Digital first production keeps Perspective Pictures on track
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The entrepreneur, 25, thought he knew all about wild rides, having cemented Perspective’s name with films documenting extreme sports and travel adventures, before going on to make a range of digital first content from long-form video to adverts for major brands such as Deliveroo, NatWest and accessories giant Coach. Then there was lockdown and the heady progress of 2019 stopped – for the moment at least.
The commercial roller coaster began with some of the north London-based agency’s contracts cancelled at the last minute.
Next it faced accelerated change in a sector whose working practices were paralysed by lockdown’s social distancing rules.
“Yet despite everything, Perspective has fared well,” says Rixon, a YouTuber, who from a scratch start in 2016, now employs 20 and sees 2020 turnover staying close to the £1½million forecast.
The business shifted focus both in the new customers it targeted and highlighting how it operated.
“We adapted by looking specifically at industries less affected by Covid, such as food rather than events and travel, and reshaping our marketing messages to show the measures we were taking to protect clients and crew on-set,” Rixon explains.
“A small agency that is nimble with low overheads and can turn content round at scale has a lot going for it when clients’ budgets tighten.
“Explaining our shooting processes with smaller crews and the precautions we take has also given clients confidence to come back again.”
Amid a consumer and media landscape that was already changing rapidly Perspective had seen TV-style video content did not work for online.
It forged its success by producing social first, platform-specific adverts, branded content, films for businesses launching crowdfunding raises and online channels using long form content – 30-minute pieces popular with viewers and now a regular part of YouTube’s consumption.
“Demand for online content has increased massively with the take-up of social media and Covid has increased the pace,” says Rixon.
Another trend in user-generated content and existing footage is also creating new commissions for Perspective.
“Customers supply and we repurpose it as part of their campaigns,” he adds.
The aim is for a 30 headcount in 2021 with more recruitment in post-production and creative departments and Perspective plans a move to bigger office space with new studios for photography and audio as well as video.
Yet back in spring “the situation was so serious the desire to wait and let it all blow over was almost overwhelming,” says Rixon.
“But that risked losing everything we had built. We had the experience already being in the social media market where you have to adapt and pivot all the time so we embraced the change and now we have a lot of hope for the future.”
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