A Day in the Life of a Head of Production & Casting

The joy of creative production is that no two days are the same, as you are essentially project-managing different shoots from conception to delivery. This involves meetings with internal stakeholders, creative talent and agents, which is one of the great privileges of the role — I have worked with so many inspiring people. Meticulous organisation is essential, as so much time is spent translating briefs, planning pre-production meetings, interrogating budgets, negotiating schedules and sharing call sheets. Perhaps the most important part of the role is communication between all parties, so keeping everyone up-to-date and being available for queries and troubleshooting is imperative. The casting responsibilities are ongoing, as it's important to keep up-to-date with new faces and in-town models. It is exciting to be part of the shifting casting landscape, where more brands want to represent not just diversity in its many glorious forms, but also authenticity — looking beyond traditional models to creatives who have a shared brand value.

The Warehouse “I Define Me” campaign, in celebration of International Women's Day, stands as a proud moment — not only were we able to platform five inspirational and diverse women's voices, but also raise money for the charity Rosa whilst engaging the internal team like never before.

I believe the future of brand management and production is embedded in two things: sustainability and collaboration. It is important to educate yourself on all pillars of sustainability — human, social, economic and environmental. Albert are a fantastic resource for sustainable production practices. Tying into this is collaboration with your community and peers, so talk — and perhaps more importantly, listen — to everyone you can get access to.

I actually can't imagine doing anything else — but my only regret is not deciding to do it sooner!

Naturally, it's going to be clothes! I would look to support the brands that are making real change in their business models — either to become more sustainable, or that established themselves with this ambition from the outset. A pre-ordered dress from KITRI would be on the list, as would a carbon-neutral sweater from Sheep Inc.