How to Create Innovative Brand Content in the Era of Social Distancing: Insights from Frédéric Tresal-Mauroz
The COVID-19 crisis has brought about unprecedented challenges, particularly in the realm of production. In order to gain a deeper understanding of how the industry is adapting to social distancing measures, I spoke with Frédéric Tresal-Mauroz, co-president of Prodigious France, the production agency of the Publicis Group.
According to Tresal-Mauroz, there are four significant effects that have reshaped the production industry during this crisis. Firstly, there has been a cataclysmic impact on production itself. As soon as the lockdown was announced, cameras were packed away and all production activities came to a halt. This sudden stoppage has resulted in a severe financial crash for not only the production sector but also the events industry.
The second effect has been a rapid shift towards remote work. Within a remarkably short period of time, Tresal-Mauroz and his team successfully transitioned to working from home, ensuring that the company could continue operating to some extent. Although work was not at full capacity, this adaptation allowed them to maintain a level of productivity.
The third effect has been the emergence of innovation. As companies were forced to adapt to the new circumstances, new technologies and processes were implemented to digitize workflows and production methods. Tresal-Mauroz and his team were able to achieve tasks that would have previously taken years, in just one week. This crisis has accelerated the adoption of new ways of working and thinking about production.
The fourth and ongoing effect is the responsibility that companies now have towards their employees and clients. While studios have started reopening, strict sanitary measures must be adhered to. The traditional ways of working are no longer feasible, leading companies to reimagine their processes and adapt to these new constraints.
In addition to its impact on the production industry, the COVID-19 pandemic has also drastically influenced television programming. Homemade productions have seen a surge in popularity and Tresal-Mauroz believes this trend will continue, giving rise to innovative forms of brand content. Thinking outside the box and approaching production in a new way has become necessary. Large-scale productions are no longer viable, with self-produced content using tools like iPhones becoming the new norm. This shift requires a different approach, including coaching, remote guidance, and post-production work to ensure the desired level of quality.
Tresal-Mauroz highlights the example of Eva Longoria’s self-filmed hair coloring video, which brought a unique and authentic style to her content. These personal, authentic productions are likely to become more prevalent in the future.
Apart from these trends, the interview with Tresal-Mauroz also delves into other topics such as “Re-Use,” “Audio,” “Local is the new Global,” “Mass Personalization,” the relationship between data and brand content, and emerging content trends in the luxury sector.
To gain further insights into these topics, you can watch the full interview with Frédéric Tresal-Mauroz on the Salon du Luxe Paris 2020 special Resilience platform.
