New Trajectory Tasting Notes
Navigating Change: Embracing New Trajectories in Content Production
In early 2020, when the world as we knew it shifted dramatically, I found myself at a crossroads. Having run Red Carpet Creative for 12.5 years, I had built a thriving business, conducting marketing, events, publicity, and content production for a diverse range of esteemed clients. I was exceptionally proud of the partnerships we had forged and the successes we had achieved together. However, as COVID-19 spread with tenacity, the reality of the pandemic hit our industry hard. Slowly but surely, our retainers came to a close, one by one. It was a challenging time, as COVID affected businesses large and small alike.
But, being the ever-optimistic person I am, I brushed off the setbacks and began to consider new, inventive ways of repositioning myself and my approach in the industry. I knew it was time to alter my trajectory and embrace change with a positive diplomacy.
The Spark of Inspiration
I found inspiration in curating bite-size visual and emotive film and photographic content for brands I aspired to work with. The influencer community, still quite fresh at that stage, was seeding itself in the mainstream marketing arena as a credible source of brand representation. I saw an opportunity to align these emerging influencers with the content I was creating, building a bridge between authentic brand-led lifestyle content and the growing influencer movement.
A Shoestring Budget and Monumental Ambition
To keep costs at a minimum, I operated on a shoestring budget, accommodating unprecedented budget constraints while meeting the monumental (and often unrecognized) demand for fresh, authentic marketing content. This ideation paved the way for an exciting and challenging expedition into the realm of celebrity and influencer-centric content productions. We featured a collection of brands throughout our staycation experiences, giving them valuable content for their digital and social marketing assets. These assets were boosted by dovetailed influencer awareness campaigns and user-generated content (UGC), which collectively garnered exponential consumer engagement, expansion, and brand exposure.
The Journey Begins
This journey was not just about survival; it was about thriving in the face of adversity. We embraced the new normal and redefined our approach, creating a dynamic fusion of influencer collaborations and compelling visual storytelling. This strategy not only kept us afloat during a turbulent time but also positioned us at the forefront of a rapidly evolving industry.
A Glimpse of the Transformation
To give you a glimpse of this transformation, I invite you to watch a video that captures the essence of our journey. The video depicts one of our successful projects, featuring Glenmorangie at Bukela Game Lodge in the Amakhala Game Reserve. It showcases the creative process, the collaboration with influencers Babalwa and Zola Mcaciso, and the captivating content we produced. This project exemplifies the innovative spirit and resilience that defined our new trajectory.
I am immensely grateful to the talented team who believed in and contributed to my vision. Special thanks to the videographers, Dane Burns and Dylan Boerstra, photographers Julia Janse van Vuuren and Johnny Lai Sang, makeup artist Terri Tomsett, and wardrobe stylist Jade Helen. Their dedication and creativity were invaluable in making this project a success.
As we continue to navigate the ever-changing landscape of content production, I am filled with gratitude for the challenges that pushed us to innovate and evolve. This journey has been a testament to the power of adaptability, creativity, and the unwavering belief that even in the face of adversity, there is always a path forward.
Stay tuned for more insights and stories from our ongoing expedition into the world of content production and influencer collaborations.
