Short-form commercial production: APA clarification for crew and producers

Advertising Producers Aotearoa (APA) are sharing the following information in response to questions being raised across the sector about short-form commercial production practices. This material is provided to support clarity and transparency between crew and producers and reflects general commercial considerations only. All engagements remain subject to direct discussion and agreement between the parties involved.

Rates & Experience
In short-form commercial production, rates are commonly influenced by experience, with final terms always determined by individual negotiation between crew and the engaging producer. For example, a two-year Assistant Camera would not reasonably be expected to negotiate at the same rate as a First AC with 20+ years’ experience. This is not about undercutting — it is about recognising and valuing the skills and experience each individual brings to set. We ask that crew understand if a rate offered reflects experience, even if an HOD or colleague is encouraging someone to step into a higher role.

Crew Equipment & Vehicle Charges
Kit fees are not automatically applied in short-form commercial production and, where proposed are discussed and agreed directly at contracting. For example, incidental use of a personal computer for work emails on a 7-day project is not something that attracts an additional allowance.  Any proposed kit fees are to be agreed and negotiated at contracting with your STE-C producer.

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