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Production Efficiencies
While our creative talent pool is exceptional by every traditional measurement, nothing about how we are making commercials could be called commonplace.
To begin, we are pre-producing commercials en masse, abandoning completely the centuries old tradition of advertising being a client dominated, work for hire industry.
Indeed, we are using insights and learning about a variety of categories of businesses to make collections of commercials well suited for use by any company, anywhere, that finds itself in similar circumstances.
Freedom from the constraints of single client focus gives rise to an enormous opportunity to reduce costs involved in making high quality commercials. For one thing, we can tap into extraordinary excess capacity that exists around the world's accomplished studios (they are just not busy all the time!). Further, since we are in the "market" for thousands of commercials, we can negotiate volume purchases that enable production companies to reduce costs even more.
We are also reengineering the relationship between the concept development and production by designing commercial concepts in families. This allows us to film several commercials in the same time and circumstances (actors, locations, travel expenses) that traditionally would be required for a single shoot.
Starting with a lower cost economy compared to work-for-hire agencies takes us a long way towards making video advertising more affordable for businesses. However, what makes our approach truly revolutionary is that we are able to spread the costs of each film over a number of similarly situated businesses in different Regions.
That's right. You don't get to own exclusively the commercials we make. Rather you get to license the film exclusively in your Region, while we remain free to License the Ad to companies in other Regions bringing down the costs to previously unimaginable levels.