It’s these smaller, challenging, outside-the-box projects – “with a few zeros removed and only 72 hours to create the content” – where Pure really shines. “Then it gets fun,” says McKenzie. Take, for example, a recent project to document the first food item delivered by drone for Dominos. The content needed to be released within three hours of the flight, so Pure had multiple cameras and drones capturing the event as-it-happened, while also being livestreamed through Facebook Live. “It was essentially a live shoot, with no room for error – and it was a global release,” he recalls.
McKenzie believes one of the key challenges is finding clients willing to take the risk to try something new. “With so much content available, playing it safe just doesn’t cut it – and sometimes that’s a hard conversation to have with your clients.” But because Pure approaches video production from the end – looking at the goal and working backwards from there to find the best way to achieve it – the process is very outcome oriented. “You can offer a lot more to clients now with the explosion of social video and paid social video,” he says. “Its very transparent and easy to predict the number of views versus cost and the leads that should result from that.
“Then it’s a case of designing content within the client’s budget and creative constraints. The outcomes can be quick, cost-effective, measurable and run with frequency.”
Like its clients and the medium it works in, Pure has evolved quickly, too; from not only creating images and compelling stories to now, being at the coalface of the rapidly changing and shifting social and online video marketing world. “We like to approach projects without boundaries and anything really is now possible in terms of the size of the audience that can see your content – that’s exciting!” McKenzie says.
“The variation in our work, the tools available to us and the budgets have really changed. A smaller- budget production can now be seen by millions. As a filmmaker, with the raft of equipment and technology now available to us, that’s exciting and can really drive results for our clients.”
Whatever the campaign or the purpose, McKenzie says every video needs to tell a story – and storytelling is at the heart of Pure. “Whatever tools and marketing technology is available, at the end of the day it’s being perceptive about what will make your audience feel something. That is the real craft.”
Contact: Jamie McKenzie, firstname.lastname@example.org, 021 500121 or 09 9191909, www.pureproductions.co.nz
- This piece is part of a content partnership with Pure Productions.