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Tabletop productions: producing serial content formats in-house

Tabletop productions: Producing serial content formats in-house

Recurring content formats are often produced individually and expensively in the studio for different markets and product variants. However, modern technologies and innovative CMS interfaces now make it possible to create serial content flexibly, in-house and without prior knowledge.

Recurring content formats are often produced individually and expensively in the studio for different markets and product variants. However, modern technologies and innovative CMS interfaces now make it possible to create serial content flexibly, in-house and without prior knowledge.

Tabletop productions are videos or visuals with product shots that are placed on a surface such as a tabletop. In the marketing of many industries, these are part of the daily business, as the resulting content can be used at various touch points such as on social media, in TVCs or in e-commerce.

Usually, tabletop content is produced by photographers or film teams in professional studios and created individually and laboriously for different product variants. However, by using modern technologies such as 3D visualization and CGI, companies can enormously simplify, accelerate and even solve the production of such recurring formats in-house.

Scalable and serial production of tabletop content

Modern CMS interfaces now simplify campaign processes and the internationalization of content for different global markets in such a way that adjustments can be made by branders themselves, even without specific prior knowledge. But how exactly does this scalable form of asset creation work?

By accessing the source file of a content base, which is given, for example, by a video designed in 3D with a view of a tabletop or a stand visual, its content is made manipulable. Product renderings, pack shots and labels can thus be individually placed and exchanged in the image by drag and drop. The professionalism of the original asset, including corporate identity, is preserved.

This turns the content base into a product stage that can be variably filled with different content again and again. This type of content production can be used effectively in many industries, for example in the beauty industry or in the FMCG sector.

Flexible content for CPG brands

If a company has several of these content settings and backgrounds, marketing not only becomes more flexible in planning its measures, but also saves costs. This is because tabletop formats can be flexibly created and adapted for different touch points - including immersive experiences, which can become a starting point for virtualisation, especially for CPG brands.

For example, various cosmetic products or food packaging change on the content stage to generate content for social media, e-commerce, TVCs or the virtual showroom. 


Adapt and multiply content once it has been created

CGI/3D technologies and modern CMS structures automate these content formats according to predefined standards - without a studio and without losing international CI and professionalism. A flexible CMS interface like VARYCON enables this kind of content automation.

In this way, companies achieve high-quality and consistent results in all global markets. Approval functions and permissions in the CMS interface ensure that content is checked before it is published. All internal marketing processes thus gain enormous speed and efficiency and brands are given the freedom to offer innovative content individually adapted to the respective global market.


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