To become a better producer, he became an editor, sound engineer, motion graphics artist and camera assistant… then went back to producing.

Name: Allen Perez

Company: Orci

Can you describe your company?
Orci is a multi-segment marketing agency that has worked with global brands including Verizon, Dole, Honda and Disney. Orci also provides production, editorial, post and graphics as part of its services.

What’s your job title?
SVP, Creative Director of Production

Acura – Senses

What does that entail?
I provide creative input for a production and creative perspective, and I also get involved producing projects. I provide support to other producers and always work toward delivering the best piece, regardless of the budget or the platform where the content will live. It can be a full-up production or in-house production that may require a still image.

What would surprise people the most about what falls under that title?
The level of involvement that goes beyond producing. I’m also a director so I get to step back as producer to focus on directing. And I sit on the board of directors and work next to our CEO, COO and SVPs.

What’s your favorite part of the job?
The creative process that carries through the whole development of a production. From a brainstorming session where doodles become full-blown ideas that go into storyboarding all the way to a project that comes to life.

What’s your least favorite?
Time is the most mind-bending part of the process. Every project has different challenges. Producers are time negotiators. All parties involved are focusing on their own due date, so there are several timelines within the main timeline, and it is up to the producer to keep everyone synchronized and on track. It’s like directing an orchestra.

What is your most productive time of the day?
Early morning. I start my day by looking at my schedule, reading emails and developing my daily-plan list. Then, I begin to work. This morning ritual is key so I can get a clear sense of what I need to accomplish.

If you didn’t have this job, what would you be doing instead?
Winemaking tickles my brain. Passionate winemakers are creative people, the type that see things differently and think that everything is possible. The care that goes into winemaking puts me in touch with Earth in ways that you wouldn’t expect.

How early on did you know this would be your path?
This profession chose me during my high school years. I took a photography class, and that was the beginning. During high school, I worked at a video rental store and watched a lot of films. I began producing while going to college. Once I discovered the big impact a producer has on a project, I didn’t look back.

Honda – Best Friends

As I continued the path, I wanted to learn more about what everyone did to fully engage and bring out the best in them. I did take a small detour: I became an editor, music producer, sound engineer, camera assistant and motion graphics artist to gain a broad understanding of all the moving pieces and how every decision would impact the people doing the actual work. After having such perspective, I went back to producing, and producing got more interesting.

Can you name some recent projects you have worked on?
Honda broadcast and social media projects, as well as some Stella Artois projects.

What is the project that you are most proud of?
There are several projects that come to mind. The reasons are different. I guess I’d choose the Honda Civic Coupe campaign back in 1999. I’m a big fan of all things animation. When MTV started airing Aeon Flux in the early ‘90s, I was hooked. The opportunity to do an animated commercial came up, so I brought my Aeon Flux VHS tapes and showed them to the creative team. It was meant just as reference, but everyone loved the look and tone. I managed to get hold of Peter Chung, the creator of Aeon Flux, who ended up directing the spot.

Name three pieces of technology you can’t live without.
1. Cell phone
2. Laptop
3. Internet

What social media channels do you follow?
Instagram, Facebook, Twitter, WhatsApp, Pinterest and LinkedIn.

Do you listen to music while you work? Care to share your favorite music to work to?
I do, I can work to pretty much anything. Mac Miller, Pink Floyd, Bob Dylan and classical music are on my most-played list.

This is a high-stress job with deadlines and client expectations. What do you do to de-stress from it all?
I paint using acrylics on canvas (oils are too messy!). It allows me to disconnect from it all and to dream awake.