DAVID recently caught up with Toby Walsham who has joined film production company Familia after a lengthy stint at Framestore. His last three years at the post house were spent helping to set up their film production division so he brings a lot of experience to the role.
Also in attendance was Kate Elson who represents Familia through her company Agent Elson and she provided some useful insights about her up-and-coming client.
Toby Walsham speaks with a great deal of affection about his time at Framestore. He says he felt quite spoiled by the opportunities presented to him and is clearly enormously grateful to the company that gave him his big break: "It was great, I was spoiled, I got to travel the world with them. I loved working there, it was amazing."
“They've got amazing directors, and - more than that - an amazing backbone of a production company that can support all needs, whether it's the new techniques of, say, 360 filming or more traditional ads.”
He could easily have stayed there for another seven years but he wanted a new challenge and Familia fitted the bill. The company is run by friends of his - which he admits can be a mixed blessing - but what really attracted him to the company was a sense that they completely get the new landscape.
Most of Familia's directors have a pop promo background and this has instilled an instinct to make a budget go a long way: "It's kind of a new way of working. These guys are so nimble... they can stretch those ever shrinking budgets. When I did the first job with them, I was just amazed that this small budget could shoot for three days and deliver such an amazing outcome."
“It's about doing consistently good work.”
Walsham wants to help Familia progress into a company that's making more TVCs: "The guys have been shooting content and some small-scale commercials here and there... they've got the talent, all they've lacked is the executive producer and the right representation."
By recruiting himself and Kate Elson, he believes they've taken a big step towards remedying that problem. Now it's just a question of communicating that they've "got amazing directors, and - more than that - an amazing backbone of a production company that can support all needs, whether it's the new techniques of, say, 360 filming or more traditional ads."
“I was just amazed that this small budget could shoot for three days and deliver such an amazing outcome.”
Kate Elson sees it much the same way but recognises that it's about an approach and an attitude too: "It's always about the work. It's about doing consistently good work and making sure everyone treats every job as if it's a big budget job.
"Then it's a stepping stone, you build relationships with agencies, and they come back to you with bigger jobs.
"And a company like this needs to nurture young talent, which is something the guys at Familia are doing... and you just need to consistently keep doing good work."
According to Kate Elson, the approach should be the same whatever the budget: "Even if you've only been given a small budget, it's up to you to make sure it looks great and that you deliver what you've promised to deliver."
For more information about Familia, contact Kate Elson on 07970 943464 or email her at firstname.lastname@example.org