Case study - Think Industries


Philip Morley is the owner of Think Industries, a leading independent creative agency.

 Philip has spent his entire professional life working in the advertising industry.

Philip Morley

He started as a copywriter at the age of 17, and worked with many of the UK’s leading creative agencies, eventually heading up teams on high profile international accounts such as Volkswagen.

Twelve years ago, he founded his own company, Think Industries, based in Cambridge, UK. They recently turned to Moviestorm as a way to help them bring in new business.

“Crowdsourcing has changed the industry,” explains Philip. “It’s opened things up to people outside the big agencies, but we’re now competing with literally ten thousand people for every job."

 

"Pitching is key, and you have to stand out.”

 

Philip’s approach was to use video to present both the company and his concepts. “It’s the way everything’s going these days,” he says.

 

“Video is just so much more powerful than text. People will watch even if they don’t read documents."

 

"More importantly, if you’re dealing with a client who wants a TV commercial or a Web video, then you need to show that you’re able to handle that. An old-style pitch just doesn’t cut it any more.”

The main problem Philip faced was the cost of producing video. With a lifetime of creating broadcast quality video, he was well aware of what is involved in creating a typical corporate video. “It’s prohibitively slow and expensive to do it the traditional way,” he notes. “You simply can’t produce a custom video for every pitch. You need something that’s both fast and cost-effective.”

After hearing of Moviestorm from one of his clients, he immediately recognised it as a potential game-changer. “In this business, we’re used to using very simple ways to communicate concepts fast and effectively. We use a lot of cartoons, sketches, and infographics to get our ideas across. This does the same thing but in video. It doesn’t need to be high quality animation as long as it does the job and is well made.”

For his first video, Philip engaged Moviestorm to do the actual production based on his script and storyboard. “I wanted to see whether it could actually do what I needed, and I didn’t want my own lack of experience to be the limiting factor. I’m now planning on hiring someone and training them up to do Moviestorm work for me.”

Working with Moviestorm gave Philip a lot more flexibility than he was used to from his background in traditional video production. He wanted to feature one high-profile client in his video, but by the time production started, he hadn’t actually secured the deal. Nevertheless, he went ahead and started work on it. Late in post-production, the deal went through, and he was able to add the new client to the video without requiring expensive reshoots.

 

 

Watch the current Think Industries promotional movie
 

 

 

Watch the movie as it was first created, before the new client was added 

 

 

“I don’t want to be in my video,” he says, “so I’m using a professional presenter instead. Because it’s voice-over, all I need to do if I need to change something is to get her to record some new lines. That’s so much easier and quicker than getting her back into a studio and filming new material."

 

"It means it’s now cost-effective to create custom videos for every pitch. I can re-use a lot of the material I already have, and just tweak it as I need. I can more or less change things in real time if necessary.”

 

Philip’s next plan is to use Moviestorm to create rough versions of television commercials to test out his creative ideas and present them to clients. He’s clear about the advantages this gives him. “It’s more effective than storyboards, but it’s much cheaper than shooting video. You can afford to make mistakes and you can afford to try out a lot of different things. It gives me more creative freedom, it gives the client more options, and it helps us all to plan what we’re doing.”

After seeing his videos, people often ask Philip whether he’s worried that he’ll lose his advantages if everyone starts making them. “Quality will always shine through, and I’ve won every pitch I’ve gone for,” he responds. “Video is just the next evolution of technology. You don’t want to be the guy who sends letters through the post when everyone else is on email, the guy who has a brochure instead of a Web site, or the guy who only has a landline when everyone else has a mobile phone.

 

"And you can’t afford to be the guy sending out PDFs when everyone else is sending videos.”

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