When people think of a production company, they often picture a direct relationship between the client and the crew. A business needs a TV commercial, a product video or a suite of photography assets, so they engage a production company to bring it to life. Sometimes that is precisely how it works but not always the case.
In fact, some of the greatest work we’ve produced over the years has been able to be realised because we are a part of a larger team led by a creative agency. The agency develops the strategy, retains the client relationship and leads the campaign, while we help bring the creative vision to life through production expertise.
The Agency Model Has Changed
Over the years, we’ve had a front row seat as the agency landscape evolve. Not because the people working in the industry have become changed in any way but because marketing has become significantly more demanding.
A campaign that once required a television commercial might now also need social edits, photography and platform-specific deliverables. The number of deliverables has increased dramatically but the quality of the production is to be retained across all the extra deliverables.
As a result, many agencies have become incredibly good at building specialist teams around projects rather than trying to keep every capability in-house. Rather than employing specialist roles such as producers, cinematographers, editors, photographers, motion graphics animators and audio specialists full-time. Agencies can instead access trusted partners when projects require them. When a partnerships like this works well, clients receive all the benefits of a larger team without the complexity.
This is often where Ottico Lab fits in. Sometimes we’re involved right from the start. Other times we’re brought in once the creative has been approved and the focus shifts to actual production. The role changes from production to production but the objective is consistent; for agency and production to collaborate effectively and deliver great work.
More Than Just Production
The goal isn’t for Ottico Lab to be the hero of the story. The goal is for the campaign to succeed. We’ve worked on projects where an agency needed a television campaign filmed, edited and delivered to broadcast to meet an On Air deadline. We’ve supported product launches requiring video, photography and social media assets. We’ve helped agencies scale production capabilities without needing to build an entire production department.
Every project is different, but the common thread is always gonna be trust. Trust that deadlines will be met. Trust that communication lines are open. Trust that production won’t become a headache halfway through the project. Trust that the production team have the skills in the production that is required. And trust that we’ll represent the agency in front of their client.
Those things might not be as exciting as cameras, lighting or drone shots, but they are the difference between a smooth campaign and being involved in a stressful one.
The Best Partnerships Feel Seamless
One of the biggest misconceptions about production is that it’s all about equipment. Of course, camera’s, lighting and systems built around work broadcast matter. Successful production is about problem solving, planning and experience.
It’s helping creative ideas be achievable within realistic timelines and budgets. That’s where experience still carries enormous value.
Having worked within agency environments, in-house teams and production companies since 2004, Ottico Lab founder Chris Martini has developed a strong appreciation for the challenges agencies are now facing.
Production partners who understand those realities tend to become long-term collaborators rather than short-term suppliers. Perhaps that’s why some of our longest standing relationships have been with agencies. Not because they needed another supplier but because they needed a production partner who is an extension of them and could integrate seamlessly into their workflow, support their clients and consistently deliver high quality work.
The best agency partnerships often become almost invisible, workflows feel seamless, productions move efficiently from concept to delivery. The end clients receive great results without ever needing to think about how many people or businesses contributed to their campaign. This a sign that the partnership is working exactly as it should.
The agency landscape will continue to evolve, and content requirements will only continue to grow. For agencies to become highly nimble and to get the right people on the specific tasks; they’ll need to rely on trusted specialists to help realise media across television, digital, social media and future platforms.
We’re proud to be those specialists.