Creative studios are used to navigating challenges—like tight timelines, restricted budgets, or in a very explicit case—how will we make this witch character float?—when producing content material materials for companions. We love a creative drawback. We like the likelihood to be scrappy. We relish the likelihood to utilize our creative muscle teams to, pretty merely, make it work. And whatever the unprecedented limitations introduced on by the coronavirus, we’re doing merely that.
Bringing manufacturing in-house
At Velocity, ViacomCBS’s in-house promoting and advertising and creative content material materials studio, we might have preferred to adapt to a model new method of working to ship for our purchasers. We prepare our entire creative and manufacturing teams —staffed with writers, editors, directors, producers, motion designers, and art work directors – to work remotely. We obtained creative, discovering strategies to provide spots that would presumably be in-market immediately, some in decrease than 24 hours. We operationalized a model new capturing course of, edited present work to verify it’s acceptable to the current cultural native climate, and in some cases, strong our households in spots. We moreover gave advertisers the prospect to amplify a sturdy message in our portfolio-wide PSA campaigns.
We started to find selections for distant seize and self-capture on Day 1, each little factor from drop kits, Zoom, iPhones, and distant enhancing devices, to examine creative concepts and produce new spots. After a sequence of exams and proof-of-concept shoots, we launched a distant seize playbook with biggest practices for experience and producers. This ensures that our entire crew, our experience, and our purchasers are up-to-speed on the entire strategies we are going to create and distribute content material materials remotely. It moreover empowers all people to be a producer; I used the playbook myself to grab footage in my house from a shot-list created by one in each of our in-house directors.
Adjusting In-Market Messages
Inside the first few weeks of the pandemic, we every created new work for purchasers and did fast edits of purchasers’ present spots as an instantaneous reply for entrepreneurs who would in every other case haven’t any choice nevertheless to go darkish.
As an example, one in each of our purchasers had a spot in the mean time in rotation that instantly felt tone-deaf to buyers’ actuality. Inside a day, our inside crew created a model new one for them using custom-made motion graphics and voice-over. The reply enabled the mannequin to get one factor once more in-market and gave them some flexibility as they work with their exterior firm to provide a model new enterprise advertising marketing campaign.
Earlier to COVID-19, we created custom-made content material materials for Mattel’s Barbie for the 2020 Nickelodeon Kids’ Alternative Awards, which featured a bunch of youngsters dancing collectively. Offered that schools are in the mean time closed and social distancing measures are in place, the content material materials could actually really feel sophisticated or alarming to children, so to cope with this, we shot via-remote seize, our experience from the safety of her home, letting viewers know that this was shot beforehand. One different piece of custom-made content material materials we made for the KCA’s, in partnership with MILK PEP, featured children in a skate park and to re-adjust, we did a quick re-edit to point separation between the children.
One different method we helped advertisers pivot enterprise messaging that had instantly develop to be inappropriate or irrelevant was to work them into our #AloneTogether and #KidsTogether PSA advertising marketing campaign. Purchasers had the selection to run our present #AloneTogether PSA, or work with us to create customizable variations that will align nearer with their mannequin positioning whereas moreover sharing a optimistic message of help for buyers. On Nickelodeon, we created a sequence of #KidsTogether PSAs (and used our private children for the voiceovers).
These spots made it attainable for producers to stay in-market in a associated and vital method, whereas moreover providing an avenue to utilize their enterprise time to amplify a optimistic message.
Perfecting Social Campaigns and Distant Seize
To help the #DistanceDance, a social distancing initiative concentrating on Gen Z created by Proctor & Gamble in partnership with TikTok phenom Charli D’Amelio, we activated our linear, digital, and social content material materials to drive mass consciousness and fan engagement for the dance drawback all through the ViacomCBS portfolio.
All through #KidsTogether: The Nickelodeon Metropolis Hall explicit that aired on the neighborhood and YouTube on the end of March, D’Amelio gave host Kristen Bell a #DistanceDance tutorial and impressed households to bop, share, and unfold the message. Furthermore, our networks rallied fan participation by leveraging experience with large social attain; creating genuine #DistanceDance motion pictures on MTV’s Wild ‘N Out with Justina Valentine, Paramount Neighborhood’s Lip Sync Battle, VH1’s RuPaul’s Drag Race, and others. The ViacomCBS advertising marketing campaign garnered larger than 2M impressions on Fb, Instagram, YouTube, and Twitter, and 10 billion views on TikTok.
For our shopper Modelo, Velocity labored with the crew at The Daily Current to focus on the mannequin’s help of First Responders First. The Daily Social Distancing Current with Trevor Noah has been a primary voice in late night via the Coronavirus pandemic, so it was a pure match to find integrating feel-good tales from our selling companions who’re equally invested in serving to people by way of this catastrophe. Inside the April 30th episode of the current, Trevor impressed viewers to have a very good time the upcoming Cinco de Mayo trip by elevating a glass to the entire effectively being care workers on the doorway line. Courtesy of Modelo, for every toast posted on social media with the hashtag #CincUp, the company will donate $1 to First Responders First, as a lot as $500,000.
For MTV, we engaged our neighborhood of gifted dancers to self-shoot a sequence we directed after which edited collectively to make a spot that rivals one thing achieved via typical manufacturing.
Basic, the ultimate weeks have given us a possibility to focus on our capabilities and uncover new ones. It’s made us discover what’s attainable regarding delivering for purchasers and buyers. We’ve found strategies to work collectively and work shortly even as soon as we are able to’t all be in a room collectively. Should you occur to knowledgeable me a writers’ room may presumably be merely as fruitful (and hilarious) with out being in an exact writers’ room, I wouldn’t have believed you. And I might need been unsuitable.
Beth Trentacoste is Senior Vice President and Head of Creative & Manufacturing at Viacom Velocity, a full-service in-house creative selling and branded content material materials studio.
Image by Alexander Dummer on Unsplash.
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