Creative Partners: The value of specialists in a world of generalists | FROM THE FIELD E16
- External creative teams can offer a fresh perspective that comes with specialist expertise
- It’s vital to have a shared vision and work together as partners – it’s not for everyone
- Successful creative partnerships help both parties to grow and develop
Creative partnerships, for any brand, come with myriad benefits. But the real treasure lies in finding a team whose vision aligns with yours while still contributing fresh, exciting perspectives.
Many organisations inevitably consider moving more creative in-house at some point, whether for web development and graphic design or video production. Interestingly, these organisations with their own specialised teams often approach FoSho STUDIOS, seeking our expertise in content consultation, production, and crafting stories that truly engage audiences.
But why? What makes a deep-rooted relationship with an external specialist team so valuable in this era teeming with generalists and DIY’ers?
The value of specialists in a world of generalists
Creating content is within everyone’s reach; there’s no arguing with that. However, it’s the quality of the content that truly matters, and by quality, we don’t simply mean the calibre of the camera equipment used. What is truly essential is the thought and energy invested into what unfolds in front of the camera; the ultimate purpose of the video, not merely the video itself. As our managing director, Fynn, frequently notes, “video is not the solution, it’s what’s inside the video that’s the solution.” It’s all about capturing the essence of the subject, shaping it, refining it, and finding creative experts that fit with your brand values and your people.
We have long-standing creative partnerships with many brands including the British Heart Foundation, Cobry, Beyond Borders, the University of Glasgow, and, notably, our ongoing media partnership with the Edinburgh International Book Festival.
These types of relationships require ‘a good fit’. There needs to be shared values which include respect, honesty, trust and ambition to create something bigger than the sum of its parts. When you have a relationship like this with a creative supplier that has deep industry knowledge and understanding of your specific brand, it’s a powerful combination.
Each project becomes more streamlined and cost effective each time which at the end of the day creates more value for both parties and results in higher quality output. We all want great content and this requires great relationships.
Celebrating the written word, fostering original thought
The Edinburgh International Book Festival (EIBF), a celebrated non-profit, serves as a unique international stage for the written word, literature, and ideas. They connect leading and emerging British, Scottish and international authors and thinkers to provide inspiration through an expansive public event schedule. FoSho STUDIOS initially partnered with The Edinburgh International Book Festival in 2018 and and we’ve been capturing content for the festival since then.
Now… we appreciate the irony of crafting audio-visual content for a festival dedicated to the written word. A large part of our content creation process, fittingly, originates from the written word, which itself stems from a spark of an idea, an inspiration that gradually evolves into something more tangible.
In a digital age now saturated with AI, it’s worth remembering that these technologies are mere reflections of our own ideation. Original thoughts from an external organisation provide invaluable insights not weighed down by history or politics. As FoSho STUDIOS, we are outsiders invited into a brand’s ethos, and we are privy to their ambitions, aspirations, and challenges. This unique perspective, coupled with our ability to take a broad, external view, imparts significant value to our partnership.
A shared focus on quality
A partnership is not just a word, it has deep meaning and expectations – it’s a two way street. Our relationships with some brands may be singular, dictated by budget constraints or project-specific opportunities. But sometimes, a short term relationship boils down to a divergence in values and working styles. We prize honesty and an unwavering focus on efficiency and quality. If things aren’t working you need change and a clear relationship to openly and honestly discuss them.
We have witnessed massive change through our partnership with the EIBF – including a festival location change, team changes, and of course a pandemic! Working consistently with a brand allows us to navigate changes seamlessly, and pivot where necessary. However our brand partnership remains strong due to the shared vision to create great content with great people. The Book Festival is truly filled with great people!
Mutual growth through partnership
Since 2018, our involvement with the Book Festival has evolved into a media sponsorship, providing additional value to further support their big ambitions. We are a small company with big ideas and matching ambitions. The Book Festival, like other organisations we work with, supports us in our growth journey, ensuring we can offer benefits to our team such as above-average wages, additional holidays, subsidised gym memberships, and a fulfilling work environment.
The Festival’s support has been instrumental in our evolution as an organisation, offering opportunities to expand our horizons, and introducing us to some of the most amazing people in the world, from renowned writers and artists to the organisers and technicians that keep the Festival running.
A story of endless possibilities
Ultimately, we relish our partnership with Edinburgh International Book Festival because the content we create and the experiences we share improve over time, just like a good book. This ongoing collaboration is a testament to the endless possibilities when shared ambition, creativity, and respect unite. It’s our own unfolding narrative, continually enriching, continually inspiring.
📣 Announcement: Scotland's First Accessible Virtual Production Studio| FROM THE FIELD E17 TL;DR: FoSho STUDIOS is opening Scotland's first Mini Virtual Production Studio (MVPS) in Glasgow supported by the Innovate UK Creative Catalyst Programme. Virtual production has...
We’re stepping into a behind-the-scenes conversation about creating content in-house. As marketers, communicators, or business owners, let’s agree on a given: the absolute necessity of understanding your audience, the objectives of your content, and the integral aspects of strategic content planning. So let’s skip the basics and delve into practical advice that will help drive your in-house video content production forward.
Want to know the secret recipe to creating outstanding content? Well, buckle up because we’re about to take you through our 8-step production process. Welcome to FoSho STUDIOS! Every journey starts with a single step and this this From The Field Episode we’ll discober them all.
Download our 2023 Video Production Brief for Free. Writing the brief is the first thing to do if you’re serious about creating content. You might want to film a client case study, a product feature, an interview, or a TV ad, but the briefing process is similarly essential for all. Writing a brief at the start of the process allows you to get the project, objectives and key messages super clear in your head. And then it allows you to quickly and easily communicate what you need to the creative partners you’re working with.
From Concept to Creation: How to Maximise the Impact of your Video Content | FROM THE FIELD E12 TL;DR: It's time to allocate any remaining marketing budget before year end And the best news is, you can take your time, this doesn’t involve scrambling to spend...
Why do we need to worry about content?
Because there is only one universal way to get attention. That way is to tell stories.
A story is an idea you put out into the world. A story can be a case study, or a Q&A, or a product feature, or a drunken thought scribbled on a cocktail napkin and then created as a video blog for your website.
You have to put stories out into the world if you want people to pay attention to you.