Content Studio
Everything here gets written down before it gets made.
Three disciplines sit in this half of the company, and they do the same job at different distances from the finished thing.
Creative Direction decides what a campaign is arguing and who has to believe it. Brand Marketing builds the identity and the system every asset gets made from. AI Animation & Production makes the films, at the frequency a campaign runs rather than once a financial year.
What they share is that each one produces a document before it produces an asset — a message framework, a set of rules, a storyboard — and the document is what the finished work gets judged against.
That used to be an argument about revision costs, and it still is. It is mostly now an argument about volume. When producing the thing is fast, the only thing rationing good work is whether somebody decided what it should say.
Shared across the studio
- The written argument
- A message framework, approved before anything is designed or produced
- The document
- A storyboard, a page map or a set of rules, depending on what is being made. The finished work is judged against it
- Production to the document
- Not to whatever the tool produced first
- Music and rights
- Licensed by us. You are not handed a rights problem at launch
- Captions
- Burnt-in and a separate caption file. Both, not either
- Languages
- Films, captions and assets produced in the languages a campaign runs in
- Project files
- Provided on request
- Revisions
- Three rounds, typically. The document is what keeps it to three
Most of this can be bought as an asset. Brief out a film, a logo, a set of ads, take delivery, pay the invoice — and when the brief is right that works, and it is cheaper than this. The reason it usually isn’t right is that nobody was paid to write it down, so the argument gets settled by whoever happens to be making the thing. We’d rather that decision were made on paper, early, where changing it costs an afternoon.
Proof
Design Outreach
Positioning and naming, five districts of field research, then the film, the documentary, the training videos and the print — one engagement.
Woosh
One fintech, two audiences with nothing in common — diaspora remittances and UK business lending — and one identity that had to hold both.
Kwam-IT
Two films for a recycled-tech reseller: one showing buyers how a device is tested, one showing sellers what happens to the phone they hand over.