Inside Production: Lessons from Raf Zaini
- AICREATIVV
- 3 days ago
- 3 min read
In video production, the producer’s role is often misunderstood. It’s easy to think the job is limited to schedules, budgets, and logistics. But for Raf Zaini, producing means something far more strategic.
“A producer is the captain of the ship,” she explains. “You plan the route, assemble the crew, prepare for problems, and make sure everyone has what they need to reach the destination.”
This Producer Diaries entry breaks down Raf Zaini’s real-world production lessons drawn from projects at AICREATIVV; focusing on decision-making, people management, and problem-solving under pressure.
The Producer’s Role in a Creative Agency
At a creative agency like AICREATIVV, a producer sits at the centre of the production ecosystem. The role connects clients, creatives, and crew—translating expectations into clear execution.
Producer decisions don’t matter at just one stage. They matter at every phase:
Pre-production sets planning and adaptability
Shoot days ensures direction and quality
Post-production ensures consistency from start to finish.
Weak decisions early on always surface later. Strong decisions protect the work.
Pre-Production: Where Quality Is Protected
Raf Zaini’s production process always begins with information. Before committing to any plan, she gathers clarity on mood, tone, duration, creative boundaries, and client expectations.
That information is then passed clearly to the media team. This handover is non-negotiable.
In video production, most problems don’t start on set, they start with unclear pre-production. When expectations are defined early, teams move faster and make better creative decisions.
The Myth of “Being a Producer”
One common misconception is that producing is only for people with large networks or specific personalities. In reality, producer thinking already exists in everyday life: planning trips, negotiating group decisions, or solving problems under time pressure.
Producing a project is simply applying those instincts at scale, with accountability.
Common Production Problems (and Why They Repeat)
Across projects, certain challenges show up again and again:
Talent or crew arriving late
Weather disrupting outdoor shoots
Prolonged client decision-making
Locations going silent
Even producers oversleeping on shoot days (Hey, we're all human)
These moments aren’t failures. They’re part of production reality. Experienced producers expect them and plan alternatives in advance.
Handling Last-Minute Changes on Set
When talent cancels at the last minute, Raf Zaini’s approach is structured:
First, pause and stay calm.
Then, search for replacements immediately.
Changing shoot dates is always the last resort.
On set, priorities are clear. Talent well-being comes first, followed by crew safety. Logistics and creative output only matter if people are taken care of.
Clear communication is key. Explaining changes openly often leads to solutions the producer wouldn’t find alone, and helps maintain trust within the team.
Staying Calm Under Pressure
Producing requires composure. Raf Zaini compares it to playing chess: no shouting, no panic. Just some quiet strategy.
During one demanding shoot, she noticed the crew’s energy dropping. Instead of pushing harder, she called a short break and regrouped the team. That decision helped the shoot finish stronger and reinforced an important lesson: people drive production, not timelines.
What Producing Teaches About Creativity
Over time, patterns become clear. Matching talent, crew, and locations perfectly is rare. That’s why Raf Zaini now plans with backups (often a Plan B and Plan C).
Her advice to junior producers and creatives:
Ask questions.
Let go of negativity.
Focus on completing the project well.
Trust your team, you’re not alone.
In production, creativity isn’t limited to visuals. It’s found in problem-solving, foresight, and keeping momentum alive when things go wrong.
And often, that’s the creativity that matters most.
Comments