Dear Art Producer: Sari Rowe and Julie Maxham

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 Freelance art producer Sari Rowe and Julie Maxham, Senior art producer at IPG Health. 

For those of you who do not have the pleasure of knowing Sari, she has a strong background in multimedia productions and brings a strategic approach to her projects. She has years of experience including overseeing the art production departments at RPA in Los Angeles, VSA partners in Chicago and developing and managing the animation division for We Are Snyder as well as freelance. She has collaborated with clients such as Apple, Honda and Bud Light.  

Before working at FCB Health, Julie was a freelance art producer. Her experience includes print, motion, animation, CGI, experiential and illustration. Like Sari,  she curates talent, neogitates rates, manages production and post production and much more. Julie has worked with clients in all industries and you may recognize the work she did to launch the COVID drug Paxlovid or for household items like Clorox. 

The Value of Industry Relationships and Peer Support

One of the most vital aspects of working in creative production—whether you're an art producer, rep, or photographer—is the support system you develop within the industry. From asking questions like, "Is this right?" to navigating unfamiliar job expectations, having peers to bounce ideas off of is essential. Relationships with art producers, reps, and other photographers become invaluable sources of guidance and camaraderie.

There’s No Playbook—We Learn from Each Other

Creative production roles rarely come with formal training. Most of the industry learns through experience and peer mentorship. While legal documents like purchase orders provide some structure, the true "playbook" is built from shared experiences and word-of-mouth wisdom. Freelancers especially benefit from this exchange of knowledge, often being the first or only producer at a company. That makes having trusted peers even more important.

Finding the Right Team is Everything

When assembling a team for a shoot, finding the right combination of talent is key. Producers often rely on both personal research and their industry network to make informed decisions. Conversations often include questions like: "Who have you worked with?" or "How was the rep or producer?" Finding the right artist-producer-rep combination can make or break a project. It’s not just about hiring talent—it’s about hiring the right mix of people who can collaborate effectively.

Reputation Precedes You

For artists—especially newer ones—it's crucial to understand that the industry talks. Producers and creatives regularly share both positive and negative experiences. Your reputation can precede you, so professionalism, communication, and collaboration go a long way. Trust isn't built overnight; it develops over time through multiple touchpoints, successful collaborations, and consistent work.

Peer Recommendations Shape Bidding Decisions

When producers narrow down a list of photographers to present in a triple bid, the decision isn’t solely based on portfolios. They consult internal teams and external peers for feedback on experience, reliability, and fit. This vetting process is especially important when introducing a new photographer to a long-standing client. Choosing someone without a proven track record in a high-stakes setting can be risky, so referrals and shared knowledge help mitigate that risk.

Balancing the New and the Known

Producers have a dual responsibility: to bring in new talent while also re-engaging those they know they can trust. The balance is delicate—especially when clients are risk-averse or timelines are tight. While it's exciting to work with new artists, there’s often hesitation to do so on important or high-profile jobs. That’s why trust, again, becomes central to every decision.

The Power of Internal and External Networks

Internal networks, like chat groups among producers at an agency, are incredibly helpful for quick feedback. Questions about specific needs—be it a CG artist or a photographer in a specific region—are answered in real-time. These conversations are supported by tools like Instagram, personal databases, and old-school directories. Still, nothing replaces the speed and depth of internal communication among trusted colleagues.

Evolving Creative Discovery Tools

While traditional tools like Workbook and AdEdge still have value, producers are looking for new ways to discover talent—especially in the evolving mixed media landscape. Directories that blend photo, video, animation, and AI are increasingly important. Producers want the larger creative community to embrace more diverse directories so that broadcast and multimedia producers can access the same talented individuals traditionally known in the stills world.

Photographers Are Leaning Into AI — But It’s Not About Replacing Shoots

Photographers have long been working in multiple formats—so it makes sense that they’re often more creative with AI tools than some of their motion counterparts. It’s not a competition, but it is a sign of how photographers are used to adapting to new technologies and visual approaches. They’re already comfortable collaborating with stylists, set designers, DPs, and now CGI and AI artists too. The more mixed media and collaborative the space becomes, the more opportunity there is to build something truly new.

This kind of mixed-media approach reflects the way art producers are being asked to work now. Most campaigns aren’t just one deliverable—they span everything from lifestyle photography to seamless portraits, CGI assets, social motion pieces, and sometimes even AI-generated elements. In pharma especially, it’s not uncommon to need realistic portraits of people who exist in surreal, CGI-created worlds. You might have a hero image of someone walking through a land of flying hamburgers—while also needing a lifestyle image of that same person eating a burger with their family at home.

The conversation turned, naturally, to AI. Clients are starting to ask more specific questions: Can this be done in AI? What are the legal risks? How do we know the sources are safe? The reality is that until recently, AI results weren’t quite there—images were low-res, fingers were weird, and details were off. But the quality has rapidly improved, and now clients are starting to consider AI more seriously in early concepting, or as part of the final product.

“It’s not AI instead of photography—it’s AI with photography, and with CGI. It’s about using every tool we can to tell the story well.”

Tailoring Treatments for Clients

A successful treatment should not only explain why an artist is right for the job, but also how they’ll execute it. This includes everything from the number of shoot days, potential locations, and crew considerations to rough schedules. The logistical details are just as important as the creative vision.

While treatments are detailed and extensive for internal agency review, they’re often condensed when presented to clients. Typically, a few relevant slides are pulled to create a concise pitch deck. The aim is to be clear, precise, and impactful—you only have a limited window to make your case.

Collaborating with Producers Early

Photographers are increasingly collaborating with producers during the treatment phase—not just once the job is awarded. Producers bring critical insight into logistics and feasibility and often contribute their own pages to the treatment, outlining how the shoot will unfold.

Working with the right producer can make or break an estimate, and sometimes it's worth taking a bit more time to assemble a solid team and submit a stronger, more realistic bid.

Final Thoughts: Balancing Creativity and Strategy

Creating treatments today is a strategic exercise that blends creativity, logistics, and technology. While AI is offering exciting new possibilities, it also introduces new complexities. The best treatments make a compelling emotional case for why an artist is right for the job—and back it up with a clear, actionable plan.

For artists and agencies alike, the goal is simple: help the client see the vision and trust in the execution.