Toolbox for Green Innovation
Sustainable Film Production in Denmark: A Case Study Report
Production Country: Denmark
Production Year: 2024
Certificate: Green Film Certified (for "Smukkere" and other productions)
Director: Mogens Hagedorn
Sustainability Manager: Annee Helvig Frost
Length: 1 hour, 40 min, 50 sec.
Premiere: June 4th, 2025
Budget: 2.645.502 Euros
Funded by: SF Studios, DFI’s Market Support Scheme (DFI Markedsordningen), TV 2, Netflix
1. Background & Context
Industry Experience and Motivation
Annee Helvig Frost is the Sustainability Manager at SF Studios, with a background in film studies and extensive experience in both production and sustainability consulting. She co-founded Denmark’s first sustainability consultancy for film in 2018 and has been a first mover in the field, helping to shape the conversation and practices around sustainable film production in Denmark. SF Studios was among the first in the Nordics to hire a full-time sustainability manager, reflecting a growing commitment to environmental responsibility in the industry.
Sustainable practices at SF Studios began to take shape after COVID-19, driven by individual producers who recognized the need for change and reached out for help. The initial motivation was both environmental and social - aiming to reduce waste, improve working conditions, and prepare for future industry requirements.
2. Implementing Sustainable Practices
Approach and Methodologies
Sustainability is integrated into every production at SF Studios, with Annee overseeing environmental efforts and motivating the crew to take ownership of their part. The approach is collaborative, involving all departments and focusing on practical, achievable goals. For "Smukkere," Annee supervised the process while an intern, Caroline, acted as Green Manager on set, handling day-to-day implementation.
Key Practices Implemented
- Hiring a dedicated Sustainability Manager and, for "Smukkere," a Green Manager on set to oversee and implement sustainable practices.
- Renting a film waste service to set up sorting stations and collect waste daily, reducing stress and overtime for production assistants.
- Prioritizing the use of grid power over generators, with the location team and Green Manager securing access to electricity at every location.
- Encouraging the use of electric vehicles and minimizing reliance on fossil fuels, despite challenges with charging infrastructure.
- Promoting a culture of sustainability through visible leadership, role modeling, and initiatives like a weekly "climate trophy" to recognize positive contributions.
- Reducing single-use items, encouraging reusable bottles, and making small but visible changes in set design and catering.
- Including environmental responsibility in grant applications and communicating achievements to funders and partners.
3. Impact & Challenges
Team Engagement and Cultural Shifts:
The team’s response to green initiatives has evolved over time. Initial resistance, especially to changes in daily habits, has given way to greater acceptance and even enthusiasm as experience grows. Leadership from directors and key crew members has been crucial in setting a positive tone and encouraging others to participate. The "climate trophy" became a popular and motivating element on set, helping to build a shared culture around sustainability.
Financial Aspects:
While hiring a Sustainability Manager and implementing new services like waste sorting add costs, these may be offset by savings in other areas, such as reduced overtime and more efficient resource use. There is not yet comprehensive data on the overall financial impact, but some sustainable choices - like using grid power instead of generators - can result in significant savings.
Challenges:
- Changing habits and overcoming resistance to new practices, especially in the early stages.
- Securing access to grid power at all locations, which can be logistically and financially challenging.
- Managing transport emissions, particularly when flying is cheaper and more convenient than driving or taking the train.
- Navigating the lack of formal requirements or incentives for sustainability in Denmark, making motivation and leadership especially important.
- Ensuring that sustainable practices are not just the responsibility of one person, but are embraced by the whole team.
4. Lessons Learned
What Worked Well:
- Embedding sustainability in the company culture and making it a shared responsibility.
- Visible leadership and role modeling by key figures, including directors and department heads.
- Practical initiatives like waste sorting, grid power, and electric vehicles, which have become easier to implement with experience.
- Building a reputation for sustainability, which benefits the company in funding applications and industry recognition.
What Could Be Improved:
- More comprehensive data collection and analysis to better understand the financial impact of sustainable practices.
- Continued efforts to shift habits and make sustainability the norm across all productions.
- Greater industry-wide support, including formal requirements and incentives, to drive broader adoption of green practices.
- More integration of sustainability into storytelling and on-screen content, moving beyond production practices to influence narratives and aesthetics.
Broader Industry Context:
Denmark is still in the early stages of formalizing sustainability requirements in film production, but there is growing momentum and interest from funders, broadcasters, and industry bodies. SF Studios’ experience demonstrates that change is possible, even in the absence of strict mandates, and that leadership and collaboration are key to success.
5. Conclusion
The experience of producing "Smukkere" and other sustainable films at SF Studios shows that meaningful change is possible when sustainability is integrated into every aspect of production. While challenges remain - especially around logistics, habits, and industry structures - the benefits include a stronger company culture, improved reputation, and a positive impact on the environment. As Denmark moves toward more formal requirements and industry-wide support, the lessons learned at SF Studios offer a valuable model for others to follow.