by Monte Kraus, Senior Producer/Video Account Executive at Mad Genius
Welcome to 2020 everyone! The COVID-19 pandemic has created some strange days, and the end is absolutely nowhere in sight. Like every other sector of business, the commercial production industry is not immune to the impact of the virus.
How COVID-19 is Affecting Production at Mad Genius
So far, COVID-19 has meant the loss of some old business, but also an increase in some new business. While there is still a great deal of volatility in commercial production, there is also a big opportunity for new emerging productions. There is, now more than ever, an urgent need to make sure we are dealing with the risks just as well as we are dealing with the new opportunities materializing from the current situation. It’s worth looking at the situation with some optimism while trying to understand how we can all make the most out of the current position.
The Good News for Commercial Production
The increased spread of COVID-19 is likely to boost video consumption across the board as people spend more time at home and communicate in person less. In the U.S., we are already seeing both broadcast and digital media viewings are on the rise as a direct result from the pandemic. Social networks are a major beneficiary, as people look to connect with family and friends they no longer see in person or to just be entertained. This is all good news for the commercial industry, an increase in viewings should translate into an increase in commercials.
Education & Healthcare Production Increases
Two areas that Mad Genius has seen an increase in production during these times are education & healthcare. Colleges and universities need to get the word out on a multitude of issues. These issues include the institution of new distance learning programs, new emerging degrees, and the ever-changing status of “on-campus” classes. Meanwhile, the healthcare industry needs to let everyone know that medical help is here for everyone and can be done in a “COVID-safe” manner. Other advertisers just want their customers to feel comfortable, as if they can do “normal” things, if not in a “normal” way.
Production Teams Like Mad Genius Are Prepared for Filming Restrictions
While large production companies have taken a real hit, both due to economic pressures and social distancing restrictions, smaller companies have been able to carry on business as “somewhat” usual (from a production POV). Small budgets, keeping crews under ten, and limiting the number of talent on set are not new parameters to the smaller production teams. Only now, face masks and keeping distance while on set are the new normal.
Protecting Our Clients Through Innovation
The Coronavirus pandemic will undoubtedly spark innovation in terms of both client needs and on-set production processes. The struggle, at the moment, is to provide for clients and their needs today in these strange times, while maintaining a safe environment for staff and crew and still look to the future when we finally come out of all of this. This will require some outside-the-box thinking to ensure that the business will remain sufficiently protected today, while getting ready for tomorrow.
Mad Genius is the only full-service advertising agency in Mississippi with an in-house video production team. When not filming on location, we work in our 4,000 square foot studio. Check out some of our award-winning work.