Multi-asset campaign production: When brands need one partner for concept-to-delivery
Multi-asset campaign production from concept to delivery, providing brands with one partner to plan, film, and deliver video, social, and campaign content under one structured workflow.
Campaign production splits into specialists. One team films. Another shoots stills. A third handles editing. A fourth does social cuts. Someone coordinates between them. This is the traditional model. Multi-asset campaign production takes a different approach.
That fragmentation works until the campaign needs everything to look like it came from the same place. Same visual language. Same tone. Same production quality across formats. Then you're managing version control across four teams who weren't in the room together. The video team lit for movement. The photography team would have lit differently for stills. Social cuts feel disconnected because they were made from footage shot without social specs in mind.
Multi-asset campaign production solves this by planning all deliverables from the start. One brief. One shoot. One team handling capture through delivery.
That fragmentation works until the campaign needs everything to look like it came from the same place. Same visual language. Same tone. Same production quality across formats. Then you're managing version control across four teams who weren't in the room together. The video team lit for movement. The photography team would have lit differently for stills. Social cuts feel disconnected because they were made from footage shot without social specs in mind.
Multi-asset campaign production solves this by planning all deliverables from the start. One brief. One shoot. One team handling capture through delivery.
- The question is when that structure saves time and money versus when it adds unnecessary complexity.
When campaigns actually need multi-asset production
Product launches. Brand campaigns. Fashion shoots. Events where content needs to work across paid social, organic posts, YouTube, website, email, and print.
These campaigns share a problem: they need the same visual language across every format. A 60-second YouTube video, 15-second Instagram Reels, static posts, behind-the-scenes content, and maybe long-form pieces for owned channels.
Filming those separately means recreating the same setup multiple times. Same location. Same talent. Same wardrobe. Same props. The cost compounds.
Filming them together means capturing everything in one production window. Additional cameras cost less than rebooking the entire shoot. This is the logic behind structured video production - planning formats together instead of treating each deliverable as a separate job.
We filmed a fashion collaboration that needed video, stills, social cuts, and behind-the-scenes content. Six deliverables from one day. The alternative was three separate shoots coordinating with the same designer's availability.
These campaigns share a problem: they need the same visual language across every format. A 60-second YouTube video, 15-second Instagram Reels, static posts, behind-the-scenes content, and maybe long-form pieces for owned channels.
Filming those separately means recreating the same setup multiple times. Same location. Same talent. Same wardrobe. Same props. The cost compounds.
Filming them together means capturing everything in one production window. Additional cameras cost less than rebooking the entire shoot. This is the logic behind structured video production - planning formats together instead of treating each deliverable as a separate job.
We filmed a fashion collaboration that needed video, stills, social cuts, and behind-the-scenes content. Six deliverables from one day. The alternative was three separate shoots coordinating with the same designer's availability.
One production day cost £8,000.
Three separate shoots would have cost £18,000 and risked visual inconsistency.
Three separate shoots would have cost £18,000 and risked visual inconsistency.
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The coordination tax of multiple vendors
Every vendor added to a campaign increases coordination overhead. Video team needs the shot list. Photography team needs time for stills between video takes. Social team needs vertical formats. Someone needs to manage who's shooting when, ensure deliverables don't conflict, and maintain visual consistency across outputs. That coordination takes time. Usually from the brand's side. Someone internally becomes the project manager stitching together multiple vendors who aren't talking to each other.
Every vendor added to a campaign increases coordination overhead. Video team needs the shot list. Photography team needs time for stills between video takes. Social team needs vertical formats. Someone needs to manage who's shooting when, ensure deliverables don't conflict, and maintain visual consistency across outputs. That coordination takes time. Usually from the brand's side. Someone internally becomes the project manager stitching together multiple vendors who aren't talking to each other.
Single-vendor multi-asset production moves that coordination inside the production team. The producer manages all deliverables. The crew knows what's needed across formats. Scheduling happens once. The brand briefs once, reviews once, approves once.
We've worked campaigns where the brand had separate video and photo vendors. Two briefs. Two shot lists. Two sets of revisions. The photography happened first. Video team arrived a week later to recreate the same setup for motion. The outputs looked similar but not identical.
Same campaign with one team would have captured both simultaneously. Same lighting. Same setup. Consistent output.
We've worked campaigns where the brand had separate video and photo vendors. Two briefs. Two shot lists. Two sets of revisions. The photography happened first. Video team arrived a week later to recreate the same setup for motion. The outputs looked similar but not identical.
Same campaign with one team would have captured both simultaneously. Same lighting. Same setup. Consistent output.
Planning multi-format from the start costs less
Retrofitting video into social cuts wastes effort. The framing's wrong. The pacing's wrong. Vertical crops lose key elements. Planning social formats during filming means framing for both horizontal and vertical simultaneously. Shooting slightly wider to allow for crops. Capturing moments that work as stills pulled from motion. That planning happens in pre-production. Shot list includes format requirements. Crew knows which moments need static holds for potential stills. Framing accommodates multiple aspect ratios.
The filming day takes slightly longer. But post-production becomes simpler because the footage was captured correctly.
We filmed a product launch needing 16:9 for YouTube, 9:16 for Reels and TikTok, 1:1 for feed posts, and stills for email. Pre-planned framing meant every shot worked across formats. No awkward crops. No missing elements when reframing vertical.
The alternative: film for one format, then struggle to make it work for others. Crops that cut off heads. Vertical video where the subject is too small. Stills pulled from motion that look soft or poorly composed.
What producer-led multi-asset actually looks like
The producer owns the deliverables list. Video specs. Photo specs. Social cuts. Behind-the-scenes. Whatever the campaign needs. During filming, the producer tracks what's been captured and what's still needed. They manage timing so video moments get photographed and photo moments get filmed. They prevent scope creep by holding the original deliverables list and flagging when requests exceed it.
In post-production, the producer coordinates editing across formats. Video team handles long-form. Social team handles cuts. Photo team handles retouching. The producer ensures visual consistency across all outputs. The brand reviews consolidated deliverables instead of managing multiple vendor timelines.
We produced a three-day event needing daily social content, weekly recap videos, long-form documentary, and photography for press. One producer managed the full workflow. Daily social went live within hours. Weekly recaps delivered on schedule. Documentary completed two weeks post-event. Photography available same-day for press releases.
Separate vendors would have required the brand to manage four timelines and four sets of deliverables. The producer absorbed that coordination.
We produced a three-day event needing daily social content, weekly recap videos, long-form documentary, and photography for press. One producer managed the full workflow. Daily social went live within hours. Weekly recaps delivered on schedule. Documentary completed two weeks post-event. Photography available same-day for press releases.
Separate vendors would have required the brand to manage four timelines and four sets of deliverables. The producer absorbed that coordination.
Scope creep happens faster in multi-asset
More deliverables create more opportunities for scope expansion.
"Can we also get a few stills from that moment?" becomes 50 additional photos needing retouching. "Maybe cut a TikTok version too" becomes three vertical variations with custom captions. Each addition compounds. More shooting time. More editing time. More revisions. More delivery formats. Producer-led production controls this by defining deliverables upfront and tracking additions against the original scope. New requests get evaluated against time and budget before being added.
We've filmed campaigns where the shot list grew during production because stakeholders kept adding "quick wins." A few extra angles. Some additional product shots. More social variations. Those additions weren't quick. Each one required setup time. Each one pushed the schedule. By end of day, we were an hour over and still hadn't captured everything from the original brief.
The producer's job is saying "that addition requires X more time and Y more cost" before it gets added. Without that gate, multi-asset campaigns expand beyond their budget.
"Can we also get a few stills from that moment?" becomes 50 additional photos needing retouching. "Maybe cut a TikTok version too" becomes three vertical variations with custom captions. Each addition compounds. More shooting time. More editing time. More revisions. More delivery formats. Producer-led production controls this by defining deliverables upfront and tracking additions against the original scope. New requests get evaluated against time and budget before being added.
We've filmed campaigns where the shot list grew during production because stakeholders kept adding "quick wins." A few extra angles. Some additional product shots. More social variations. Those additions weren't quick. Each one required setup time. Each one pushed the schedule. By end of day, we were an hour over and still hadn't captured everything from the original brief.
The producer's job is saying "that addition requires X more time and Y more cost" before it gets added. Without that gate, multi-asset campaigns expand beyond their budget.
When single-vendor makes sense and when it doesn't
Single-vendor multi-asset production works when visual consistency matters across deliverables. When filming everything separately would mean recreating the same setup multiple times. When coordination overhead between vendors exceeds the efficiency of specialists.
It doesn't make sense when deliverables are truly independent. A product demo video and a corporate headshot session don't benefit from being produced together. Different locations. Different crew requirements. Different timelines. Combining them into one production adds complexity without benefit.
It doesn't make sense when deliverables are truly independent. A product demo video and a corporate headshot session don't benefit from being produced together. Different locations. Different crew requirements. Different timelines. Combining them into one production adds complexity without benefit.
We work with brands who split their campaigns. Core launch content gets produced multi-asset. Supplemental content gets commissioned separately as needed. That split maintains consistency where it matters without forcing unrelated deliverables into the same production.
The Format Planning Question
Multi-asset production requires format planning before filming starts. What aspect ratios are needed? What platforms? What duration specs? Are stills required or just motion? Do behind-the-scenes moments need capturing or just the polished output?
Those decisions drive shooting approach. A campaign optimized for Instagram Stories gets filmed differently than one optimized for YouTube. Vertical-first content requires different framing than horizontal-first.
We've filmed campaigns where format requirements came during post-production. "Actually, can this work vertically?" The footage existed but wasn't framed for vertical. Crops looked awkward. Key elements got cut off. We made it work but the output was compromised.
Compare that to campaigns where vertical was specified upfront. Framing accommodated it. Talent positioning worked for both orientations. Output looked intentional across formats. The format planning conversation needs to happen during pre-production. After filming, the options narrow to what was actually captured.
Those decisions drive shooting approach. A campaign optimized for Instagram Stories gets filmed differently than one optimized for YouTube. Vertical-first content requires different framing than horizontal-first.
We've filmed campaigns where format requirements came during post-production. "Actually, can this work vertically?" The footage existed but wasn't framed for vertical. Crops looked awkward. Key elements got cut off. We made it work but the output was compromised.
Compare that to campaigns where vertical was specified upfront. Framing accommodated it. Talent positioning worked for both orientations. Output looked intentional across formats. The format planning conversation needs to happen during pre-production. After filming, the options narrow to what was actually captured.
Multi-asset campaign production: real cost comparison
Single-vendor multi-asset for a one-day shoot typically costs £6,000–£12,000 depending on deliverables and crew size. That includes filming, editing across formats, and delivery-ready files.
Separate vendors for the same deliverables: video shoot £4,000, photography £3,000, social editing £2,000, project coordination time internal to the brand. Total £9,000 plus internal coordination overhead.
The single-vendor model costs more upfront but reduces coordination time and ensures visual consistency.
Separate vendors for the same deliverables: video shoot £4,000, photography £3,000, social editing £2,000, project coordination time internal to the brand. Total £9,000 plus internal coordination overhead.
The single-vendor model costs more upfront but reduces coordination time and ensures visual consistency.
- For smaller campaigns with fewer deliverables, separate vendors can be more efficient. A single video with basic social cuts doesn't require full multi-asset infrastructure.
- For larger campaigns with many deliverables across platforms, single-vendor production eliminates redundancy and coordination friction.
Maze: one production, multiple assets
We worked with Maze to create employee interviews, team portraits, and behind-the-scenes content for social media. One production day. Multiple employees interviewed. Individual portraits captured for each team member. BTS moments filmed throughout.
We worked with Maze to create employee interviews, team portraits, and behind-the-scenes content for social media. One production day. Multiple employees interviewed. Individual portraits captured for each team member. BTS moments filmed throughout.
The main deliverable was one cohesive video composed from all the interviews. But the real value was what they could repurpose: individual interview segments for LinkedIn, employee spotlights for Instagram, portrait photos for the website and team pages, behind-the-scenes clips for Stories and Reels.
One production session produced 15+ discrete assets. Same visual language across everything. Same lighting setup. Same professional quality whether it's the main video, individual portraits, or social clips.
One production session produced 15+ discrete assets. Same visual language across everything. Same lighting setup. Same professional quality whether it's the main video, individual portraits, or social clips.
- The alternative: film interviews one day, schedule separate portrait sessions another day, capture BTS content sporadically. Different looks. Different quality levels. Coordination overhead across multiple sessions.
FAQ
What is multi-asset campaign production?
Multi-asset campaign production is a coordinated approach where one production team handles all content deliverables-video, photography, social cuts, and behind-the-scenes content-from a single shoot. Instead of hiring separate vendors for video, photography, and social media content, multi-asset production captures everything simultaneously with one brief, one team, and one production day, ensuring visual consistency across all formats and platforms.
When should brands use multi-asset production instead of separate vendors?
Brands should choose multi-asset production when they need visual consistency across multiple formats (YouTube videos, Instagram Reels, static posts, email assets, print materials), when deliverables share the same setup, talent, or location, and when coordination overhead between multiple vendors would exceed the efficiency of one team. It's ideal for product launches, brand campaigns, fashion shoots, and events requiring content across paid social, organic posts, and owned channels.
How much does multi-asset campaign production cost?
Single-vendor multi-asset production for a one-day shoot typically costs £6,000–£12,000 depending on deliverables and crew size, including filming, editing across formats, and delivery-ready files. This compares to separate vendors costing around £9,000 plus internal coordination time. While multi-asset may cost more upfront, it reduces coordination overhead and ensures visual consistency, often resulting in lower total costs for complex campaigns.
What are the benefits of single-vendor multi-asset production?
Single-vendor multi-asset production offers several key benefits: visual consistency across all formats and platforms, reduced coordination overhead, lower total costs by eliminating redundant setups, consolidated briefing and approval processes, unified producer-led workflow, and content captured correctly for multiple aspect ratios from the start. Brands brief once, review once, and approve once instead of managing multiple vendor timelines.
What deliverables can be produced in a multi-asset campaign shoot?
A multi-asset campaign shoot can produce: long-form YouTube videos (16:9), Instagram Reels and TikTok videos (9:16), Instagram feed posts (1:1), static photography for email and print, behind-the-scenes content, product shots, documentary-style footage, daily social content, and recap videos. One production day can capture six or more deliverable types by planning formats and aspect ratios during pre-production.
How does format planning work in multi-asset production?
Format planning in multi-asset production happens during pre-production and involves defining all required aspect ratios (16:9, 9:16, 1:1), platform specifications, duration requirements, and whether stills or motion is needed. The crew shoots slightly wider to accommodate multiple crops, frames for both horizontal and vertical simultaneously, and captures moments with static holds for potential stills. This planning ensures footage works across formats without awkward crops or missing elements.
What is the coordination tax of using multiple vendors for campaigns?
The coordination tax refers to the time and effort required when managing multiple vendors who aren't communicating with each other. This includes creating separate briefs, managing different shot lists, coordinating multiple revision cycles, ensuring visual consistency across vendors, scheduling separate shoots, and acting as project manager between teams. This overhead typically falls on the brand's internal team and can exceed the cost savings of hiring specialists separately.
How does a producer manage multi-asset campaign production?
A producer in multi-asset production owns the complete deliverables list, tracks what's been captured during filming, manages timing so video moments get photographed and photo moments get filmed, controls scope creep by holding the original deliverables list, coordinates editing across formats in post-production, and ensures visual consistency across all outputs. The producer consolidates the workflow so brands manage one timeline instead of multiple vendor schedules.
What scope creep challenges exist in multi-asset production?
Multi-asset production faces scope creep when stakeholders request additions like "a few extra stills" (becoming 50 photos needing retouching) or "maybe a TikTok version" (becoming three vertical variations). Each addition compounds shooting time, editing time, revisions, and delivery formats. Producer-led production controls this by defining deliverables upfront and evaluating new requests against time and budget before adding them to the scope.
When doesn't multi-asset production make sense?
Multi-asset production doesn't make sense when deliverables are truly independent and don't require visual consistency, such as a product demo video and corporate headshots requiring different locations, crew, and timelines. It also isn't ideal for small campaigns with only one or two discrete outputs that don't benefit from cross-format planning. Forcing unrelated deliverables into one production adds complexity without benefit.
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