On episode 98 of Creatives Grab Coffee, we chat with Toby Trueman, Managing Director of HeeHaw, a Scotland-based video production studio known for its blend of live action, animation, and motion design. Toby shares his unique journey—from joining HeeHaw as a junior editor to eventually taking over and leading the company through major highs and challenging downturns. We dive deep into what it’s like scaling a production company to 40+ employees during a surge in demand from clients like the WHO, and how rapid expansion without financial infrastructure almost cost them everything. Toby explains how HeeHaw rebounded with stronger forecasting, a smaller but more specialized team, and a renewed focus on hybrid creative work and international growth. He also unpacks the company’s pivot into VFX, experiential media, and why focusing on strategic growth over speed is crucial in this volatile industry.
Creatives Grab Coffee is produced by Lapse Productions, a video production company based out of Toronto, Canada. Reach out to them for your video production needs.
SPONSORS: Canada Film Equipment and Audio Process
Watch: Scale Smart, Not Fast (ft. HeeHaw) #98
Listen: Scale Smart, Not Fast (ft. HeeHaw) #98
Key Takeaways
- Build Financial Foundations Early: Toby emphasized the dangers of growing without solid KPIs, forecasting, and cash flow management—mistakes that nearly collapsed HeeHaw during its rapid scaling phase.
- Avoid Premature Hiring: Rather than hiring full-time staff immediately during growth spikes, Toby recommends leveraging freelance and short-term contracts to stay flexible and sustainable.
- Specialize to Stand Out: HeeHaw’s strength lies in hybrid productions combining live action and animation, enabling them to position with playful brands and differentiate from generalist studios.
- Diversify to Survive: The company survived COVID by pivoting to animation-only services and continues to explore new verticals like VFX, digital out-of-home, and experiential content to stay resilient.
- Work on the Business: Toby stresses the importance of building a senior team to handle operations, freeing up leadership to focus on long-term strategy, business development, and market expansion.
- Let the Team Shape the Work: HeeHaw’s creative direction evolved by leaning into the strengths and passions of their internal talent, allowing for organic, authentic growth.
- Scale Smart, Not Fast: After experiencing the pitfalls of overexpansion, Toby now pursues measured, deliberate growth—backed by financial discipline and strategic planning.
- Outbound Sales Complements Inbound: By hiring a dedicated lead generation partner, HeeHaw fills the gap left by digital marketing alone, enabling access to high-value clients that align with their style.
