Meet Mike Moretti, the talented Go Atticus Producer + Partner. Upon meeting Mike the first time, I was immediately struck by his warm and approachable personality, a trait I believe is essential for a producer. Shortly thereafter I invited him to sit in for my personal project to learn more about him and his work.
The exceptional work he produces at Go Atticus speaks volumes. Their campaigns often feature a diverse range of models and settings, skillfully capturing the essence of various brands and products in a captivating manner. Mike's campaigns exude a sense of glamour and luxury, while also conveying authenticity and relatability to their target audience.
Capturing Creativity: Insights from Go Atticus Producer + Partner Mike Moretti
Q: ๐๐๐๐ฉ ๐๐ฃ๐๐ฉ๐๐๐ก๐ก๐ฎ ๐๐ง๐๐ฌ ๐ฎ๐ค๐ช ๐ฉ๐ค ๐ฉ๐๐ ๐ฌ๐ค๐ง๐ก๐ ๐๐จ ๐ ๐ฅ๐ง๐ค๐๐ช๐๐๐ง ๐๐ฃ ๐๐๐ซ๐๐ง๐ฉ๐๐จ๐๐ฃ๐, ๐๐ฃ๐ ๐๐ค๐ฌ ๐๐๐จ ๐ฎ๐ค๐ช๐ง ๐๐ค๐ช๐ง๐ฃ๐๐ฎ ๐จ๐๐๐ฅ๐๐ ๐ฎ๐ค๐ช๐ง ๐๐ฅ๐ฅ๐ง๐ค๐๐๐ ๐ฉ๐ค ๐ฅ๐ง๐ค๐๐ช๐๐๐ฃ๐ ๐๐ง๐๐๐ฉ๐๐ซ๐ ๐๐๐ข๐ฅ๐๐๐๐ฃ๐จ?
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 โin the room,โ 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 didnโt 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, itโs simple: โHow can I help?โ
Q: ๐ผ๐จ ๐ ๐ก๐๐๐๐๐ง ๐ฌ๐๐ฉ๐๐๐ฃ ๐ฉ๐๐ ๐๐๐๐ฃ๐๐ฎ, ๐ฌ๐๐๐ฉ ๐จ๐ฉ๐ง๐๐ฉ๐๐๐๐๐จ ๐๐ค ๐ฎ๐ค๐ช ๐๐ข๐ฅ๐ก๐ค๐ฎ ๐ฉ๐ค ๐๐ฃ๐จ๐ฅ๐๐ง๐ ๐๐ฃ๐ ๐ข๐ค๐ฉ๐๐ซ๐๐ฉ๐ ๐ฎ๐ค๐ช๐ง ๐ฉ๐๐๐ข ๐๐ช๐ง๐๐ฃ๐ ๐๐๐ข๐๐ฃ๐๐๐ฃ๐ ๐ฅ๐ง๐ค๐๐๐๐ฉ๐จ ๐ค๐ง ๐ฉ๐๐๐๐ฉ ๐๐๐๐๐ก๐๐ฃ๐๐จ?
A: In my experience, Iโve 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 - weโre 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 arenโt exactly saving the world. I find that remembering these two things takes a little bit of the pressure off in those moments where weโre fielding the 100th additional client request, or solving the inevitable technical difficulty on a day weโre already behind schedule. Spoiler alert: it always works out.
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Q: ๐ฝ๐๐ฎ๐ค๐ฃ๐ ๐ฅ๐ง๐ค๐๐๐จ๐จ๐๐ค๐ฃ๐๐ก ๐จ๐ช๐๐๐๐จ๐จ, ๐ฌ๐๐๐ฉ ๐ฅ๐๐ง๐จ๐ค๐ฃ๐๐ก ๐ซ๐๐ก๐ช๐๐จ ๐ค๐ง ๐ฅ๐ง๐๐ฃ๐๐๐ฅ๐ก๐๐จ ๐๐ง๐๐ซ๐ ๐ฎ๐ค๐ช ๐๐ฃ ๐ฎ๐ค๐ช๐ง ๐ง๐ค๐ก๐ ๐๐จ ๐ ๐ฅ๐ง๐ค๐๐ช๐๐๐ง, ๐๐ฃ๐ ๐๐ค๐ฌ ๐๐ค ๐ฎ๐ค๐ช ๐๐ฃ๐จ๐ช๐ง๐ ๐ฉ๐๐๐จ๐ ๐ซ๐๐ก๐ช๐๐จ ๐๐ง๐ ๐ง๐๐๐ก๐๐๐ฉ๐๐ ๐๐ฃ ๐ฉ๐๐ ๐ฌ๐ค๐ง๐ ๐ฎ๐ค๐ช ๐ฅ๐ง๐ค๐๐ช๐๐?
A: This answer goes back to leading with empathy, whether thatโs 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 itโs 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, thatโs not a difficult thing to accomplish. Itโs not that hard to be kind! It makes the experience much more enjoyable, and the work is always better for it.
Q: ๐พ๐ง๐๐๐ฉ๐๐ซ๐๐ฉ๐ฎ ๐ค๐๐ฉ๐๐ฃ ๐ง๐๐ฆ๐ช๐๐ง๐๐จ ๐ ๐๐๐ก๐๐ฃ๐๐ ๐๐๐ฉ๐ฌ๐๐๐ฃ ๐ฅ๐ช๐จ๐๐๐ฃ๐ ๐๐ค๐ช๐ฃ๐๐๐ง๐๐๐จ ๐๐ฃ๐ ๐ข๐๐ฃ๐๐๐๐ฃ๐ ๐ง๐๐จ๐ ๐จ. ๐๐ค๐ฌ ๐๐ค ๐ฎ๐ค๐ช ๐๐ฃ๐๐ค๐ช๐ง๐๐๐ ๐ ๐๐ช๐ก๐ฉ๐ช๐ง๐ ๐ค๐ ๐๐ญ๐ฅ๐๐ง๐๐ข๐๐ฃ๐ฉ๐๐ฉ๐๐ค๐ฃ ๐๐ฃ๐ ๐๐ฃ๐ฃ๐ค๐ซ๐๐ฉ๐๐ค๐ฃ ๐๐ฉ ๐๐ค ๐ผ๐ฉ๐ฉ๐๐๐ช๐จ ๐ฌ๐๐๐ก๐ ๐จ๐ฉ๐๐ก๐ก ๐ข๐๐๐ฃ๐ฉ๐๐๐ฃ๐๐ฃ๐ ๐๐ก๐๐๐ฃ๐ฉ ๐จ๐๐ฉ๐๐จ๐๐๐๐ฉ๐๐ค๐ฃ ๐๐ฃ๐ ๐ฅ๐ง๐ค๐๐๐๐ฉ ๐๐๐๐๐ก๐๐ฃ๐๐จ?
A: Creative problem solving - itโs 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, โwhatโs possible?โ 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: ๐๐ฃ ๐จ๐ช๐๐ ๐ ๐๐๐จ๐ฉ-๐ฅ๐๐๐๐ ๐๐ฃ๐๐ช๐จ๐ฉ๐ง๐ฎ, ๐ฌ๐๐๐ฉ ๐๐จ๐ฅ๐๐๐ฉ๐จ ๐ค๐ ๐ฎ๐ค๐ช๐ง ๐ง๐ค๐ก๐ ๐๐จ ๐ ๐ฅ๐ง๐ค๐๐ช๐๐๐ง ๐ ๐๐๐ฅ ๐ฎ๐ค๐ช ๐ช๐ฅ ๐๐ฉ ๐ฃ๐๐๐๐ฉ, ๐๐ฃ๐ ๐๐ค๐ฌ ๐๐ค ๐ฎ๐ค๐ช ๐๐๐๐ง๐๐จ๐จ ๐ฉ๐๐๐จ๐ ๐๐ค๐ฃ๐๐๐ง๐ฃ๐จ ๐ฉ๐ค ๐๐ฃ๐จ๐ช๐ง๐ ๐ฉ๐๐ ๐จ๐ช๐๐๐๐จ๐จ ๐ค๐ ๐ ๐ฅ๐ง๐ค๐๐๐๐ฉ ๐ฌ๐๐๐ก๐ ๐๐๐ก๐๐ฃ๐๐๐ฃ๐ ๐ ๐๐๐๐ก๐ฉ๐๐ฎ ๐ก๐๐๐ ๐จ๐ฉ๐ฎ๐ก๐?
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: โsomeone didnโt know something they were supposed to know.โ 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: โI shared that update, didnโt I?โ