BRANDON B INTERVIEW
filmmakers that are also dedicated to the craft of what we make,” Baum says. “We also have such a great understanding of what social content goes viral – more specifically, the science of how and why content goes viral. We’re able to partner those two things together and create this stunning content that takes audiences on these crazy wild journeys while making sure at the same time the videos are reaching the widest audience possible.” Still, there are challenges to overcome. StudioB’s modus operandi is to deliver light-hearted comedy clips, but these have to translate well across different platforms and audiences, all while satisfying the client. “Something every creator and publisher needs to be aware of is that every single platform has a different tone of voice,” Baum says. “As creators and publishers, it’s our job to understand specifically what tone of voice is appropriate on each social channel, optimising content for each platform.” Although the company is still in its infancy, Baum already has a stand- RISING STARS Baum’s team of driven creatives have been attracting huge names to their purpose-built studio in north London
WE HAVE A GREAT UNDERSTANDING OF THE SCIENCE OF how and why social content goes viral ”
understand the genetics of how this has happened. This gene pool is the craziest thing ever!’”
out favourite memory, which involved shooting with Jake Gyllenhaal. “We had five minutes to chill before we started filming as there was still some camera set-up going on,” he explains. “I had my dad on set with me for the day and for the scene we were shooting, we wanted my grandad to be in it. Unfortunately, he couldn’t be there so we hired an actor to play him, but we didn’t want to tell Jake because we wanted to keep him immersed in the moment.” Instead of telling Gyllenhaal what was really happening, Baum introduced his dad and ‘fake’ grandad to the actor. “The problem is my dad is 6ft 2, I’m 6ft and my ’fake‘ granddad that we hired was about 5ft 4,” he adds. “Jake was flabbergasted; he couldn’t understand how my dad’s dad was so short. He said: ‘I just can’t
SOCIAL SCIENCE Baum’s team utilises the data on older pieces of content to help inform new productions, considering the ‘science of social’ alongside their creative ideas to craft the optimal clip. “We’ve created over 1000 pieces of content in the past few years, so we’ve got so much data to be able to look back on to understand how they performed and then to try and work out why they performed the way they did,” Baum notes. “Something we love doing as a studio is theorising about a video’s performance before we upload it,
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