Aspect has a dedicated in-house production team. But what does that mean and why should it matter?
As a strategy first and director neutral video agency we have found time and time again that our clients are not getting the results they should from video marketing. Paradoxically most brands aren’t aware of the problem – on first glance many of our clients don’t realise they aren’t getting the most from film because it still outperforms much of their other activity. But the point is it’s not realising the potential of the medium, which is an altogether different measure.
We believe there are a number of contributory factors for this:
- Marketers are measuring the wrong things – we have all become accustomed to video being measured in basic metrics like views, impressions, likes and clicks – none of which are remotely meaningful when measuring effectiveness. Furthermore creative industry agencies apply a different measurement scale – fame, fortune or fun which doesn’t align to the brands wider and more important commercial objectives.
- The structure of the industry – exacerbates this problem by approaching film as just a part of the wider campaign and advertising initiatives, with often the most significant asset being thrown over the fence to a production agency and independent director who have been involved in the same brand journey as the creative agency.
- The process of production – typically production agencies are small with a key team that up and down scales based on project requirement, requiring lots of freelance resource to accommodate projects as they come down the track. Whilst undoubtedly professionals in their own right, most of this team have never considered your brand ahead of the shoot, let alone have a deeper understanding, and will never consider it again after the shoot.
We believe this to be the wrong approach. Taken in combination with each other video marketing is almost destined not to succeed.
That’s why at Aspect we are structured differently. By employing all our own staff from ideation to grading we can ensure that every member is imbued from the outset with an understanding of your brand and your goals. We involve our DOP’s and camera team in pitch so that we can consider the very best way to deliver our creative vision to your commercial intent. Our account handlers become the guardian of your brand internally in our agency keeping us all true to the brand intent and creative vision. Our editors are involved in kick off and start planning the edit well ahead of the shoot so that we make sure every shot is carefully planned and considered ahead of time. Our planners consider all social outputs during the kick off phase so that we maximise the production opportunity for other film and social assets.
We are director neutral so we seek the best talent for the requirement rather than being tied to a particular roster.
Every project starts with a brief, followed by a response, kick off meeting, then an SOW, weekly updates and finally a detailed PPM pack (project production meeting) which scopes every stage of the project for you. This process starts early and involves all members of the team.
In-house production means so much more than on first glance, and is we believe the best way to ensure that every penny of your budget ends up on screen.
