“It’s All Changing Fast, but We Are Faster” with Michel Waxman

Michel Waxman recently joined the Great Guns senior management team, in a role she says is representative of her own evolution. She’s spent the last 20-plus years working with remarkable talent, ensuring she gets the absolute best out of individuals and their potential for greatness. With 13 of those years at the head of her own repping company, MBW Represents, she knows those skills have become innate; part of who she is. It's why championing filmmakers is her favourite part of the job. 

In this interview, we find out why above all else, Michel values honest dialogue, the importance of expressing the value of individuals at every level, and how a career working at the intersection of advertising and branded entertainment has her ready for whatever comes her way. 

LBB> You now have over two decades of experience in advertising and branded entertainment. What inspired you to pursue a career in this industry, and how has your journey evolved over the years?

Michel> Let’s face it, anyone in advertising is addicted to the constant change, creativity and opportunity. Every day I meet new people and I learn something new – I love that. Starting out I spent many years representing directors. Those years were all about relationships, information and being a curated resource. As an EP, it still is but then add the layers of fast-moving technology, condensed time and budgets to problem solve with my filmmakers and clients. While my journey has evolved, what keeps me excited is the people and the creativity.

LBB> Could you share some memorable experiences or projects from your time at Creative Management Partners and MBW Represents that have significantly influenced your approach to producing and representing talent?

Michel> What I learned at CMP and then cultivated over the 13 years of having my own repping company is that it’s all about the people. You build those relationships with clients, brands and filmmakers through careful cultivation, experiences and trust. I worked with so many incredible production companies, directors and EPs over the years that it really taught me what kind of EP and manager of talent I wanted to be; what kind of company, collaborator and mentor I wanted to be, because of who they were to me over the years. Ultimately, we never take off our repping hat because we are always trying to help find solutions and opportunities at the same time but it’s a big country and the collaboration with reps is an important part of the ecosystem of a company.

LBB> As someone deeply involved in discovering and developing director and production talent, what qualities do you look for when identifying promising individuals to collaborate with?

Michel> Championing my filmmakers is my favourite part of my job. When looking for new directors to collaborate with, I am always looking to be surprised. What kind of risk was taken through the story, tech or performance? The lens is storytelling, craft and innovation but a fresh or distinctive voice and consistency is exciting. Not that they stay the same or do the same thing but that their individual spark is apparent across what they do. Then it’s about integrity, hard work and communication to get in the ring together. Pitching and goal setting together at every stage of a career is ongoing and competitive. For mentoring and management to work at every level there needs to be an honest dialogue.

LBB> How do you approach building and maintaining long-term relationships with clients, agencies, directors and other industry professionals?

Michel> I always try to do a lot more listening than I do talking. It saves so much time actually hearing what people need. I can then be a more effective ally or advocate.

LBB> Throughout your career, you’ve held various leadership roles. What strategies do you employ effectively, especially in a fast-paced industry like advertising?

Michel> The pace and multi-tiered needs of every project has increased in the last few years, and we are being tasked at every level to be more efficient but continue to produce at the very highest creative level. That means working with people I can rely on and setting them up to succeed. I really value honest communication. I also think it’s important to communicate not only expectations but how much people are valued at every level and be open to good ideas from everywhere. People who do are easier to find than people who think and we need people who do both.

LBB> What role do you believe branded entertainment plays in modern advertising, and how do you see it evolving in the future?

Michel> Entertainment and advertising have been together since the beginning. What is changing is how brands seeking to connect with audiences and translate their brand ethos in an authentic way, are evolving with more intentional branded entertainment, not just the traditional 30-second spot. Brands are going to the formats people watch because they want to, not because they are a captive audience. I have produced everything from commercials to short films, episodic series, virtual production, music videos and concert films – all of these were all in support of a brand or celebrity client. With much of the Great Guns roster of filmmakers spending equal time in film and television as in advertising, we are extremely well positioned to be a resource to our agency and brand clients, no matter the task.

LBB> Transitioning from different companies like Framestore Pictures, Nonfiction Unlimited, Chelsea Pictures, and Serial Pictures, how have these experiences shaped your perspective and skill set as a producer and leader?

Michel> I’m incredibly proud of the work that I did at those companies, and I feel so lucky to have worked with such great people. Every project I have produced, whether it’s documentary, virtual production or cinematic storytelling, is an experience that has taught me so much and brought me here. Today, I’m looking forward to and am excited by the future possibilities we are building on at Great Guns, for the US and globally.

LBB> In your opinion, what are some of the biggest challenges facing the advertising and branded entertainment industry today, and how do you navigate them in your role?

Michel> Competition is steeper than it has ever been, adding in-house production, shrinking timelines and budgets to the mix as well… but I am confident that talent and great storytelling will always rise to the top. The great current of technological democratisation and increased diversity of storytelling is giving us a whole new generation of filmmakers who are not afraid of new parameters and changing tech and tools – they are creating some badass work and I’m excited to be discovering and advocating for these voices.

LBB> Finally, what excites you the most about your new role as managing executive producer at Great Guns in Los Angeles, and what are your goals for the future with the company?

Michel> My new arrival at Great Guns feels like a representation of my evolution and what continues to inspire me in this industry. My connection with [founder and CEO] Laura Gregory was immediate and her enthusiasm and intelligence is positively contagious. I’m thrilled to collaborate with Laura, [global EP] Sheridan Thomas and all the big guns at Great Guns. We see eye to eye on the importance of global collaboration, equally supporting top tier talent at high level creative growth and nurturing fresh new talent. Figuring out new and innovative ways to be a resource for brands and clients and managing the breadth of branded entertainment opportunities for all our filmmakers. It’s all changing fast, but we are faster.