Biscuit Filmworks’ Founding Partner Shawn Lacy, and UK Managing Director Rupert Reynolds-MacLean, gave us insights on the path that led to the company’s Special Award win at last year’s CICLOPE Awards – and to celebrating a major business milestone.

2025 was not only a successful one for the team at the CICLOPE Awards, but Biscuit also celebrated 25 years in business. Was there any specific event that was a gamechanger for the company during that time? 

I think if you looked under a microscope there are plenty of special little moments that felt like gamechangers, but really, it’s been an evolution. Each director has had breakthrough spots that changed the trajectory of their careers. There have been projects that were integral to our growth and changed how we work. Rupert joining our London office in 2017 solidified our presence in the UK and brought new talent and energy to the company.

Those moments or periods of time are singular in their own right, but it’s really the sum of those parts that make up what the company is today.

 

Looking forward – what is the company’s approach to fostering the next generation of directing and producing talent? 

We can answer that in two parts:

Directing talent. Nothing has changed. What Biscuit has always done right is signing directors who are story first and who care about the craft and care about the work. Also, more important than ever now – we sign directors who care about the business and their relationships in their own right.

The important thing for producer talent is to understand that the partnership has to hit and feel energized. We train people to understand that their job is not just the tasks of producing – their job is to integrate, respect, listen, solve. A great producer can weave the connection between the client, agency and production. We support each other to put the best team together for a specific project.

The industry’s experiencing an era of change – what gives you hope about how things may change for the better? 

Change is exciting when you choose to accept and embrace it – without lamentation or tethering yourself to some nostalgic idea of “how it used to be.” There is a definition about creativity being rooted in constant change – it’s true. We are in an exciting era with new tools and new relationships to navigate. These are good things! We also have to keep doing what we do well.

The best part about this current moment in the industry is that we are being forced to go back to the basics and lean harder into what we care about: good work.

 

What does it look like for clients to buy into craft in the current production landscape?

It doesn’t cost brands more to create better crafted work. What does cost them is the time and thought to put the right film together for the right project.

How can independent production companies benefit from the shifting industry dynamics? 

Independent production companies have always and will always be at the forefront in the most original and best work. We need to keep pushing ourselves, never take anything for granted and be our own biggest critics.

 

What opportunities does the increased commissioning of longer-form branded entertainment present independents? 

I think it’s a question of creative agility. Being an independent production company means that we have the privilege of working with new people in new ways. It’s part of pushing ourselves into new avenues, or, old avenues in new ways.

Independent production companies will always look for new opportunities that interest the people who work within them.

 

Finally, if there was an ‘unsung hero’ CICLOPE Award category – who is it going to in the wider Biscuit team?

The people that feed us.

And in the US… maybe one particular craft service guy…

 

Biscuit Filmworks