From Bottlenecks to Breakthroughs
A global appliance manufacturer operates with a centralized creative strategy, making it difficult to tailor imagery to specific local markets, especially when many of the creative assets are produced by the central team.
They use traditional photography and have successfully implemented the basics of CGI for simple product shots, high-end lifestyle imagery and product videos. However, they have not scaled its use—where the real savings per unique image and the increase in the number of images per shoot are realized.
The Challenge
Their extensive dealer and distribution network—including big-box retailers, marketplaces, contractors, and e-commerce—has created content demands that cannot be fully met. Many of their distributors are now requesting 3D product twins to enhance and personalize their unique shopping experiences.
Whether using traditional photography or CGI, they struggle to meet the high content demands for product launches and SKU updates without overspending or compromising quality. Despite their efforts, they continue to face bottlenecks, redundant expenses, and constant pressure on their team.
While the imagery produced by their global creative team meets the needs of some regions, it does not align with the regional creative and art direction requirements of others. Limited funding and time force them to repurpose content that falls short of fully meeting dealer needs.
Easier said than done, right?
The ‘Experiment’ that unlocked new possibilities
An experiment was setup to test this hypothesis:
Is there an operational structure—primarily supported by creative agency partners—that can lower the cost per unique image, increase the number of images produced per shoot, and meet the growing demands of their distribution network? Additionally, can this structure provide an opportunity to implement a subset of creative guidelines that adapts the global creative teams’ brand initiatives to better align with the specific needs of each target geographically.
The Results…
We worked with the creative team to take an existing creative brief that was scheduled to be part of a launch in the following quarter.
We helped the creative team to identify how to scale to meet the growing demands of their distribution network through the creation of ‘content packs’. This approach streamlined workflows and significantly enhanced both efficiency and localization.
Additionally, the structure enabled the implementation of a subset of creative guidelines, allowing the global creative team's brand initiatives to be tailored to better align with the specific needs of each target geography.
We were able to provide a 1:1 comparison that allowed them to evaluate speed, cost, quality, and potential amplification of their content through our process.
Let Us Prove It!
We’ll take one of your existing creative briefs and run it through our proprietary production process, allowing you to compare speed, cost, quality, and the volume of unique images against your current creative production output. Learn more.
