Meet French TV and Film Producer Sarah Verstraete

Born in Paris, France, I have been a producer in NYC at Neymarc Visuals since 2011. I have produced award-winning short films, TV and online commercials for renown brands, Pepsi, BB&T bank, Volvic, Chevrolet, Nestea. I have produced the prototype of a Super Bowl commercial for Dannon, which aired in front of 100 million people during the third quarter of the Super Bowl in 2012. 

Recently, I produced Happy Valentine’s Day, which won 2 Webby Awards, received a Vimeo Staff Pick, got shortlisted at Cannes Lion 2018, and received awards from multiple international film festivals. My expertise lies in my ability to scale to project needs and I am experienced in complex productions requiring green screens, rain, light and wind gags, special effects and visual effects.

indieactivity: How would you describe your work as a producer and agent?
Sarah Verstraete (SV): I am the guardian and executor of an idea. I make sure that all the right conditions and resources are in place to make the directors’ vision come to life. Being a producer is not only about knowing how to wear many hats but it is also about being a judge of talent. It is crucial to cast the right actors and hire a talented and compatible crew for a production to be as successful as possible. And lastly, it is all about thinking outside of the box when issues arise.

Happy Valentine’s Day, award Winning CGI short produced by French producer Sarah Verstraete

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How did you get into producing?
Sarah Verstraete (SV): I started this career in a somewhat unconventional way. A crucial part of my early career in producing was the alliance formed with the Neymarc Brothers; Andrew Neymarc and Remy Neymarc, and Michael Tan, all childhood friends that went to the same high school as I did in France.

Together, we started creating spec commercials for big brands, and secured several awards, including 1st place for Dannon Super Bowl Competition, and 1st & 2nd place for our American Red Cross commercials at the Mofilm Competition in Barcelona. 

After the commercial for Dannon aired in the third quarter of the 2012 Super Bowl, with celebrity actor John Stamos, it was listed as The Top 20 Most Effective TV Commercials since 2005 by the independent news magazine Daily Beast. Since then, we’ve worked on digital and TV commercials for numerous brands, most notably Tropicana, Cadillac, Pepsi, Linak, J&B Whiskey, Chevrolet and Toyota.

And from there, we kept on creating quality content and getting recognition for our work. Our content is regularly broadcasted on Times Square’s screens in NYC, including commercials for the city’s largest office landlord, SL Green Realty Corp. and the One World Trade Center.

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Did you study producing?
Sarah Verstraete (SV): I’ve always had a love for art, but I never thought I could actually make a living out of it. So, when I graduated high school, I decided to study law (which is another passion of mine and actually very helpful when you’re a producer). I graduated with a Ph.D. in International Private Law & Assets Managements in 2013 in Paris and passed the bar that same year.

I practiced law for a bit while still working on productions and then decided to move to NYC and work full time as a producer at Neymarc Visuals.

How do you choose a project to produce?
Sarah Verstraete (SV): Besides working towards a creative vision that inspires me, I tend to prioritize projects that are opportunities for me to grow and to be challenged. I thrive when I am faced with projects I am not sure how to handle and need to find ways to make happen anyway.

I often stress about it at first but always end up feeling empowered to have succeeded in my mission, and to have acquired new skills in the process. My favorite productions so far have always been the ones that had challenges I doubted I could overcome because those are the ones I learn and grow the most from.

What wrong impressions do actors, writers and directors have about producing?
Sarah Verstraete (SV): Actors, directors and writers don’t have any wrong impressions about producing. Everything they think we do.. it’s all true. We do it all. We’re badasses. Or so we think 😉

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Do you take courses to improve your craft?
SV: I recently watched Aaron Sorkin’s classes on Masterclass as well as Spike Lee’s classes on independent filmmaking on Masterclass as well. But, it’s sometimes hard to find courses that answer to my specific needs so I tend to do most of my training through online research or with books.

I spend a lot of time watching making-ofs of my favorite commercials to understand how they manage to overcome their challenges, I read a lot of articles on AdWeek, Adage, etc. that go in depth on a project, and I watch a lot of the Hollywood Reporter Producers Roundtables. There is no better way to learn than to hear people share their mistakes and what they did to overcome them. My latest discovery for resources too is indieactivity!

What books do you read?
SV: It depends on if I am working on something specific or not. If I am in the process of working on something new, I tend to read books that will help me be more efficient in the process. For example, if I need to draft important contracts for a production, I always like to read a few relevant books to get a refresher of what I should pay attention to.

Since I work closely with the writers-directors on my team, I also like to read books about subjects they are working on. So, I recently read books about the poaching crisis, and immortality. On my own time, I enjoy reading books about self-improvement, philosophy, and fantasy. I recently read Homo Deus by Yuval Noah Harari, and re-read one of my favorites: La Promesse de L’Aube (Promise at Dawn) by Romain Gary.

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Do you keep in shape as a producer?
SV: I’ve recently started kickboxing which is an awesome stress reliever. I also love dancing, swimming and taking long walks.

What do you look out for, when you choose an actor, writer or director?
SV: I have the chance to work closely with my best-friends, the Neymarc Brothers, who happen to be writers-directors and I don’t see myself working with anybody else! But as for an actor, when I cast a project, beyond the profile needed for the role, I look for: personality, charisma, naturalness, and relatability. Lastly, video samples are primordial!

Even if it is just a tape recorded in an apartment, it helps tremendously to know what an actor looks like on screen, how their personality comes through, etc. We’ve also started incorporating social media engagement as an additional metric. Though it will never surpass a candidate’s talent and hard work, it helps us warrant higher pay if we can guarantee our client the spot will reach a wider audience.

What things do you do when you are offered a project?
SV: My team and I have a meeting and we discuss whether or not a project meets our criteria for us to take on, and if it does, we work on the creative vision and production budget directly with our client. Once that is locked in, we complete storyboards or an animatics which will guide us throughout the production.

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The animatics always serves as the compass to the production. It’s a great representation of what the final piece will look like and it helps to make sure that all crew members know exactly what we are aiming to achieve. A key role of a producer is to unify everyone under a shared vision, a sense of purpose, and a common goal. So, having an animation is a very useful tool to achieve that.

Tell of a creative choice you made on a recent production set?
SV: I am always closely involved with the wardrobe and art of a production. I recently worked with a stylist to design the wardrobe I had in mind for the main character of our latest commercial for SL Green (“The Cranker”). This main character needed to have a timeless and steam-punk style, so I led the entire design of the wardrobe. I especially love looking for the few details that may seem unnecessary to some, but that end up making the difference.

Those details actually help tell the story or emphasize the personality of the characters. For that same production, I also worked very closely with the prop designer that was in charge of building a magic ‘wand’ crank. I spent a lot of time researching cool props that could be added on to his creation to make sure that the overall design of the crank would reflect the personality of its owner and would emphasize the mysterious and magical feel of the spot.

How do you advice actors to find projects?
SV: Network. Connect with directors, producers, casting directors, etc. Develop connections but also nurture and keep track of your previous ones. Gain as much experience as you can, even if it means volunteering or low pay at first. Take advantage of social media and showcase your work. And make sure to create an account on all the casting websites and to be on the lookout for casting calls – sometimes a project can cast fast, so time is of the essence!

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How do you advice filmmakers to finance their projects?
SV: Having something to show is primordial to be able to get any type of back-up on a project. I would advise anyone to shoot a short proof of concept (or to create an animatic) to get people excited. It will help the people you are trying to convince to finance your project. And to acknowledge that the story deserves to be told. It is also essential to surround yourself with talented individuals you can count on. They who share the passion you have for your project, because it does take a village… Investors will likely invest, if they are confident you have a capable crew to achieve the end result.

What do you want from a director during a production?
SV: I have the chance of having a special bond with the directors I work with – having known them for so long, I know what they like, how they work, and the things I need to anticipate in the way they think or work. But my advice to directors would be to find a producer that they connect with, that understands them, and will protect their idea while still being able to keep things within a defined budget. Collaboration, communication and trust are key and are what makes my director-producer relationships work.

How do you prefer to work with directors?
SV: I work very closely with the directors. I like being involved from the early stages, when the idea is still in the process of being conceived. It allows me to understand in depth what is primordial to the story. To understand its essence which is crucial for a producer. And the potential compromises I could ask the directors to make if it becomes necessary.

What can an actor do to get into the film industry?
SV: Get as much experience as possible and invest yourself 100% in your role. Promote your work. Make connections. Go where the work is: NYC and LA are where most of the casting directors cast the films/shows. Though living there does not guarantee anything, it helps increase your chance if you are where the action is!

Who is you favorite produce?
SV: There are a lot of inspiring producers out there. One that really inspires me is Emma Thomas. She produced most of my favorite movies, Inception, Interstellar, The Dark Knight, etc..

Why?
SV: Every time I watch her movies, I wonder how she managed to produce them. How could she possibly get any sleep while producing some of the most challenging movies ever made?! I admire her! She is known to deliver projects under budget and to finish productions early which is something I strive for.

Any advice for actors around the world?
SV: Familiarize yourself with the industry. Read books about the acting business and on acting techniques. Take acting classes from professionals. Read scripts and plays. Practice. Act as much as you can, anywhere you get the opportunity to. Attend amateur acting workshops, act in student films, etc.

Your career in brief?
SV: I have produced award-winning short films, TV and online commercials for renown brands (Pepsi, BB&T bank, Volvic, Chevrolet, Nestea), and have produced the prototype of a Super Bowl commercial for Dannon featuring John Stamos, which aired in front of 100 million people during the third quarter of the Super Bowl in 2012. It was listed as “The Top 20 Most Effective TV Commercials Since 2005” by the independent news magazine Daily Beast.

Recently, I produced “Happy Valentine’s Day” (1.2 million views across all social platforms), which won 2 Webby Awards (Oscars of the Internet according to the NY Times), received a Vimeo Staff Pick, got shortlisted at Cannes Lion 2018, got broadcasted during the previews of Alamo Drafthouse theaters and received awards from multiple international film festivals.

I also produced a commercial for BB&T Bank with Youth by Daughter as its soundtrack. The spot was broadcasted in theaters during the previews all over the country, and secured a multitude of awards this year, including three Telly Awards (honoring excellence in video and television across all screens). The commercial was popular online as well, earning over 1.8 million views on Youtube.

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