Because creativity must go on...

• Rishabh Khatter, Business Head, The Rabbit Hole writes how video production has changed during the lockdown.
• After 3 months and producing over 30 pieces of content and getting very little sleep, Khatter says with surety that no matter what, content consumption will never stop.

This Lockdown has been an equaliser for content creators and influencers alike. With no sets, high end equipment, no crew. It boiled down to the basics. It’s now about your resilience, creativity and ability to think on your feet. Creating content, within the four walls of your actor’s homes is no easy feat. We’ve been given this rare opportunity of creating a blueprint for the future generations of how virtual content production can be shot.

Using Repurposed Content

The beginning of the lockdown saw the rise in repurposing existing assets like pictures and videos from previous campaigns and adapting it to suit the circumstances we were collectively all grappling with. Brands also emphasized more on getting their messaging right and were flexible about home-shot quality of production. Dabur Real’s 30 second spot for TV and Digital is a great example of repurposed content. This was see in in their #VocalforLocal #MittiSeJudde campaign.


Animation

Animation is finally in the limelight. While brand’s have always used 2D animation for their hub content, they are now seeing it as a powerful medium for storytelling and using it as hero content. Event Industries that have been conservative are now experimenting with this format. Sharekhan in an industry first, for their new broker platform Project Leapp used gaming animation to explain complicated investment terminology. Brands are also using the medium to create engaging product description videos aiding their credibility. With the influx of new enquiries coming in for this format, animation is here to stay (at least for the time being)


Shoots

What used to take 4 hours now takes 8 (on a good day) but as creators, there is that urge to constantly push and test boundaries and see what can be accomplished despite all limitations. Netflix and a few other production houses have managed to shoot and release short films during this time. Who would have ever thought this was possible. Before people got bored of piece to camera shots, production teams have figured out how to capture different camera angles In fact for one of our previous shoots we even went to the extent of creating a 3D model of each of the actors homes, so that camera angles could be mapped out, all with just a provision of a phone video walkthrough of the actor’s house.

The New Billboards

While content continues to be made, the purpose and context of content has changed. F&B brands are adapting their content strategy to establish credibility as immunity boosters or as easy to prepare; fitness brands are creating content on home workouts and across sectors influencers are being used for these promotions, in a big way. In fact Influencers are unquestionably the front runners at this time. With their knowledge of production, their ability to make authentic connections with vernacular audiences and as they are authentically making relevant and relatable content about the lockdown, brands see their value and budgets are being allocated accordingly.


What Brands are Prioritising

We are living in a time when taking into consideration audience sentiments and sensitivities are a priority. Errors in this can damage reputation and credibility. Which is why ORM to keep a check on sentiments is being used in a big way and video content is being created keep this data in mind.

What’s Content Production Going to Look Like Pros Lockdown

It will take time for business to get back to ‘normal’. Keeping the crew count to a minimum and sanitation facilities on set will be the first prerogative. In fact during pitches, agencies are discussing execution treatment / format first and the possibility. And in some instances even accounting for two routes of scripts one virtual and the other for on location.

What Have We Learned

After 3 months and producing over 30 pieces of content and getting very little sleep I can say with surety that no matter what, content consumption will never stop. Brands, agencies and content creators will always find a way to create video content no matter where they are and this is reassuring sentiment for agencies like ours.