rohtau’s Sam Napper Sees the Excitement and Possibilities of Approaching VFX Differently
Sam Napper was, until recently, a freelance producer. He wasn’t even looking for a permanent role when he got chatting with Jordi Bares, rohtau’s founder, and – thinking Jordi would run a mile when he voiced his opinions about the state of the VFX industry – told him exactly what was on his mind… Except Jordi agreed with it all. That's how they started working together, alongside Josh King – head of production and sustainability, in order to change at least some of it.
Sam says he doesn’t “have the authority or wisdom” to make any final judgements about the state of the industry and VFX but he’s been doing this for long enough to see how habits of old are not serving anyone today. Technology keeps evolving, bringing new opportunities, but attitudes are slow to change creating an environment that’s not conducive to the full flourishing of creative ideas. That’s why Sam thinks “it’s time to break down some of these barriers, be open and honest with our clients, stop the race to the bottom so we can hold the line on ensuring we’re a viable and sustainable industry.”
rohtau’s commitment to ground-breaking creativity, transparency, and sustainability convinced Sam that this was the place for him, and he’s energised and full of ideas on how to continue growing and excelling across the three categories, without compromise.
In a candid conversation, Sam tells LBB about the industry changes he’s observed, the work and principles he’s inspired by, and why the ‘AI question’ is more existentially-oriented than we give it room to be.
LBB> Sam, you’ve been in the industry for a long time – how have you seen it change since you joined in 2010?
Sam> Wow, I'm not even 40 yet! 39 still counts as ‘youth’ in my opinion!?
You’re right I am old… being totally honest. I didn’t live and breathe the industry; am I allowed to say that here? I sort of fell into the industry, and despite trying pretty hard over the years to get out. I’ve stayed in and sort of found my groove. I’ll gladly admit though, I've worked with some really wonderful people, made life-long friends and helped produce some cool work. I’ve learnt so much and it’s made me who I am today. Damnit! Am I a bonafide advertising wanker now?!
Saying that, I don’t feel like I have the authority or wisdom to tell your readership anything of significance or insight on what has changed, so here are some musings of a slightly confused 39-year-old.
To a degree, everything has changed. Society and culture has fragmented and there doesn’t seem to be any ‘group collectiveness’ anymore. The industry seems to be in a period of change while we all figure out this new cultural norm. It seems the marketing budgets are now spread thinner to reach out to this new fragmented reality.
But budgets have definitely gotten tighter. Content making and makers have absolutely exploded. So. Much. Content. Commercial VFX companies jumped onto the Netflix/Amazon Prime/Disney boom then it dropped off the cliff after the pandemic and writers strikes which have still not recovered.
Specifically within the VFX arena, the cost of entry has decreased to the point where the market is now full of indie artist-led companies (which I love). Directors and creatives respect our craft a lot more and see us as valued creative partners. We are not unionised or regulated and the 90s/00’s era of charging high fees and making out everything was hard has led to a misunderstanding of our margins and our craft.
As a result, we are increasingly asked to do huge big discounts on ever restricted schedules. It’s definitely a tough climate at the moment, but at the same time – incredibly exciting as technology creates an ever-changing landscape of creative opportunities with new tools and pipelines allowing for very creative results.
LBB> And how has the VFX space changed in particular? What do you think is and isn’t working in the VFX space right now?
Sam> Honestly, as mentioned – there is a general ‘chickens coming home to roost’ situation for us in the VFX arena.
For many years, we have intentionally made VFX a jargon-rich environment where we avoid showing how the sausage is made. There has been a perception that our margins are huge and our clients can make savings on production budgets by asking for mega discounts on post alone.
I feel it’s time to break down some of these barriers, be open and honest with our clients, stop the race to the bottom so we can hold the line on ensuring we’re a viable and sustainable industry.
Otherwise I suspect we’ll be heading back to the days where there will only be a select few VFX companies holding all the talent and they’ll likely be backed by big multinationals. I’d like to think there is a space for all of us to exist together?!
LBB> How do you think rohtau is addressing what’s broken about the industry right now?
Sam> Firstly, I don’t think it’s right to say we are here to say what is broken or to be the saviours of that at all. rohtau was founded by Jordi Bares and I love and admire that he built it on his own, with no investors, with the idea of trying to do VFX as creatively and openly as possible.
We do however have three principles we live by:
1. Make great work utilising the latest technology whilst remaining nimble, agile and humble.
2. Be transparent. No bait and switches. Show how the sausage is made.
3. Aspire to be genuinely environmentally sustainable and remain transparent about it.
LBB> Why did you decide to join rohtau? What appealed to you about the role?
Sam> For the last eight years I have been a senior freelance VFX producer, which has been perfect for me. I don’t feel like I’m made to be in the corporate environment, I challenge authority too much (Sorry, Jordi!) I get grumpy at the rigid structure, I’m cynical about capitalism not working for the little guy and generally feel a little subjugated, so freelance worked well. I was liberated knowing I could travel and be free to pursue my own creative aspirations. I've been published as a photographer and had the privilege to travel a lot during that time. So there wasn’t really a strong desire to go full-time.
When Jordi reached out I was skeptical and I figured I’d put him off by giving my full honest opinion on the industry, capitalism, and the need to be more open with our clients.
To my horror, we agreed on everything and hit it off and felt much less pressure knowing I’m aligned with rohtau’s ambitions and values. It all sounds buzz wordy, but the reality is I’m energised daily to propel us little guys forward. After all, we all love the under-dog story!
LBB> As rohtau’s executive producer, what are your short and long term goals?
Sam> Short term. Not get fired. I’m not sure this interview is helping that…
Medium term, I want to spread the word about what Jordi has built. That rohtau is here carving our own path, working our butts off to find innovative solutions to making great work. But also show that there is space for independent, creative thinkers out there.
Long term, we want to be a super cool little studio focused on nurturing and growing talent in an ethical and sustainable way, remaining nimble and agile. We’d love to walk into the sunset handing rohtau to the next generation leading the way with the principles of honesty, authenticity, innovation and sustainability at the core.
LBB> What kind of work and/or clients are you most excited about?
Sam> I have a Venn diagram of work and clients that is my sweet-spot.
1. Bold and courageous clients who are up for branching out and using all the tools and technologies at our disposal to create genuinely creative work.
2. Early adopters who like our innovative approach to creativity and up for honesty and collaboration.
3. People who respect the humanity in us as much as the work we are able to produce for them.
We recently finished a project for a client and they had all three of these. That gives me hope for the future and I’m hell-bent on finding and collaborating with all the folks out there who share these principles.
LBB> What are your views on the AI conversation? How is it affecting the VFX space and how do you foresee it affecting rohtau?
Sam> I often find the ‘AI question’ isn’t the real question at hand. I’m certainly no expert and I think it’s in the early stages of us understanding just how far it’ll go. It currently feels a bit like a bubble, but at the same time it does seem like something that could totally revolutionise our world.
Perhaps ‘the AI question’ is actually a pseudonym for ‘Are we worried about the future? Will we still have a job in five years time? And are we all going to die?’ Or at least something similar to that effect!
In reality, I think we’re all quite happy for something to do our washing or pay our taxes for us. That doesn’t raise an existential crisis questioning our reason for existence. But creativity is one of the pillars of our humanity – ways we contribute towards society and to show the world we exist. It’s so deeply ingrained in who we are, I find it very unnerving to see a computer mimic it so wonderfully and authentically.
I think AI is the continuation of the battle between capitalism, aka efficiency, profit and gains at any cost versus our humanity; no-one really knows how it’s going to play out. So am I worried about the future? Yes. Will I have a job in five years? Maybe. Will we survive? We always do, somehow!
In the meantime, rohtau is set up to embrace and integrate technology in an ethical and sustainable way, AI included. We don’t use it in a way that infringes on copyrights and it's been a brilliant creative asset which has saved our clients time/money along the way.
