Sustainable pipelines
The traditional content production pipeline is responsible for a substantial proportion of the total GHG emissions for the marketing and advertising industries.
We repeat shoots, processes, and travel - We were use to working in silos. This isn't the case anymore.
We build transformative workflows, measurement tools and technologies, backed in partnership with Ad Net Zero - to support content creators continue to generate content at scale, without significant impact to the environment.
We are not simply offsetting emissions - we're focusing on Net Zero production pipelines and pre-emptive creative and briefing templates for all content commissioners.
'Creative' built with sustainable foundations
As our collective clients, agencies, and production partners reduce their environmental impact and move towards net zero targets, we're proud to help them pioneer new and innovative sustainable approaches to adapting how they serve content creation life cycles.
Sustainably isn’t a service – it’s a process, and mindset which influences everything we do. We understand the need to keep creating, and the difficulty in changing systems - this is why we work with you to influence the team and the approach from strategy & ideation onwards.
How do we get started?
'Sustainability in content marketing' starts at the strategy & planning phase...
We embed and optimise the flow of the content engine across planned and unplanned content streams. Building sprints, episodic, and campaigns with assumed agility embedded allows for flexibility and spontaneity to continue.
Using modern creative and production 'value analysis' on a visual by visual basis - we're able to generate branched creative routes, assess approach across multimedia applications, and variable generational tools (aligned to volume, velocity, and value). All optimised and refined using OperationalAI frameworks.
Review & Reuse:
- Optimise owned assets
- Recycle lifestyle content
- Retarget metadata across DAM's
- Develop training infrastructure for AI generation supplication
Strategy:
- Production into batched sprints
- Omni-channel at Content Strategy phases
- Generating Sustainable RFP's and briefing templates
- Rewriting supplier and contractor terms
Production:
- Aligning modern production facilities
- Integrating 'Low touch' production strategies
- Aligning CG and animation automation across visual branches
- Integrating Virtual Production
Evaluation:
- End-to-end emissions analysis
- Carbon emissions > 'Value' analysis
- Optimise content for recycling and AI training models
