Sustainable Production: How Vagabond Is Striving for Meaningful Progress
Vagabond offers accurate scheduling and budgeting services and comprehensive booking of locations, casting, local crews, facilities, and equipment.
Over the years we have worked with the most important clients and production companies worldwide, having produced many award-winning commercials, feature films, documentaries, and music videos. Our offices in seven countries allow us to cover all kinds of landscapes and locations that can mirror practically any place in the world.
Our leading full-production house offers a complete range of services for all types of projects offering exclusive advantages. We save our clients’ time by multi-bidding in several countries, always looking for the best location for creativity and the budget. The same executive producer is on the job; from the pitch, throughout the shoot, and all the way to the wrap.
LBB> Can you tell us about your own personal journey when it comes to getting involved in sustainable production - how did you get started and where has that journey taken you?
VGBND> VGBND has been actively working to implement sustainable practices across our projects. Our team is passionate about finding innovative solutions to minimise waste, conserve resources, and reduce our overall environmental footprint.
Some of the best practices we have adopted include:
- Implementing a comprehensive recycling and waste reduction program on all our sets, encouraging crew members to properly sort and dispose of materials.
- Prioritising the use of energy-efficient equipment and renewable energy sources, such as LED lighting to reduce our reliance on fossil fuels.
- Partnering with local vendors and suppliers who share our commitment to sustainability, minimising transportation emissions.
- Encouraging the use of reusable water bottles and providing refill stations on set to reduce single-use plastic waste.
- Opting for digital documents and paperless communication whenever possible to reduce paper consumption.
In addition to these practices, we believe that education and awareness are crucial in driving change. We regularly share helpful pointers with our crew and partners, such as carpooling to set, bringing reusable water bottles, and properly disposing of hazardous materials.
However, we also recognise that there are challenges in moving towards fully sustainable productions. Some of these challenges include:
- Limited access to eco-friendly alternatives for certain production materials and equipment.
- Higher costs associated with sustainable options, which can impact budget constraints.
- Resistance to change and the need for industry-wide collaboration to push for more sustainable practices.
LBB> What are the conversations that clients are having with you about their desire to reduce the carbon footprint and environmental impact of their content production?
VGBND> We have noticed a significant shift in the conversations we are having with our clients regarding sustainability. More and more, clients are expressing a strong desire to reduce the carbon footprint and environmental impact of their content production.
Many of our clients are now proactively asking about our sustainable practices and how we can help them achieve their environmental goals. They are keen to explore ways to minimise waste, reduce energy consumption, and choose eco-friendly alternatives throughout the production process.
We have found that having open and collaborative discussions with our clients about sustainability has been incredibly positive. By working together to identify areas where we can implement more eco-friendly practices, we can create a shared sense of responsibility and commitment to reducing our environmental impact.
These conversations have also led to some innovative solutions and creative approaches to production that prioritise sustainability without compromising the quality of the final product. We believe that by continuing to have these important discussions and working closely with our clients, we can drive meaningful change in the industry and create content that is both impactful and environmentally responsible.
LBB> Speaking generally, how do you tend to approach assessing and minimising the footprint of the productions you are involved in -and is this something that is built into your processes?
VGBND> Assessing and minimising the environmental footprint of our productions is a core part of our approach. We have built sustainability into our processes from the ground up, making it an integral part of how we plan and execute every project.
Our approach to assessing and minimising the footprint of our productions involves several key steps:
- Pre-production planning: From the earliest stages of a project, we work closely with our crew and clients to identify opportunities for sustainable practices.
- Supplier and vendor selection: We have established relationships with suppliers and vendors who share our commitment to sustainability. When sourcing materials, equipment, and services, we prioritise those that offer eco-friendly alternatives and have a proven track record of sustainable practices.
- Carbon footprint assessment: We use industry-standard tools and methodologies to assess the carbon footprint of our productions. This involves tracking energy consumption, transportation emissions, waste generation, and other key metrics throughout the production process.
- Continuous monitoring and improvement: Throughout the production, we continuously monitor our environmental impact and look for opportunities to make real-time adjustments. This may involve implementing new recycling initiatives, adjusting transportation plans, or finding ways to repurpose materials to reduce waste.
- Post-production evaluation: After each project, we conduct a thorough evaluation of our sustainability efforts. We assess what worked well, identify areas for improvement, and share our findings with our team and clients. This allows us to continuously refine our processes and set new sustainability goals for future productions.
By embedding sustainability into our production processes, we are able to take a proactive and systematic approach to minimising our environmental impact. It ensures that sustainability is not an afterthought, but rather a key consideration at every stage of the project.
We also recognise the importance of collaboration and communication in this process. We work closely with our crew and partners to ensure that everyone is aligned on our sustainability goals and understands their role in achieving them. By fostering a culture of environmental responsibility and empowering our team to think creatively about sustainable solutions, we can drive meaningful change on every production.
Ultimately, our approach to assessing and minimising the footprint of our productions is an ongoing process of learning, innovation, and continuous improvement.
LBB> What have you been finding are the most useful tools, resources and partners for reducing environmental impact/carbon footprint of productions?
VGBND> We have found that having the right tools, resources, and partners is essential to effectively reducing the environmental impact and carbon footprint of our productions. Some of the most useful ones we've identified include:
- Green production guides and certifications: Industry resources like the Green The Bid guidelines program provide valuable frameworks and best practices for sustainable production. These guides help us align our efforts with industry standards and provide a roadmap for continuous improvement.
- Carbon calculation tools: Software tools help us accurately measure and track the carbon footprint of our productions. By inputting data on energy consumption, transportation, and waste generation, we can identify areas where we can make the most impactful reductions.
- Sustainable production rentals: Companies that offer eco-friendly production rentals, such as LED lighting, hybrid generators, and electric vehicles, have been invaluable partners in reducing our environmental impact. By renting from these specialised providers, we can access the latest sustainable technologies without the need for significant capital investments.
- Waste management and recycling services: Working with local waste management and recycling companies that understand the unique needs of production has been key to minimising our waste footprint. These partners help us implement effective waste sorting and recycling protocols on set and provide guidance on how to responsibly dispose of specialised production materials.
- Sustainability consultants: Engaging with sustainability consultants who have expertise in the production industry has been incredibly helpful in identifying opportunities for improvement and developing tailored sustainability strategies. These consultants bring a wealth of knowledge and can help us navigate the complex landscape of sustainable production practices.
By leveraging these tools, resources, and partners, we have been able to make significant strides in reducing the environmental impact of our productions. However, we also recognise that sustainability is an ever-evolving field, and we are committed to staying up-to-date with the latest innovations and continuously seeking out new opportunities for improvement.
LBB> How is sustainability being built into your training and development for members of the production team?
VGBND> Sustainability should be a core competency for every member of our production team. To that end, we have made sustainability education a key part of our process and ongoing professional development initiatives.
When new team members join our company, they undergo a comprehensive sustainability orientation that introduces them to our environmental goals, policies, and best practices. This training covers topics such as waste management, energy conservation, sustainable transportation, and green procurement. By providing this foundational knowledge from the outset, we ensure that sustainability is embedded into our team's mindset and approach to production.
We believe that by empowering our team to be sustainability leaders and innovators, we can drive meaningful change within our company and the wider production industry.
Ultimately, our goal is to create a production team that is not only highly skilled in their craft but also deeply committed to creating content in a way that is responsible, ethical, and sustainable.
At a recent Ad Net Zero event, WPP's Mark Read said that in total just 3% of the footage shot ends up on screen - does this signify huge wastage and the need for greater efficiencies in the production and craft or do you have other thoughts on this stat?
This is a startling revelation that highlights the need for greater efficiencies in production and craft. We recognise that this level of waste is not only a significant environmental concern but also a financial and creative one.
From a sustainability perspective, shooting excess footage that never makes it to the final cut represents a considerable waste of resources. Every minute of footage requires energy to power cameras, lights, and other equipment, as well as transportation and logistical support. By shooting more than is needed, we are effectively increasing our carbon footprint and contributing to unnecessary waste.
However, it's important to acknowledge that there are creative and practical reasons why directors and cinematographers may choose to shoot more footage than is ultimately used. Multiple takes, different angles, and alternative performances can be essential in capturing the perfect shot and allowing for flexibility in the editing process. In some cases, the excess footage may also be repurposed for behind-the-scenes content, marketing materials, or future projects.
That being said, there is significant room for improvement in terms of production efficiency and waste reduction. Some strategies we have found effective include:
- Embracing new technologies: Advances in digital cinematography, such as high-resolution cameras and real-time preview capabilities, allow directors and cinematographers to make more informed decisions on set and reduce the need for multiple takes.
- Sustainable data management: Implementing efficient data management systems and practices, such as cloud-based storage and collaborative editing platforms, can help reduce the environmental impact of storing and transferring large amounts of unused footage.
LBB> In some ways it seems that when it comes to reducing carbon footprint, the advertising and marketing industry is focused almost exclusively on production (for good reason - there are obvious areas in production where clear, substantial and measurable progress can be made). What are your thoughts on this - is it a positive that production is able to take the lead or is there a risk that the industry will take the win and fail to look elsewhere (e.g. media)?
VGBND> The advertising and marketing industry's focus on reducing the carbon footprint of production is a crucial and necessary step in the right direction. The production process is an area where clear, substantial, and measurable progress can be made, and it is encouraging to see the industry taking the lead in this regard.
The tangible nature of production - the physical resources consumed, the energy expended, and the waste generated - makes it a logical starting point for sustainability efforts. By implementing best practices such as those we've discussed, including renewable energy use, waste reduction, and sustainable transportation, production companies can make a significant and quantifiable impact on their environmental footprint.
Moreover, by taking the lead in sustainable production practices, we have the opportunity to set a powerful example for the rest of the industry. When agencies, brands, and media partners see that it is possible to create high-quality content while also prioritising sustainability, it can inspire them to adopt similar practices in their own operations.
However, we also recognise that there is a risk of the industry becoming too narrowly focused on production and failing to address other areas where meaningful progress can be made. While the wins in sustainable production are certainly worth celebrating, it is important that we do not become complacent and assume that our work is done.
Ultimately, while we applaud the progress being made in sustainable production, we believe that it is just the beginning of a larger journey towards a more environmentally responsible advertising and marketing industry.
LBB> Looking more broadly than carbon footprint, what are the other ways that production can be more sustainable?
VGBND> Sustainability in production goes beyond just reducing our carbon footprint. While minimising greenhouse gas emissions is certainly a critical component of sustainable production, there are many other ways in which we can lessen our environmental impact and promote more responsible practices. Some of the key areas we focus on include:
- Waste reduction and management: In addition to implementing recycling and composting programs on set, we also look for opportunities to reduce waste at the source. This includes working with suppliers to minimise packaging, donating excess food and materials to local charities, and choosing reusable or biodegradable alternatives to single-use items.
- Water conservation: Productions can consume significant amounts of water, from hydration for cast and crew to special effects and cleanup. We work to minimise water usage by installing low-flow fixtures, using non-potable water for appropriate applications, and implementing water reclamation systems where possible.
- Sustainable materials and products: From set construction to costuming to craft services, there are countless opportunities to choose more sustainable materials and products. We prioritise the use of recycled, recyclable, and biodegradable materials, as well as products that are certified as environmentally friendly or ethically sourced.
- Protecting natural environments: When shooting on location, it's crucial to minimise our impact on the natural environment. This includes properly disposing of waste, avoiding damage to vegetation and wildlife habitats, and adhering to local environmental regulations. We also look for opportunities to give back to the communities where we shoot, such as participating in local conservation efforts or supporting eco-tourism initiatives.
- Sustainable transportation: In addition to using electric or hybrid vehicles and encouraging carpooling, we also consider the sustainability of our transportation choices more broadly. This may include choosing locations that minimise travel distances, using public transportation or bikes for local errands, and offsetting the carbon emissions of unavoidable travel.
- Sustainable food and catering: Craft services and catering can be a significant source of waste and environmental impact on productions. We work with our catering partners to prioritise local, organic, and plant-based options, minimise single-use packaging, and donate excess food to local charities or composting facilities.
- Ethical and inclusive production practices: Sustainability is not just about the environment but also about social responsibility. We are committed to fostering a diverse, equitable, and inclusive production environment, providing fair wages and safe working conditions.
We are constantly exploring new ways to integrate sustainability into every aspect of our work. From the materials we use to the way we transport our crews to the food we serve on set, we are committed to minimising our environmental impact and promoting more responsible practices.
LBB> To what extent is the social or community impact of a production an important part of the sustainability conversation?
VGBND> The social and community impact of a production is an essential part of the sustainability conversation. While environmental sustainability is critical, we recognise that true sustainability must also encompass the well-being and resilience of the communities in which we work.
Productions can have a significant impact on local communities, both positive and negative. On one hand, productions can bring economic benefits, such as job creation, local spending, and increased tourism. They can also provide opportunities for skills development, cultural exchange, and community engagement.
However, productions can also place a strain on local resources, disrupt daily life, and exacerbate existing social and economic inequalities. Without careful consideration and management, the presence of a production can lead to issues such as traffic congestion, noise pollution, and displacement of local residents. It is our responsibility to ensure that our productions have a net positive impact on the communities in which we operate. This means going beyond simply minimising negative impacts and actively seeking out opportunities to create social and economic value.
Some of the ways we strive to promote social sustainability in our productions include local hiring and procurement, cultural sensitivity and respect, and giving back to local communities. Production can become a powerful force for positive change, contributing to the long-term health and resilience of local communities.
Moreover, the social and environmental dimensions of sustainability are deeply interconnected. By creating productions that are socially responsible and locally engaged, we can build the trust, relationships, and local knowledge needed to drive meaningful progress on environmental issues.
LBB> Can you share some examples of projects you’ve worked on where you feel that the carbon footprint and sustainability were tackled in interesting or effective ways?
VGBND> We are proud of the sustainability initiatives we have implemented across various projects. One recent example that stands out is the "PRILOSEC" project filmed in Bogotá, Colombia, where we made a concerted effort to reduce our carbon footprint and promote sustainable practices throughout the production process.
Some of the key sustainability achievements from this project include:
- Waste Management: Through effective waste classification at the source and management strategies, we were able to recirculate 151 kilograms (40%) of the total waste generated into the environment as recyclable and usable materials. An additional 165 kilograms (43%) of organic waste was used in composting programs. Only 17% of the total waste was classified as non-usable.
- Recycling Partnerships: We collaborated with local organisations such as the Asociación de Recicladores de Bogotá (Bogota's Recycling Association) and AsoGoleros to ensure that recyclable and organic waste was properly collected, classified, and repurposed.
- Carbon footprint measurement: We conducted a comprehensive carbon footprint analysis using industry-standard methodologies, such as the PEAR Methodology from the Green Production Guide and the IPCC guidelines. This allowed us to identify the main sources of emissions, with air travel (48.49%) and fuel consumption from transportation (33.78%) being the most significant contributors.
- Sustainable transportation: While transportation was a significant source of emissions, we implemented strategies to optimise vehicle use, such as using vehicles at full capacity for each trip and mass transportation when possible.
- Education and awareness: We placed a strong emphasis on educating and engaging the crew and stakeholders on sustainability practices. This included providing ecological information and tips on set, explaining waste collection and classification procedures, and using signage to reinforce sustainable principles.
- Energy and water conservation: We prioritised the use of electric energy from the city's grid for our basecamp and employed energy-efficient practices such as using electric heaters and propane gas for food heating.
- Sustainable food practices: Our catering services offered sustainable menu options, including vegan, vegetarian, and red meat-free days. We also adjusted portions to minimise food waste and transformed surpluses into snacks.
- Sustainable set practices: Various departments implemented sustainable practices, such as using second-hand costumes and accessories in wardrobe, employing reusable containers in HMU, and utilising rechargeable batteries in lighting and camera equipment.
By implementing these strategies, we were able to significantly reduce our environmental impact on the project. We diverted a substantial portion of waste from landfills, optimised our energy and transportation practices, and fostered a culture of sustainability among our crew and partners.
This project demonstrates the potential for production to embrace sustainable practices while still delivering high-quality content. By measuring our impact, collaborating with local partners, and engaging our team in the process, we were able to create a more environmentally friendly production that we can be proud of.
LBB> What advice would you give to anyone working in production, whether for production company, agency or brand, who is struggling to get buy-in from their clients and colleagues on sustainable production?
VGBND> It can be difficult to convince clients and colleagues to prioritise sustainability when faced with tight budgets, short timelines, and competing priorities.
However, we have also seen firsthand the power of persistence, education, and leading by example in driving change. Here is some advice we would give to anyone working in production who is struggling to get buy-in on sustainability: find allies and build consensus, smart small (“big wins”), make it easy for others to get on board, emphasise the business benefits, and lead by example.
We believe that every person working in production has the power to make a difference, no matter their role or level of influence. By speaking up, taking action, and persevering in the face of challenges, we can collectively transform the production industry into a force for environmental and social good.
Ultimately, the key to getting buy-in for sustainable production practices is to make it clear that sustainability is not just a nice-to-have, but a business and moral imperative.
