From January 2014

Interview: Waiming Wee talks production, creativity and communication

Forest – production by Waiming for Marsmallow Laser Fest

I had the pleasure to brainstorm the subject of production with Waiming Wee – an Executive Producer, a producer and media artist who will soon organising her own workshop on production. Waiming has worked as Executive Producer and producer for Marshmallow Laser Faest, a Senior Freelance Producer for North Kingdom and as Executive Producer and producer for Unit 9. Some of her notable and award-winning projects include HD DVD, Comcast, Sony VAIO, Sony PlayStation, Paranorman movie, digital archive installation for MOVE (exhibition) and a musical laser installation (Forest). She debuted herself as a visual media artist at London Architecture Festival in 2008 and is currently preparing another piece for 2014. During the past year we have been exchanging thoughts on production, creativity and communication and I thought it would be interesting to share some of her insightful thoughts with you.

Hi Waiming! To start I would like to ask how did you end up as a producer?

My master degree is MA Design – research-based studies on design methodology of problem finding, problem solving and creativity. it applies to any creative disciplines and I was interested in multimedia and digital stuff at that time therefore I had chosen “interactive” as the major discipline in my final thesis.

I wasn’t thinking much upon graduation but an opportunity led me to unit9, one of the top 10’s production agencies. I remember I was showing my creative portfolio and the Managing Director, Piero Frescobaldi, asked me a question – are you here to be a creative or a producer (he was looking for a producer).

I didn’t know what it was but he explained that a producer should have a good insight from budget, creative and technical knowledge to client relationship management. I thought it’s right on my sleeves that what I wanted to learn to be. that’s how my life as a producer began. Until today, I still appreciate the opportunity he had given me!

Waiming Wee in Lisbon while working the exhibition Future Perfect for the Lisbon Architecture Triennale 2013

Waiming Wee at the Lisbon Architecture Triennale 2013, Future Perfect.

How would you describe what function a producer have in a production?

A producer is someone who pulls all team members together to find problems (anticipate issues/outcome ahead), find solutions through creativity and technical understanding, and negotiate with clients for a reasonable compromise to deliver the desirable result that everyone would like to have. That’s my main task every day!

How do you think the roles in the team change during the process?

Good question – we learn and grow. we learn to understand each other’s personality, working ethics, strengths and weaknesses through the dealing of everyday’s todo list in the project. these dynamics bring out different results on the table, some aren’t as good as we want and this is where teamwork begins to complement each other especially with the responsibilities.

Of course there’s a lot of frustrations and pain along the way and some undertake a bigger responsibility than others but it’s interesting as part of the process to evaluate yourself and do better for the next project.

Lack of communication is a common problem when you start getting closer to deadlines. What are the best ways to communicate with each other within the team?

Todo list and daily update. I prepare a todo list for every team member in the project including myself – some read and some don’t therefore transparency is the key. It serves as a reminder and reference for everyone to comprehend their role/responsibility of the day. I like 15-minute catch up session to go through any issue that might arise before the start of the day – it’s a good practice to read the updates/todo list before the session and when we gather together, we discuss issues, possibilities and exploring solutions.

The updates comprise my communication with the clients, potential issues/solutions and the team members delegate conversations among themselves say tech lead with his developers and he comes back with an outcome – either a solution or another set of issues, and it goes on and on 🙂

What do you do as a producer to improve the group dynamics of the team?

I am a fan of “teamwork”. the word is easier said than done. It’s something that I always foster but in a team itself, there’s a lot of compromises, tolerance and flexibilities towards each other and this is what I find lacking in most project teams that I was/am with. It annoys me a lot as my patience layer is getting thinner day by day until the day it explodes – a contradiction to the fundamental requirement of a producer!

Perhaps some people find it “cool” and that’s what it’s called creativity. I say this is selfishness, if you aren’t capable to find a creative strategy and work around the problems but insist on what you want only.

What is the role of the client throughout a project and how do you communicate?

It is always good to build a friendship with the client, it helps in understanding each other’s way of working behavior and build trust as opposed to taking it for granted. This is developed through daily updates even if it is just a few lines in an email and phone calls to hear your tone/manners. Many times, a client turns on the panic button because there isn’t any response though things are in progress. Nobody likes silence too much as it could be interpreted in a negative way.

You have had the opportunity to work on many exciting projects with interesting clients. What do you think is the secret behind landing a project with a new client?

Have you heard of the song – Honesty by Billy Joel? That’s the key word to sell a project to a client – being honest. Honest about what you know and don’t know that might be beneficial/detrimental to a project. Honest with the budget, don’t ask for more if you know you aren’t delivering more – if not that’s the end. There’s really no more!

Interactive Installation by Waiming Wee

Do you need a deep technological knowledge as a producer to be able to manage projects with advanced technological solutions?

I don’t come from a technical background but surrounded by technical experts and that’s how my technical knowledge kicks in, in addition I have a lot of curiosities about how things work and like finding answers – it’s like solving a mystery and being a scientist and detective… you make your own discovery channel!

Technology facilitate an idea/concept but it doesn’t dictate the essence.

Do you use any tools you would recommend to use as a producer?

I have been introduced to different tools! Basecamp is probably the most well-known tool but lately I’m using Teambox – it’s good for task delegation, time management and having conversations in relation to a task. Asana is another tool that I am playing with….I also send daily updates to clients just like I do to the team members – it keeps the communication going and the panic button off. crucial!

Every producer has its own way of creating a project budget sheet and I prefer to have 3 sheets.

1. internal estimate: this is actually the most important sheet….it should list out all the scope of work within a project and it actually shows how much you understand a project when preparing an estimate

2. client sheet: this comes from internal estimate but some of the items are re-categorise in a different ways for the client’s easy understanding

3. internal cost: the actual expenses when production begins… a lot of times you see that there’s a lot of unforeseen expenses no matter how well you plan the contingency cost

ParaNorman – production by waiming wee for north kingdom

What is your contribution in the creative development of an idea?

WIth my artistic background, I am very meticulous not to cross the line when I’m a producer. I will only give my feedback once an idea is formulated, any loophole to be shared with the creative director but s/he is still the main decision maker. it’s important that a producer and creative director work closely together as it determines half of the success of the project.

But when I’m doing my art projects as a media artist, it’s totally different from being a producer, it helps because of the logistics issues that involved.

As a production company the idea usually come from the client while you as an artist usually come up with the idea by yourself. What is the biggest differences between productions where the idea comes from the production team or from the client?

There’s a difference in terms of ownership, like copyright to an invention and flexibility! A production person can be a thinker and a doer but clients are mainly a thinker and a speaker. When an idea is transformed into visuals, the outcome can be slightly different, either more or less, from the original interpretation in mind.

Some clients can be quite stubborn if the outcome is less favorable than imagined. Having said that, as technologies evolve and integrate into our lives, clients are more sophisticated and willing or pretend to understand. On the other hand, the production team is more receptive to the changes of plan due to the constraints that they know how and why as long as they know what the objectives are.

Hayward Gallery Digital Archive – production by Waiming Wee for Unit9

What do you think happens to a production when there is no producer?

Producer is a beautiful title but the job is hard. It’s like jack of all trades, dealing all issues from small things like the team’s stomachs to big things like fixing the projectors! It really trains a producer to be an all-rounder, like it or not however it doesn’t guarantee smooth operation all the times..

Having said that, if a team is independent enough, it doesn’t really matter whether a producer exists or not. Teamwork is strong – the tech team takes the initiatives to speak with the creative team directly and all we have is a weekly update to go through issues, milestones and solutions. I love the team – we play our roles well.

But this is a rare occasion.

What tips would you give me and other young producers? What are the most common mistakes I should try to avoid?

Over ambitious with the idea, budget and timeline. As a result, compromises have to be made in the process of making to find a balance in order to have a happy face on everyone!

You recently decided to leave MLF to spend some time working on your own projects. What do you have planned?

I would like to start giving workshops in production to share my experience.

What insights about production are you most excited to share in your workshops?

1. Sharing of my experience in different project types as guidelines…
2. Sharing of my methodology in problem finding, problem solving and creativity with the projects that the participant(s) is/are going to or already involved
3. Research skills and planning within budget and timeline
and Exploring new creative issues

If someone is curious to know more about your workshops after reading this interview, how can they contact you?

Send me an email at waiming.wee@gmail.com

Thank you for sharing! Good luck with your workshops!

Thank you! Good luck to you too!

Interview: Matt Berrie

In 2012, during my career as an advertising journalist, I did an interview with Matt Barrie for Adlatina, an Argentine magazine about advertising. The other day I found the english version of the interview when I went through my files and thought it might be interesting to share it here since the the interview was only published in Spanish.

matt berrie emilia åström for adlatina 2012

Matt also helped Hyper Island get some extra points in a scavenger hunt freelancer.com did at SXSW earlier that year (one of the tasks was to get an image of Matt with your teams logo).

matt berrie freelancer.com scavenger hunt hyper island

Interview with Matt Barrie – CEO at Freelancer.com (october 2012)

Matt Barrie is CEO of freelancer.com, the worlds biggest outsourcing website. Among the jobs posted on the site you can find developer jobs such as web design, software development, SEO and copywriting. The site provides a global marketplace for freelance projects facilitating the outsourcing of jobs to the countries that offers the lowest price for production but also allowing small businesses and individuals to find freelancers for even the smallest tasks.

The company, with it’s base in Australian, was founded in 2009 when Matt Barrie acquired the Swedish marketplace getafreelancer.com which at that time had 500 000 users. Today the site has 4 million users and it keeps growing all the time. Last year Matt Barrie won the Ernst & Young Technology Entrepreneur of the Year Award and he is aiming at making freelancer.com the Ebay of outsoursing.

When the service recently launched in South America Matt Barrie came to Buenos to give a talk a eCommerceDay august 7, an event that freelancer.com also sponsored. I had the opportunity to meet Matt and talk about the future of the internet and advertising.

You are a popular speaker at tech events all over the world, which where the most interesting insights you delivered during the talk at the eCommerceDay in Buenos Aires?

This talk was about the major trends that happen in the technology industry right now. It’s an exiting time to live right now because there are different disruptive macro trends occurring at the same time. One is that many traditional companies are shifting to becoming software companies. The major advertising company in the world today is google and that’s a software company. The biggest seller of books in the world is a software company and that’s Amazon. For communication we have Skype and so on. We are experience a re-imagination of everything. For every industry, for newspapers, stockbrokers, media and music, we can see traditional businesses transforming into software businesses.

The other thing that I talked about is that now is the time when the rest of the worlds population will come online. 5 billion people disrupting the labour market with all that it means. With this comes the rise of sites like freelancer.com that facilitates outsourcing, crowd sourcing and crowd funding. The reception for businesses that operate in this area is very positive. At the moment less than 5 % on freelancer.com come from Latin America. From Argentina we only have 17 000 users which is tiny. We plan to really aggressively expand through Latin America and Brazil. The site has only been in English up until now but now we also have it in Spanish. We also have a Spanish customer support team and a regional manager.

What are you most excited to tell people about Freelancer.com?

Here in Latin America I don’t think they have heard so much about the concept yet. You have market places like Mercado Libre but I don’t think people are really aware that freelancemarkets exists. It’s pretty exiting to let people know about it because many are very interested in working for themselves. Another thing I have seen when I’m speaking at tech conferences in Latin America is that every one are very exited. It feels like when I’m speaking in the US, like a little Silicon Valley.

Do you think Freelancer.com are disrupting the workmarket for developers worldwide by exporting jobs from the rich part of the world to the developing countries?

I don’t know if I agree that freelancer.com is disrupting the workmarket. The money still goes to professionals but it certainly has helped countries develop a lot. It’s not really displacing jobs in any way at this point. What it’s doing is that it aloud people to work in technical areas that might not be available to them in their countries yet and that is a very positive thing. I think the outsourcing business is also a very positive thing for small businesses because in the past small businesses had trouble trying to get things done. All small businesses today need a website but where do you get the web designer from and how much does that cost? When a site could cost up to a couple of thousand dollars to develop you can now get it for a few hundred. We are really just opening up a section of the market that is underserved at this point.

Freelancer.com was launched in 2009. How come did it take so many years until the site launched globally?

Things take time to grow. Why it all happens how is because it took a while to get people used to do transactions online. The internet became mainstream about 1995 but then people mainly used the internet for email and browsing. Then people started becoming comfortable buying and selling things on Ebay. Originally people where just using Ebay for hobbies but now you can buy or sell a plane or a car on Ebay.

After that all the pacified sites went online, like real estate. The next thing was the big trend in offshoring. It all started with American Express placing their customer support in India. If you go to an accounting firm in Sweden for example, you might find that the accountants are not doing their own tax return. They probably send it to their facility in India and when it comes back it just gets checked for quality. This has happened for well over a decade. And it has been spreading from big businesses to middle sized businesses, down to small businesses, and now to consumers and individuals. Nowadays you can outsource projects for 30 dollars. Its the natural progression of technology and we are getting more used to use the internet but there is obviously a long way to go as well.

To get more people to sign up at freelancer.com you launched a big scavenger hunt on SXSW this year. The site also have gamification features built into the design and you are regularly posting competitions on the Facebook page. Was this strategy of using gamification to drive growth developed with an agency or did you come up with the idea yourselves?

We actually started working with this last year already. There is a very good talk on YouTube from Dice 2010, which is a gaming conference, with a guy called Jesse Shell. He is a professor in games and he gave a talk on the future of gamification and how everything will be a game, the game apocalypse. It’s pretty inspiring. It’s a good way to give back to users who uses the site a lot through benefits and rewards.

It is also a good thing from a marketing perspective, you can customize the behaviour of the users on the site by tweaking different things. For example, at freelancer.com you get points for posting a project. If we want more projects on the site we give more points for posting projects. If we want people to take more exams to learn about how to use the site we give out more points for that. You can basically tailor the users behaviour down to the micro level. The feedback from the users are very positive. Gamificaton makes it fun to work, work can sometimes get boring and this makes it a little bit more enjoyable.

As you mentioned earlier many traditional businesses are now turning into software companies. Advertising agencies are also shifting their focus more towards the production of software. What other opportunities do you see for advertising agencies from a digital perspective?

I think there are a lot of opportunities. I think one of the reasons why advertising has experienced such a change through the digitalization of businesses is that earlier a way to measure the impact of advertising it didn’t exist. Today you can actually measure how many clicks the money you spend generates and advertising is becoming a science around analytics. At freelacer.com we have 300 graphs where we can see how traffic in real time turn into sign ups, to projects, payments and biddings. There is a huge opportunity in the advertising industry to think about developing more technology around advertising and go deeper. If you put a billboard in a highway you are not quite sure how sales you get from these campaigns because you cant really measure the impact. Advertising can’t get away with things we can’t measure anymore. Physical media for advertising will catch up with the internet.

What other important changes should we pay attention to?

I think everyone should aim to understand technology more. High schools should start teaching computer science and programming. We teach foreign languages, we don’t we also teach computer languages? And technology is accelerating every day. I think whats going to happen is that if the population of a country is not technologically literate the country be left behind. If you look at my examples before I said the biggest advertising company is a software company and it’s Google. These where all American countries. The countries that has the best educated workforce are the ones who will benefit in the future.

How do you stay up to date with technology?

I read a lot of technology news, hacker news, Tech Crunch, and Reddit. Thats where I spend a lot of my time online reading and seeing what other people are doing. Speaking at events is also something I like doing, it gives me an opportunity to socialize and meet entrepreneurs. I also teach entrepreneurship at university. Through my students I’m learning about new industries, new strategies, and so on. Many students are starting their own companies, I help them get going which is very interesting as well. I also hire a lot of them. One of my former students is actually running internationally strategy at the moment for us and he’s got all sorts of interesting ideas.

What do you think is the most important thing we can learn from young people?

Young people are not burden with all the things they have done in their past. They are exited about the future and they can change the rules pretty easily because maybe they don’t know the rules. When you are young it is great to start a company because you need to have a certain amount of naivety. If you have all this experience and knowledge about an industry you will start to say that it’s to hard and it’s not the right way of doing things instead of just do it.

What tips do you have for entrepreneurs that wants to succeed online?

There’s a whole bunch of recourses online that you can access for free. Obviously the news are good to read to stay updated on what people are doing. The great thing is that nowadays there is so much information out there to help and assist you. When I did my first company there was nothing. You had to come up with everything as you went. When I got started first year after uni I didn’t know what a contract was or how to sell anything, I learned primarily from trial and error. Learning from failure is the best way to learn. If you are on a boat, anyone can hold the rodder if the sea is calm, but you need experience to manoeuvre in hard weather.

Also, when you are young being an entrepreneur has no downside because if you are young you don’t have anything, no kids and no money. What is the worst that could happen to you? You spend three years starting your own company and then you are back where you began but at least you got some fantastic experience. So the risk is really low.

What is your big plan after freelancer.com?

We still have a lot of work left to do. We now have 4 million users, if you look at Facebook they have 100 million users. So you can still add a 0 to that number. I’ll be there for a while.

Local humor Argentina

Argentine brats singing about how they would like to try to be “poor” for a day.

We have similar “ironic” music in Sweden. This song unfortunately don’t have a video. It’s made by a group called “Destroyed for life”. The song is called “Daddy pays” and talks about the expensive party habits of swedish youth.

From the comments: “It’s not my fault that my dad has money. It’s not my fault that you only get 20 SEK a week and I get 5000.”