From MTV to Global Production: The Reality Behind Fashion Campaigns with Chantelle‑Shakila Tiagi

In this candid and eye-opening episode of Built for This, Carly Pepin sits down with Chantelle-Shakila Tiagi, founder of TIAGI, a global creative production agency with offices in London, Los Angeles, and Mumbai. Chantelle pulls back the curtain on what production in fashion, beauty, and lifestyle really looks like. Beyond the glamour, she explains the reality of coordinating dozens of moving parts on every shoot, managing crises before they escalate, and taking responsibility for problems that are often outside a producer’s control. From missed flights and shifting talent to weather chaos and last-minute client changes, production is equal parts foresight, leadership, and emotional intelligence. The conversation goes far beyond logistics. Carly and Chantelle explore leadership without ego, hiring for attitude over résumés, and building culture through trust and kindness. Chantelle also shares why she has intentionally kept TIAGI lean and bootstrapped, how motherhood reshaped her leadership style, and why modern consumers are shifting from excess toward experiences. This episode is a grounded look at creative entrepreneurship, sustainable growth, and building a business that supports life rather than consuming it.   Key Themes: Producers Hold the Entire System Together: Why production is about human coordination, accountability, and crisis management, not just schedules and checklists. Hire for Attitude, Train for Skill: How curiosity, enthusiasm, and emotional intelligence outperform impressive CVs every time. Lean Businesses Create Freedom: Why staying bootstrapped allows flexibility, financial stability, and healthier relationships with both teams and clients.   Memorable Quotes: “Producers are in charge of all the mistakes that are not their fault.” “I can’t teach your attitude, but I can teach you everything else.” “If you’re unhappy at work, you’re unhappy eighty percent of your life.”   About Chantelle-Shakila Tiagi: Chantelle-Shakila Tiagi is a London-born, South Asian entrepreneur and the founder of TIAGI, an international creative production agency and artist consultancy operating across London, Los Angeles, and Mumbai. With more than seventeen years of experience, she has produced global campaigns and editorials for leading fashion, beauty, and lifestyle brands and publications. She began her career at MTV while still at university, later working with Liberty, REP, Net-a-Porter, and other major industry players before launching TIAGI in 2018 as a fully self-funded venture. Alongside building a global business, Chantelle-Shakila is deeply committed to mentorship, representation, and supporting women and South Asian talent in creative leadership, while openly navigating the realities of entrepreneurship and motherhood.   Connect with Chantelle-Shakila: https://www.instagram.com/notoriouscst https://www.instagram.com/tiagi