Today’s advertising marketplace demands that brands refresh and stay in-sync with evolving consumer needs. As part of a shift, many major brands are making the marketing switch from selecting agencies of record for their accounts, who craft award-winning campaigns, to working directly with production companies on diverse commercial projects.
The company beefed up their in-house capabilities with out-of-the-box ad tech solutions, among other offerings, to create direct-to-client promos and commercials. Already a creative entity with their finger on the pulse of visually dynamic content for fashion and street brands including Nike, Beats by. Dre and more, Where It’s Greater turned to robotics to produce large-scale results with a small team.
As the newest addition to their arsenal, Where It’s Greater was an original adopter of the Mark Roberts Robotics’ Bolt Jr., a motion control (moco) robotic arm capable of camera moves repeatable down to +/- .003mm. This rig turns the camera into an AI innovation tool, specializing in hyper-accurate motion control. The arm can act as a camera mover--shaping dynamic, precise, camera moves that are repeatable--or a multi-directional model mover. The resulting visual precision appeals to the aesthetic of culture and lifestyle entities, from big brands to top musicians and rap luminaries.
Click HERE to view Where It’s Greater’s creative content reel crafted using the Bolt Jr.
The studio stands out to brands seeking a fresh aesthetic with their use of robotics as a creative technique, enhancing their subjects or products in commercial spots, promos and music videos with moving angles, scale and speed unachievable without moco.
With a background in directing music videos and commercials under the moniker ‘Decatur Dan’, Where It’s Greater founder/director/photographer Dan Hall can speak to how prodcos can reach brands with in-house tech solutions. A self-taught photographer and filmmaker, Hall's career began in college, when he was hand-picked by Young Jeezy to be the rapper's full-time content creator. In a just few short years, he became an in-demand director, making music videos for artists including 2 Chainz, Future and T-Pain, among others. His video for B.o.B's song, "We Still In This," received a BET Video of the Year nomination. These projects grabbed the attention of Nike, and Hall quickly became a preferred vendor for the brand and launched his advertising career.