Helaina Buzzeo | Grand Street Productions

WHO I AM

I'm a creative, multi-disciplinary producer with 20+ years of experience producing campaigns across TVC, digital, stills, social, and integrated content. Having spent many years as a Head of Production, I thrive on bringing creative ideas to life—from the earliest stages of concepting and estimating through production, post-production, and final delivery.

Throughout my career, I've partnered with brands, advertising agencies, production companies, photographers, and directors, primarily within the beauty, fashion, luxury, and celebrity space. I love building strong teams, fostering long-term relationships, and creating an environment where great creative can flourish.

I'm known for being highly collaborative, solutions-oriented, and calm under pressure. Whether I'm managing a global campaign, negotiating budgets, building crews, or overseeing post-production, my focus is always on balancing creative ambition with thoughtful execution—delivering exceptional work while keeping projects on schedule, on budget, and enjoyable for everyone involved.

WHAT I DO

Select Clients: Bulgari, Graff, Shiseido; Clé de Peau Beauté, M.A.C., L'Oreal Paris, Gucci, Dolce & Gabbana, Coty, Revlon, A.P.C., Celine, Calvin Klein, Cartier, Natural Diamond Council, John Hardy, Estee Lauder, CoverGirl, Clairol, Olay, Pantene, LVMH/DFS, Ralph Lauren, Hugo Boss, Banana Republic, Target, Mejuri, Nike, Jimmy Choo, Living proof and MAC.

Editorials: Vogue, Italian Vogue, French Vogue, V, Vanity Fair, LOVE Magazine, W and Icon Magazine.

Areas of Expertise

TVC, digital, stills, 360 campaigns, and social content
Estimating, bid building, and budget management
Location research, scouting, and management
Crew sourcing, staffing, and resource management
Line producing and on-set production management
Celebrity and talent casting and procurement
Art buying
Post-production oversight (edit, color, retouching, CGI, and final delivery)
Payroll coordination and production wrap/final billing
P&L management, forecasting, and seasonal budget oversight

Highlights

Managed $6M+ seasonal production budgets across multiple campaigns and executions.
Built, led, and mentored teams of producers, post producers, freelancers, and contractors.
Developed and maintained strong relationships with global talent, agencies, production partners, photographers, directors, DPs, casting

directors, stylists, set designers, music supervisors, post houses, CGI partners, and studios.

Reduced production costs by up to 30% through strategic negotiation while maintaining premium creative standards.
Partnered closely with Legal and Compliance on contracts, licensing, clearances, and talent agreements.
Implemented workflow improvements and cross-functional processes to help teams deliver work on time, on budget, and at the highest

creative standard.

Experienced working within departmental and company OKR/KPI frameworks.

Additional: AICP Post – Fashion Category JudgeTVC, digital, stills, 360 campaigns, and social content

WHERE I'VE BEEN

Freelance Executive Producer

FREELANCE | July, 2023 - Present

Head of Production

SPLASHLIGHT | New York, NY | March, 2022 - June, 2023

Select Clients: Target, David Yurman, Mejuri, Nike, Maurices, Eileen Fisher, James Allen, Brilliant Earth and AWAY.

Led production for a visual content studio specializing in strategy, creative direction, photography, motion, and post-production services across eCommerce, editorial, catalog, advertising, marketing, and social content.

Key Responsibilities & Achievements

Managed and mentored a team of Producers and freelance production staff across multiple concurrent projects.
Oversaw studio operations and production scheduling, ensuring seamless execution across all client work.
Managed production budgets, RFPs, and estimates for both existing and prospective clients.
Developed and implemented cross-functional workflows, production standards, templates, and best practices to improve efficiency and collaboration.
Established and tracked OKRs, KPIs, and production metrics to optimize productivity, resource utilization, and profitability while maintaining the highest creative standards.
Partnered closely with creative, account, studio, and post-production teams to deliver high-quality campaigns on time and within budget.
Managed production from project kickoff through final delivery, balancing creative excellence with operational efficiency.

Freelance Executive Producer

FREELANCE | October 2021 - March 2022

Select Clients: Velem|Steve Madden, Wunderman Thompson|Wella,Clairol + Unilever|Suave, Wednesday|Coterie + Clé de Peau Beauté, Tombras/Edible.

Head of Production, Executive Producer

JANE SMITH AGENCY| New York, NY & Los Angeles, CA | November, 2017 - October, 2021

Select Clients: Shiseido; Clé de Peau Beauté, Natural Diamond Council, Prabal Gurung and Patrick Ta Beauty.

Photographers/Directors/DP's: Mario Sorrenti, Mikael Jansson, Inez + Vinoodh, Camilla Akrans, Manu Cosu, Darius Khondji, Gordon Von Steiner, Stephen Kidd, Tristan Sheridan, Mario Godlewski and Peter Szollosi.

Freelance Executive Producer

FREELANCE | New York, NY & Los Angeles, CA. | June, 2017 – October, 2017

McCann WordGroup | Various accounts – August, 2017 - October, 2017

Jane Smith Agency | Shiseido; Clé de Peau Beauté – May, 2017 - July, 2017

Head of Production, Executive Producer

SELECT WORLD | New York, NY | March, 2015 – June, 2017

Select Clients: Coty; Davidoff, Joop, Artistry, St. John, Nine West, Nirav Modi, Fekkai, Dr. Brandt, Seiko, Bond No. 9, Boghossian, Napapjiri and Symrise.

Photographers/Directors: Peter Lindbergh, Nathaniel Goldberg, Camilla Akrans, Javier Vallhonrat, Boo George, Theo Wenner, Sharif Hamza, Gregory Harris, Benjamin Lenox, Mario Godlewski, Theo Stanley and Peter Szollosi.

Head of Production, Executive Producer

AR NEW YORK | New York, NY | May, 2011 – March, 2015

Select Clients: Revlon, Almay, Banana Republic, LVMH/DFS, smartwater, h.stern, John Hardy, Jimmy Choo, Lands' End, Cotton and Brioni.

Photographers/Directors: Craig McDean, Steven Klein, Patrick Demarchelier, Michael Thompson, Daniel Jackson, Tom Munro, Mikael Jansson, Terry Richardson, Angelo Pennetta, Josh Olins, Boo George, Norman Jean Roy, Carter Smith, Santiago & Mauricio, Tristan Sheridan, John Cameron Mitchell, Theo Stanley, Shane Sigler and Alek Keshishian.

Director, Talent Procurement, Beauty Division

PLATINUM RYE ENTERTAINMENT | New York, NY | June, 2009 - May, 2011

Select Clients: Global P&G; Aussie, Braun, Clairol, Dolce & Gabbana, D&G, Dunhill, Frederik Fekkai, Gucci, Head & Shoulders, Herbal Essences, Hugo Boss, Max Factor, Olay, CoverGirl, Pantene and Sebastian.

Key Responsibilities & Achievements

Celebrity, model and expert talent recommendations, negotiations and procurement (basic rates to long form contracts) endorsements (advertising, PR, appearances, social engagements, influencers, etc.) for Advertising agencies and Public Relations firms.
Maintained knowledge of all talent appropriate for client endorsements as well as fees associated to talent.

Executive Producer

BRUCE WEBER, LITTLE BEAR PRODUCTIONS | New York, Miami & Montauk | October, 2007 – May, 2009

Select Clients & Editorials: Abercrombie & Fitch, A.P.C., Calvin Klein, Cartier, Celine, Estee Lauder, Ralph Lauren, American Vogue, Italian Vogue, L’Uomo Vogue, Teen Vogue, Arena Magazine, LOVE Magazine, V Magazine, Vanity Fair Magazine and W Magazine.

Key Responsibilities & Achievements

Produced and managed advertising campaigns, editorial shoots, TV commercials, books, and special projects for renowned photographer and filmmaker Bruce Weber.
Led all phases of production, from concept through wrap, including scheduling, estimating, budgeting, logistics, and on-set execution.
Managed large-scale domestic and international productions, overseeing teams of producers, production coordinators, assistants, talent, and styling teams, with crews of 150+ across multi-week productions.
Directed location research, scouting, negotiations, permitting, and local production resources to support complex shoots.
Coordinated all production logistics, including equipment, studios, props, specialty talent, animals, transportation, accommodations, catering, and vendor management.
Managed all travel planning and VIP logistics for talent, clients, and production teams, ensuring seamless execution throughout every stage of production.

VP, Senior Art Buyer

MCCANN ERICKSON | New York, NY | March, 1997 - October, 2007

Select Clients: L’Oreal Paris; Cosmetics, Skin and Hair

Photographers: Inez & Vinoodh, David LaChapelle, Steven Klein, Michael Thompson and Kenneth Willardt.

helaina.buzzeo@gmail.com | + 1 917 805 8170