How Production Became Central to Pitching

LBB asked the industry’s top producers and heads of production to explore the evolution of the relationship between production and pitching, which trends are fuelling this, and the kind of opportunities it presents

Ben Jones, Director of creative studios at Coolr
A picture may be worth a thousand words but at Coolr we believe a video can say a thousand more. In today’s fast-paced digital landscape, compelling visual assets are no longer a ‘nice to have’ but a fundamental part of the pitch process. Brands need to see it to believe it.

They’re also looking for more than just a single hero asset – they require an ecosystem of content that seamlessly integrates across multiple platforms. With shrinking attention spans, it’s crucial that our creative executions communicate ideas instantly and effectively.

At Coolr, we have a large in-house studio that enables us to bridge the gap between abstract concepts and tangible visual executions. Whether it’s high-impact visuals, proof-of-concept materials, or final assets, our team specialises in producing platform-native content at the speed of culture. This alongside tailoring content for specific briefs, has become a game-changer when it comes to selling ideas, securing client buy-in, and ultimately getting projects greenlit.

We’re also harnessing AI-driven tools to enhance our pitch materials, rapidly generating high-quality visual concepts, that bring ideas to life and help accelerate client buy-in. Lastly, executional confidence is pivotal in brand decision-making. Delivering over 200+ assets each month, we understand that a transparent, structured process, one that is easily understood by multiple stakeholders, is just as important as the content itself. Our ability to produce high-quality, scalable content with speed and precision ensures that our clients are equipped to make informed, confident decisions.

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