Dear Art Producer - Hannah Wolfert and Kim Roemer

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 was lucky enough to be joined by two guests who have worked together for nearly 17 years. Throughout their career,  jointly and apart, they have worked on projects for a variety of pharma brands.

Hannah Wolfert is a Sr. Content Producer at Syneos Health and loves to wear lots of hats in order to get a project done. Kim Roemer, a Content Production Business Manager, has to have a 30,000-foot vision of the entire project. Together, they make client’s creative ideas come to life.

The Role of Business Affairs in Production

One of the biggest misconceptions about business affairs is simply not understanding what the role entails. In many agencies, the position is still relatively new or undefined. As Hannah noted, “I don’t know a lot of other people in business affairs...I don’t know if they have people that do what Kim does.” Kim, a dedicated business affairs lead, handles all paperwork, from contracts and POs to legal documents, freeing up producers to focus on the creative and logistical aspects of shoots.

Previously having juggled both roles, Hannah and Kim describe it as “anxiety-inducing.” Business affairs ensures a smoother workflow by tackling the legal and financial checkpoints required before and during a production. It’s a behind-the-scenes role that keeps projects moving forward, even when red tape could otherwise bring them to a halt.

Vendor Setup and Why It’s So Complicated

A recurring pain point in production is getting new vendors into a client’s system. With agency mergers and increased corporate oversight, photographers often hear, “Thank God you're already in the system, or we couldn’t have considered you.” Business affairs professionals like Kim are the ones who make this possible. They gather NDAs, W-9s, and financial paperwork, then work through layers of approvals and back-and-forth communications. Though the process has become more streamlined recently, it’s still far from simple.

A major part of making this work is relationships. As Kim emphasized, “Building relationships with key people across departments has made such a difference.” These connections help her get contracts signed and payments issued more efficiently which is critical in an industry where turnaround is quick. 

The Critical Role of Advances

Advances are essential for producers and artists alike. Whether a shoot is $50,000 or $750,000, fronting that money without payment from the client isn’t feasible. And yet, time for negotiating and finalizing paperwork often isn’t built into the production schedule. Having someone who understands both sides, the creative urgency and the administrative timeline, is crucial.

Both producers recalled the old days, when getting a PO signed was as simple as walking it up to the CEO’s office. Those days are long gone. Now, more complex legal requirements and higher stakes around liability mean that advances and contracts take more time and effort. But having a trusted business affairs partner to push those processes forward makes it possible to keep the production on track.

Navigating the Future: AI, Contracts, and Evolving Roles

The industry is evolving rapidly, and words like “fluid” and “eclectic” were used to describe the current climate. Naturally, the conversation turned to artificial intelligence (AI), a major topic for both producers and business affairs. While contracts haven’t yet dramatically changed, Kim and her team are preparing for what’s coming, especially when it comes to talent releases and the ethical use of AI-generated content.

One example: Canadian talent agents recently requested an AI clause in contracts to ensure that talent imagery wouldn't be altered later. Similarly, agencies and artists are updating their terms to prevent clients from creating derivative works using AI trained on previous photo shoots.

Social-First, But Not Social-Only

Modern campaigns have changed dramatically in scope. While social media deliverables aren’t typically standalone projects, they’ve become an increasingly central part of integrated campaigns. Producers now factor in social needs—like framing and platform formats—during stills and motion production. The result is an increased need for flexibility across content types and output platforms.

Moreover, nearly every campaign today includes a motion component. The days of still-only shoots are long gone. Whether it's a director-led production or a photographer who can also shoot motion, teams now routinely handle both media simultaneously. 

Choosing the Right Vendors in an Integrated World

When it comes to hiring for these complex productions, the approach varies by producer. Some prefer to start with a photographer who also directs; others turn to a full-service production company or bring in a DP depending on the needs. The decision is often project-specific and based on a producer’s own background and comfort level with motion work.

This flexible approach also extends to projects involving CGI or VFX. If a project is heavily CGI-focused, the producer may reach out to a CGI or VFX studio first and let them bring in a photographer. If stills are the priority, they may lean on the photographer to choose a CGI partner. 

Relationship-building across disciplines is key. Producers enjoy making introductions between creatives because it often leads to better, more collaborative outcomes.

How Artists Can Get Noticed

When it comes to discovering new talent, both email marketing and organic discovery play big roles. Agents remain a trusted source, and producers often pay attention to the work shared by reps they respect. Emails showcasing strong imagery can lead to ongoing conversations and even new projects.

In addition to email, many producers still find inspiration from print magazines, especially those that prioritize photography, like The New York Times Magazine. And yes, Instagram and personal websites are essential tools in evaluating potential collaborators. Producers often move between a photographer’s website and Instagram feed to get a fuller picture of their creative range.

But not all websites are created equal. A word of advice: skip the auto-playing carousels and over-designed interfaces. A clean, image-forward site with clear navigation is still the gold standard.

Understanding Licensing and Avoiding Usage Pitfalls

One area that continues to challenge even experienced teams is licensing. There are simply more distribution channels now, broadcast, streaming, paid and organic social, digital platforms, and each comes with different usage implications. The biggest issues arise when clients want long-term or “buyout” usage, often without understanding what that truly means.

Re-licensing is another major time commitment. Tracking down talent and photographers, renegotiating rates, and getting signatures is a labor-intensive process that is often underestimated. To streamline things, some reps now build future usage rates into the original estimate, offering a discount if additional years are purchased up front. This tactic, “a game changer,” according to producers, saves time and creates financial clarity.

The Year Ahead: Hope, Uncertainty, and Exciting Work

As for the rest of 2025, there's a mix of optimism and realism. While some industry professionals feel unsure about what’s next, others point to the steady stream of work across stills, motion, CGI, and stock as reason to stay hopeful.

The diversity of work is encouraging. Projects range from large-scale photo shoots to CG builds and influencer-driven video content (including key opinion leaders, or KOLs). Business affairs teams like Kim’s, who handle the backend for all departments, see the full range: “We’ve had the pleasure of doing some really big TV commercials in the past couple years.”

The takeaway? While the industry continues to shift rapidly, with new technologies like AI, evolving client expectations, and expanded media needs, it’s still full of opportunity. The people who thrive are those who remain flexible, build strong relationships, and stay curious.