Your Production Route

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1. Super Shoot

The Super Shoot is designed to capture interchangeable shoot modules at scale. This route creates a premium foundation of ‘Brand Say’ assets meant to serve the brand for up to two years.

• What it's for: Creating shoot modules (product demos, pack shots, sensory visuals, and base assets etc). Crucially, Super Shoots also capture framing and formats optimised for social media platforms (TikTok, Meta, etc.) to fuel your ‘Brand Say’ paid social advertising.
• How it combines: Hero narrative capture can be integrated directly into a Super Shoot. Furthermore, base assets from a Super Shoot can be remixed later with ‘Others Say’ creator content for localised social campaigns.

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2. Hero Campaign / BCI Long Form

This route focuses on high-craft campaign storytelling or key visuals that are built for narrative impact, without the requirement for extensive shoot modules.

• What it's for: Delivering omni-channel assets such as hero long-form video (for traditional or digital), cutdowns, short-form digital assets (like bumpers and pre-rolls), key visuals, and product or talent still image assets.
• How it combines: When ‘Others Say’ platform-native content is also required, you can plan an intentional omni-channel workstream alongside the Hero shoot to capture creator-led outputs.

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3. Social-Native / Creator Content

While your Super Shoot covers your ‘Brand Say’ social ads, this route is largely dedicated to Brand Say channel native creator-led content that is agile, authentic, and specific to local territories and markets.

• What it's for: Culture-first, platform-native capture. It avoids traditional primary production craft and instead uses specialist production partners experienced in authentic, creator-led approaches.
• How it combines: Content can be delivered as Integrated (managed via the creative agency within an overarching campaign production) or Decoupled (working directly with a specialist production partner outside the primary shoot unit).

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4. Replication / Adaptation

This route is used when existing assets are robust and designed for localisation.

• What it's for: Reusing and adapting existing assets, which may involve local market reshoots, language adaptations, or swapping talent and packaging based on an established template.

For instance, imagine a Dove film originally produced for North America and Europe. The SEA brand team wishes to leverage these assets, but the talent featured does not reflect the appropriate ethnicities for SEA. Furthermore, budget constraints prevent them from engaging a creative agency.

Since the core creative idea already exists, the SEA brand team commissions a production company to replicate the original film specifically for their region. With support from AdPro in selecting suitable suppliers, they collaborate directly with the production company to deliver a tailored SEA replication.

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5. Pure AI Production & Automation

Note: AI should be utilised across all production routes to increase efficiency, reduce in camera filming and enable asset remixing. However, if your campaign requires zero new in-camera capture, you should select this route.

• What it's for: Generating remixed and automated variations strictly from existing sources. This relies purely on existing asset quality, AI image generation, and creative templates to build new ‘Brand Say’ content without a physical shoot.

Any use of AI in content creation must adhere to Unilever’s AI assurance policy and ensure that Creative Agencies comply with their contractual obligations relating to AI. If you are uncertain about any aspect, please consult your legal counsel or contact AdPro for further guidance.