Today we’d like to introduce you to Danielle Smit.
Hi Danielle, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
After growing up in Pittsburgh PA, I attended college at Wake Forest University in North Carolina to study English and Politics – the quintessential lineup of majors for an aspiring lawyer. Upon graduating and working my first job at a Wall Street law firm in NYC, however, I quickly questioned the reality of that dream. Despite law being a reputable profession and valuable form of knowledge, my experience in the day-to-day of a financial regulatory firm was a mess of kitten heels, angry partners, and securities equations.
When my contract was up at the firm, I moved to San Francisco in search of alternative career paths. I had always wanted to live on the west coast for a more balanced and nature-focused lifestyle, and took the opportunity to make the move. It was both eye-opening and inspiring to witness the many ways of life, career paths, and different industries and lifestyles people were living in SF. It was there that I was introduced to the world of production, as I was barely aware of the industry prior (like most are – it is not really something taught in school). I began as a freelance production assistant (PA) on photoshoots for local SF clients, making money on the side while still remotely writing for the NY law firm. Eventually I worked my way up to Production Manager, taking a full time job with a production company and gaining valuable exposure to the inner nuances of the industry. I was meeting tons of people and learning photography and film, all while still utilizing some of the skills I gained during my time in law (i.e. contracts, permitting, focus on detail and logistics).
After a few years I moved to Los Angeles, the mecca of the production industry. I had worked my way up to the Producer role, focusing more on the financials and budget maintenance of each shoot and gaining a multitude of clients and contacts, from celebrity editorial shoots, to the more commercial Verizon or Walmart projects. Los Angeles was an incredible time of my life and even more important for my career – but Hollywood is definitely a lifestyle, not just a place – and to work, live, and socialize in such a hectic hub of content creation, influencers, and celebrities eventually made me itch for a change.
I moved to Denver after 5 years in LA, which felt like an extension of my initial search for balance and a more integrated active, natural lifestyle. Realizing the strength of the creative community in Denver, I went freelance and began my own production company. Since then, business has taken off – I’ve met so many incredibly talented creatives in this city, and I’m constantly inspired and relieved by the fun, positive and energetic attitudes of the community here. I still travel for many shoots in LA, SF, NY, and beyond – making me grateful for having lived and worked in so many cities, and keeping me on the pulse of how the industry is developing across the country. But I feel like I’ve finally found the ideal environment for my track. I’m excited to continue to expand and bring even more shoots to Denver!
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Not always. Making the move to freelance is a crazy leap – to go from a consistent paycheck with company benefits, to being fully on my own and having to find work was terrifying. I was actually laid off from the production company I was full-time with – the industry was super slow at the time, but it came as a major surprise. When that happened, I definitely faced some rough financial and existential moments as I determined what was next.
But the line between “unemployed” and “freelance” is pretty thin – really just an attitude and label shift. As soon as I realized that I had valuable skills and services that I could promote and turn into my own business, my freelance career began. I pinged my entire network, set up meetings every day of the week, and started to hustle until shoots began to stack up. Of course, the game of maintaining work and consistent pay for a small business is never fully comfortable – but I’ve realized that I’m way more motivated by the pressure of showing up for myself, and happier doing it!
Can you tell our readers more about what you do and what you think sets you apart from others?
I am a creative photo & video producer with 8 years of experience in a range of industries spanning fashion, entertainment, and commercial content. I am essentially an event planner for a photo or video shoot – managing the budget, booking all vendors, communicating and directing all parties involved, and seeing it through to the execution of the event (shoot) itself.
Typically, a client (i.e. Smartwool, Bustle Magazine, Verizon, Walmart) will come to me with a new creative campaign that they need to make come to life, usually with a photographer or director in mind to shoot it. I will then build a budget, and once it is approved I will build a team to coordinate all casting and talent, locations and permitting, and necessary crew (wardrobe and prop stylists, hair and makeup, grip team, etc) to best execute their creative. I also sometimes contribute the creative itself, depending on the needs of the job.
An important part of my job is about clear communication and delivery, politics, and decision-making – and I try to be very fair and transparent when dealing with all of client and vendor needs. A producer is the information hub and liaison for all parties on a shoot, so I try to be organized, honest, and deliberate with the way I speak with everyone. Each crew member – from the photographer to the production assistant – is crucial to the success of the shoot, and I strive to make sure everyone feels respected and set up for success on every project.
Shoots are also often very stressful, with teams racing against the clock (and overtime) to get through a jam-packed shotlist in a limited amount of time (PSA, celebrity hair and makeup time always takes 10x longer than you think it will). But I try to maintain a level-head and promote a fun, mellow, and music-fueled energy on set, since no one can expect to work well or be creative in a negative environment!
What makes you happy?
I’m a Taurus – so a solid wellness and exercise routine makes me the happiest, especially when I’m particularly in the groove (not always easy when you travel for work!). I also love cooking and hosting friends, snowboarding and skateboarding, fly fishing, and recharging in the mountains generally. Mezcal and martinis (but not in the same night). Guy Ritchie movies and dry-aged toro. Also, a no-plans Saturday is the best. Wow these answers would have been so different if you asked me 6 years ago haha
Contact Info:
- Website: https://www.daniellesmit.com/
- Instagram: @danielledsmit
- Linkedin: https://www.linkedin.com/in/danielle-smit-4022ds/
Image Credits
The Bustle x Dakota Johnson photo shot by Agata Serge. The other photos are BTS don’t really need creds!
