New Addition at 247+: Gemma Soriano Joins as Executive Producer

We are thrilled to announce that Gemma Soriano has joined 247+ as our new Executive Producer. With 12 years of experience in the production industry, Gemma embarks on a new adventure with us. Let’s give her a warm welcome as she starts getting to know the team! 

Check out this exclusive interview we did with her.

Can you tell us about your professional background and how you got started in the world of production?

I have over 12 years of experience in production, mainly in the fashion industry. I started at the Spanish company Desigual as a Production Assistant/Coordinator and was promoted to Senior Producer over the years. During my nearly seven years there, I helped produce a variety of advertising campaigns, e-commerce content for our online platforms, fashion shows for our seasonal collections, and special events such as store openings and brand launches. This role gave me a solid understanding of fashion production from the client’s point of view, along with knowledge of the creative and logistical sides of the industry.

After my time at Desigual, I joined ALANA, a production company specializing in still and moving images, mainly for clients in the fashion and luxury sectors. This change motivated me to work from the supplier’s perspective and gain a 360-degree view of the production process. I wanted to learn how to bring the client’s vision to life and understand the different activities involved in the workflow. I started as a Producer and later became Head of Production, working with some of the most prominent brands in the fashion and luxury world and effectively managing high-level projects and teams.

Most recently, I worked as an Executive Producer at Lighthouse for over a year. My main responsibilities included defining the company’s growth strategy, overseeing production teams, ensuring projects would run smoothly, identifying new business opportunities, building client relationships, and improving workflows to boost efficiency and profitability.

What attracted you to the world of fashion and luxury advertising specifically?

Since I was young, I have been passionate about fashion, art, and creative industries in general. Initially, I wanted to be a fashion designer, but I was also very interested in the events world. I discovered that fashion production allowed me to combine these interests, making it a great fit for my organizational skills and good grasp of numbers.

What specifically attracts me to fashion and luxury advertising is its constant evolution. The industry’s fast-paced nature and visual appeal keep things exciting. I also love how it incorporates the latest trends, always seeks innovation, and blends with other creative areas such as art and music.

Fashion advertising isn’t just about creating content and experiences; it’s about connecting brands with people. I thrive on collaborating with talented individuals to produce high-quality campaigns that can be seen worldwide. I truly enjoy being part of an industry where creativity and organization come together to shape trends and bring ideas to life.

What made you decide to join 24/7+? What excites you most about this opportunity?

24/7 is a well-established leader in the industry. When I learned that they had just created a new division focused on fashion and luxury, I saw it as an opportunity to take on a new professional challenge by bringing my experience and knowledge from both sectors. While the division is already up and running, it is still relatively young and has great potential for growth.

What excites me most about this project is the opportunity to develop the division and achieve strong results in the medium term. I am motivated by the challenge of helping the division grow and contributing to the advancement of the fashion and luxury sector at 24/7+.

How do you envision your role as Executive Producer in this company? What are your main goals?

As Executive Producer, my responsibilities include generating business opportunities, building a strong team specialized in fashion and luxury productions, and ensuring that all projects are executed correctly, on time, within budget, and to a high standard. I will lead the production teams and ensure they have the resources needed to perform their jobs effectively.

My goals are to contribute to the growth of 24/7+ by establishing strong, trusting relationships with clients, delivering quality projects, and optimizing production processes. I also aim to create a work environment where the team feels motivated and supported, with opportunities for personal and professional growth.

Ultimately, I want to contribute to the company’s success by ensuring that every project we undertake is completed to the highest standards.

As Executive Producer, what are the key elements you focus on to ensure a campaign’s success?

The main key elements to ensure a campaign’s success are a clear plan that outlines the project’s goals and deliverables, good communication to keep everyone on the same page, and ensuring everyone on the team understands the brief and what the client expects. Paying meticulous attention to details ensures everything stays on track and meets our quality standards. It’s also important to manage resources to keep within budget and meet deadlines. Flexibility is also crucial in an industry that changes constantly, and we need to adapt to meet clients’ expectations.

How do you balance creativity with the logistical and financial aspects of production?

Balancing creativity with production’s logistical and financial aspects requires a careful approach. I collaborate closely with creative teams to understand their vision while setting clear budgets and resource parameters. I break the project down into manageable steps, manage resources diligently, and stay flexible to make adjustments when needed.

I set realistic goals and maintain open communication throughout the process to ensure everyone is aligned. This approach helps us implement creative ideas effectively without compromising the project’s financial constraints, ultimately delivering a high-quality service that remains true to the creative vision.

What trends do you see emerging in luxury advertising, and how do you plan to incorporate them into your work here?

The main trend in the production industry right now is digital transformation. It is radically changing the way content is created and distributed across various sectors. To stay at the forefront, we must explore the possibility of working and incorporating new technologies and advanced digital tools. Additionally, there is increasing attention to sustainability and personalized consumer experiences. I plan to prioritize sustainability by adopting greener production practices. I will also ensure that our productions are tailored to the specific needs and preferences of our clients, creating personalized experiences. 

By embracing these trends, we can produce innovative and high-quality content that meets the latest demands of the industry and helps our company stand out.

What are some qualities that you believe make a great producer in the world of fashion and luxury advertising?

A great producer needs to be detail-oriented as high-end productions demand precision to meet quality standards. Strong organizational skills is also essential for managing complex projects, schedules, and budgets while coordinating various teams and resources effectively. Creativity plays a significant role, as producers need a strong vision and the ability to think outside the box to bring innovative ideas to life. Excellent communication ensures that everyone involved, from clients to team members, is aligned and understands the project’s goals. Problem-solving abilities are vital in this fast-paced industry, where unexpected challenges can arise. Flexibility is also very important for adapting to changes in project scope or client needs. A deep understanding of the industry trends and know the top talents to pick the right team and direction for each project. 

Finally, strong leadership skills to inspire and guide their team, fostering a collaborative environment.

What is your long-term vision for 24/7+ in terms of the types of campaigns you hope to produce?

My long-term vision for 24/7+ is to become a leader in the industry of stills, moving images, and events within the fashion, luxury, and beauty sectors. I want us to produce the most significant campaigns and events for the most well-known brands in the industry, pushing the boundaries of creativity and innovation. I aim for 24/7+ to be the go-to company for brands looking to create impactful and unforgettable experiences.

What are your priorities when assembling a production team for a high-end fashion campaign?

When assembling a production team for a high-end fashion campaign, my top priorities are experience, flexibility, teamwork, and attention to detail. I look for team members who have strong backgrounds in the fashion industry and can adapt quickly to changes. It’s essential that the team works well together and communicates clearly to ensure everyone is aligned on the project goals.

Attention to detail is crucial, as it impacts both the setup and the overall experience we deliver to clients. I make sure that every aspect of the production meets high standards, from the creative vision to the final execution.