The Producer Focus

Producers across the industry are navigating tight budgets, in-housing shifts and growing pressure from all sides. For this Focus, shots looks at the realities of the producer role, from seasoned vets to rising talent, and considers how people hold projects together in a climate that demands calm, clarity and creative resilience.

Insight

Production in 2026: All change

With AI reshaping workflows and agency networks expanding their in-house production capabilities, the commercial production landscape is shifting fast. Tim Cumming speaks to a range of producers from The Sweetshop, Saatchi & Saatchi, Uncommon, Rogue, The APA, and The Martin Agency to sift through the changes and challenges they face in a rapidly evolving present, and to look towards the sector’s possible futures.

Insight

How to make a feature with a commercials mindset

When director Lawrence Jacomelli needed to shoot his feature Blood Star in 10 days, he realised that moviemaking magic can happen when you apply lessons learned in ad production.

Insight

Adaptive by default: The ever-expanding role of a producer

Job evolution is natural; things change over time, and adaptations must be made. But, says Wojtek Skiba, Executive Producer at Papaya Films, a producer's role has evolved so dramatically that it can feel like a whole new job. Here, he outlines the major changes and explains why supporting talent is still at its heart.

Insight

Beyond good intentions: Producers speak out on director diversity

With recent stats showing that 80 per cent of award-winning ad directors are white and male – a figure that’s not budged for years – the goal of a diverse pool of directing talent seems a long way off. Caroline Bottomley, Founder of Shiny Awards, which champions underrepresent talents, chats to producers about the issue.

Talent

The next wave: Young agency producers on navigating a changing industry

On February 5th, Electric Theatre Collective and Biscuit Filmworks brought together a group of promising emerging talent for their annual Young Producers Dinner. shots joined them to catch up with a new generation on what inspires them, challenges them, and how they’re fairing in an ever-shifting industry.

Insight

Why production is advertising's best kept secret

A great strategy and a brilliant idea are both key ingredients in any campaign but, says Jess Ringshall, Chief Production Officer at Saatchi & Saatchi London, it's production that determines whether an idea survives in the real world.

Insight

Why producers should say 'yes', but without selling themselves short

Producers want to make things work, so saying 'yes' is in their DNA but, says Epoch EP & Managing Partner, Melissa Culligan, sometimes saying 'yes' comes with a cost.

Insight

Why post production deserves a seat at the creative table

As demand for deliverables grows and AI becomes more embedded in post production workflow, Bianca Redgrave, Managing Director at Studio Private, makes the case for bringing post in from the very start of the creative process.

Talent

The Integrity Pioneers

With wellness – of people and the planet – as a cornerstone, creative production studio Lowkey Films does things differently. Its founders Jamie Gamache and Connor O’Hara are proud to report it was the first UK feature film production company to achieve B Corp certification. Lucy Aitken heads to south London to find out more.

Insight

An Englishwoman in New York: How does producing differ across the pond?

From Super Bowl mania to the caffeinated pace of client meetings, Polly Durrance, EP at Electric Theatre Collective, unpacks on her move from London to the Big Apple and shares the contrasts between producing on either side of the Atlantic.

Insight

Agents of change: The new models reshaping UK production

Mia Powell, founder of MAMMAMIA Talent, explores why UK talent agents are increasingly representing external production companies in the advertising ecosystem.

Insight

Protecting craft and crew in an industry that demands more for less

As budgets tighten and expectations expand, Dalia Burde, Founder and EP at Avocados and Coconuts, explores the soft skill of holding ambition and constraint at once, and knowing when doing 'more with less' comes at a creative and human cost.

Insight

Producing without a playbook: What happens when every producer is a hybrid?

As production changes and the role of producer - both production and agency - evolves, Krysia Johnstone, Executive Producer at Boomshot, examines the necessary qualities a producer must have, the changing demands they will face, and the challenges - and opportunities - they can expect.

Insight

Stress test: How can independent production navigate 2026 and beyond?

From pitch costs to the changing media landscape, Rogue Films' owner, MD and EP Kate Taylor breaks down the stresses and strains of the production obstacle course and tries to look at the positives of what 2026 can bring.

The Wellness Focus

'Tis the season to be wary... of any leftover mince pies, eggnogs or slothful daytime TV watching habits. With January the traditional month for post-Xmas guilt, gym deals and juice cleanses, shots dons its sports leggings and jogs vigorously into the nourishing space of wellness marketing – from muscle-building to mindful meditation.

The 'Not TV' Focus

While reports of TVC’s death might be greatly exaggerated, there’s no denying that social and other ad spaces are jostling for supremacy. This focus explores exciting not-TV work, from experiential and OOH to the exciting world of ‘extended reality’, where AR, VR and mixed reality reside.

The Nostalgia Focus

Fings ain’t what they used to be... but do we wish they were? Are the complexities of modern, bot-driven life behind increased yearnings for yesteryear’s vinyl, dumb phones and vintage styles? Last year, we tackled the Future Focus; this year, we’re exploring the past and asking if advertising is driving or mirroring the revival of retro.