Content production
Content production is the photography and film a brand runs on, made to a standard that holds up as a campaign rather than as a content dump. CIMA directs, shoots, styles and grades in house rather than briefing it out, which is what keeps what was designed and what was produced from becoming two different brands.
What we do
One team takes a shoot from concept and shot list through casting, styling, set and lighting to the final grade. Because the same studio usually built the identity the work has to sit inside, the art direction on set is not an interpretation of a brand guideline written by someone else.
- Studio and location photography
- Commercial videography and TV production
- Product and still-life photography
- Editorial and campaign content
- Styling, casting, set and lighting
- Grading and post-production
How it runs
- 01
Concept
The idea, the shot list and what each frame is for.
- 02
Pre-production
Casting, location, styling, permits and the schedule.
- 03
Shoot
Directed on set, with art direction present rather than emailed.
- 04
Post
Edit, grade, sound and delivery in every format the campaign needs.
When it is the right call
- A launch that needs a full content library, not a handful of images
- Product photography that has to look like the brand, not like a catalogue
- A campaign film with a fixed air date
- Social content that is currently being made ad hoc and looks it
In Kuwait and the Gulf
Shooting in the Gulf carries constraints that are easier to plan for than to discover on the day: permits and location access, casting that genuinely reflects a local audience, seasonal light and heat that decide when an outdoor shoot is even possible, and a Ramadan calendar that moves every year.
Content production, asked and answered
- Do you produce in house or subcontract the shoot?
- In house. Direction, shooting, styling and grading are all done by our own crew. It is the reason the content matches the identity, and it is the single biggest difference between our work and a shoot commissioned from a separate production house.
- Can you produce content without having built the brand?
- Yes. We work from an existing brand's guidelines regularly. Where the guidelines are thin or contradictory we will say what we are interpreting rather than quietly inventing a direction.
- What formats do we get?
- Whatever the campaign runs in: stills at print and web resolution, and film cut to the aspect ratios and durations each placement needs. Delivery formats are agreed before the shoot, because reframing after the fact costs more and looks worse.