Creative Control: the power to exercise the final authority over the planning and execution of an artistic medium, such as a film, commercial, a song, etc. We often think of produced shoots as having complete, immense creative control from the production and directing teams from start to finish of a campaign or project. However, here at Locomotive, we believe that when using found content in marketing and advertising campaigns, it in fact gives the team more creative control than that of a produced shoot. Not to mention it saves time, money and the environment. With an extensive and endless supply of creator content out there, this leaves the imagination with limitless possibilities. Brands create their initial briefs based on their own set of guidelines. But, with millions of new content being uploaded each day, no matter what their creative parameters may be, there will always be fresh content to curate from. You can literally take the same creative brief from two months ago and find completely new content to fit the same exact bill. The content that is found can also shift the campaigns themselves as they progress. It depends on what kind of stuff we’re finding. Maybe we find something that they hadn’t intentionally set out to include and the brand loves it, so they decide to make a slight shift in their creative direction. The beauty of found content campaigns is that the brand gets to decide which pieces of content align with their values and appeals to their particular audience. They set the tone. They choose which pieces they want or don’t. We provide our clients with a monumental list of content during the curation process. If they say they need five pieces we’ll give them twenty to choose from. Brands can also get creative with how they use UGC in their marketing strategies. The creative possibilities are truly endless.
