In the fast-evolving landscape of content creation, the demand for high-quality video and multimedia content is growing at an unprecedented rate. From feature films and television series to social media campaigns and corporate training videos, organizations across industries are racing to produce engaging content. However, as these demands grow, so do the complexities of managing production workflows. Disconnected tools, time-wasting communication threads, and fragmented scheduling can stifle creativity and cause costly delays.
To address these complex and inefficient workflows, PRODUCER—a Swiss-based start-up co-founded by Xaver Walser and Paul-Emile Joëssel—is offering a transformative, all-in-one platform designed to meet the needs of modern content creators. We caught up with Xaver Walser ahead of his appearance at IBC 2024, where he’ll be showcasing PRODUCER’s latest advancements.
How PRODUCER Is Transforming the Industry
PRODUCER is shaking up the content production world by delivering a platform designed to bring efficiency, clarity, and collaboration to every stage of the production process. “We didn’t just want to create another tool. Our goal was to revolutionize how teams work together—from initial brainstorming to the final product,” says Walser.
PRODUCER consolidates everything into one central hub, where filmmakers, marketing teams, and corporate content creators no longer need to juggle disconnected tools. This all-in-one approach drastically reduces wasted time, streamlines resources, and minimizes confusion across departments and other stakeholders involved in a project.
A Solution Built by Industry Veterans for Creatives
Walser and Joëssel, coming from creative backgrounds, understand firsthand the inefficiencies that plague traditional content workflows. “We spent three years in development, gathering input from industry veterans and honing in on what was missing from current toolsets,” Joëssel explains.
The result is PRODUCER, a cloud-based solution that streamlines production planning, file management, communication, and collaboration across any project. “From pre-production to final delivery, PRODUCER allows teams to access everything they need from anywhere in the world,” Walser adds. This flexibility eliminates the need for multiple, disconnected tools and simplifies the entire workflow.
AI-Driven Innovation for a More Efficient Workflow
As PRODUCER expanded its platform, the founders recognized the need for AI-driven solutions. “This is where things get exciting,” Walser says. In collaboration with the University of Applied Science in Zürich, PRODUCER has integrated AI-powered tools to assist with essential tasks like project planning and briefing. “By automating repetitive tasks, we’re freeing up creatives to focus on what they do best: telling stories,” he continues. This democratization of high-level production processes makes sophisticated project management tools available to teams of all sizes.
Leadership That Drives Success and Innovation
Walser and Joëssel’s leadership has been crucial to the success of PRODUCER. “I’ve seen firsthand the bottlenecks that traditional tools create,” Walser says, reflecting on his experiences as a filmmaker. His vision for PRODUCER is clear: eliminate these bottlenecks to enable creatives to push the boundaries of their work.
One of the strongest endorsements of PRODUCER came from Georges Kern, CEO of luxury watch brand Breitling. “Kern was so impressed with how PRODUCER optimized his team’s workflows that he decided to invest,” Walser shares. Kern’s investment has helped propel PRODUCER’s growth and expand its capabilities.
Expanding Into New Markets with Strategic Leadership
PRODUCER’s recent growth is driven by the addition of Ryan Valley, who joined the company as an advisor and Chief Revenue Officer (CRO). With more than two decades of experience in media and entertainment, Valley is set to lead PRODUCER’s sales enablement, strategic partnerships, and market expansion efforts. “Joining PRODUCER is an exciting opportunity to bring innovation to an industry that’s ripe for transformation,” Valley shared. “The platform’s potential to streamline production workflows and improve collaboration is truly a disruptor for creatives.”
Valley emphasized that one of the platform’s most attractive features is its ability to save money by consolidating multiple production tools into a single, unified system. “PRODUCER eliminates the need to juggle several fragmented tools, which not only saves valuable time but significantly reduces overhead costs,” he explained. “Instead of paying for separate subscriptions for project management, scheduling, and file-sharing platforms, everything is integrated. This makes it easier for teams to manage their workflows and frees up resources that can be invested back into the creative process. It also gives content producers and external stakeholders real-time access to project deliverables which is key in multi-agency environments.”
Valley will be showcasing PRODUCER’s features at the upcoming Toronto International Film Festival (TIFF), where he plans to engage filmmakers and demonstrate how the platform can transform their production workflows while giving them access to extended trials. “TIFF is the perfect environment to highlight how PRODUCER simplifies production and cuts down unnecessary expenses,” Valley added. “It’s about delivering efficiency and enabling creatives to focus more on their craft, while also keeping budgets in check.”
Ryan Valley, CRO – Maker Machina, PRODUCER
Joining PRODUCER to lead sales enablement with partners, investment, and direct sales means contributing to a platform that empowers creatives to bring their visions to life more effectively.
Leveraging Microsoft Azure for Reliability
As PRODUCER expands, its reliance on Microsoft Azure has become a cornerstone of its success. “Azure provides the scalability and reliability we need to support our growing user base,” Walser explains. Whether handling sensitive data or ensuring smooth live event streams, Azure guarantees that PRODUCER’s operations remain secure and uninterrupted.
Joëssel goes further, detailing how services like Azure Kubernetes, Key Vault, and Azure Storage consolidate all production workflows into one accessible platform. “It’s transformed the way our users collaborate,” he notes, highlighting the enhanced efficiency PRODUCER offers through this integration.
Strategic Growth with Industry Experts
With PRODUCER’s global expansion in full swing, the company has enlisted the help of former Microsoft M&E executive Tim Murphy, a veteran in the Media & Entertainment sales space. “Having someone like Tim on board is a game-changer,” Walser emphasizes. “His industry knowledge and network will help us strengthen our presence globally.”
What makes PRODUCER so powerful is its ability to streamline complex production workflows, delivering real-time insights and seamless collaboration to creative professionals.
Tim Murphy, CSO -Maker Machina, PRODUCER
Murphy’s experience and network at Microsoft will be crucial in forging new partnerships and growing PRODUCER’s client base. “It’s rare to find a tool that can truly transform workflows like this,” Murphy notes. His role as Chief Strategy Officer (CSO) was created to continue expansion into enterprise-level media production.
This technology leadership, combined with PRODUCER’s innovative approach, has earned the platform prestigious accolades, including awards at industry events like Best of NAB and most recently Best of IBC 2024, and secured its place as a key partner in the creative technology space, with features at Cannes Film Festival.
While agnostic and available to enterprise customers in a multi-cloud environment, the support from Microsoft’s Media & Entertainment (M&E) in areas like Co-Pilot integration has played a pivotal role in PRODUCER’s development, offering resources, technical expertise, and access to Microsoft’s global network.
The Future of Content Creation with PRODUCER
Looking ahead, PRODUCER’s leadership is committed to staying ahead of the curve. Walser and Joëssel shared their plans for integrating more advanced AI tools. “We’re working on features like automated script analysis and predictive resource management,” Walser says. “It’s about helping teams work smarter, not harder.”
When we asked users how PRODUCER transformed their workflows, they shared tangible benefits that proved the platform’s promise. Companies like Copperwing and institutions like the University of Leipzig have experienced firsthand how PRODUCER streamlined their production processes.
When we dug into the current customers using the software Walser shared multiple endorsements where PRODUCER has received extremely positive feedback from various customers across the media production industry. Clients consistently noted how the platform has improved both their efficiency and communication. A production team from a well-regarded content agency highlighted the significant time saved across various stages of production, from pre-production to post-production. Another educational institution praised the platform’s ability to streamline their media projects, improving overall organization and workflow efficiency. Multiple production houses have also reported measurable reductions in time spent on administrative tasks, such as scheduling and managing files, freeing them to focus on creative work.
“PRODUCER isn’t just solving today’s production challenges,” Valley says in closing. “It’s about shaping the future of content creation.”
For more information, visit PRODUCER and explore the future of content production on Microsoft Azure.
