1. Briefing Process
Traditional Method
In the traditional model, the briefing process was often a lengthy and meticulous affair. Brands would typically:
Work with agencies for months before production
Prepare extensive briefs detailing every aspect of the project
Spend significant time and resources on pre-production planning
This approach, while thorough, often led to inflexibility and delayed response to market trends.
Creator Production Method
The modern approach prioritizes agility and efficiency:
Customer complete simple platform briefs in minutes
Focus is on communicating only the most important and relevant production details
Rapid turnaround allows for more timely and responsive content creation
2. Pre-Production
Traditional Method
Traditional pre-production was a complex, resource-intensive process involving:
Model scouting
Prop sourcing
Set design
Hiring a large crew
Detailed art direction
This approach required significant time and budget investments.
Creator Production Method
The creator-led model streamlines pre-production:
Booked creators manage their own models, locations, and styling
Utilization of existing resources and networks
Reduced need for extensive pre-production planning
3. Production
Traditional Method
Traditional production aimed for broad appeal:
Large teams of creative professionals assembled on set
Focus on creating generic, globally appealing content
Staged sets designed to look like idealized lifestyle scenes
This approach often resulted in polished but potentially inauthentic content.
Creator Production Method
Modern production emphasizes authenticity and relevance:
Local, skilled creators shoot in real-life settings
Content naturally aligns with specific markets
Nothing is staged, ensuring genuine representation of lifestyle and product use
4. Talent
Traditional Method
The traditional approach to talent was centralized and uniform:
Extensive review of model look books
Aim for "perfect" talent with universal global appeal
Reliance on stylists and on-set coordinators
This method often led to a homogenized representation across markets.
Creator Production Method
The new approach celebrates diversity and local relevance:
Work with a variety of local people in target markets
Creators collaborate with friends and family for authentic appeal
Emphasis on relatable, market-specific talent
5. Proofing
Traditional Method
Traditional proofing was often a bottleneck:
Lengthy review processes
Full retrospective and feedback calls
Multiple rounds of revisions
This could significantly delay content delivery and increase costs.
Creator Production Method
Modern proofing leverages technology for efficiency:
Streamlined platform proofing
Time-stamped video feedback and precise markups
Enhanced collaboration with editors
Faster turnaround times
6. Optimization
Traditional Method
Content optimization was often an afterthought:
Cutting down original footage to fit different platforms
Building extra frames into production for flexibility
This approach often resulted in compromised content quality across platforms.
Creator Production Method
Platform-specific content is now the norm:
Shooting original, custom footage for each platform
Ensuring seamless user experience and platform nativity
Optimized content from the outset, rather than as an adaptation
7. Localization
Traditional Method
Traditional localization was often superficial:
Taking global assets and updating language
Adding local packaging onto stock photos
One-size-fits-all approach with minor tweaks
This method frequently failed to resonate with local audiences.
Creator Production Method
Modern localization is built-in from the start:
Filming bespoke, locally relevant content from scratch
Featuring local people in the market interacting with the product
Creating authentic, market-specific content that truly connects with the audience
Creator production not only offers more agility, effectiveness, and cost efficiency, but it also significantly improves marketing results. We've helped brands substantially reduce their paid media costs by introducing more relevant and engaging content to their diverse audiences, thereby boosting both the effectiveness and efficiency of marketing campaigns. This approach has proven to deliver superior ROI compared to traditional production methods.