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Advice from Behind the Camera: Interview with Michael Douglas
Three production pros share what brands get wrong, how to write better briefs, and why authenticity still wins behind the camera. Read the blog here.
Advice from Behind the Camera
Production pros on better briefs, stronger collaboration, and what really works now.
From short-form social clips to full-scale brand films, today’s marketers rely heavily on creative partners to bring campaigns to life. But as platforms evolve and attention spans shrink, the way brands and production teams work together is changing fast.
We sat down with three production professionals who shoot branded content for companies of all sizes—including YETI, Patagonia, Google, and Versace—to learn what’s working, what’s not, and where content creation is headed next.
The Big Shift: Authentic Over Polished
Across the board, the verdict was the same: authenticity wins. Short-form, vertical video has become the default, but audiences respond best to content that feels real—not overly scripted or cinematic. Brands are prioritizing quick hooks, on-screen captions, and platform-native storytelling that grabs attention in the first few seconds.
What Makes (or Breaks) a Creative Brief
A strong brief sets clear goals, audience, and guardrails—without micromanaging execution. The best briefs explain what success looks like and leave room for creative partners to do what they do best. What derails projects? Vague objectives, unclear brand voice, and overcomplicated messaging that leads to endless revisions.
The Campaigns That Perform Best
The most successful work happens when brands and production teams collaborate as true partners. Brands bring audience insight and strategy; production teams bring storytelling and execution. Campaigns rooted in emotion, culture, and real human stories consistently outperform product-first messaging.
Looking Ahead
AI will continue to shape workflows, but not replace human storytelling. As AI-generated content floods feeds, real voices, behind-the-scenes moments, and honest narratives will stand out even more. Smart brands will balance short-form attention grabbers with longer-form storytelling that builds trust and loyalty.
The Takeaway
Better creative doesn’t start on set—it starts with alignment, trust, and clarity. When brands give creators room to collaborate and keep the focus on authenticity, the results speak for themselves.
Because no matter how the tools change, real stories will always matter.