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Digital Transformation Brand Purpose Video Production

The future of video production: ease of collaboration equals better creative results

By Ian Darby, journalist

July 13, 2023 | 5 min read

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As demand for video content continues to boom, collaboration will play a vital part in the creative process, according to experts who explored this and more in an Adobe webinar with The Drum.

How ease of collaboration leads to better creative results and productivity when developing video content for brands

How ease of collaboration leads to better creative results and productivity when developing video content for brands

The growth in video production shows no sign of slowing. This is important to advertisers, given that recent research from Adobe revealed 84% of all consumers (and 90% of Gen Z) expect to be able to see videos of products.

In light of this, a panel of creative experts came together to discuss how ease of collaboration leads to better creative results and productivity when developing video content for brands.

Big themes explored during the discussion included the dynamic rise of video production, challenges in the creative process, why collaboration is so important, and the role that review and approval software plays in boosting this co-operation.

The panel featured Ian Flynn, executive creative director at digital marketing agency RocketMill; Mal Sobczak, senior art director at Ultra Brand Studio; Brit Phelan, director and photographer at Brit Phelan Enterprise; and Jason Druss, product marketing manager at Adobe.

Outlining the opportunities and challenges involved in video production, Phelan said: “We live in this world where content is never ending, and the more we can collaborate, and have clear communication, the better we’re equipped to reach those demands.”

Solutions such as can help with this, added Druss. He argued that video content production is rarely siloed, but part of a bigger brand picture: “We wanted to make it easier for teams to work together in one unified, centralized creative platform, the cloud.”

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He also described how the vision for stretches beyond its heartland of filmmakers, photographers and designers into the world of marketers: “It's all about getting everyone access to the right asset, at the right time, with the right permissions.”

The future will see the proliferation of branded video content across channels, but this will require careful management in the shape of cloud-based solutions, said Phelan: “If software continues to open up and host all these different mediums in terms of how you can create, the better it will be as we start advancing in technology. It will help with adoption naturally.”

As a result, creative people are working closer with their clients and forging new ways to collaborate, as Sobczak said: “It’s so exciting to see what else will be possible through artificial intelligence. In 10 years, are we even going to do shoots face-to-face, or on computers? We’ll see.”

Video content production is a vibrant and exciting place to be. Cloud-based solutions are removing the pain from the process by allowing for more dynamic and collaborative review and approval of content., for example, is freeing creative minds to focus on what they do best – delivering exceptional creative and business results for marketers and brands.

To catch up on the full webinar, click here.

Digital Transformation Brand Purpose Video Production

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