Freelancer Kristy Clinton, a former content creator at The Works, says her favourite type of content is human centric branded content derived from real people and real stories.
"I believe brands are realising you can make longer form content that doesn’t have a logo and branding all over the ad in the first three secs and that you can influence the target audience by coming back to the basics of storytelling," she told AdNews.
"The content creator role for me, is a really exciting opportunity to touch all aspects of a project and get involved in an idea from brief to delivery.
"I think it’s a role that hasn’t always been in the industry but i’ve been seeing it pop up everywhere due to smaller budgets and the always changing landscape of the digital media environment where we have to stay nimble on smaller briefs."
Clinton credits her liberating role as a freelance content creator to her previous employment at creative agency, The Works.
She said: "I moved to The Works agency as it was one of the first content creation roles I saw pop up and they really fostered an environment to implement this “slashie” style role. They support employees to wear multiple hats and I loved getting involved with the creative/social/editorial department or even running with briefs myself.
"I think that trust has been a barrier for people in the past with a “stay in your lane” approach in traditional marketing structure but roles like the content creator enables agencies to tackle some of the smaller briefs in house and stay competitive."
Clinton recalls a fond memory of acampaign she shot when she was at The Works for The Department of Education called “I Wish I’d Known”
She said: "It was great to work on and win the pitch with a team that then carried it all the way through to the delivery of assets.
"We produced a series of videos in a range of formats with nine ambassadors which was achieved through pre-interviews with the talent to help bring through their stories and connect them with the objectives of the campaign. We got some great results."
Clinton draws personal inspiration from her previous colleagues at The Works and non-production female role models.
She said: "I worked alot with director/dop Jake Ward who was my senior at The Works who I learnt alot off particularly on the technical side of filmmaking and how to plan out a shoot especially if sometimes you’re the only person shooting/recording sound/data wrangling.
"The producers i’ve worked with have always been trusting and try make sure I have all the tools I need and confidence to approach a job."
"I also learnt alot off non-production female role models e.g. Kristie Thistlethwaite and Ruth Haffenden at The Works - who really helped me work on my presentation skills having not been in-front of clients and usually in the edit suite by myself up to that point."
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