Circular Economy

EcoSet:
Redirecting Film-Industry Waste for Creative Reuse

The film industry is one of the largest producers of unnecessary waste in the world. Avoiding or repurposing that waste has become its own industry within entertainment, and circular service providers such as EcoSet are leading the charge.

By Demitri Fierro | Published 4 months ago | About a 8 minute read

Image: EcoSet

The work that goes into creating unique, detailed environments for film and TV productions can make or break the viewer experience — either way, it also creates a notorious amount of waste. From pre-production to post-production, the film industry is one of the largest producers of unnecessary waste in the world: From construction and set debris to costume materials and food, utensil and foodservice-ware waste, the average TV show or movie in 2022 created about 240 tons of waste.

Avoiding or repurposing that waste has become its own industry within entertainment, and leading the charge is EcoSet — a small business that provides zero-waste processes behind the scenes for commercial shoots — with a mission is to “minimize footprint, maximize resources and magnify possible.”

First meeting as freelancers in 2006, EcoSet founder Shannon Bart and Executive Director Kris Barberg shared a passion for enabling filmmaking without the accompanying pollution and waste. At that time, there were no standard operating procedures to address filming waste or even basic recycling practices on sets; food, reusable items and entire sets were being put in dumpsters with no second thought. They wanted to be part of a solution.

In 2008, while both women were working on a Coen Brothers movie in Minneapolis, Bart took the opportunity to pitch a sustainability plan to the producers. Her proposal was approved by the studio, and she proceeded to work with Barberg and other crew members to implement waste-reduction and -diversion methods for the project. During 10 production weeks, 11 tons of waste was diverted from incineration through zero-waste source-separation methods on set and reuse strategies — set materials, office supplies, furniture and other items were donated to local schools, nonprofits and filmmakers during wrap. This successful implementation became the foundation for a business opportunity: Bart founded EcoSet and created an “Eco Crew” function as a new department on film sets; Barberg joined the company in 2009 and became a partner in 2012.

Headquartered in Los Angeles, EcoSet’s zero-waste services were initially geared toward advertising productions and marketing events — working alongside all departments to prevent waste wherever possible. The integration includes recycling, composting, food donation and salvaging discarded props that can be repurposed for future productions. EcoSet separates every stream of waste during the filming process and helps crews understand how to get ahead of the final strike (set deconstruction) and wrap (end of shooting) materials disposals to avoid dumpsters.

“We’re a sort of an eco-incubator. People who work for us or alongside us enter into conversations about new best practices geared towards circularity and conservation rather than a business-as-usual mindset of ‘just make it go away,’” Barberg told Sustainable Brands® (SB).

Since launch, EcoSet has implemented zero-waste strategies behind the scenes of 725 commercial shoots and 60 events — with the goal of converting everything reusable into a free resource for others; the company recirculates scenery, props, clothing, furniture, decor and home goods to local community organizations. To date, EcoSet has diverted 2,660 tons of waste from landfills — including donating more than 29.5 tons of surplus food from catering meals and food-styling shoots.

In 2023, EcoSet was engaged on 94 commercials — up from 78 in 2022. This uptick in brand investment was catalyzed by Green the Bid — a trade organization founded within the AICP. EcoSet often works on ads for brands including Target, Lowe’s, Verizon, GEICO and General Mills. EcoSet’s work also aligns with the values of like-minded celebrities such as singer and activist Billie Eilish. The company has provided services on more than a dozen brand projects with the singer since 2019 — including providing compost collection on set and ensuring all catered meals or craft-service refreshments are vegan.

Addressing waste in a challenging industry

Due to challenges around money, time, logistics and space, many shoots and events don’t integrate sustainable strike and wrap processes for managing sets, construction materials and non-returnable props or set dressing. So, in 2017, EcoSet’s operations expanded to include reuse solutions for film and television with the launch of ReDirect — a form of extended producer responsibility service for creative waste in the entertainment industry.

Netflix and HBO are frequent clients for environmentally responsible asset disposition and storage clear-outs from features, series or pilots. As part of a final wrap-out process for a canceled streaming series, EcoSet managed 19.4 tons of set dressing, props, wardrobe and production materials. Four truckloads of items from a storage facility were recirculated, eliminating the need for five 40-yard dumpsters.

“By using EcoSet to dispose of our leftover set dressing, all of these items will be reused instead of ending up in a landfill,” said Production Supervisor Djuna Meyer. “We saved on dumpsters as well as on labor, and reduced our environmental footprint all at the same time.”

To recirculate entertainment industry materials, EcoSet also operates a community reuse center called the Materials Oasis that provides access to production discards. Sets, flooring, lumber, custom props, plastics, metals, textiles, craft supplies and countless other items are available at no cost. By giving purpose to surplus, the company contributes to other creative processes while reducing costs to purchase new items. Teachers, film students, theaters, artists and event planners benefit from the recirculated materials. In 2023, EcoSet reported keeping 214 tons of reusable materials from reaching landfills.

Another major challenge during production is efficiently donating food after lunch service — so, untouched, still-edible food including catering meals and food-styling ingredients is commonly discarded. EcoSet partners with Every Day Action — a nonprofit that redistributes surplus food from productions in Los Angeles to people in need. Since 2009, EcoSet has donated 29.5 tons of food — an estimated 45,360 meals served, rather than discarded.

EcoSet believes that when sustainability is a top-down requirement — included in the budget and initiated early in the pre-production process — ROI increases. But relying on department heads and coordinators who lack the experience or bandwidth to prioritize sustainability during production is not always effective. There must be a dedicated coordinator and clear guidelines for each phase of production, buy-in from the department heads early on, and dedicated facilitators of the action steps to follow. This includes physical waste management in every zone where people are working.

“Personally, I’m proud to be leading a business that is part of a culture shift — providing tangible, practical solutions in a challenging industry, and also contributing to so many people’s creative processes and physical needs,” Barberg said.

Adaptation and partnerships to scale impact

In 2020, many of the sustainability shifts taking place on sets were greatly disrupted. COVID health and safety restrictions eliminated water-refilling stations, reusable bottles, and real plates or cutlery for catered meals on set. The usage of plastic water bottles and disposable foodservice packaging exploded during 2020 and 2021. As a result, zero-waste targets of 90 percent diversion from landfills dropped to 50-70 percent. Barberg said EcoSet is focused on regaining ground through waste-avoidance strategies and reusables.

“2024 marks 15 years in business,” she said. “We’ve honed our resilient business model based on adaptation and diversification, staying nimble and pivoting quickly. We survived 2020 by adding more logistics capabilities to our wheelhouse and renting out space in our two warehouses.”

To scale circular options in production, one of EcoSet’s warehouses hosts sets, furniture, decor and hero props for ongoing reuse by advertising clients that film in LA.

EcoSet recently adopted an asset-management program using a prop-rental platform called Propcart. The company had been a storage partner for signature props and sets since 2015 but had no formal tracking for usage and cost savings. Barberg said Propcart's digital efficiencies for managing filmmaking assets have been a game changer — reusing stored filming assets results in budget savings, time efficiencies and reduced carbon footprint in the fast-paced, chaotic process of advertising production.

“EcoSet has no shortage of innovative ideas for helping productions reuse materials and reduce waste,” said Propcart founder Richard Scotten. “The business case for efficiencies through reuse is clear given the recent strikes and studio budget cuts, which are driving new thinking on cost cutting. We are excited to partner on these digital solutions to help the film industry be a greener and easier place to work.”

EcoSet continues to build and broaden circularity partnerships for used materials. Existing partners include Insomniac, an underground music-event producer that reimagines large props and set elements from EcoSet into unique event environments and experiences, and Rewilder — a zero-waste fashion company that sources design materials from EcoSet’s Materials Oasis.

And as the company continues to grow, it’s also focused on keeping its own impacts in check.

“This year, we plan to continue electrifying our fleet. Last year, we invested in an electric Ford Transit for our work on commercial sets. Our next vehicle is an all-electric Bright Drop van that we will call ‘The Showmobile’ — offering pick-up services for film and TV projects that want a one-stop service to manage reusable cast-offs including packing materials, soft plastics, foam, scrap fabric and countless other resources that are hard to recycle,” Barberg said.

EcoSet remains committed to helping the transition to a circular creative industry and a better behind-the-scenes. As storytelling continues forward with new mediums and more inclusive narratives, so too will the innovation to ensure the production process is done ethically and responsibly.

Demitri Fierro

Demitri Fierro recently earned an MBA in Sustainable Solutions from Presidio Graduate School in San Francisco. For the last two years, he has served as Program Manager for the Consultancy Shadowing Program, as well as sustainability consultant for a variety of clients. Determined to apply his background to bring sustainable solutions to storytelling and media, he is a contributor for the Environmental Media Association in Los Angeles. When he is not working to solve the climate crisis, he can be found journaling, enjoying a nice hike, watching a basketball game or learning about anthropology at a local museum.

Tags:

Circular Economy