I’ve been on set of a few projects over the last few weeks (grateful for a busy September), and I was reminded of one of the trickiest dynamics in production: how communication flows between client, agency, and director once the cameras start rolling.
There isn’t a rulebook for this. No one writes a headline at the top of the call sheet that says “agency speaks to director directly” or “all feedback must go through production.” Instead, it’s something you feel out in real time — and usually within the first hour or two of a shoot day. That’s when everyone is quietly figuring out the song and dance: When can we start making comments? Who talks to who? Who carries the notes? How do we manage this game of broken telephone without losing context and nuance when we relay feedback?
Sometimes you get clients who are extremely involved, prescribing adjustments down to the smallest detail. Other times, clients hardly say a word, trusting the agency and production company to steer things (or too busy typing away and attending Teams calls to notice).
Agencies themselves sit on a spectrum too — hands-off when there’s trust in the director, but ready to step in (and sometimes micro-manage) when they feel the director might not quite be hitting the execution, or when they’re worried about protecting the idea and their relationship with the client.
Then there are the directors. Some thrive on direct engagement, actively pulling clients and agency into the process, building confidence with every conversation. Others prefer distance — not because they don’t care, but because they want to guard the creative process, filter feedback, or simply keep their focus. Younger directors, especially, often shy away from client conversations, whether from lack of confidence or just not knowing how to navigate the personalities in the room. And yet, every now and then there are also young directors who are charismatic and confident enough to take that responsibility head on. Personality plays just as much of a role here as experience.
When directors choose not to engage directly, that responsibility inevitably falls on the shoulders of the producer — and often the 1st AD. They become the conduit, translating agency or client feedback into something the director can absorb without losing momentum.
This is why the relationship between agency producer and production producer is so critical. They are the glue. They’re the ones who can align early, anticipate challenges, and agree on how to manage the flow of communication for the day. When that relationship is strong, you don’t get bottlenecks or bruised egos — you get clarity. And clarity is what keeps the shoot moving.
The truth is, there isn’t one prescribed way. Every project is a different mix of personalities, trust levels, and experience. What matters is being aware of those dynamics and shaping the communication flow to suit them. Because at the end of the day, it isn’t about ego — it’s about protecting the work, and making sure everyone feels heard while still having the space to do their job.