Capturing Creativity: Insights from Go Atticus Producer + Partner Mike Moretti

Q: 𝙒𝙝𝙖𝙩 𝙞𝙣𝙞𝙩𝙞𝙖𝙡𝙡𝙮 𝙙𝙧𝙚𝙬 𝙮𝙤𝙪 𝙩𝙤 𝙩𝙝𝙚 𝙬𝙤𝙧𝙡𝙙 𝙖𝙨 𝙖 𝙥𝙧𝙤𝙙𝙪𝙘𝙚𝙧 𝙞𝙣 𝙖𝙙𝙫𝙚𝙧𝙩𝙞𝙨𝙞𝙣𝙜, 𝙖𝙣𝙙 𝙝𝙤𝙬 𝙝𝙖𝙨 𝙮𝙤𝙪𝙧 𝙟𝙤𝙪𝙧𝙣𝙚𝙮 𝙨𝙝𝙖𝙥𝙚𝙙 𝙮𝙤𝙪𝙧 𝙖𝙥𝙥𝙧𝙤𝙖𝙘𝙝 𝙩𝙤 𝙥𝙧𝙤𝙙𝙪𝙘𝙞𝙣𝙜 𝙘𝙧𝙚𝙖𝙩𝙞𝙫𝙚 𝙘𝙖𝙢𝙥𝙖𝙞𝙜𝙣𝙨?
A: When I first began producing, my initial goal was just to collaborate with artists that were creating work at a high level. I wanted to be “in the room,” so to speak - and ultimately, be a resource for artists and their work however I could be, whether that was production support in advertising, narrative, personal projects, etc. I quickly learned that I didn’t need to know everything, I just needed to be available, present, and helpful. And, to this day, being a reliable resource for the people I work with is the most enjoyable aspect of my job. To me, it’s simple: “How can I help?”

Q: 𝘼𝙨 𝙖 𝙡𝙚𝙖𝙙𝙚𝙧 𝙬𝙞𝙩𝙝𝙞𝙣 𝙩𝙝𝙚 𝙖𝙜𝙚𝙣𝙘𝙮, 𝙬𝙝𝙖𝙩 𝙨𝙩𝙧𝙖𝙩𝙚𝙜𝙞𝙚𝙨 𝙙𝙤 𝙮𝙤𝙪 𝙚𝙢𝙥𝙡𝙤𝙮 𝙩𝙤 𝙞𝙣𝙨𝙥𝙞𝙧𝙚 𝙖𝙣𝙙 𝙢𝙤𝙩𝙞𝙫𝙖𝙩𝙚 𝙮𝙤𝙪𝙧 𝙩𝙚𝙖𝙢 𝙙𝙪𝙧𝙞𝙣𝙜 𝙙𝙚𝙢𝙖𝙣𝙙𝙞𝙣𝙜 𝙥𝙧𝙤𝙟𝙚𝙘𝙩𝙨 𝙤𝙧 𝙩𝙞𝙜𝙝𝙩 𝙙𝙚𝙖𝙙𝙡𝙞𝙣𝙚𝙨?
A: In my experience, I’ve found that there are two very important, and often undervalued, traits that come in handy in this industry (and perhaps in life, in general!): empathy and perspective. My team and I do our best to prioritize these elements in everything that we do, because it reminds us that 1) empathy - we’re all human beings here to do a particular job, while simultaneously juggling all of the normal life stuff - kids, in-laws, rent, date night etc. - and 2) perspective - while this is important, inspiring, fulfilling work that we love to do, we aren’t exactly saving the world. I find that remembering these two things takes a little bit of the pressure off in those moments where we’re fielding the 100th additional client request, or solving the inevitable technical difficulty on a day we’re already behind schedule. Spoiler alert: it always works out.

Q: 𝘾𝙧𝙚𝙖𝙩𝙞𝙫𝙞𝙩𝙮 𝙤𝙛𝙩𝙚𝙣 𝙧𝙚𝙦𝙪𝙞𝙧𝙚𝙨 𝙖 𝙗𝙖𝙡𝙖𝙣𝙘𝙚 𝙗𝙚𝙩𝙬𝙚𝙚𝙣 𝙥𝙪𝙨𝙝𝙞𝙣𝙜 𝙗𝙤𝙪𝙣𝙙𝙖𝙧𝙞𝙚𝙨 𝙖𝙣𝙙 𝙢𝙖𝙣𝙖𝙜𝙞𝙣𝙜 𝙧𝙞𝙨𝙠𝙨. 𝙃𝙤𝙬 𝙙𝙤 𝙮𝙤𝙪 𝙚𝙣𝙘𝙤𝙪𝙧𝙖𝙜𝙚 𝙖 𝙘𝙪𝙡𝙩𝙪𝙧𝙚 𝙤𝙛 𝙚𝙭𝙥𝙚𝙧𝙞𝙢𝙚𝙣𝙩𝙖𝙩𝙞𝙤𝙣 𝙖𝙣𝙙 𝙞𝙣𝙣𝙤𝙫𝙖𝙩𝙞𝙤𝙣 𝙖𝙩 𝙂𝙤 𝘼𝙩𝙩𝙞𝙘𝙪𝙨 𝙬𝙝𝙞𝙡𝙚 𝙨𝙩𝙞𝙡𝙡 𝙢𝙖𝙞𝙣𝙩𝙖𝙞𝙣𝙞𝙣𝙜 𝙘𝙡𝙞𝙚𝙣𝙩 𝙨𝙖𝙩𝙞𝙨𝙛𝙖𝙘𝙩𝙞𝙤𝙣 𝙖𝙣𝙙 𝙥𝙧𝙤𝙟𝙚𝙘𝙩 𝙙𝙚𝙖𝙙𝙡𝙞𝙣𝙚𝙨?
A: Creative problem solving - it’s what we do as producers. There is always a moment on commercial projects where the creative collides with the budget, and our job as a partner is to find innovative solutions to preserve the creative spirit of a project, and at the same time protect the purse strings. I push my team to think outside the box, and constantly ask, “what’s possible?” We believe there is always a creative solve that will check all the boxes, and we pride ourselves on being able to find it.


Q: 𝙄𝙣 𝙨𝙪𝙘𝙝 𝙖 𝙛𝙖𝙨𝙩-𝙥𝙖𝙘𝙚𝙙 𝙞𝙣𝙙𝙪𝙨𝙩𝙧𝙮, 𝙬𝙝𝙖𝙩 𝙖𝙨𝙥𝙚𝙘𝙩𝙨 𝙤𝙛 𝙮𝙤𝙪𝙧 𝙧𝙤𝙡𝙚 𝙖𝙨 𝙖 𝙥𝙧𝙤𝙙𝙪𝙘𝙚𝙧 𝙠𝙚𝙚𝙥 𝙮𝙤𝙪 𝙪𝙥 𝙖𝙩 𝙣𝙞𝙜𝙝𝙩, 𝙖𝙣𝙙 𝙝𝙤𝙬 𝙙𝙤 𝙮𝙤𝙪 𝙖𝙙𝙙𝙧𝙚𝙨𝙨 𝙩𝙝𝙚𝙨𝙚 𝙘𝙤𝙣𝙘𝙚𝙧𝙣𝙨 𝙩𝙤 𝙚𝙣𝙨𝙪𝙧𝙚 𝙩𝙝𝙚 𝙨𝙪𝙘𝙘𝙚𝙨𝙨 𝙤𝙛 𝙖 𝙥𝙧𝙤𝙟𝙚𝙘𝙩 𝙬𝙝𝙞𝙡𝙚 𝙗𝙖𝙡𝙖𝙣𝙘𝙞𝙣𝙜 𝙖 𝙝𝙚𝙖𝙡𝙩𝙝𝙮 𝙡𝙞𝙛𝙚 𝙨𝙩𝙮𝙡𝙚?
A: The most important part of my job as a producer is being an effective communicator. Communication, or lack thereof, from production is often a common pain point for our artist or client partners, and most minor issues that become big issues can be traced back to: “someone didn’t know something they were supposed to know.” For this reason, we tend to over communicate. And while not everyone on a project needs to know every detail, we often find that the more in-the-loop everyone is, the better chance we have of success. The thought that often keeps me up at night: “I shared that update, didn’t I?”

Q: 𝘽𝙚𝙮𝙤𝙣𝙙 𝙥𝙧𝙤𝙛𝙚𝙨𝙨𝙞𝙤𝙣𝙖𝙡 𝙨𝙪𝙘𝙘𝙚𝙨𝙨, 𝙬𝙝𝙖𝙩 𝙥𝙚𝙧𝙨𝙤𝙣𝙖𝙡 𝙫𝙖𝙡𝙪𝙚𝙨 𝙤𝙧 𝙥𝙧𝙞𝙣𝙘𝙞𝙥𝙡𝙚𝙨 𝙙𝙧𝙞𝙫𝙚 𝙮𝙤𝙪 𝙞𝙣 𝙮𝙤𝙪𝙧 𝙧𝙤𝙡𝙚 𝙖𝙨 𝙖 𝙥𝙧𝙤𝙙𝙪𝙘𝙚𝙧, 𝙖𝙣𝙙 𝙝𝙤𝙬 𝙙𝙤 𝙮𝙤𝙪 𝙚𝙣𝙨𝙪𝙧𝙚 𝙩𝙝𝙚𝙨𝙚 𝙫𝙖𝙡𝙪𝙚𝙨 𝙖𝙧𝙚 𝙧𝙚𝙛𝙡𝙚𝙘𝙩𝙚𝙙 𝙞𝙣 𝙩𝙝𝙚 𝙬𝙤𝙧𝙠 𝙮𝙤𝙪 𝙥𝙧𝙤𝙙𝙪𝙘𝙚?
A: This answer goes back to leading with empathy, whether that’s on a project, in a conversation, in a relationship, etc. I care about what I do and the impact I have on people, and I think it’s important to leave others with that feeling. I know that I want to work with good people that care about what they do, and that value what everyone else is there to do. And, quite frankly, that’s not a difficult thing to accomplish. It’s not that hard to be kind! It makes the experience much more enjoyable, and the work is always better for it.

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