Anyone can run ads. Anyone can build a website. Anyone can write copy. Almost nobody can create elite content at scale — and content is the thing every campaign actually runs on.
So here's what nobody says out loud: every ad agency, every social media company, every leasing platform, every media buyer — they all eventually have to call someone like me to get the video and photo done. I'm not competing with them. They depend on me.
The whole industry is fragmented. The shooter, the editor, the ad buyer, and the social team are four different companies that never talk. So when an ad isn't working, nobody owns the picture — and it takes six months to figure out you need new content.
"You have to see the end result while you're shooting it. Split it across vendors and nobody's shooting for the ad. That's why it doesn't work."