Corporate & production expertise: our interviews in Strategies | Responsive

In April, Vincent Stilinovic mentioned conscious quitting in the Corporate file of Strategies, and in May we are in the Production file, here is an excerpt:

A member of both the corporate and production delegations of the AACC, Reactive also plays on two fronts: content design and production. Its co-founder, Vincent Stilinovic, insists on the concept of advice to be given to advertisers in terms of multiplying formats. “Customers need production advice to try to rationalize their investments. They will not always think in advance about other uses that could be useful for them. However, it is important to predict it, otherwise the combinations are more complicated later.”, he remarks. If you shoot in 16/9th and you have to use the film later in vertical format, you have to shoot in a certain way, with a larger frame, to have usable content vertically.

Vincent Stilinovic also throws a spanner in the water: you must avoid declining in order to decline. “At one time, we were asked for combinations in all directions. But today there is a reflection on the carbon impact. You have to take the time to sit down. If a communication is not adapted for this or that network, with an expected mediocre result, you should not decline for fun.”, he says, pleading for “a fair balance” on the subject.

Moreover, social networks are increasingly demanding on videos, to the detriment of written posts. How do you manage to produce such a mass of content? “A new way of producing is emerging, which requires going much faster than for traditional media. You have to take time to find ideas, but then shoot with light equipment, not too many people, and produce small formats very quickly. Shoot six or seven short films with an actor in half a day, it's possible today and we're doing it for example to feed TikTok accounts.”, affirms Vincent Stilinovic.

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