case history · 04.12.2024 · 3 min read
the guess digital content factory
a best-practice example of optimising content production and distribution.
watch the video
the results · 2024
- 146ktotal assets generated
- −35%time to market
- −100%duplications
the initial need
«we have people, freelancers and equipment, but we lack something that connects all these resources.»
guess
a precise request, which paved the way for a broader optimisation. before proposing the technology, hyphen reviewed processes and workflows together with guess.
the analysis of existing production flows, business needs and channel requirements started from the concrete pain points of the teams involved.
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manual operations
manual handling of product codes and file renaming caused delays and a high margin of error.
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content hard to find
without centralised file classification, finding a piece of content took a long time.
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fragmented management of tasks
planning via email and spreadsheets led to inefficient use of internal and external resources.
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content duplication
the same products were often shot several times at different stages, especially for B2B and e-commerce, wasting time and resources.
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inconsistent content across channels
without a central system for guidelines and shoot supervision, each channel handled content differently.
- ✕manual operations
- ✓automated flows
- ✕content that is hard to find
- ✓everything searchable in the DAM
- ✕fragmented tasks
- ✓a single workflow
- ✕content duplication
- ✓one asset, one version
- ✕inconsistent channels
- ✓aligned channels
the solution implemented
after mapping flows, resources and channel specifications, hyphen and guess designed a new, technology-enabled process with two goals: eliminating content duplication, which had reached almost 40%, and increasing the quality and quantity of available assets.
from 50 to 800 m²
in less than a year guess went from a 50 m² photo studio to an 800 m² digital content factory, which today covers all its photo and video needs for sales and e-commerce.
- HILP · still life and technical on-model7 set
- ELEMENTS · creative on-model4 set
- 3D-printed ghost mannequins2 set
13 hyphen shooting line sets
HILP sets for still life and technical on-model, ELEMENTS sets for creative on-model and accessories, including HSL ghost mannequins 3D-printed to guess’s measurements.
- GUIDELINESmoodboard · rules
- TASKSresources · calendar
- APPROVALSpost review
- CHANNELSadaptations
chalco shooting solution
the heart of the factory: it manages the entire shooting process, from creative and technical guidelines to task assignment, from post-production approvals to channel adaptations.