BTS with Amanda Meyer: Shaping Storytelling in Production

How do you transform a brand’s vision into compelling video creative that actually performs?

There’s a lot of work behind the scenes before a brand’s final video is produced. We get to know the product, the brand, and its tone of voice. Who’s our target audience, and what will draw them in and keep their attention? 

Before any footage is shot, it all starts with words on paper. Those words are carefully refined until we have the perfect message. That message becomes the foundation of our visuals. The preparation is crucial — it’s sort of like taping off a room before you paint. 

Do you take the time to set things up so your end result appears effortless? Or do you impatiently jump in and start painting, making a mess that takes longer to fix in the end?

What’s the secret sauce behind video ads that stop the scroll and drive action?

Connection. There’s nothing that people want to watch more than someone or something they can relate to—and it has to look good, too. When you see something that resonates with you, and you can tell someone took the time to make it look good. You will stop and watch.

Some brands have more than one target audience. Sure, they all have a common thread, but you may have to create multiple stories or solutions to reach your full consumer potential. 

Sometimes, the best ideas aren’t immediately obvious. Don’t be afraid to throw those “bad ideas” into the ring because they could become great ideas. I realize that sounds a little cliché, but you really never know what might ignite a fire. It’s no fun being on the island by yourself (well, ok, maybe in some cases it is, but not creatively). 

“The point is—talk it out. Collaborate. Great creative is not made in a vacuum.”

What’s one thing brands consistently overlook in creative production?

Let’s start with trust. You want to build a relationship with your consumers, which should be built on trust, and it can’t happen overnight. So, how can we build trust in creative production? Be authentic. Making a connection is critical. 

In addition, aim for simplicity. Give your audience enough information to pique their interest without overwhelming them. In this digital content overload era, assume everyone has short attention spans. Make it clear and concise, and then provide them with a place to get more information. That’s what your website is for. 

The purpose of your ad should be to make a connection and raise awareness. Raising awareness is just the first step; the real work of building trust comes with your follow-through. I can’t help you with your customer service or the tools you have for your customer base, but what I can do is create content that gets your message out and makes the information easier to digest.

How do you balance creative freedom with staying on brand and meeting performance goals?

I love being an instigator—it’s always fun to stir the pot occasionally. It’s perfectly okay for a company to tell creatives, “Make me uncomfortable.” The key is to start big and then refine it. Push the boundaries first, then scale it back to meet the brand’s vision. Brand guidelines are essential—without them, there is no brand. 

I thrive when I’m given those boundaries and asked to push them. Contributing something new that evolves into the brand’s future feels rewarding. At the same time, it’s about recognizing what’s fluff versus what truly drives the message and solidifies the brand’s point of view.

What’s been your favorite project to work on, and what made it special?

My favorite project so far was renting an empty storefront and transforming it into a sneakerhead haven. I wasn’t into the Nike scene, so this was all new—and I had to do a lot of research to avoid looking like a total rookie or coming off as B-grade. 

Of course, I wasn’t alone; I had a team to help develop ideas and pull them off. Tasks that seem daunting to one are totally doable with the right team and with much less swearing. I’m a big fan of DIY to save money. Even though some argue it’s not the best use of my time, I roped in my family to help me paint bear statues and create fake shoeboxes. 

When you look at one of our shots, every detail is on purpose. The placement of every prop and every glimmer of light on the wall is intentional. When you hire a video production team, each person brings their own unique skills to the table—and everyone cares as much about the final result as the client does. That’s what makes video production so special.