WHO WE ARE
AFTER NEARLY A DECADE WORKING SIDE-BY-SIDE IN COMMERCIAL PRODUCTION, WE’VE LEARNED THAT THE BEST WORK COMES TO LIFE BETWEEN CREATIVITY AND CRAFT.
WE FOUNDED FRAE FILMS ON THE SIMPLE BELIEF THAT PRODUCTION SHOULD RUN AS SMOOTHLY AS IT IS INSPIRED.
EMILY KALLBERG
HEAD OF PRODUCTION
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Moving productions from scattered to streamlined.
Emily brings nearly a decade of producing experience, where her systematic approach ensures no detail is overlooked and every moving part runs smoothly. Her thorough, organized style earns the trust of crews, helps talent feel confident in front of the camera, and delivers the first-class experience clients expect.
As Head of Production, Emily applies her tested production framework to oversee logistics, timelines, and teams; keeping projects efficient, on budget, and creatively intact, while preserving the human touch that makes the work truly resonate.
JOSHUA OLSON
HEAD OF DEVELOPMENT
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Bringing creative ideas to life with clarity and strategy.
With over 15 years of directing experience, Joshua has created work for agencies, brands, and production companies alike. His experience has given him the ability to balance creative vision with real-world objectives, ensuring every decision serves the bigger picture. His calm and thoughtful directing style creates space for talent and crews to feel confident and collaborative.
As Head of Development, Joshua brings that same clarity and big-picture perspective to oversee creative across the company, ensuring every project carries the depth, strategy, and inspiration that make the work stand out.
WHAT WE’VE WORKED ON
Previous work produced and directed by Emily and Joshua.
WHO WE’VE
WORKED WITH
WHAT WE DO
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We help you develop your ideas into a script full of creative potential.
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Once the idea is locked, the real work begins. Pre-production is where every detail is mapped out to set the stage for a smooth and successful shoot. This phase balances logistics and creative, keeping everything on time, on budget, and aligned with the vision. Here’s what it includes:
CREATIVE LOCK: Finalizing shooting scripts, breakdowns, storyboards, and shot lists.
BUDGETING: Prioritizing the most essential aspects of the script while aligning with overall resources.
BUSINESS & LEGAL: Managing production insurance, usage agreements, NDAs, 1099s, deal memos, permits, and other details that protect the production.
CREW: Hiring key department heads and building the crew tailored to your project’s needs.
CASTING: Working with agencies or open calls to find the right talent for the role.
LOCATIONS: Scouting, permitting, and technical walkthroughs to ensure every space is production-ready.
WARDROBE & STYLING: Coordinating with stylists, sourcing wardrobe, and prepping looks that align with brand identity and creative vision.
ART DEPARTMENT & PRODUCTION DESIGN: Managing props, set dressing, and design elements that bring the world of the spot to life.
SCHEDULES: Building a detailed shooting schedule that maximizes efficiency while leaving room to craft strong performances and visuals.
EQUIPMENT: Coordinating rentals for cameras, lenses, lighting, grip, and specialty gear.
TRAVEL & LOGISTICS: Flights, hotels, ground transport. When productions require travel, we coordinate every detail so the crew and talent can focus on the work, not the logistics.
CLIENT & AGENCY COMMUNICATION: We establish clear check-ins and approvals throughout pre-production to keep everyone aligned, minimizing surprises and maximizing confidence.
HEALTH & SAFETY: On-site safety plans, COVID compliance (if required), and risk mitigation so production runs smoothly and responsibly.
Because no two productions are the same, we customize every plan, scaling it to fit the creative vision, the team, and the budget. Good planning is the single most important factor in delivering a production that runs smoothly and makes the work shine.
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On set, we bring it all to life with clarity and craft.