When was the last time you piggybacked?
No, not the college-days kind of piggybacking. I’m talking about the strategic kind—bundling video and photography services during a single production to squeeze every drop of value from your investment.
Production days are no small feat. They’re packed with planning, coordination, equipment, and a team of experts to pull it all together. And while Fifteen4 offers scalable solutions to fit nearly any budget, we know the reality: time and money are finite resources. That’s where piggybacking comes in. It’s a smart, efficient strategy for maximizing your production day while stretching your budget further.
What Is Piggybacking?
Think of piggybacking as production efficiency in action. Let’s say you’ve scheduled a shoot for a brand film, customer testimonial, or company manifesto video. Chances are, you’re already coordinating teams, lighting setups, and stakeholders. By planning ahead, you can layer in complementary photography services without doubling your costs or logistical headaches.
Why does this work? Because the foundation is already there:
- Shared Resources: Both video and photography teams can leverage the same lighting, blocking, and staging setups.
- Streamlined Logistics: Your key players—stakeholders, creative teams, and resources—are already on-site.
- Reduced Duplication: There’s no need to rehire teams, re-source equipment, or revisit logistics for a separate shoot.
With a cohesive production plan, you can capture everything you need in one go—without sacrificing quality or focus.
Real-World Examples from Fifteen4
At Fifteen4, we’ve been helping B2B tech and SaaS brands tell their stories for over 20 years. And we’ve seen firsthand how piggybacking can elevate a project while keeping budgets intact. Here are a few examples:
Customer Testimonials and B-Roll: While filming customer testimonials, like we did with Gravie, we often bring along a photographer to capture stills. The video might be used for websites, social media, or email campaigns, while the stills go toward brochures, posters, or paid ad designs.
Brand Launch Campaigns: When a client needed a manifesto video for a relaunch, we bundled video and photography to create a cohesive suite of assets. The video set the tone for the brand, while the stills populated websites, digital campaigns, and print collateral, reinforcing their refreshed identity across channels.
Executive Shoot Days: When key executives are in town for a single day, we’ve captured interviews for corporate communications alongside headshots or lifestyle imagery. The results? Multipurpose content that spans recruiting materials, investor relations, thought leadership blogs, and beyond.
Corporate Office B-Roll: During b-roll shoots at corporate offices, we’ve added photographers to the team to create a content library of stills. This library gives clients an ongoing resource for ad hoc marketing campaigns, ensuring they’re prepared for any need that arises.
The Catch: Don’t Sacrifice Focus
While piggybacking is a smart strategy, it’s not without its risks. Adding photography to a video shoot—or vice versa—can divide attention if not planned carefully. In today’s TL;DR Culture, focus is a precious commodity, and juggling too many objectives can dilute the creative energy needed to nail your primary project.
That’s why collaboration is key. At Fifteen4, we work closely with our clients to craft a production plan that prioritizes your core goals while layering in additional services when and where it makes sense. The result? A seamless process that delivers high-impact results without spreading your resources too thin.
Ready to Maximize Your Next Production?
Piggybacking isn’t just about saving money—it’s about maximizing value. By bundling services strategically, you can capture the content you need to drive your marketing forward without breaking the bank.
Got questions?
Let’s chat. We’ll walk you through the process, tailor a plan for your needs, and ensure your next production delivers more than you thought possible. Just promise us one thing—no actual piggyback rides.