The Life of a Producer with Arianna Maniscalco

With over a decade of experience in visual effects and an extensive client base, Arianna Maniscalco is a dab hand at producing ground-breaking work.

An Electric Theatre Collective OG, she's honed her craft and grown alongside the company since 2014, producing standout work for major brands including Tesco, Sky, Lycra and Mercedes along the way.

She's collabed with top tier directors, including Jeff Low, Alaska, Leigh Powis and Michel Gondry – whose short film ‘Detour’ (shot entirely on an iPhone) remains a particular career highlight. Before crossing over into adland, Ari cut her teeth on the TV side, working on iconic music entertainment shows including ‘Later... With Jools Holland’, ‘Top of the Pops’ and coverage of ‘Glastonbury’.

Below Arianna spoke with LBB to look back on beginning her career in TV production, the resilience and determination required to be a good producer as well as experience working with Michel Gondry.

LBB> What first attracted you to post production – and has it been an industry you’ve always worked on or did you come to it from another area?

Arianna> My career began in TV production, predominantly at the BBC on music shows like ‘Top Of The Pops’ and ‘Glastonbury’. I loved the energy of live broadcast and enjoyed many years fine tuning my craft.

After 10 years, I started to wonder what else might be out there – and that’s when I came across Electric Theatre Collective. I saw a Nike commercial they had collaborated on and I was hooked. I met Lee Pavey and the rest of the partners, Giles Cheetham and James Sindle and was drawn to their passion for making great things with great people. I knew it was something I had to be a part of.

LBB> What was your first role in the production world and how did this experience influence how you think about post production and how you grew your career?

Arianna> My first role in production was as a runner at the BBC on the show ‘Later…With Jools Holland’. It was with a hugely experienced and established production team… Which was both daunting and inspiring!

They taught me to take my time, walk before you can run and learn as much as you can. This ethos has stayed with me throughout my career. It’s hugely valuable to take the time to learn your craft, live the experiences and draw on those learnings to make you more proficient at work.

LBB> How did you learn to be a producer?

Arianna> I am, on the whole, a believer that nurture > nature. Hard work will always result in self-improvement, but resilience and determination are requirements, too.

It’s a competitive business in every sense of the word. I asked tonnes of questions all the time and revelled in advice from those wiser or more experienced than me.

If you surround yourself with like-minded people who lift others up and rejoice in their successes, soon enough your game raises to match theirs.

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?

Arianna> Working with Michel Gondry on one of the first short films to be shot entirely using only an iPhone for Apple was a project that really helped me to develop my skills as a producer.

Collaborating with a world-renowned director was a constant reminder to channel that brilliance. The technology used led to our identification of new pipeline processes and the time constraints meant production efficiency was key.

LBB> A good producer should be able to produce for any medium, from film to events to digital experience. Do you agree or disagree with this statement? Why/why not?

Arianna> I think a broad understanding of the industry and its various mediums is essential in seeing the bigger picture. An omnipresent view will always help you remember the greater goals at play and being able to offer clients broader awareness is rewarding.

That said, I do believe specialist, nuanced knowledge is hugely valuable, too.

LBB> What’s your favourite thing about production and why?

Arianna> Making great stuff! Diving into a treatment and working out how we can help is hugely enriching. No two days are the same, which is an exciting place to be.

LBB> How has production changed since you started your career?

Arianna> The landscape has changed considerably. From remote working to AI, it’s a whole new world out there!

The pressure on agencies to reach wider goals and the endless platforms has wildly changed the post world, but we’re in the business of problem solving – it’s what makes us tick.

LBB> And what has stayed the same?

Arianna> The camaraderie of being in a team and a part of making something great together.

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?

Arianna> Communication is key. You are the glue that binds a job together. Proactively pushing a project forward is paramount: you’re not just the messenger. Instinct and the ability to read a room are important traits, too. This can be innate, but it does also come with experience.

LBB> And in terms of recent work, which projects have you found to be particularly exciting or have presented particularly interesting production challenges?

Arianna> Last year's Tesco Christmas campaign, ‘Helping Feed Your Christmas Spirit’ with Alaska and BBH, was a particular favourite. Who wouldn’t love turning a full live action environment into CG gingerbread, including a beautiful fox and a fish? Christmas ads always feel special, so it was nice to aid that lead up to the main event.

LBB> Producers always have the best stories. What’s the hairiest / most insane situation you’ve found yourself in and how did you work your way out of it?

Arianna> Every day, the life of a producer is met with challenging situations: last minute delivery curveballs, unexpected feedback and the constant management of expectations. I like lists, so I never feel overwhelmed and I always treat people as real human beings. Lead with a fair approach and be upfront at all times. Transparency goes a long way.

LBB> What are your personal ambitions or aspirations as a producer?

Arianna> My ambitions remain the same as the first day I started working in VFX. I want to make great stuff with great people. I hope that will never change.

LBB> As a producer your brain must have a never-ending to-do list. How do you switch off? What do you do to relax?

Arianna> It is hard to switch off – the never ending pre-empting can turn you stir crazy sometimes! But I’ve learnt it's best to tackle one task at a time and do it properly.

To relax I enjoy HITT classes, long walks and drinking plenty of red wine!

LBB> Producers are problem solvers. What personally fuels your curiosity and drive?

Arianna> I get great satisfaction from connecting people (and the dots) when it comes to problem solving. I like to exceed people's expectations and that's what drives me to find the best results.

LBB> What advice would you give to people who are interested in becoming a producer?

Arianna> Don’t pretend you know what you’re doing. If you don’t, just ask.

LBB> From your experience what are the ingredients for a successful production?

Arianna> A feeling of satisfaction should be at the centre of every production. Each person should feel valued and heard. A hard-working ethic and a sense of responsibility usually pushes for the best results.

LBB> What’s the key to a successful production-client relationship?

Arianna> Understanding each other's needs and striving to make them happen. This is the key to most relationships, I think. A sense of appreciating their goals, their culture and being proactive to make things happen will go a long way.