Anissa Payne on the Solutions-First Mindset That Built NM Productions

Anissa Payne is a founder and executive producer who has strived to try and embody what a production company can be: agile, scalable, culturally fluent and relentlessly outcomes-focused.

She founded NM Productions in 2017 to challenge outdated production models, building a business that prioritises smart workflows, calm leadership under pressure and craft without compromise. Today, NM Productions operates globally across stills, motion and TV, delivering work for leading brands across fashion, automotive, sport and entertainment.

With an early background in fashion and talent management, Anissa began her career in Hamburg working with major fashion houses including Louis Vuitton, Calvin Klein, Kenzo and Balenciaga. She brought that high-end creative grounding into production, scaling NM Productions through a flexible operating model designed to adapt to the pace of modern content creation.

Anissa is known for championing a progressive, people-led approach to production, built for today’s pace without losing sight of quality or culture.

Anissa sat down with LBB to discuss falling into production by accident as she looks back on some of the biggest projects she has worked on and the many lessons she learnt along the way.

LBB> Can you walk us through your journey in the production service industry?

Anissa> I fell into production completely by accident. I originally thought I’d work in finance, but after spending time in Germany and later returning to London, I found myself organically producing a shoot for a photographer friend, without realising that was a job in itself.

From there, I worked across several production companies in London. Some were brilliant, others less so, but all of them shaped how I wanted to work. Those experiences ultimately led me to start NM Productions with a clear intention: to build a company grounded in strong culture, flexibility and a solutions-first mindset – where people feel supported and projects are handled with care.

LBB> What are some of the most challenging productions you’ve worked on and how did you overcome those challenges?

Anissa> One of the most challenging and rewarding productions was a large-scale Citibank shoot with 42 paralympic athletes from around the world, shot in Dubai during peak summer and Ramadan.

The complexity came from managing a large volume of talent, multiple locations, long hours, extreme conditions as well as ensuring all crew were in tune with the incredible melting pot of cultures we were working with. Careful planning, flexibility and a strong focus on safety were essential.

It was intense, but also incredibly inspiring – a great example of how thoughtful production and a trusted crew can deliver outstanding work, even under demanding circumstances.

LBB> What key qualities do you believe sets your company apart from others in the industry?

Anissa> We’re relentlessly solutions-driven. If we don’t immediately have the answer, we find it and we do it properly.

Equally important is culture. We believe that taking care of crews and teams is fundamental to delivering great work. That balance of resourcefulness, transparency and people-first thinking is what keeps both clients and crews coming back to NM.

LBB> What strategies do you employ to maintain calm during high pressure situations?

Anissa> In high-pressure moments, everyone looks to the producer. I’ve learned that staying calm allows you to think clearly and find solutions quickly.

Practically, that means stepping back, consulting the team, and responding thoughtfully rather than reactively. A calm environment reduces mistakes and helps everyone perform at their best, which is a core part of strong production leadership.

LBB> How do you approach location scouting and what factors are most important to you in the process?

Anissa> We look at the brief holistically by balancing creative intent with budget, accessibility and logistics. As a global production company, we’re able to advise early on where a project will work best, often before talent is attached.

Beyond creative value, we assess how a location supports the crew and production as a whole (the less sexy part some might say). We look at how we can access the location, if there is sufficient power for the equipment, does it have space for unit vehicles, are there hotels nearby to house clients, agency and crew and above all, is it safe.

A great location should elevate the creative and allow the production to run smoothly.

LBB> Are there any principles you always go back to to manage budget constraints without compromising on production quality?

Anissa> I often compare production to choosing a holiday. Different budgets deliver different experiences, all of which have their own way of being great.

High quality doesn’t always mean the biggest footprint. By matching the right talent and production model to the brief, whether through NM Productions or our nimble partner arm, Pintsized Studios, we’re able to deliver strong creative work without unnecessary spend.

LBB> What’s the most important to ensure you’re working well with local crews and talent?

Anissa> Respect and understanding. Every market works differently, and being attuned to local culture, communication styles and working practices is essential.

On a human level, it’s also about visibility and care. This means; knowing your crew, checking in, and creating an environment where people feel valued. That trust is what makes productions run well, anywhere in the world.

LBB> How do you foster strong relationships with clients, to encourage repeat partnerships?

Anissa> We focus on working with our clients, not against them. While boundaries matter, flexibility and transparency go a long way.

Creative projects evolve, and being willing to adapt, problem-solve and go above and beyond builds trust. That trust is the foundation of our long-term client relationships.

LBB> There are of course fundamentals that remain, but all industries are changing rapidly these days. How do you see the production service industry evolving in the next 5 years?

Anissa> Production will continue to become more flexible and adaptive, with leaner models and faster timelines.

That said, relationships, experience and trust will remain central. The production partners who thrive will be those who can guide clients through complexity while maintaining strong culture, high standards and those who are willing to adapt and adopt new ways of working.

LBB> If you could give one piece of advice to clients looking for production services, what would it be?

Anissa> Bring a production partner early. Having honest conversations around feasibility, budget and approach at the start protects both the creative and the process.

Production is about far more than execution. It’s about guidance, problem-solving and delivery. Finding a partner you trust early on makes all the difference and if you are struggling on who it could be for you, I do recommend giving NM Productions a call.