Lost in Found: Mike Churchill

The Unsung Heroes of Content Production.

A Day in the Life of a Content Producer

In the world of consumer packaged goods (CPG), where kitchen table brands are built through compelling stories and creative content, producers are the unsung heroes who bring it all to life. In our latest episode of Lost In Found, we go behind the scenes with Mike Churchill, Executive Producer at General Mills, to explore what it takes to produce high-quality content for some of the world’s most recognizable brands.

Mike’s journey through broadcast television, live events, and now content production at General Mills, has equipped him with a unique perspective on the industry. But it’s not just about technical skills—it’s about leadership, collaboration, and the ability to keep calm when the pressure is on. For Mike, and many like him, production is more than just a job; it’s a passion fueled by creativity, camaraderie, and the thrill of making something that resonates with millions of people.

The Heartbeat of the Industry

When you think of content production, you might imagine the final polished ad or social media campaign. But what you don’t see is the orchestrated chaos behind the scenes, where producers like Mike Churchill are the heartbeat that keeps everything moving. Whether you’re working with UGC content from customers or shooting original content with a team of filmmakers, it’s really all about human connections. As Mike puts it, "The camaraderie is what keeps me in this industry, and I have never been able to find it in any other work environment."

This camaraderie is born out of shared challenges and triumphs. Whether on set or in an edit bay, the producer is the glue that holds everything together. They ensure that the vision of the creative team is realized and the goals of the marketing team are realized. All while managing logistics, budgets, and timelines. It’s a role that demands both creativity and practicality, often requiring quick thinking, a cool head, and problem-solving on the fly.

The Thrill of the Production Process

For those on the front lines, production is one of the most exhilarating roles in the industry. It’s about turning ideas into reality, often under tight deadlines and with numerous variables at play. But it starts with a solid game plan, culminating in the “Pre-Pro”, a meeting where all the elements agreed on in pre-production are re-introduced and agreed upon by all.

"The best experiences on set are the ones where everything was figured out before,” says Mike. “The clients who really pay attention and sign off and make sure that [everything] is right, they're great."

Pre-production is where the magic happens. It’s where the producer’s meticulous planning pays off, laying the groundwork for a successful production. But no matter how much planning goes into a project, things don’t always go as expected. That’s where the producer’s ability to stay calm and lead with confidence becomes crucial.

As Mike likes to say to his team, "You don't need to worry unless I'm worried, and I'm not worried." It’s this steady leadership that keeps the team focused and creative, even when the unexpected happens.

More Than Just Logistics

Producing isn’t just about managing schedules and budgets; it’s about bringing creative ideas to life. Mike’s diverse background across different mediums - from big budget TV commercials to experiential and social - has given him a holistic view of production. He explains, "The culmination of that experience and working with amazing people through our industry has led me to this really fortunate opportunity where I'm at now."

In a CPG company like General Mills, where brand stories must connect with consumers on an emotional level, the role of the producer is even more critical. They are the ones who ensure that every piece of content, whether it’s a 30-second TV spot or a social media campaign, reflects the brand’s values and resonates with its audience. It’s a role that requires a deep understanding of both the creative process and the business objectives, making producers one of the most integral parts of the marketing mix.

Positivity Is Job One

So, what makes production one of the most fun and rewarding jobs in the industry? According to Mike, it’s the perfect blend of creativity and execution, of art and science. It’s the satisfaction of seeing a project come to life, knowing that you played a key role in its success.

"As a producer,” says Mike, “my job is – even when the building is on fire – to be positive, to be encouraging, and to help the team do what it can, get whatever they need to succeed."

For those who thrive in dynamic, fast-paced environments, where no two days are the same, production offers an unparalleled sense of fulfillment. It’s a career that allows you to be part of something bigger, to collaborate with creative minds, and to see your hard work translate into something tangible that can impact millions.

How To Produce Like A Producer

Here’s 5 takeaways from this episode that will help you get better content every time:
1. Camaraderie Is Key: Remember that everyone in a production, from the customers shooting UGC to the Director to the Grip, is doing a job and should be treated with respect. Celebrate their efforts and you will be rewarded.

2. Keep Calm: A producer’s ability to maintain composure and lead with confidence can make or break a project. You are the flight attendant on this journey to great content. If things go wrong, spring into action, but never let them see you panic.

3. Pre-Production is Production: The success of any shoot depends on thorough planning and the ability to anticipate challenges before they arise. Make sure everyone agrees on the plan and knows their roles before you start making. And always pay attention at the Pre-Pro meeting.

4. Balance Creativity and Logistics: Great producers understand both the creative and logistical sides of production, ensuring that the final product meets both artistic and practical goals. Don’t let one overwhelm the other.

5. Celebrate the Wins: Whether it’s a small social media campaign or a large-scale TV ad, every piece of content is a testament to the hard work and dedication of everyone on the production team. Don’t be afraid to shout out your team for a job well done.

If you’ve ever wondered what it’s like to be on the front lines of content production at a major CPG company, this episode with Mike Churchill offers a fascinating inside look. Whether you’re a seasoned producer or just starting in the industry, there’s something to learn from Mike’s experiences and insights. Tune in and celebrate the producers who are truly the heartbeat of the industry.