FAST, EFFECTIVE, COST-EFFICIENT CONTENT CREATION
“Move fast and make things.” When it comes to content production, that’s our modus operandi. As a result, we look to every budget we get with an eye for how much we can squeeze out of it—in terms of both time and content volume. We develop campaigns with a mind to giving them legs across multiple channels based on an agreed-to production budget. In this day and age, that means considering a concept’s ability to deliver in the form of:
Video or Animation
Static execution
PR / Activation idea
Digital / Social media expression
This approach allows us to work in parallel with media planning, rather than be beholden to filling in holes on a flow chart. This means creative ideas can influence media thinking upstream, aligning content with context in a way that enhances awareness and recall. When it’s time to begin production, we evaluate what can be produced in-house (for speed and cost efficiency) and what we need out-of-house expertise to bring to life for the most impact. The partnerships we have established with numerous production vendors (film, audio, digital, and licensing) then allow us to ramp up quickly for execution. Our production planning efforts establish:
Core assets required (e.g. video, static)
Places they will need to appear (e.g. broadcast TV, web video, social video, digital display, guerilla activations)
Timing with which they need to be delivered so that the final asset can be completed (e.g. post production and finishing for TV, coding and development for online, sizing for social, fabrication for experiential)
We think it’s important to bring our clients along during this work process. This has allowed us to accelerate approvals, reduce costs, and keep multi-faceted campaigns on time and budget as we move from master-level assets to tactical delivery executions.
