Content production
Most campaigns do not fail because of targeting. They fail because the creative is old, generic or was made for something else.
We produce photography, video and campaign creative for the campaigns we are running, which means it is made for a purpose rather than added to a library nobody opens.
See Brownings the Bakers and Six by Nico for campaign examples, alongside our work in hospitality and leisure.
Who this suits
- You are running paid media and performance has flattened, which is usually a creative problem rather than a targeting one.
- Your imagery is years old and no longer looks like the business.
- You are launching something new and have nothing to show it with.
- Your team is spending time producing assets that are not really their job.
What we produce
Photography
Product, food, venue, location, people and team. Shot with the end use in mind, which means the right crops and orientations for the placements they are going into rather than one set of landscape images stretched across everything.
Video
Brand films, short form social video, product and service explainers, customer and founder pieces, event and launch coverage. We have delivered full brand video production, including a piece for Caledonian Sleeper produced across a ten week timeframe.
Ad creative
Static and video creative built specifically for paid campaigns, in the volume testing actually requires. This is different work from brand film making and we treat it differently.
Campaign concepts
The idea, not just the execution. Including the copy and the variants for testing.
Founder and team content
Increasingly one of the better performing formats and one most businesses avoid because it feels uncomfortable. We make it straightforward.
How we decide what to shoot
We work backwards from the campaign.
- 1.What are we trying to get someone to do.
- 2.Which placements and formats will that run in.
- 3.What has already worked and what has stopped working.
- 4.What does the business actually look like, as opposed to how a stock library imagines it.
Then we shoot for that list. It usually means one shoot produces material for several months of campaign activity, because we plan the variants in advance rather than returning every time something decays.
Creative for paid media specifically
Ad creative is a volume game. One excellent asset is not enough because it will decay and you will not know why it worked without something to compare it to.
We produce enough variants to test properly, built around distinct angles rather than colour changes and we record what each was testing so the result means something later. When a concept works we build on it rather than moving on.
Creative refresh is planned rather than reactive. Waiting until performance visibly drops means you have already been paying for underperformance for several weeks.
What we need from you
- Access to the location, product or people being shot, on a date agreed far enough ahead to plan around
- Someone available on the day who can make decisions
- Brand guidelines and existing assets
- Realistic expectations about what a day produces, which we will set clearly before booking
Timelines
| Type of work | Typical turnaround |
|---|---|
| Single shoot day, edited deliverables | Two to three weeks |
| Brand video with scripting, multiple locations and formal approval | Six to ten weeks |
| Ad creative iterations from existing footage | A few days |
Usage and ownership
Common questions
Talk through what your campaigns need
Answer a few short questions to find out whether content production is the right next step.