Meet Your Makers: Handling the Tough Aspects of the Job with Rob Meyers
Rob Meyers is the managing director at Versus, leveraging over two decades of experience in production and brand development. Under his leadership, Versus has achieved impressive revenue growth year-over-year, expanding its team threefold and establishing an international presence.
Rob's strategic vision has driven the formation of Versus Originals, the studio's cutting-edge IP division, and the establishment of the Entertainment division, resulting in partnerships with industry giants like Disney and Meta. Versus, an Emmy-award-winning studio, collaborates with leading brands such as Audible, Disney, Facebook, JBL, Mercedes, NFL, and Verizon.
LBB> What first attracted you to production - and has it been an industry you’ve always worked on or did you come to it from another area?
Rob> I actually aspired to be a writer before I got into production. I started college thinking that I would be a journalist, but I quickly realised that I didn't resonate with the cold picture of life that was often painted in that field.
As I rethought my goals, I found that I was drawn to entertainment, particularly writing for television and film. Despite the relentless deadlines, I embraced the challenge, wearing multiple hats as a writer and producer, fuelled by a desire to make myself indispensable.
Ultimately, the opportunity to stay close to the creative process keeps me rooted in production. I navigate the fast-paced environment with a shared sense of determination and camaraderie. It's a journey marked by continuous growth, driven by a passion for storytelling in all its forms.
LBB> What was your first role in the production world and how did this experience influence how you think about production and how you grew your career?
Rob> I started as a live-action production assistant, gaining valuable hands-on experience, and also learning what I loved and what I definitely DID NOT love. While on set, I gravitated towards behind-the-scenes work, laying the groundwork for creative projects rather than executing them during filming. Early in my career, I found enjoyment in post-production, where I thrived, leading with strategic planning and shaping the trajectory of my career.
LBB> How did you learn to be a producer?
Rob> Learning to be a producer has been a journey guided by a series of remarkable mentors from various backgrounds within the industry. Each mentor has offered guidance and exposed me to opportunities that significantly contributed to my growth.
David Edelstein, who is currently EP at Loyalkasper, gave me my start in this business and opened me up to the countless opportunities that spurred on my growth. To me, his patience and respect for the relationships you build in this industry are the two things his mentorship instilled in me that have shaped my career in production.
Working hand in hand, in a partnership, with creative directors like Mark Szumski of Hey Beautiful Jerk really emphasised the importance of a symbiotic partnership between creativity and production. Through these relationships, I learned how to both support and contribute to the creative vision with production knowledge, fostering an honest collaboration that enhances the work.
And both of these relationships came into play when I joined Justin Barnes as a partner in Versus. No one that I’ve ever worked with has pushed me as hard and believed in me as much. His fearlessness and innovative spirit challenge me to push beyond my comfort zone every day, something that has really helped me grow as a leader at work and as a human being all around.
Not to sound preachy, but a genuine partnership in creativity requires vulnerability. When two individuals with diverse skill sets collaborate on a project, remarkable outcomes can emerge, but it hinges on trust and honesty. I'm proud of the moments when I've embraced risks and brought my unique perspective to projects, an experience I wish for everyone in their careers.
LBB> Looking back to the beginning of your career, can you tell us about a production you were involved in where you really had to dig deep and that really helped you to grow as a producer?
Rob> One production stands out as a pivotal moment that truly tested my abilities as a producer - the Live Earth event. In this role, I oversaw the development of almost all of the event’s screen content and promotional work - a monumental challenge.
The project's scope was immense, with promotional materials spanning eleven different countries, on seven continents, and over 22 hours…all requiring different formats with their own unique technical specifications. From varying frame rates to logistical hurdles, I found myself navigating uncharted territory, requiring organizational skills at a level I had never encountered before.
What truly pushed me to my limits was the sheer volume of deliverables - thousands of them, to be exact. This was during a time of analogue; from tape duplication to coordinating international shipments, I was not only a producer and writer but the tape room, the messenger, and on more than a few occasions, the therapist for this project.
In retrospect, this experience was a trial by fire through which I absolutely emerged stronger and more resilient as a producer.
LBB> A good producer should be able to produce for any medium, from film to events to digital experience. Do you agree or disagree with this statement? Why/why not?
Rob> Absolutely agree. The medium is simply a format - it's about distilling and disseminating information and enhancing the end product. Regardless of the medium, the core task remains the same, and a good producer should excel at delivering quality content across various mediums.
LBB> What’s your favourite thing about production and why?
Rob> The people. If you aren’t getting it already, the relationships we make in their industry are the most powerful portfolio that I think anyone can make. Every production is a team effort, where a group of individuals come together to create something that enhances the whole. Building relationships and networking are integral aspects of production, and I thrive on making connections where others may not see them. Ultimately, connecting people and facilitating collaboration is at the heart of what I do best.
LBB> Which production project from across your career are you most proud of and why?
Rob> This is a loaded question and I guarantee if I answer with one that I’m gonna get a lot of comments from our family of clients at Versus. But beyond that asking me to pick a favourite project is like choosing a favourite child, impossible. What truly brings me pride is nurturing lasting relationships with clients.
What I will go on the record saying is that I can think of some amazing partnerships I’ve had over the years, all of which share the same core component - time to grow. I spent about seven years with MTV working year after year on the VMAs, which year over year challenged me to my core, and year over year introduced me to some of the most incredible directors I’ve ever had a chance to work with.
I had the opportunity to work for about five years with Geico and enjoyed witnessing the evolution of Maxwell the Pig from a puppet to a CG character. To have the opportunity to watch my talented team evolve and innovate as we moved from flame to CG was the best on-the-job education I think I ever received. That said….yes…having people constantly say WHEEEEEE to me did in fact get old.
Maintaining a relationship with my friends at MSG for close to 20 years and via three different companies that I've been at, working on everything from channel launches to arena openings, has been an ever-evolving, sometimes surprising, always thrilling treat.
The fact that client retention at Versus is sky-high is a huge point of pride. Whether it's agencies returning time and again for various brands or a longstanding brand like the one with Audible, spanning years and multiple projects, knowing that people trust me/us and want to return is all the gratification I need.
Someone once said to me that the dream was to be able to make cool shit with friends. I definitely feel like I get to live that dream each day.
LBB> And in terms of recent work, which projects have you found to be particularly exciting or have presented particularly interesting production challenges?
Rob> The NUTRO project stands out as particularly exciting and challenging. NUTRO pet food wanted to encourage America’s 86 million pet-loving households to promote a worthy cause: helping protect healthy soil to feed our future, for people and pets. Edelman brought Versus in to bring the project to life.
The timeline was incredibly short, yet the expectations were high. It was a demanding project that required creating characters, writing the script, and animating a two-minute-plus piece - all within a tight three-month timeframe. The technical components added another layer of complexity, making it a true test of our skills and resourcefulness. Despite the challenges, the project was immensely rewarding, showcasing our ability to deliver exceptional results under pressure.
LBB> Producers always have the best stories. What’s the hairiest / most insane situation you’ve found yourself in and how did you work your way out of it?
Rob> One of the most insane situations I've encountered was during a Macy's shoot. The setup involved talent positioned on a white background in an all-white environment with a cyc wall. We had a group of kids on rollerblades circling their parents, inadvertently scuffing up the cyc wall. Every time we had to do another take, I had to quickly paint over the scuffs as everyone was waiting for the paint to dry. Tempers flared because we just kept falling behind and all throughout I was literally tasked with making the paint dry faster to keep the shoot on track.
I think this made such a mark with me because this definitely feels like a throughline for my whole career.
LBB> What advice would you give to people who are interested in becoming a producer?
Rob> Always listen first and THEN have an opinion. Too many people do it the other way around.
LBB> From your experience what are the ingredients for a successful production?
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LBB> What’s the key to a successful production-client relationship?
Rob> If clients didn't have problems, they wouldn't need me. My role is to remain calm and navigate whatever challenges come our way, whether it's a tight schedule, unclear brief, or changing preferences. These are all hurdles for me to overcome and find solutions for. This is precisely why clients rely on me and my team. It's important not to dwell on the changes but rather focus on tackling the obstacles head-on. We're here to handle the tough aspects of the job.
LBB> Producers are naturally hands on - they have to be. How do you balance that in the more managerial role of an EP?
Rob>As an EP, balancing the innate hands-on nature of producers with the more managerial responsibilities is challenging. Letting go of tasks can be difficult, especially when you know you can do them yourself and potentially quicker. However, as an EP, it's essential to shift from the mindset of "I'll do it myself" to empowering your team to handle tasks independently. This transition involves recognizing that investing time in teaching others can lead to greater efficiency in the long run.
Building trust in your team is crucial. Surrounding yourself with knowledgeable individuals and senior leaders, you can rely on makes it easier to delegate tasks and entrust others with responsibilities. Ultimately, effective delegation and trust in your team are essential for successfully managing the dual roles of producer and EP.
