Dear Art Producer: Jessica Mirolla
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 Freelance Senior Producer Jessica Mirolla. She is a powerhouse in all things production, from the earliest stages of creative development to on-set execution, post-production, and asset delivery. She’s a master at bringing creative visions to life while keeping a close eye on timelines and budgets. Jessica is also a filmmaker, art enthusiast, music lover, self-proclaimed goofball, and an all-around team player.
Jessica has over 15 years of experience working with automotive, electronics, sports and food accounts as a producer for such brands as Mercedes-Benz, Mazda, Lincoln, Kia, Sony, Taco Bell, Pollo Loco, VANS and PacSun.
A Career That’s Evolved with the Industry
The role of an art producer has shifted dramatically over the years, and this producer has evolved right along with it. Starting out in traditional art production, her work has expanded to cover all aspects of production—from still photography to broadcast, video, digital content, and even filmmaking. Freelancing has required her to adapt quickly and develop a broad skill set, including working with creatives on initial concepts, managing on-set logistics, overseeing post-production, and handling asset delivery. She’s embraced this evolution, especially as hybrid shoots that combine still and motion have become the industry norm.
Versatility: A Necessary Skillset in Modern Production
Being multifaceted isn’t just an advantage—it’s essential in today’s creative landscape. Though her initial passion was still photography, the shift toward hybrid production pushed her into filmmaking. What began as a reluctant step turned into an exciting journey, one that now feels natural. She acknowledges the importance of this versatility, especially when facing constraints around time and budget. Her ability to span creative concepting through final delivery has made her an invaluable part of any production.
Building Teams, Trust, and Morale
Across all her roles, there are a few constants: she’s known for being impeccable with her word, a dedicated team builder, and a true champion of creatives. She’s serious about the work but committed to injecting joy and camaraderie into the process. Whether it’s rallying the team during long shoot days or turning a stressful moment into a dance party in a motor home, she knows how to keep spirits high while staying focused on the goal. That mix of professionalism and levity keeps people engaged—and projects successful.
Managing Pre-Production Complexity
Pre-production has become more intense than ever. With more stakeholders and higher stakes, fear often leads decision-making more than creativity. This producer sees her role as keeping the energy grounded and positive through these moments. When the team finally arrives on set and everything falls into place, that initial creative spark tends to return—and it’s her job to help rekindle it.
The Importance of 360° Thinking
One of the most overlooked aspects of her job is the depth and breadth of her awareness. She thinks in 360 degrees—constantly anticipating needs, balancing budgets, managing team dynamics, and listening intently to all stakeholders. Her calm, solution-oriented mindset is especially critical when surprises arise, like a sudden downpour mid-shoot. In these moments, she becomes the calm in the storm, tasked with finding creative fixes without losing momentum.
Leadership Through Listening
Leadership for her isn’t just about managing logistics—it’s about deep listening, staying curious, and resisting the urge to jump in with immediate solutions. She emphasizes the importance of taking a beat, gathering information, and making thoughtful decisions. This approach helps ensure that everyone feels heard, valued, and part of the solution, reinforcing her belief that no one on set is invisible.
From Set to Life: A Producer’s Mindset Everywhere
That same 360-degree thinking spills over into her personal life, especially as a mother. Her tendency to foresee needs and prepare for the unexpected is always present—sometimes to the chagrin of her kids, who ask her to slow down and let them catch up. Still, her calm demeanor, active listening, and thoughtful leadership remain her greatest assets, both professionally and personally.
Embracing Transition in a Rapidly Evolving Industry
The creative industry is changing at a dizzying pace, and while “transition” may feel like too soft a word to describe the speed of change, it remains a fitting one. The speakers reflect on how transformation has been ongoing—starting years ago with the rise of social media and continuing now with the advancement of CGI and AI. What may feel like overnight shifts are, in fact, part of a longer trajectory.
The term "transition" is ultimately embraced for its neutrality and potential: change isn’t inherently good or bad—it’s an opportunity. The discussion compares the current state of the industry to moments of personal growth, like a student graduating into their next chapter. The creative industry is in a similar phase—evolving into its “next best version.”
Lessons from CGI: Photographers Still Matter
The shift from traditional photography to CGI several years ago brought uncertainty and job losses. Initially, many believed CGI could replace photographers entirely. But the lack of real-world knowledge—like avoiding unnatural lighting with multiple sun sources—quickly revealed the value of seasoned photographers.
Photographers were invited back into the process, not just as image makers but as visual consultants, ensuring realism and quality. This misstep became a pivotal lesson: new technology still requires human expertise.
The AI Conversation: Curiosity Over Fear
Now, the industry faces another wave of change with the rise of AI. The parallels with CGI are strong—many creatives are anxious, unsure if they’ll be replaced. But the speakers encourage a mindset shift: move from fear to curiosity. Like CGI, AI can’t fully replicate human nuance, especially in areas like translation, cultural expression, and emotional tone.
AI is currently best used as a power tool—something that enhances the work of human creatives, not replaces it. The most effective creatives will be those who understand AI enough to direct or manage it, whether they use it or push back against its use on a given project.
Creating New Roles Around Technology
The conversation highlights professionals, like photographer Andy Glass, who evolved into CGI directors, bridging the gap between technology and artistic vision. Similarly, creatives who understand AI can step into new roles that guide how it’s implemented. It’s about adaptability—developing baseline knowledge so you can lead rather than be left behind.
There’s also optimism that AI could create jobs rather than eliminate them, as technology opens doors to new kinds of collaboration. Interestingly, there's a simultaneous resurgence in analog techniques—like the return to film photography—creating a broader spectrum of creative possibilities.
More Efficient, Harder-Working Sets
Beyond tech, there’s a notable shift in how shoots are executed. Budget pressures have led to the rise of “harder working sets,” where multiple shoots happen simultaneously. Instead of traditional broadcast dominating with stills squeezed in at the end, integrated productions are becoming more common.
One example shared involves Mazda, where still photography and running footage were combined under a single umbrella shoot. A still photographer with directing experience led the project, supported by an experienced DP. This hybrid approach not only preserved the brand’s aesthetic but also saved the client approximately $150,000.
Supporting Artists in Hybrid Roles
As creative demands evolve, many still photographers are eager to explore directing. Success lies in building the right production teams and providing supportive roles, like DPs and producers who can bridge any gaps. On the flip side, clients increasingly request artists who can “shadow” motion shoots—reinforcing the need for photographers to be fluent across formats.
The takeaway? Early collaboration with artist reps can lead to more creative, budget-friendly solutions. If the photographer’s look and feel is the goal, it’s more efficient to build the production around them than retrofit someone else’s style.
Link Here for Episode 116 – Jessica Mirolla on iTunes, Stitcher, or Spotify.
This weekly series shares conversations with Art Producers in Advertising, where together we can envision the future for this industry and take steps forward as a community. If you are interested in being on the podcast, please email me at Heather@Heatherelder.com – we are still recording episodes. And if you like the podcast, please consider sharing it on social media and leaving an iTunes review. We would love help spreading the word.
