The evolution of Firefly Films has taken flight into a bold new era: welcome to Velvet Moss. In conversation with founder Emma Slade, we learn more about the inspiration, philosophy, and exciting projects behind this transformation.
Firefly Films was founded in 2014, born from Emma’s background in TV, line production, and development. With a passion for original storytelling and a commitment to global cinema audiences, she set out to make “poignant, original, memorable stories with great talent.”
Now, over a decade later, the company has re-emerged as Velvet Moss.
Congrats on Velvet Moss’ new name and fresh chapter! Tell us about Velvet Moss?
The beating heart of Velvet Moss is its people - Roxi Bull, Victoria Dabbs, Micah Winiata, Anushka Daga, Kathy Corbett and myself.
We are a female-led company that lives and breathes whakawhanaungatanga (making and maintaining relationships) and tuakana/teina (big sister/little sister mentorships), we prioritise diversity and inclusion and celebrate difference, as well as our humanity. Our community is everything and the kaupapa that we have built with Firefly and now, VELVET MOSS, is intrinsic to the way we operate as a team.
What a powerful way of working together. Where did you begin?
The business began with me as a sole-operator, keen to carve my own path by a specific way of operating, embracing a kaupapa of generosity, excellence, professionalism and resilience.
Whilst maintaining this kaupapa, the company has evolved into a more mature organisation by growing a team of exceptional New Zealand producers who create, develop, manage, execute and deliver outstanding content that we all care about, while supporting on and off-screen talent at all stages of their career.
Tell us more about this new name.
VELVET symbolises quality, elegance, refinement, excellence with high expectations. There is a richness, and an emotional depth that evokes strength and femininity. This is a reflection of who we are now, as well as what we aspire to be in the future.
MOSS represents steadfastness, resilience, longevity, humility and creativity. A persistent, constant strength that steadily grows despite adversity. It comes from nature, where connection and communication is inherent and creates a safe space, where belonging is implicit. The poetic contrast of these two words is a union of art and endurance, a philosophy that honours both a timeless quality and organic authenticity.
Talk to us about some of the exciting projects on your slate?
Our most recent feature, Holy Days, is in post-production, a comedy road trip starring Judy Davis, Jacki Weaver and Miriam Margolyes, set to release in 2026. Roxi Bull is producing our next feature, God Bless You, Mr Kopu, which will shoot in Auckland later this year. After Christmas, we have a French co-production with our collaborators Tainui Stephens and Kath Akahuta-Brown. After last year’s success of our family film Bookworm, directed by Ant Timpson and starring Elijah Wood, Nell Fisher and Michael Smiley, which opened the Fantasia International Film Festival in August 2024 and won the Audience Award for Best International Feature, we are excited to be gearing up for Ant’s third film. We are also looking forward to bringing Anthony McCarten’s script Spinners to the big screen, as well as working again with Stu McKenzie and Miranda Harcourt on the epic romance Here at The End Of The World We Learn to Dance, the Charles Upham story with John Gilbert directing, our creature-feature with Christian Rivers, as well as the other TV and film projects that are on our strong slate, including international co-productions with Australia, UK, Germany and Canada.
The screen industry is ever changing, can you speak to some of the current opportunities and challenges in the market?
There is no doubt that the industry is extremely challenging right now, but one thing that is constant is change. We are discovering new investors who are interested in feature films, who replace the ones that have fallen away. Genre is still wanted by the market, but the door is beginning to open again on Drama, if the alchemy is right. Theatrical is still very important to the Studios (including the Streamers), as is internationally known talent. The demand on budgets is as intense as it has ever been and the producing, directing & casting package presented is the only thing that can increase the bottom line. Story is still ‘queen’ and always will be! Going to markets is the most useful thing you can do as a producer.
New Zealand continues to grow exceptional talent that have a fresh, original take on the world that is appealing to the international market place, as well as locally. It is very important that this talent pool is nurtured - writers, directors and producers. Investment needs to go into developing NZ crews also. We have to be ready for when projects come. New Zealanders still love to see films made in Aotearoa - long may this continue.
We love seeing businesses evolve with strong WIFT women leading the way. Congratulations to Emma and the Velvet Moss team on this exciting new chapter — we can’t wait to see what blooms next.