14. Endy Hedman. Head Producer at W+K Sao Paulo.

Endy Hedman, the head of production for W+K Sao Paulo, describes moving to Brazil as "super hard," though maybe not the most eloquent term, one that I can completely understand. The move from Wieden and Kennedy's Portland office was the hardest and possibly the most rewarding and opportunity filled thing he's ever done. He spent four years of his life studying Spanish in college only to arrive years later in Brazil (so close yet so far) where he didn't know anyone, didn't speak the language, and where production is run completely different than in the US. The benefits: the art direction is unreal and the graffiti will blow our minds. I say: lets go.


This is Endy:

Ok, that's how Endy depicts himself on Facebook.

This is Endy in real life (with Kaz Ishii):

Why we like Endy: His LinkedIn lists his activities, under his education, as only 'paella club.

Why we don't: (Except for we think this Christmas stunt may make us like him more).

During a Skype conversation that I thought may last an hour (if I was lucky enough to steal him for that long) lasted over two hours. His stories about the projects he's worked on, the people he's worked with, and the locating he's worked on, would blow your pants off! They also made me both immensely excited and incredibly terrified to dive into this career.


Just so we're all on the same page, this is the man who produced one of my favorite Nike commercials (second only to Naked Running Camp):

Most recently, he created yet another wonderful spot titled, Never Stop Running, for Nike Running: 

Now that we all know the kind of beautiful and inspiring work that Endy has made for us, we may continue. Though the equator separates Endy and Hayley Goggin (Senior Producer W+K PDX), they both have a similar view on producing; it's more than a job, it's a way of life. That's the corniest thing he said during our entire chat, but it was worth repeating.


His journey started in Central America, where he back packed for months college. Eventually, after the money ran out, he arrived in LA where his production-assistant friend landed him a job moving furniture in and out of a production house. That job turned into a PA position, which eventually led to the always coveted WK job in Portland. This is to say that one doesn't need to study production to become a producer.


Now he's leading the charge in Sao Paulo. Last week, Endy hired a 22 year old man who grew up with little money and took nothing for granted. This man attended a Brazilian creative production school and walked into Endy's office with an intense life story and a documentary. When Endy's hiring, he looks for personality and intelligence, and according to him, "You can know eight languages but if you can't communicate, you're screwed." This may be the best advice of our entire talk, and I'm guessing this doesn't only apply to producers.


Once you're hired and have been around long enough to be trusted, the producers responsibility on set is to get the right shot. The producer must be a proactive liaison in every situation, no matter if on set or in the boardroom. 


Endy explains his "GOLDEN RULE" (listen up folks):  Make sure everyone is okay and that nobody loses their shit, and if they do lose their shit, then calm them down. Sounds reasonable to me, somebody has to do it.


Endy says: This job is like the big roller coaster at Six Flags, but it's the fun one, not the one that makes you want to throw up (except for now and then).


What Endy loves:
Anonymous Content
Hungry Man

Thanks Endy!

13. W+K's Hayley Goggin on Production + Remaining Calm

Being a producer means that you must have a zest for life, even in the mundane and boring situations. Hayley Goggin, one of W+K Portland's Senior Producers, describes her addiction to advertising like having an illness or perversion. Her love of her job is all consuming. She couldn't imagine doing anything else, and whatever she does, it will be done perfectly.


Her love of advertising and producing is evident in two of my favorite commercials (which she produced) for the beautiful Levi's 'Go Forth' campaign:


O Pioneers!

America!

Hayley offered kick-ass advice for anyone who's considering entering the production side of advertising. Here's what she looks for when hiring Production Assistants (PAs) at W+K:

Kick-ass advice #1: Go to LA. Why aren't you there right now? Go there. To truly understand what you're getting yourself into, you must travel to the eye of the storm and learn through osmosis. Careers in production begin in LA. Seriously. Go now.

Kick-ass advice #2: You must be a problem solver. To succeed, you must be scrappy, confident and quick thinking. 

Kick-ass advice #3: Be effortless, or at least make it appear as if you were effortless (they don't need to know about the time you got so frustrated that you threw your phone at the wall or you screamed at your cat). Bring your boss exactly what he wants and bring it with a smile. Don't make it about you.

Kick-ass advice #4: Be the 'YES' girl. Hayley started as a 'yes' girl in a PA position and now she's one of the senior producers at W+K (connection made?). To get noticed, you must be the first one there and the last one to leave. Work nights, weekends, holidays. It will probably mean 95% ignoring your boyfriend, dog, health, family, but, it's very competitive and to make more than a free-cup-of-coffee-a-day salary, you must be on all the time. She advices to think of your time in LA as a residency so you don't resent it.

Kick-ass advice #5: Utilize your natural leadership skills (if you don't have natural leadership skills, this probably isn't your job). Drive + personality + motivation, will be what make you successful. You need to be likable and comedic. If you think she's asking for a lot, refer to advice #4.

Kick-ass advice #6: Be "The Good Yogi." That nickname was given to Hayley as a PA because she was present and could provide what the situation needed, whether that be comedy, sandwiches, or a silent moment. Be a chameleon.

The take away: Be smart, quick and accurate about your job. Remember to never, ever let your bosses see you stressed. The job is highly intensive but you must remain calm. This point was obviously reiterated several times.

The responsibilities of a producer:

1. Put together a calender and budget.

2. Help choose the director based on the spirit of the campaign. Be a creative facilitator.

3. Constantly fielding all things communication. Making sure the creatives know where and when they are supposed to be somewhere. Get the director to the right location. Communicate between director and creatives.

4. Make sure the project or the people you work for, or with, don't go off the rails. Yet again, stay calm, keep others calm. (I feel like we're talking about a spa.)

5. Take temperature of any given situation and react to what needs to be done.

Production studios she likes:

Smuggler

Pretty Bird

Furlined


Thanks Hayley!