Top Takeaways for Smarter Production
At SALT.TV, we’re always looking for smarter ways to make production work harder, creatively, strategically, and economically. Recently, we were selected to share our approach at the APA Production Unplugged event, where we joined brands and production companies to discuss the making of the Gravity Max campaign, created in collaboration with BWP. It was an inspiring conversation about what’s possible when you bring production thinking in earlier. Off the back of it, we’ve pulled together our top takeaways to help apply smarter production principles to your own work.
Five Ways to Make Production Your Smartest Strategic Asset
In a world where content demand is rising and budgets aren’t, production can no longer be treated as the final hurdle. The smartest teams, across agencies, brands, and in-house studios, are rethinking how production fits into the creative process. Here are a handful of tips to make it work harder, earlier, and more strategically:
1. Start Production Thinking at the Brief Stage
Too often, production is brought in after the creative is locked. But when producers, directors, editors, and even post teams are involved earlier in the process, they bring real-world insight to shaping the idea. This doesn't replace creativity, it unlocks it.
2. Think in Modular Storylines, Not Just Final Cuts
Great content now needs to stretch across platforms, markets, and time. Structuring campaigns as adaptable story modules allows for cutdowns, swaps, and region-specific tweaks without needing costly reshoots. It’s about building for agility from day one.
3. Use Casting and Talent Strategically
Voiceovers, on-screen talent, usage rights, all these decisions have creative and budget implications. Smart production teams plan these details upfront, not just to save money, but to ensure scale and flexibility are baked in from the start.
4. Lean into Practical Production Efficiencies
A strategic production mindset knows when to use practical effects over heavy VFX, how to make the most of a shoot day, or, for example, when one voice actor can serve three markets. These aren’t compromises, they’re creative choices made with purpose.
5. Make Production Data-Responsive
Today’s production isn’t just about delivering a master film. It's about being ready to pivot in real time. With remote editing and modular cuts, content can evolve as the campaign does. Whether that’s a change in focus, a new location, or a data-driven re-edit on the fly.
6. Leverage AI Tools to Enhance, Not Replace
Creativity AI technologies are increasingly becoming valuable assets in the filmmaking process. When used thoughtfully, AI can handle repetitive or time-consuming tasks, allowing creative professionals to focus on storytelling and innovation. The key is to view AI as a collaborative partner that augments human creativity rather than replacing it. AI is empowering our filmmakers, not replacing them.
The bottom line?
Production isn’t just execution. It’s strategy.
The earlier you bring it in, the more value it brings.
