Rhiannon Frater
Last year, Amanda Curtis found herself celebrating a major milestone: a commercial she produced for the legal software company PracticePanther, the cleverly titled “Hoffman, Hoffman, Hoffman & Hoffman” spot featuring Suits actor Rick Hoffman, earned a Bronze Clio Award. For the Toronto-based film producer, this accolade was the culmination of over 25 years of dedication to her craft in the film and commercial industry.
Amanda has spent decades honing the art of practical filmmaking, and her journey from scrappy music video sets to award-winning commercials is a testament to her passion and perseverance. She’s widely respected not for flashy self-promotion, but for her steady, collaborative presence on set. Colleagues and clients alike have come to value her calm, sunny demeanor and the positive environment she creates, which is one reason directors and agencies repeatedly seek her out for projects. In an industry known for chaos and egos, Amanda stands out as a grounded leader who treats every team member with respect and gets results.
Amanda’s love affair with filmmaking began early. She was fascinated by the process of making it come to life, learning every technique and working with all the creative people who help make movie magic happen. Eager to break into the industry, she landed her first job in the late 1990s as an assistant producer in the bustling music video world. “I started in the music video world as an assistant producer,” she recalled, describing how she learned the business by testing her skills across all departments and budget levels alongside seasoned executives and production teams. This hands-on apprenticeship gave Amanda a well-rounded foundation in production. A few years in, she transitioned to the commercial side, where she continued to absorb knowledge while assisting veteran producers on various projects.
Once she gained confidence in her abilities, Amanda began taking the lead on productions herself, starting with small projects and steadily growing into larger-budget campaigns. “Once I felt confident, I jumped in and started producing small jobs and growing to bigger ones after that, to where I am today, producing large budget spots,” she said, summing up her organic career progression. Over time, her reputation for competence and creativity grew. Today, with over 25 years of experience, Amanda is often the go-to producer for high-profile commercial campaigns. She has a knack for assembling the perfect crew for each job and is frequently requested by executive producers, directors, and ad agencies who know they can count on her to deliver top-notch results. Each new project benefits from the depth of knowledge she built from those early days, learning every facet of production.
Ask anyone who has worked with Amanda Curtis, and they’ll mention the sense of calm she brings to even the most high-pressure shoots. “I handle stress and the speed at which things need to happen with calmness and smiles,”Amanda noted, a description consistently echoed by her colleagues. No matter how tight the timeline or how big the budget, she remains unflappable, turning what could be chaos into a creative challenge. One of the toughest parts of producing, she admits, is scheduling: getting multiple teams, locations, and moving pieces to line up on time and under budget. But Amanda tackles this juggling act with patience and flexibility. If a plan isn’t coming together, she leads with openness and creates options. She might find an alternative filming location on short notice, shift resources between departments, or suggest a clever tweak to a scene to solve a scheduling conflict.
Budget constraints are another puzzle she approaches with ingenuity. Amanda is known to devise creative solutions, finding a more cost-effective camera rig to achieve a tricky shot or building a custom prop in-house to meet a director’s vision without breaking the bank. Crucially, she does all this while being fair to the hard-working crews that turn ideas into reality. “Always be fair and treat everyone with respect. It takes a team to make anything happen, and no one is above anyone else. Working together is the best way to create magic,” Amanda said, reflecting on the core principle that guides her leadership style. This egalitarian mindset has earned her a stellar reputation. By treating every cameraman, editor, and production assistant as a valued collaborator, she fosters positive and fair working environments for all. The result? Crews love working with her, and their enthusiasm shows in the final product.
Throughout her career, Amanda has been a vocal advocate for keeping filmmaking a hands-on, human process. In an era when computer-generated imagery and virtual sets are on the rise, she champions an organic approach to production that preserves the tangible artistry of the craft. “This is an art form that cannot be lost in a digital world,”Amanda insisted. She believes that the best storytelling still comes from real people working together in the moment, whether that means capturing an actor’s authentic performance on camera or devising practical effects with a creative team on set. Amanda often reminds others that human creation is a necessity in filmmaking and that human storytelling will always be at the heart of impactful cinema.
That philosophy guides the choices she makes on each project. She will opt for building a physical set piece or shooting on location whenever possible, to capture genuine atmosphere, rather than relying on green screens for convenience. “I want to stay positive as the world is changing and advocate for a hands-on, practical shooting process,” she said, underscoring her commitment to blending new technology with old-school film techniques. It’s not that Amanda is against innovation, far from it. She is continually learning about new tools and methods to make it all come to life, as she puts it. But she ensures those tools serve the story, not replace it. Her ultimate goal is to support filmmakers and crews in doing what they do best: telling honest, creative stories. Part of that support means standing up for the people behind the scenes. Amanda has been an outspoken proponent of fair wages and humane working conditions on set, believing that a positive, respectful workplace is the soil where creativity flourishes.
Even after decades in the industry, Amanda Curtis sees herself as a student of film and remains excited about what comes next. She dreams of collaborating with directors she admires and bringing to life the kind of stories that inspire her. “I’d love to work with directors I admire and storylines that excite me, as well as long-format movies and TV series,”she said, outlining a future that includes both high-end commercials and passion projects on the big screen. In the coming years, Amanda plans to continue taking on large-scale commercials, the kind that grab viewers’ attention during prime time, while also venturing into longer narrative formats. She is committed to learning new techniques and evolving with the times, but always with an eye on films that matter and content that keeps the art form alive.
Beyond the glitz of commercials and film sets, Amanda stays connected to grassroots creativity. She produces and executive-produces an independent YouTube series called Shred Central Podcast, which has gained a devoted following in Toronto’s skateboard scene. The podcast, a lively mix of skateboarding and music culture, is yet another outlet for her to champion authentic storytelling and community, albeit on a smaller screen. It’s this blend of big-picture vision and down-to-earth passion that defines Amanda Curtis’s approach to her craft.
As she moves forward, Amanda remains a hopeful voice for the future of filmmaking. Her message is clear: with storytelling, respect, positivity, fair play, and organic creativity at the forefront, the film industry can continue to thrive in meaningful ways. For those who want a glimpse of her ethos in action, tuning into the Shred Central Podcast on YouTube is a great start. And don’t be surprised if the next commercial that captivates you has Amanda Curtis’s guiding hand behind it, quietly ensuring that the soul of practical filmmaking shines through, no matter how high-tech the production.