Video production has evolved into a dynamic and flexible craft. Today's successful commercials demand adaptability and creative thinking at every stage of the process. In this blog post, we explore a recent case study that epitomizes the need for flexibility in creative production, highlighting the keys to crafting powerful video content.
Embracing the Unexpected in Video Production
During the shoot for the Anthem film, the original concept was altered to create a more complete and captivating story. The director realized the father-daughter duo was not enough; a new character was needed, someone to ride a bike and carry groceries. This last-minute pivot shows the importance of being agile in video production.
Cameron Holing Productions was called, and without an extra budget, they managed to find someone for the shoot. This change resulted in a more diverse and engaging commercial, showing that sometimes the best ideas come from unexpected places.
The Importance of Highs and Lows in Storytelling
The right balance of narrative highs and lows can make or break a commercial. In the Anthem film, the addition of the cyclist character provided more layers to the story, allowing for better juxtaposition and enhancing the visual appeal.
By embracing unpredictability and having the courage to make bold choices, the production team was able to create content that resonated with the audience, enriching the final product.
The Blocks Method: Maximizing Optionality in Creative Production
The Blocks method represents an approach where content is executed as much as possible in a short period of time, with different aspect ratios, textures, and even utilizing C G I. This creates a vast library of assets that can be used across platforms.
This case study exemplifies how incorporating various elements, from iPhone footage to high-end cameras, can add depth and character to commercials. By knowing when and where to place these tools, brands can create more engaging and relatable content.
Investment in Long-term Content Creation
The future of brand content creation may lie in investing a significant amount in a week's worth of shooting and then editing and re-editing for the rest of the year. This strategy allows for a constant alignment between the brand and the production company.
Such an approach results in a long-term collaboration, providing a constant flow of content that can be A/B tested and iterated, leading to more effective marketing strategies.
Conclusion: A Call to Flexibility and Innovation
Video production has moved far beyond rigid scripts and inflexible planning. The Anthem film case study demonstrates how a willingness to pivot, the courage to make big choices, and the foresight to see where things are going can transform ordinary content into extraordinary commercials.
With the Blocks method and a collaborative mindset, brands and production companies can explore new horizons, pushing the boundaries of creative production.
Looking to build up your asset library and grow your brand collaboratively? We're here to help create more content and take your commercials to the next level. Reach out today!