[ Meet the… producer ]

Glassriver's Abby Hafliðadóttir explains how the role of producer means carrying the logistics, solving problems, and keeping things on course when chaos inevitably knocks
Talk us through an average day in your role:
No two days are ever the same, but most begin the same way, with that first coffee cup in hand, trying to carve out a few moments of stillness before diving into whatever the day throws at me. And depending on where we are in the process—pre-production, production, post, or delivery—it can be everything all at once. That’s the nature of it, overlapping timelines, shifting priorities, and always being in motion.
In pre-production, I’m overseeing everything from script breakdowns and scheduling to aligning creative vision with practical realities. During the shoot, I’m present in the conversations and keep the team moving forward. Post production has its own rhythm: quieter, more focused, but no less intense—reviewing edits, giving notes, refining sound, and protecting the core of the story until the final frame.
Alongside all that is the financing. I’m heavily involved in raising funds and navigating soft financing across the Nordic and European systems—crafting applications, deliverables, and ensuring the pipeline is secure.
It’s not glamorous. It’s not neat. But it’s deeply human. I found that being a producer means carrying the logistics, solving problems, and keeping things on course when chaos inevitably knocks. Some days I’m a strategist, other days I’m a therapist, often both before noon.
Sure, there are days when it’s completely draining—when the hours are long and everything feels on the edge, finding the team comes together, then something lands. Being a part of a solution makes the day. That’s when I remember: this is why I do it. This is what it’s all for.
I feel incredibly privileged to work alongside my co-owners and the extraordinary team at Glassriver. Our company is built on trust, curiosity, and a relentless commitment to story. I couldn’t imagine doing this work with anyone else. Over the years, we’ve faced our fair share of challenges, the kind that test your stamina, your instincts, and your ability to adapt under pressure. But what’s carried us through is the rare chemistry we’ve built as collaborators. There’s something truly special about being able to bounce ideas with people who speak the same creative language, where suddenly things align and momentum takes over.
Together, we’ve developed and produced a diverse slate of scripted content, from character-driven drama to bold and distinctive comedy, and seen our work reach audiences across many countries. That international reach is something we’re proud of, because it shows that the stories we craft from our corner of the world resonate far beyond it.
How did you get started in the media industry?
I entered the film industry around the year 2000, originally working as a makeup artist for films and TV productions. Soon, my real goal moved towards becoming a producer. I didn’t know many people in the business at the time, so I started from the bottom, working as a coordinator and production manager on smaller projects. Over time, with a lot of patience, persistence, and by rarely saying “no” to opportunities, I earned trust and eventually started producing for colleagues and former employers of mine at Sagafilm. I stayed there for 11 years and gained valuable experience across scripted production and live events. That period gave me deep insight into the production world and helped build relationships I still rely on today and I’m forever grateful for.
Working across different departments gave me a grounded, practical education and helped me develop a deep respect for every role on set. In the long run, this experience proved invaluable as a producer, because I understand what it takes to bring a project to life from the ground up.






