nearly two decades, I’ve watched the role of the producer expand far beyond logistics and execution. When I co-founded Full Serve Productions with Raff Melito in 2007, producers often worked behind the scenes, tasked with making the creative vision possible. Today, they are increasingly part of shaping that vision from the outset.

As Full Serve grew, so did the scale of our work. We evolved from supporting photographers on commercial shoots to producing campaigns for international advertising agencies and global brands. Projects became larger and more complex, requiring producers to oversee not only logistics but budgets, creative alignment, and execution from concept to delivery.

That balance—between creative ambition and practical reality—has always been at the heart of producing. But the conditions surrounding it have changed dramatically. Shrinking budgets and growing demands for visual content were already reshaping the industry in 2007. Social media accelerated that shift, creating a constant need for content across more platforms and formats. Then COVID-19 disrupted production almost overnight. With 80% of Full Serve’s clients based internationally, the impact was significant. Like many businesses, we adapted quickly, but ultimately those changes marked the end of Full Serve Productions.

Looking back, I see that what we experienced wasn’t unique to us. It was part of a much broader transformation in how creative work gets made. Producers today are being asked to move faster, work across more disciplines, navigate new technologies, and deliver more within increasingly complex constraints—all while protecting the integrity of the idea.

In many ways, that has become the producer’s job: holding the line between what a project demands and what the creative deserves.

To explore how that role continues to evolve, I spoke with Piper Ainsworth and Vanessa Gloux, founders of independent production consultancy Two Good, about what producing looks like today—and where it might be headed next.

About Two Good
Founded by producers Piper Ainsworth and Vanessa Gloux, Two Good is an independent production consultancy specializing in stills and motion. Working across advertising, editorial, and branded content, they partner with agencies, brands, photographers, and directors to build production teams tailored to each project's creative needs. Their flexible, collaborative approach reflects how modern production continues to evolve.

From your perspective, what has changed most about the producer's role over the past five years? 

Over the past five years, we've seen the producer's role evolve in the same way Full Serve Productions had. Clients are increasingly bringing us into projects much earlier and leaning on us as creative partners from the very beginning. While production logistics remain a core part of what we do, we're now also helping shape projects by curating the right creative teams, recommending photographers, directors, production designers, and other key collaborators to ensure the best fit for each brief.

Producers have often worked behind the scenes and haven’t always received the recognition they deserve, but we believe the role has become more essential than ever. A producer is the connective tissue that keeps every moving part aligned, from the initial concept through final delivery. We're seeing clients recognize our value more and more, and it's exciting to see the role continue to expand beyond execution and support into true creative partnership.

Today's productions often demand more deliverables, shorter timelines, and tighter budgets. How has that changed the way you approach a project? 

The biggest shift for us has been learning how to stay nimble without compromising quality. After working together for several years, we've built systems that allow us to move quickly, from project intake to budgeting and scheduling. Having those processes in place means we can respond efficiently while still being thoughtful in our approach.

We've also built a trusted network of collaborators we can rely on. Having partners who understand how we work and consistently deliver quality makes all the difference, especially when timelines are compressed or budgets are tight. The relationships we have forged have become one of our greatest strengths and allow us to keep producing great work, regardless of the constraints.

Has the relationship between agencies, photographers, directors, and producers changed? If so, how? 

We’ve definitely seen the relationship between agencies, photographers, directors, and producers become much more integrated. More and more, directors and photographers are being brought into the creative conversation earlier, working alongside agencies and clients from concept through execution.

The increased collaboration creates a more seamless process and ultimately leads to stronger content. Each role brings a unique perspective, and when everyone is working together toward the same vision, the result is better. We love seeing that shift toward a more collaborative approach – it’s a true group effort.

You've chosen to work as independent producers. What advantages does that model offer clients and creative teams today?

Working as an independent producer duo offers a level of flexibility and adaptability that is incredibly valuable in today’s production landscape. We’re able to integrate seamlessly into different teams and tailor our approach based on the unique needs of each project, rather than working within a one-size-fits-all model.

Having two producers also allows us to move quickly and efficiently by dividing and conquering from the start, managing different aspects of a project while maintaining a close, collaborative approach. For clients and creative teams, that means having experienced production partners who can adapt, problem-solve, and provide the support needed to bring each project’s vision to life.

Artificial intelligence is becoming part of every creative conversation. Where do you see AI helping production, and where do you think human producers remain indispensable? 

Artificial intelligence is becoming a part of the production process, and as producers, we believe it's our responsibility to stay informed about emerging technologies and understand how they can support creativity. AI can be incredibly helpful for tasks like research, concept exploration, scheduling, and administrative work, allowing creative teams to spend more time focused on the work that truly benefits from human insight. AI, however, can simply not replace the inherent creativity in people. 

Producers remain indispensable. Producing is built on relationships, collaboration, intuition, problem-solving, and the ability to navigate the complexities of people and creative ideas. Those qualities can't be replaced by AI. Producers are responsible for bringing together the right talent, understanding a client's vision, making creative judgment calls, and adapting when challenges inevitably arise.

How do you balance protecting the creative vision while still meeting budget and production realities?

For us, protecting the creative vision reigns supreme, but achieving that vision requires balancing creativity with practical realities. Our role is to evaluate a creative brief from the outset, understand the project's goals, and be transparent with clients about what can realistically be achieved within the available budget and timeline.

Rather than seeing these constraints as limitations, we see them as a means to find creative solutions. Whether it's rethinking an approach or identifying efficiencies within the production process, our goal is always to preserve the integrity of the idea while making smart production decisions. When everyone is aligned early and expectations are clearly set, it's possible to deliver work that feels creatively ambitious without compromising what makes the concept special.

What skills do today's producers need that weren't as essential ten years ago?

Today's producers need to be far more adaptable than they were ten years ago. The pace of production has accelerated, and we're managing more deliverables across multiple platforms with tighter budgets and shorter timelines. That means producers need to be comfortable wearing many hats, thinking strategically, embracing new technologies, and communicating effectively with a wide range of partners.

Relationship-building has also become even more important. Success today depends on your team and knowing how to bring together the right people for each project. Beyond logistics, producers are expected to contribute creatively, solve problems quickly, and help guide projects from the earliest conversations through final delivery.

Looking ahead, what do you think production will look like in five to ten years? What excites you—and what concerns you? 

Our hope is that production will continue to become more flexible and collaborative. It will also likely become more technology- and AI-driven. We're excited to see new ways of working emerge and to continue partnering with diverse creative talent. 

At the same time, we hope the industry doesn't lose sight of what makes great work possible: people. Our biggest concern is that the pressure to produce more content, faster and for less, could come at the expense of craftsmanship. 
We feel very lucky to work with so many talented people, and hope we can continue to do so for years to come while delivering great work.

The parallels between Full Serve Productions and Two Good reflect a broader story within the creative industry—one of constant adaptation, increasing complexity, and shifting definitions of value.

Producers today operate at the intersection of creativity, logistics, technology, and business. They are no longer simply problem-solvers behind the scenes, but integral architects of how ideas are shaped, delivered, and sustained. 
As the industry continues to accelerate, one question remains: what does production become next?