SharkNinja: a Content Factory for the Italian launch

SharkNinja: a Content Factory for the Italian launch

60 pieces of content. 60 different story scripts. Two shooting days.

When SharkNinja landed in Italy, the launch needed a full content library from day one: social-first stories, each built around a different script and a specific target. Not one campaign film cut into pieces, but sixty distinct pieces of content.

So we didn't plan a shoot. We built a factory.

5 creators, 10 actors, a very tight schedule

We brought together 5 content creators for two full days, supported by 10 actors, to cover every scenario, persona and use case in the scripts.

With so many talents, products and set-ups in so little time, everything depended on the schedule. Every slot was planned to the minute: who was on set, with which product, in which room, with which look.

Two homes, two moods

To give each day its own visual identity, we rented two different apartments in the centre of Milan.

Different light, different interiors, different atmospheres: one location per day meant the content would never feel repetitive, even across sixty stories.

A crew that lets creators create

Creators are at their best when they can focus on one thing: the content.

That's why we built a full crew around them, taking care of everything else:

• DOP and electricians for light and image quality
• Two set designers to dress and re-dress every corner between takes
• MUA + assistant to keep every look camera-ready
• Stylist + assistant to manage wardrobe and continuity across 15 talents

The result: creators who could simply perform, while the set worked around them.

Delivery: organised chaos

Then came the hardest part.

Sixty pieces of content, from sixty different story scripts, each with its own target and its own social destination. Every file had to be edited, checked, versioned and delivered without mixing up a single script, talent or format.

Shooting sixty stories is hard. Delivering them all, right, is harder.

It was a delirium. A well-organised one.

And it's exactly what a Content Factory is for: turning volume into a system, so that every single piece arrives where it should, when it should.