Great production has never just been about creating beautiful content, it’s about making people feel something. Every creative decision, from the lighting and camera work to the edit and music, has the power to strengthen a story and leave a lasting impression. That’s why great production will always matter – but production shouldn’t be where we start.
Brands are producing more content than ever before. A campaign no longer begins and ends with a hero film. It might include social content, creator collaborations, paid campaigns, behind-the-scenes footage, employee stories and reactive content, which all run alongside each other. The challenge isn’t simply creating more content; it’s creating content that people actually choose to spend time engaging with.
Audience first
Before thinking about cameras, locations or shot lists, the first questions should always be about the audience. Who are we trying to reach, how do we want them to feel, and what do we want them to take away from this?
Once those questions have been answered, production becomes the tool that brings the idea to life. Every creative decision should support that objective, from the story you’re telling to how you choose to bring it to life.
Authentic connections
The brand content which currently performs the best often has one thing in common. It gives people a voice. Whether that’s founders, employees, creators or customers, audiences are increasingly connecting with content that feels genuine rather than overly scripted.
@kathrynlturner Hi everyone, I’m Kathryn Turner. I am the Director of Product Development at @M&S Food. I am delighted to kick off my social media journey, and share my hidden gems in the M&S Foodhall. 👋 #mands #productdevelopment #marksandspencersfood #kathrynturner ♬ Vogue (Edit) – Madonna
We’re seeing this with brands such as M&S, where Product Development Director Kathryn Turner has become a viral sensation online. Rather than relying on polished product adverts, they’re building trust by giving audiences access to people behind the products. It then begins to feel more like a recommendation from someone who genuinely knows what they’re talking about, rather than a traditional advert.
The same principle applies whether you’re producing a television advert, a brand film, a recruitment campaign or a short piece of social content.
We’re seeing the same approach in our work at Hatch with North Yorkshire Water Park. Rather than simply showcasing what’s there, the content starts with the experiences people are looking for, whether that’s finding something different to do with the family, planning a day out or discovering an activity they might not have tried before. It starts with understanding what will make someone stop and take notice, then using great content and production to bring that to life.
The best moments can’t be scripted
One thing I’ve learnt over the years is that some of the strongest moments are rarely the ones you script word for word. They’re the unexpected reaction, the answer you didn’t see coming or the moment someone forgets the camera is there. Those are often the moments that make the final edit because they feel honest and real.
Of course, those moments don’t just happen by accident. They still take planning, talented crews, experienced producers and the right production approach. Knowing when to stick to the plan and when to adapt comes from experience and recognising when something even better than the original idea is unfolding in front of you.
Putting personal before polished isn’t about lowering production standards. It’s about understanding the audience first, finding the stories worth telling and then using great production to tell those stories in the most effective way possible.
The pressure to produce more content isn’t going anywhere, but more content doesn’t automatically create more connection. The brands that stand out are those who understand their audience, tell stories that actually feel genuine and use great production to bring those stories to life.
If you’re thinking about how your brand can create content that genuinely connects with people whilst also looking exceptional, we’d love to have that conversation. Get in touch at hello@hatch.group.
