The Ingredients for a Successful Production with Philipp Schmalriede
Philipp Schmalriede was born in Stuttgart in 1973. After studying in Aachen, he worked for several TV productions and TV stations in Germany. Philipp first joined Cobblestone more than 20 years ago, working as an inhouse production manager for several years.
After a short break working as freelance production manager and 1st AD for different production companies, he returned to Cobblestone as a producer in 2006.
Since 2010 he has been partner/managing director and executive producer at Cobblestone and runs the company together with Juri Wiesner with offices in Hamburg and Berlin.
Below Philipp chats with LBB about his path into production, the foundations of a successful client relationship, and the collaborative nature of production
LBB> What first attracted you to production – and has it been an industry you’ve always worked in, or did you come to it from another area?
Philipp> I started out in something completely different. While I was studying geography, economics, and politics, I also worked at the local TV station – in the image storage facility, font generation, and studio recording management.
Later, I got involved with TV and game shows, and that’s when my interest in production really took off. As my studies progressed, I did an internship on a TV series in Hamburg, and eventually that led me to join Cobblestone.
LBB> What was your first role in the production world and how did this experience influence how you think about production and how you grew your career?
Philipp> I learned production from the ground up. As a runner and assistant production manager. That’s where I learned all the basics: how a production works, how a set functions, who does what, and how all the different roles interact. It gave me a solid foundation for understanding the bigger picture and really shaped how I approach productions as I’ve grown in my career.
LBB> How did you learn to be a producer?
Philipp> Being a production manager assistant, I quickly moved into an in-house production manager role. Being in-house meant my responsibilities were broader from the start, compared to freelance production managers who usually only come in once a job is confirmed.
Right from the beginning, I was involved in the pitch phase, research, and preparation, tasks that were closer to producing than just production management. On top of that, I worked as an assistant director or personal assistant for our directors on international productions, which gave me a lot of hands-on experience in that side of production as well.
From there, the next steps were line producer, then producer, and eventually executive producer. Working as a first assistant director and production manager gave me the opportunity to collaborate with many different directors. It taught me how to work constructively and creatively with a wide range of personalities, and how to contribute meaningful creative input.
I also learned how essential a strong connection between creation and production is – something I still consider the foundation of any truly good, creative production.
LBB> Looking back to the beginning of your career, can you tell us about a production you were involved in where you really had to dig deep and that really helped you to grow as a producer?
Philipp> There was one production early in my career that really pushed me. Deadlines were tight, the team was large and complex, and everything seemed to throw a new challenge at us every day. I had to stay on top of every detail, coordinate between departments, and keep everything moving, often thinking on my feet. It was intense, exhausting at times, but by the end, I came away with a much deeper understanding of how a production really comes together. That experience shaped how I approach every project today: staying calm under pressure, keeping the bigger picture in mind, and relying on teamwork above all.
LBB> “A good producer should be able to produce for any medium, from film to events to digital experience.” What are your thoughts on that idea?
Philipp> I totally agree. A producer’s role is all about bringing the right people together, forming a strong team, and keeping the budget under control. You’re the interface between the client, agency, and director – or between client and creative team, or even between production and artist. That’s why it makes sense that we work across so many formats: classic advertising films, music videos, events, photo shoots, and presentations. Being flexible across mediums is just part of the job. This means that every production is different, with ever-changing challenges, which is usually a lot of fun.
LBB> What’s your favorite thing about production and why?
Philipp> Developing something together as a team, pursuing a shared vision and bringing it to life. I love how every project brings people together again, no matter the challenges. Even when you’re working under time pressure, tight budgets, or with strong personalities, there’s something special about being on set together and making it all happen as a team.
LBB> How has production changed since you started your career?
Philipp> Timings and budgets have become much tighter, and the number of channels we have to produce for has exploded. When I started, there was no internet, classic’ TV and 35mm cinema were the ultimate formats. Back then, you’d make one main version and that was it.
Today, every production must cover everything from a six-second online cut to the full-length version, plus stills and all the social formats. It’s more complex and faster-paced now, but it also opens a lot of new creative possibilities.
LBB> And what has stayed the same?
Philipp> Teamwork – that’s still the key. No matter the length or the medium, the overall process is pretty much the same. Sure, productions differ in size and complexity, but the way a project comes together hasn’t really changed.
LBB> What do you think is the key to being an effective producer – and is it something that’s innate or something that can be learned?
Philipp> For me, being an effective producer is all about balancing people, process, and creativity. You need to stay organised and keep the big picture in mind, while also connecting with your team, understanding what motivates them, and bringing out the best in everyone.
I do think part of that is innate – there’s a certain mindset or instinct that many producers naturally have.
But everything else can be learned through experience. Producers are, in a way, a particular type of person, but a natural sense for communication and for keeping things running smoothly certainly helps.
Ultimately, it’s about learning from each project and each team you work with, adapting your approach, and improving continuously.
LBB> What are your personal ambitions or aspirations as a producer?
Philipp> For me, it’s about continuing to take on projects that challenge me creatively and logistically, and that push me to grow as a producer. I want to keep exploring new formats, new ideas, and different ways of telling stories.
At the same time, I hope to keep building strong teams and nurturing talent around me – helping others grow while making productions that we can all be proud of. Ultimately, it’s about creating work that’s meaningful, memorable, and enjoyable for everyone involved.
LBB> Producers are problem solvers. What personally fuels your curiosity and drive?
Philipp> What really fuels me is the challenge of figuring out how to make something happen, no matter the obstacles. I love diving into complex problems, finding creative solutions, and seeing how all the pieces come together. It’s also incredibly motivating to work with talented, passionate people and to bring a shared vision to life. That combination of teamwork, creativity, facing challenges and problem-solving, is what keeps me curious and driven every day.
LBB> What advice would you give to people who are interested in becoming a producer?
Philipp> I’d say first and foremost: get hands-on experience wherever you can. Start with the basics, observe how productions run, and don’t be afraid to take on different roles – every little bit teaches you something. Learn to work with people, stay organised, and keep the bigger picture in mind.
Also, be curious and proactive: ask questions, understand how each department works, and pay attention to both the creative and logistical sides. Producing is challenging, but if you enjoy problem-solving, teamwork, and bringing ideas to life, it’s incredibly rewarding.
LBB> From your experience what are the ingredients for a successful production?
Philipp> A successful production comes down to a few key ingredients. First, you need a strong, motivated team that communicates well and trusts each other. Second, careful planning is essential – understanding the budget, schedule, and logistics inside out, while still leaving room for creativity. Third, flexibility: no matter how well you plan, things will always change on set.
Equally important is a shared vision. Everyone needs to be aligned on what you’re trying to achieve, supported by a strong relationship between agency and client. We’ve built many long-term partnerships with agencies and clients, and especially nowadays, it’s crucial for all sides to be able to rely on one another.
When all these elements come together, that’s when a production truly thrives. For us, working on an equal footing with mutual respect is fundamental – it forms the basis of our collaboration with a wide variety of directors, agencies, clients, teams, and people.
LBB> What’s the key to a successful production-client relationship?
Philipp> Trust, openness, and genuine enjoyment in what we do. As mentioned before, it only works when all sides collaborate closely. Cobblestone was founded in 1992, and without being a trustworthy and reliable partner (backed by knowledge, attitude, and long-standing relationships) we wouldn’t still be here in today’s fast-paced market.
At the same time, we must constantly reinvent ourselves. We need to discover and nurture new talent while balancing experience and innovation, bringing together emerging creatives with seasoned professionals and teams. This allows us to consistently offer the best possible solutions to our agencies and clients, which ultimately forms the foundation of a successful production–client relationship.
Relationships also require continuous work and learning. New technologies, new workflows, and AI all need to be integrated into the production process. Every day brings new challenges that we overcome together with our partners. This combination of knowledge, trust, and experience is what sets us apart. We are always evolving.
