Video & Photography

That matters more than it sounds. On Meta in particular the creative is the targeting: the algorithm finds the audience, and what decides whether it works is whether the first two seconds earn attention. Treating that as a separate workstream owned by a separate supplier is why so much paid social underperforms.

Shot, edited and cut for the platform it is running on, by the person who knows what the campaign needs it to do. Everything filmed on the basis it will be cut more than one way, including vertical, so one shoot day feeds paid, organic, the website and the sales team rather than a single channel.

Event and brand coverage too: trade stands, launches, festivals. The kind of work where you get one pass at it and the content has to carry the brand for months afterwards.