Dear Art Producer with George Qatsha: A Conversation on Visual Storytelling, Social Impact, and Navigating Creative Production

With each episode, Dear Art Producer aims to bridge the gap between the photography and advertising communities, offering invaluable insights and fostering a sense of camaraderie among industry professionals. This week I sat down with George Qatsha, Executive Producer, GLobal Brand Creative Production + Social Impact Producer. George is a marketing and advertising pro with tons of experience in entertainment media and brand-focused companies. He’s all about visual storytelling, whether it’s for film or print, and loves bringing ideas to life. He’s great at pulling together teams from different areas to hit tight deadlines and make sure everyone’s on the same page. Plus, he’s a go-to guy for balancing creative visions with business needs. He has worked on accounts with Apple, Nike, AirBnB, Google, Sonos, Delta, VW, Target, Uber.

The Role of an Executive Producer

George discussed his role as an Executive Producer and what his multifaceted title truly entails. His career has primarily focused on producing content on a global scale, with recent efforts leaning into social impact production. This shift began during the pandemic when George felt compelled to use his skills for good. One of his impactful projects was a mental health awareness campaign, inspired by the struggles many faced during isolation. George’s work in this space fulfilled a personal desire to give back, and he continues to explore opportunities to contribute to causes that resonate with him.

Values Alignment in the Industry

An intriguing part of our conversation revolved around the growing importance of values alignment in the industry. Consumers today expect brands to take a stand on important social issues, and this sentiment is reflected on the production side as well. George noted that more producers are finding ways to integrate their personal values into the production process, such as allocating a portion of budgets to social causes.

Emerging Trends: Hybrid Shoots and Motion Reels

With an emphasis on budget and scheduling efficiencies, hybrid shoots that combine still photography and motion are becoming increasingly common. George encourages photographers to have a motion reel ready, as clients often seek creatives who can handle both. In his experience, photographers with motion work in their portfolio are easier to onboard than directors expected to handle still photography.

Advice for Photographers Shadowing Motion Shoots

George shared invaluable advice for photographers who are shadowing motion shoots. He stressed the importance of building a relationship with the director before stepping on set. For George, success on set comes from fostering collaboration and mutual respect among all team members, making the entire production smoother and more creatively rewarding.

Visuals Over Text in Marketing

In a world where we’re constantly inundated with emails and digital content, George highlights the importance of visual appeal in getting noticed. He explains that concise emails with striking visuals grab his attention, while those with too much text can be overlooked. This underscores the power of visual storytelling in cutting through the noise and resonating with audiences.

The Importance of Quality Work

Reflecting on a past conversation with an artist, George reiterates that despite marketing efforts and promotional strategies, the quality of the work is what matters most. No amount of promotions, awards, or emails can replace the impact of strong, relevant, and creative work. He encourages artists to continuously create new work, evolve their artistic vision, and stay authentic to their creative journey.

Navigating a Rapidly Changing Industry

In today’s fast-paced creative landscape, George advises artists not to panic or conform but instead stay true to their art and creative process. He also encourages them to revisit past work as a source of inspiration and growth. While it’s important to keep producing new content, artists should celebrate their achievements and draw from their archives to push their vision forward.

Understanding Lifestyle Photography Requests

When discussing current creative trends, George explains that lifestyle photography, in particular, has evolved beyond overused visual tropes. Today, lifestyle imagery is about more than just the subject; it encompasses thoughtful environments, color palettes, and lighting. George’s role often involves helping creatives clarify their vision for lifestyle work, ensuring that photographers and directors bring the right approach to their projects. His ultimate goal is to bridge the gap between a creative’s vision and the talent who can bring that vision to life.