Clients were coming to us saying the same thing. Let’s go out, shoot one big hero campaign, and call it done. All the eggs in one basket.
And I’d always think… what if that one big thing doesn’t work?
You’re already on set. You’ve got the talent, the crew, the location. Everything’s right there. So why are we walking away with just one asset?
That’s what pushed us toward a different approach. While you’re already rolling on the hero, you capture eight shoulder assets alongside it, each one strategically optimised for the platforms your audience is actually on. The shoulders ladder up to the hero’s messaging and goals.
The crew’s already there. The talent’s already warmed up. The lift is marginal but the output is completely different.
When we started tracking the data, the shoulder assets were performing 20x better than the hero. That’s when we knew this wasn’t just a smarter way to shoot. It was a smarter way to think about what a production day is actually worth.
That’s the Content Pyramid. You pick your pillars, shoot the hero, capture the shoulders, then post and learn from what the data tells you. More value, more impact, more platform presence, all from a shoot you were already running.
You’re not working harder. You’re just stopping the habit of betting everything in one moment.