You Are Here launches subdivision Crack
New subdivision of You Are Here seeks to connect agencies with the best social creators.
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In an age of slashing budgets, changing goalposts and an endlessly mounting list of deliverables; in an alien landscape of high volume, hypercool, super-varied social content, You Are Here shows their commitment to the evolving market with new social subdivision CRACK.
Like all good ideas this new venture was born in response to a need. In a constantly changing market, production companies, industry-wide, are observing a massive increase in the number of non-traditional ad briefs. Whether that looks like an addictive loop video for a fashion brand, a lo-fi FPV sportswear film, a set of 11 recipe films for a supermarket’s TikTok, or filming a podcast with a panel of influencers, this is pretty new territory for marketers and film makers.
In such a time, there emerges a clear need; a need for production companies to adapt to this new way of working; to prove to agencies and brands that they can add value to small-scale productions; and to show that they can bring artistic merit back into this emergent form of film making. Film makers must have the tools and the understanding to work on lower-impact, faster-turnaround, higher-volume projects, without sacrificing any of their abilities to deliver on larger briefs.
You Are Here MD, Jeremy Goold explains: “CRACK just seemed like a natural extension of YAH’s offering. It represents another layer of added value to our production capabilities, adding to our burgeoning photography department and renowned tabletop subdivision, RARE. Whenever we’re approaching a large-scale shoot, be that for a supermarket, car brand or fashion house there is almost always a social element that is troubling the producer. The beauty of this venture is that these briefs can be tagged onto larger scale productions, for a unified, streamlined experience, or work as standalone shoots, dependent on the needs of the client.”
CRACK producer Kiki Vierdag commented: “We are all too aware of the changing demands of this new landscape and are excited to embrace the language that underpins the social film world. We’ve spent the last year assembling a team of creators who can service almost any social content brief and want to marry those skills with our production expertise. The great thing about Crack is that it smooths out the process, alleviating the risk of approaching creators directly, offering a buffer between them and the agency/client and guiding them to make efficient production choices."
