My golden production rules

After 20 years in production, someone recently asked me during an introduction meeting what my “golden production rules” are.

It threw me for a second, because the things you live by every day aren’t always the things you put into words.

So I sat down and wrote them out. Here are mine:

Treat juniors as equals

Juniors and interns aren’t just there to learn from you, you’re there to learn from them. Each new generation brings fresh ideas and perspectives you’ll rely on as you grow more senior. They develop fast, and before you know it, they’re the ones leading the way. Invest in them, respect them, stay curious.

Choose your people carefully

You’re responsible for time, budget and execution, but none of that works without the right people. Surround yourself with talented, trustworthy, fun collaborators who just get you. After months of working side by side, what stays with you isn’t the award, it’s the energy and joy that made the work possible.

Embrace the peak

Every production hits a stress peak. The good thing about advertising is that deadlines are fixed, which means the peak always ends. Embrace that moment of intensity and remind yourself it will pass. Production isn’t about waiting for the storm to pass, it’s about learning to dance in the rain.

Learn to say no

If the budget is too small, the timeline unrealistic or the script unworkable, say it. Protect the project with the iron triangle: time, budget and quality. You can’t squeeze all three, so at least two need to be strong. A clear “no” isn’t negativity, it’s leadership and integrity.

Invest in your network

Never underestimate the power of your network. Discover new talent, watch showreels, meet directors, respond to cold outreach. Someone once opened a door for you, and now it’s your turn to open it for others. The industry moves fast, so stay connected, stay curious, stay aware.

Make problems boring

The best producers aren’t the ones who never face problems. They’re the ones who make problems boring, by spotting them early and handling them calmly. Communicate early, clearly and often. Flag risks before they turn into fires. Share updates before people start asking. Set expectations before anyone gets nervous. Say no when you need to, but always bring a solution.

And when chaos hits, stay calm. Slow your breathing, speak softer. Your energy sets the tone. A grounded producer makes everyone around them better, and that’s the real superpower.

These are mine. I’m curious: what rules do you live by?