Content vs Production

Content vs Production | The Winner

In an ideal world, the quality of your content (writing and performance/acting) and production (scenic design, costume/wardrobe, hair and makeup, locations, cinematography, lighting, sound, editing, color correcting) would be of equal quality.

But, sometimes time and cost don’t allow for both.  So which should you choose?


While quality production can add the ultimate glow of professionalism, if your story and acting are weak, high-quality production is pointless.  People connect with stories and the people who tell the stories.

Here are two examples |

Juan Browne

Juan’s day job is an American Airlines 777 pilot.  During his days off and prior to flights he’s a tireless citizen reporter who I’ve written about in an earlier.

When you watch his videos, he’ll be the first one to admit that while his production values are improving, he doesn’t have the time or money to do a first-class job.  Yet, his reports on major events around his home in California are amazing because he tells a good story with accurate information and he does so with the authority of someone who has obviously done detailed research.

Here’s a sample video from Juan Browne:

Star Wars: The Force Awakens

While I’m a Star Wars fan, Episode 7 is simply a rehash of the original Star Wars (Episode 4).  There’s nothing new here due to weak writing.  But, it’s a beautiful looking movie due to its large budget and high production values.

The Bottom Line

From an advertising perspective, if you need to make a choice, the route taken by Juan Browne is the better route from both a cost and a net margin perspective.

With that said, even with a restricted budget, don’t skimp on working with and paying for the critical talent:  Writer, director, actor(s), editor.

One Last Note

As Leo Burnett, one of the finest advertising minds has said |

Do your best work regardless of how much your budget.


Photography by MILKOVÍ

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