1) Running a production company certainly helps! Steelhead offers end-to-end production and post services. We were already conducting a notable amount of remote work prior to the start of the pandemic. Couple that with our incredible team of ‘makers’ (who all have their own in-home studios), and we were able to continue doing full-service post work and smaller, live action, tabletop and product photography shoots. While we love working with incredible production partners, an asset like Steelhead afforded us the opportunity to continue creating high volume content with aggressive timelines.
5) There are many learnings resulting from the pandemic, most notably, rethinking efficiencies. Do we really need X amount of people on a set? Is it necessary for X amount of people to travel to a shoot location? Could that money be better spent in front of the camera? All these questions are being magnified and reconsidered because we’re seeing the practical implications of producing differently. I’m so impressed by the scrappy yet thoughtful way we approached live action shoots for PetSmart, Behr Paint and a few other clients this year—they involved a lot of prep, but once we nailed the plan, creative and production teams really locked arms to safely and efficiently execute the creative.
6) I’ve never seen so many brands, agencies and production partners eager to jump back into live action productions. I think creators have done an amazing job of finding production alternatives through this uncertain time, but I also think the world is craving that human component that makes our content so special. Although it’s impossible to predict timing, I believe there will be an explosive demand for work once we’re able to ease back into shooting.
7) There are systemic issues within our industry that make it difficult forunderrepresented directors to break into advertising. Partnering with organizations like the Commercial Directors Diversity Program (CDDP) is one way we’re changing how we evaluate directors’ reels to bring real-world opportunities to talented people. It’s easy to always award well-known directors—a group that is disproportionately straight, white and male. The CDDP breaks this model by championing filmmakers from diverse backgrounds who may not have big brand work in their book but clearly have the talent and ability to make great work.
