Consumers, retailers, and brands are making more sustainable choices than ever before. There are many ways companies can boost their carbon credentials, from product sourcing, manufacturing, and transportation, to reducing returns, packaging and unnecessary waste. However, many forget to include content production into their eco boosting strategies. Here, James McVitie, Managing Director of CCW, explains the eco benefits of digital-first production as part of a brand marketing strategy.
“Producing a digital twin of a product using CGI and virtual production, not only saves on costs but is also far better for the planet. There’s no need to ship products and samples to multiple locations, cutting down on the many unnecessary miles and CO2 emissions. Not to mention the energy wasted for things like accommodation, set builds, props and reshoots. Also, the financial implications and restraints of studio hire, equipment rental, and staff – are no longer factors to consider when adopting digital-first solutions. CGI for instance allows you to create hyper-realistic product renders, key visuals, and animations that are indistinguishable from the real thing, with no wastage and without having to travel anywhere!
Whilst the initial outlay for CGI production is comparable to photoshoots, your final CGI assets, or digital twins, live forever as digital content that can be used for multiple shots and adverts across all marketing channels. Unlike ‘fast-fashion’ or “fast-advertising”, once you’ve invested in CGI, your assets last forever, making it a more sustainable content production choice, and the economies of scale make it much more affordable too! Your assets can be recycled and reused across all your channels (online, in print and soon the metaverse). Need a new look? They can be rehashed for future campaigns. Keeping your content fresh and on-trend… The possibilities are endless!
In my mind, there’s no doubt that CGI and digital-first production is more sustainable than traditional production methods. That said, the energy, computing and man power needed to create your 3D models, environments and final digital outputs all take their toll on the environment.
Here at CCW, we’re exploring ways to make a difference by offsetting our carbon footprint, for a better, greener future. Utilising CGI technology is just one of many ways we are future-proofing our client’s production outputs but it’s also one of the most effective strategies too.”
ABOUT CREATIVE CONTENT WORKS
Creative Content Works is THE technology-driven creative production company. We bridge the “agency-gap” by combining creative ideas, technology and sustainable content production. With an impressive roster of clients including John Lewis, JD Sports, The White Company, Next, Magnet, Dreams, and Funkin’ Cocktails, we help brands to keep up with creative evolution and digitally transform at scale. CCW has a simple philosophy… produce amazing content, at speed and scale, delivered by experts.
SUSTAINABLE CONTENT. WITHOUT COMPROMISE
We believe images speak louder than words. Equally, actions speak even louder…We’re committed to ensuring that the content we create and the processes we use are as sustainable and future-proof as possible.
For more information visit the CCW website: www.creativecontent.works
