Content Factory
The Challenge
Content production at scale and quality
With an increased focus on social, COTY requires content to cover the whole year across multiple brands and platforms. Content is needed to cover key occasions such as Christmas, Valentine’s Day, and the Summer Pride months, in addition to product photography to be used in stores, POSM, and online. COTY requires a solution that delivers excellence at scale.
The Shift
A lean production approach with a premium, social focus
Using a tailored social-first production approach, we efficiently created multiple sets and shot continuously throughout the day. Whether talent or product, our teams were focused on capturing a broad range of content delivering on brand and audience needs, all intelligently formatted for all COTY channels.
The Result
A year’s worth of premium, tailored content
We were able to craft a year’s worth of content in two days — capturing four different key commercial moments as well as always-on content that highlighted the full product range. Our work was lauded as the standard at COTY for 180’s attention to detail and craft, with very tight timelines.