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Amanda Krueger Joins Imposter
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Coming aboard as an EP, Krueger brings an agency-side perspective, and a passion for discovering emerging talent.
Creative producer Amanda Krueger takes her seat as Executive Producer at New York production company Imposter, bringing with her a wealth of experience, a healthy appetite for discovery, and a particular knack for finding opportunities where others might not think to look.
“I’m interested in the actual making of the idea, taking it from the page and bringing it to life,” she says. “Even when I was agency side, I was always bookmarking up-and-coming directors or going down the rabbit hole of new content, finding weird short films, dissecting music videos and wondering how they shot that. It’s so exciting to now be able to help find the answers to those questions instead of giving the challenge to someone else.”
Krueger’s curiosity has taken her through an unusually broad path of production experiences. Her work has spanned everything from short films made with “no budget” to Super Bowl campaigns, editorial content, influencer and celebrity work, and projects for clients including Nike, Google, Disney, Gatorade, YouTube, HBO, Instagram, Spotify, e.l.f., Burberry and Samsung. Along the way, she has worked with creative partners including Tombras, adam&eveDDB, Vogue and Allure.
Rather than viewing this variety as a collection of separate experiences, Krueger believes it has taught her a broad spectrum of production fundamentals. After a decade in the business, she now knows not to get hung up on looking for one specific thing, but instead seeks to maintain an open mind.
“I’m the type of person who’s really stimulated by new challenges and experiences – shout out to any Enneagram Type 7 folks out there!” she says. “I think the blend of these different experiences has allowed me to have a broad perspective and know that there’s no one ‘right’ way to make anything. The key is to understand what you’re making and for whom, and make it the best you can in each case.”
Thinking along these lines led Krueger to Imposter, a company she was drawn to in part because of the way it has built its roster.
“What stood out immediately was how Avtar Kay (Managing Director) and her team have done a phenomenal job curating a really thoughtful and unique roster of directors,” the EP says. “Diversity is at the heart of the company, with so many tastes and styles that are represented and celebrated.”
Given her eagerness to be immersed in the craft alongside the filmmakers, Krueger is particularly excited by the studio’s handling of both established and emerging talent.
“I love how Imposter has always found a balance between championing up-and-comers while also establishing taste makers in the industry,” she explains. “I’m passionate about both, especially new and emerging directors who keep our cultural narratives fresh, original and truly relevant in an ever-changing world.”
Krueger’s instinct towards the unexpected is central to how she sees her role. Having occupied rooms on both the agency and client side, from the initial ideation of a project to pitching and selling ideas to stakeholders, she understands the pressures that can lead teams towards the safest or most obvious choice. That being said, she believes production companies can (and should) play a much more creatively active role in challenging that instinct.
“Understandably it’s very easy to get into the trap of wanting to use directors or companies who are tried and tested, or who more obviously ‘fit’ a brief,” she says. “But that’s not necessarily where the magic happens. The greatest work, those pieces we remember, have so often come from not taking the more obvious choice.
“Some call it a leap of faith, but I actually think it’s more an act of imagination and true creativity, and I’m excited to help bring those fresh perspectives and talent to the table,” she adds.
This also speaks to what Krueger hopes to bring to the director relationships at the heart of her new role. As she sees it, producing is a simultaneous balance of managing the practicalities of budget and schedule, while also valuing what a filmmaker is trying to communicate and finding ways to make that vision stronger.
“It’s all about partnership,” she adds. “My best collaborations have happened when I’m truly able to be a partner with directors and creatives to bring their ideas to life. It can take a lot of trust to get there, but I do think building those relationships is one of my strengths.”
Historically, once she understands a director’s point of view, Krueger sees her production expertise as another creative tool. “In the same way that a production designer would use their expertise to interpret a visual world, I think producers have their own version of the creative process too,” she asserts.
When quizzed on the subject of new creative territories, Krueger admits she is keen to explore several new areas of the business, with music videos sitting particularly high on that list. Having produced editorial and promotional work for musicians and bands, she is fascinated by the way the form continues to act as both a cultural mirror and a space for visual experimentation.
“Like so many kids, I grew up obsessed with MTV, and I’m still really excited by some of what’s happening in the music video space,” she reveals. “Musicians like A$AP Rocky, Rosalia, Turnstile, FKA Twigs, Troye Sivan, and so many others are continuing to show that music videos are still extremely important artifacts that both reflect and progress the culture. I’d love to see how our directors at Imposter could visually show the world of music through their unique POVs.”
While Krueger has plenty of ambitions for the road ahead, her measure of success is ultimately uncomplicated.
“I’m excited to land a first gig for a new director, to bring in opportunities for our more established talent, and to help Imposter grow even more,” she concludes. “The work will always do the talking, so hopefully I’ll look back at a body of work that genuinely made a difference and that we’re all proud of.”
