Tracy Mays Takes a 360 Degree View at The Bigger Picture
By Chandler Atton & Anthony Vagnoni
When you’ve worked at the roster of companies that Tracy Mays has, and you’ve spent time helping lead the commercial production industry as an AICP board member, you get a pretty good purview of how the industry works. Given her resume, it’s no surprise that Tracy named her latest production entity The Bigger Picture, because clearly, that’s what she sees.
With companies like MJZ, SMUGGLER and Anonymous on her resume, Tracy’s role at The Bigger Picture goes beyond her role as Founder & Managing Director; she’s the chief seer and forecaster, knowing the history of the production business and understanding how current trends will affect ad-making going forward. Her connection to the Australian powerhouse Clockwork Films has provided TBP with a solid base for global expansion and allowed it to continue to add world-class directors to its roster.
Respected and well-liked, Tracy’s been a fixture in the Southern Californian production community for over two decades. The Howler caught up with her recently to find out what The Bigger Picture sees in the future, not just on its own path, but for the larger L.A. production scene as well. Here’s what she had to say.
The Bigger Picture may just be starting out, but it’s not nearly your first rodeo. How did you get your start in the advertising industry?
Tracy: I began my career in commercial production in the 90’s, a.k.a. ‘the good ‘ole days,’ learning the ropes from the ground up at some of the most respected production companies in the country. Over the years, I’ve worn nearly every hat there is, giving me a 360-degree view of what works, what doesn’t, and what’s often missing from traditional production models.
After decades of experience, I saw a clear need for something different. The industry was changing – budgets were tightening, timelines were shrinking, and expectations were higher than ever. Yet many production companies were still operating with bloated systems, outdated structures, and rigid models that didn’t adapt well to the new landscape. That’s why I created The Bigger Picture.
I built this company on relationships, resourcefulness, and a deep respect for both the creative and the practical sides of production. By combining my years of experience with a global network of trusted collaborators, I designed The Bigger Picture to be leaner, faster, and more flexible. At the end of the day, I started this company because I love this industry, but I knew it could be better. And every day, we work to prove that it can be.
Were there any people who mentored you as you were coming up through the production company ranks? In turn, how do you approach working with younger people in the industry, particularly women, in terms of passing on what you know?
Tracy: Throughout my career, I’ve had the privilege of working alongside some of the most talented people in the business. I’ve always considered each of them a mentor in their own right, because I believe learning never stops, and inspiration can come from anyone, at any level. I’ve made it my practice to stay open, to be a sponge, and to let every experience shape me for the better.
One of the most rewarding parts of what I do now is working with the next generation of filmmakers, producers, and creatives. I love their curiosity, their innovation, their drive to break the mold. While I’m proud to offer guidance and mentorship, I gain just as much from their energy and perspective. It’s a true exchange, one that keeps me evolving and in tune with where the industry is headed.
As a woman who’s built a career in a historically male-dominated field, I know the power of visibility and support. That’s why I’m especially passionate about encouraging young women coming up in the ranks. I want them to know that leadership doesn’t require permission, that resilience is a superpower, and that there’s room for them—not just to participate, but to lead, shape, and transform this industry.
How does The Bigger Picture cut through that noise in the advertising production marketplace? What sets you apart from your competition?
Tracy: At The Bigger Picture, we know what agencies need: a production partner that can execute flawlessly, elevate creative, and never drop the ball. Based in Los Angeles with satellite offices in Australia and New Zealand – and with Europe on the horizon – we offer a global reach with a boutique feel.
We integrate seamlessly into your workflow, acting as an extension of your team rather than just a vendor. Our directors and producers bring cinematic storytelling and brand fluency to the table, with flexibility and responsiveness to match fast-paced agency timelines.
You’ve spent your whole career in Los Angeles, and the production industry there feels like it’s threatened. What’s your strongest argument for coaxing agencies and brands to keep shooting and working in L.A.?
Tracy: Los Angeles isn’t just a location, it’s a vibrant ecosystem of unparalleled talent, infrastructure, and creative energy that no other city can match. While the industry faces challenges here, the depth of experience and resources available in LA is a competitive edge that directly impacts the quality, efficiency, and innovation of every project.
L.A. still leads for a number of reasons. We have a world-class talent pool: From seasoned directors, cinematographers, and designers to cutting-edge tech crews and post-production houses, LA offers a breadth and depth of expertise cultivated over decades. That institutional knowledge translates into smoother shoots, creative problem-solving, and elevated storytelling.
We have unmatched infrastructure: The city’s studios, equipment houses, and vendor networks are robust and interconnected, allowing productions to scale up or down seamlessly. Quick access to diverse locations, from urban environments to beaches, deserts, and mountains, means creative freedom without compromise.
There’s a great creative synergy here, too. L.A. is a global magnet for creative minds, fostering collaboration across disciplines and industries. This culture of innovation sparks new ideas and fresh perspectives that enrich every commercial.
Finally, there’s efficiency and speed: Experienced crews and production teams know how to anticipate challenges and adapt on the fly, keeping projects on schedule and on budget even when things get complex.
The value of keeping your production anchored in LA is not just about tradition, it’s about maximizing creative potential and operational excellence. By investing in L.A., agencies and brands tap into a powerhouse ecosystem that consistently delivers big results and breakthrough work.
How would you describe The Bigger Picture’s connection to Clockwork Films? Can you describe the shared values or outlooks on the industry that you have in common?
Tracy: At The Bigger Picture, we live by the motto: “First you find your people. Then you find the way.” This guiding principle shapes how we build lasting, strategic partnerships that extend our reach and elevate our work.
Clockwork Films, based in Australia, is our valued sister company and the first of many creative collaborations integrated into our global business structure. Sharing our commitment to excellence, integrity, and innovation, Clockwork Films embodies the same high standards and work ethic that define The Bigger Picture.
Together, we deliver seamless, high-quality commercial productions across the globe, combining local insights with international expertise. This partnership is just the beginning; we’re actively expanding our network of trusted collaborators to serve clients in Europe and beyond.
You’ve already added some serious talents, even though The Bigger Picture is a young company. What is it about working with you that attracts directors?
Tracy: We’ve lured some of the industry’s most talented and visionary directors, and that’s no accident. Our company culture, structure, and approach create an environment where directors can thrive creatively and professionally.
They come to us because they appreciate the balance we offer: full creative expression combined with a production team that understands how to bring their vision to life efficiently and effectively. We can provide boutique attention backed with global resources, too, giving them direct access to key decision-makers and seamless communication.
There’s also a high level of respect and partnership here. Directors are valued as true collaborators, not just hired talent. We foster open dialogue, trust, and mutual respect, allowing ideas to flourish and evolve organically. The work helps, too; we consistently deliver projects that push creative boundaries, attracting directors who want to expand their portfolios and tell stories that matter.
And with our strong connections across Los Angeles, Australia, New Zealand, and soon Europe, directors gain opportunities to work internationally while staying connected to a supportive creative community.
Simply put, directors come to The Bigger Picture because here, their voice matters, and their vision gets the stage it deserves.
As a creative and a business owner, how do you feel about AI? Have you utilized it and/or are you planning on integrating it in your workflow or in any of your productions?
Tracy: This technology is transforming industries at an unprecedented pace, and commercial production is no exception. At The Bigger Picture, we believe it’s far more prudent to embrace it and change, rather than resist. As a creative and business owner, I see AI not as a threat, but as an opportunity – an evolving toolset that can enhance our work, streamline processes, and open new avenues for storytelling.
We recognize AI’s potential to accelerate pre-production tasks like script analysis, casting suggestions, and scheduling, allowing our team to focus more on creativity and human connection. In post-production, AI-powered editing tools and visual effects can speed up workflows without sacrificing quality.
That said, creativity is fundamentally human. AI will never replace the intuition, empathy, and vision that directors, producers, and artists bring to a project. Instead, it’s a powerful collaborator that, when used wisely, elevates the entire process.
At The Bigger Picture, we’re actively exploring and integrating AI tools where they make sense, always with a focus on enhancing efficiency, maintaining our high standards, and ultimately serving the story and our clients better. Change is coming fast, and we’re ready, not by fearing the future, but by shaping it.
