At Kindly Productions, kindness isn't just a catchphrase. It's a way of doing business. Built on the belief that respect, empathy, and collaboration can transform the creative process, Kindly has made its mark in NYC, LA, and beyond. Their "making kindness the norm" philosophy is the thread that runs through everything, from staff recruitment to set atmosphere, ensuring each production is not only creatively strong but also a genuinely positive experience for all involved.
In this interview, the Kindly team shares how they stay consistent across locations, balance creativity with cost, and prove that kindness is not just a nice idea, it’s a serious production tool.
Your tagline is ‘Making kindness the norm.’ How did that philosophy shape your approach to production from the very start?
Many of us have learned through experience that this industry doesn’t always prioritize kindness, which often creates toxic environments on set. We’ve found that when we build a community of crew and collaborators who value kindness, respect, and teamwork, projects run more smoothly. The set becomes a place people actually look forward to being.
That’s why, in every city we work, we maintain contacts, vendors, and crew who share this mentality. They help cultivate a positive and productive energy on set.
Kindly operates across NYC, LA, and international locations. What is the secret to maintaining quality and consistency across such diverse geographies?
The key to operating in multiple locations and diverse regions is remembering that this is, at its core, a people industry. We strive to build and maintain lasting relationships with crew and vendors around the world.
This goes beyond just tapping local resources when we’re in production. It’s about sustaining genuine connections. Sometimes that means grabbing a drink when we’re in the same city, or just a casual catch-up call to talk shop.
Quality and consistency also come from experience. We’re always learning and growing whenever we produce outside our home turf.
What traits do you look for when building your crew to ensure they embody the Kindly spirit?
We look for people who are collaborative, supportive, friendly, hardworking, creative, and solutions-oriented. Those who bring a genuine team spirit and a lift-each-other-up kind of energy.
Collaboration is central to all of this. We’ve always found that teams with open lines of communication across departments, and who show up excited to see their colleagues, run more smoothly. They also produce stronger work and create a better experience for everyone involved, from our clients to our production assistants.
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How do you balance cost-effective budgeting with maintaining creative integrity on each shoot?
This balancing act often relies on effective communication and setting clear expectations. Collaborating with the photographer or director to creatively problem-solve cost-effective ways to realize the client’s vision is a big part of it.
Equally important is drawing firm lines on what counts as a hard cost. This is where close collaboration with the client becomes crucial. It’s about identifying parts of the brief that can be simplified without compromising the overall creative outcome.
At the end of the day, our priority is setting everyone up for success by managing expectations about what’s possible. And nothing is more rewarding than finding a way to make it work.
Do you find one media format more challenging or rewarding? Can you share an example where blending both delivered great results?
With the ever-growing demand for content, we’ve seen more clients want to maximize each shoot by capturing both motion and still assets. Every project is unique, but through experience, we’ve built efficiencies into our process.
We’ve also collaborated with many photographers and directors who have developed strategies to streamline their workflows. On the production side, our team includes people with strengths in both mediums. By working together, we’ve tackled many hybrid shoots successfully.
These projects let clients walk away with an extensive library of images and video content that share a consistent tone and work well across diverse media placements.
What’s an example of a time when empathy or kindness truly transformed a production outcome?
Production brings together a wide range of people and personalities. That means sometimes you’ll be on jobs with individuals who are difficult or don’t click with you right away.
Our philosophy is to lead with kindness, no matter what. Time and again, we’ve found that when faced with a challenging collaborator, the best approach is to take the high road and not let negativity affect how we treat others.
When faced with tight deadlines or weather-related setbacks, how does Kindly keep the team motivated and on track?
No project exists in a vacuum. Things happen. Our job is constantly about putting out fires—tight deadlines, weather delays, or any of the usual complications that come with this line of work.
The key to pushing through and problem-solving is communication. That means staying in touch both internally and with our crew and vendors. Sometimes it requires working extra hours. Other times, it means calling in extra hands.
The other half is the team dynamic. We’re all in it together. Supporting each other, lifting one another up, and making sure everyone feels like the team has their back.
What would you say to other production companies or creatives considering joining Production Paradise?
Working with the team at Production Paradise has consistently been a great experience. They’re incredibly communicative and always on top of everything.
In our line of work, things can get hectic. But the PP team always makes the effort to ensure we make the most of our membership. And honestly, it never gets old hearing from people when they spot us in the Production Paradise newsletter.
We want to thank the team at Kindly Productions for taking the time to talk to us. To check out more of their work don't miss their listing on Production Paradise or their website.
