Left Empty-Handed
The brand team for Tata Consumer’s legacy brand Eight-O-Clock Coffee was in a tricky spot. Having made the decision to drop their current AOR, they we’re left to fill dozens of already-purchased media buys on their own with only a minimal flex-budget remaining in the campaign’s coffers.
The brand team for Tata Consumer’s legacy brand Eight-O-Clock Coffee was in a tricky spot. Having made the decision to drop their current AOR, they we’re left to fill already-purchased media buys on their own with only a minimal flex-budget now remaining for the campaign.
Left Empty-Handed
Time To Get Creative
After adapting their ex-agency’s initial creative – we restructured the main video content into a modular format, allowing multiple SKUs to have unique deliverables under the same script. We then optimized the limited budget by:
- Moving production to a lower-cost locale.
- Leveraging existing design assets more.
- Using remote art directors for pre-pro.
- Providing on-set AD and line-producing.
After adapting their ex-agency’s initial creative – we restructured the main video content into a modular format allowing multiple SKUs to get unique deliverables under the same script. We then optimized the small budget by:
- Moving production to a lower-cost area
- Leveraging existing design assets more
- Using remote art directors for pre-pro
- Providing on-set AD and line-producing
Time to Get Creative
Making the Most
Wake Up
and Smell
the Coffee
A huge takeaway for the brand team was seeing just how drastically strong production design can drive a project. An asset-first perspective like ‘modular video’ can enable a smaller team to confidently take on projects internally where hundreds of unique deliverables are required.
Output:
144 unique OTT video assets: 4 different SKU hero narratives with 30s, 15s, and 6s versions, each with 12 regional vendor variants + stills and raw footage.
ASAP Approvals
With delivery being time-sensitive, we integrated remote on-set approval for key shots to eliminate assembly drafts, and reduce back-and-forth in post-production.
Easy Extras
Each of the 4 SKUs had a unique flavour and signature preparation the team was planning to promote in the future. We added each preparation into the video structure so assets and b-roll could be reused across future recipe content.
Ready To Ship
Assets were delivered with custom meta-data to allow direct upload from our editors to digital distributors' DAM platforms.
Under The Clock
Concept to go-live timeline was under 4 weeks, despite international placements, remote production, revising pre-approved creative, and multiple distribution partners.