Why big productions need professionals. A look behind the scenes of “EWE explained”

A good example of this is our newly produced format “EWE explains”, which we produced for the energy and telecommunications company EWE.

This resulted in four high-quality films as a YouTube series - with a total of almost 40 minutes running time, filmed in just two packed production days, developed and implemented within eight weeks.

Of course, this includes a lot: large team, elaborate set design, professional actor, several costume changes, teleprompter, dolly, lighting team, sound, mask, recording management, making-of, and so on...

In short: a production where everything really comes together.

But before we dive deeper, it's worth taking a quick look at why such productions are created in the first place.

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When content needs to be more than just a video

Companies today invest an enormous amount of time and budget in content.

• Campaigns are being planned
• Target groups analysed
• Messages defined
• Marketing strategies built

And at some point, the decisive question is in the room:

How do you translate all of this into content that really reaches people?

That shouldn't look like advertising and definitely not be boring. But of course it still has to provide information.

The aim of “EWE explained” was exactly that.

A format that:

• makes complex topics understandable
• simultaneously entertains
• Produced to a high standard
• Can be continued in the long term

A mix of explanatory format, entertainment and campaign content.

Feeling somewhere between classic knowledge format and modern YouTube production. With a style that is deliberately somewhat reminiscent of classic infotainment formats that you know from television.

But before a camera is even set up, the actual work begins with such projects.

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The phase that no one sees: preparation

Imagine you're starting a project of this scale. The job is fresh. The deadline is set. Eight weeks until publication.

During this time, the following must arise:

• four complete concepts
• a shooting schedule for several films
• Acting casting
• Location planning
• Technical planning
• costumes
• Set design
• production organization
• post-production
• Voting rounds
• animations

The first step: Understanding content.

For “EWE explained”, this meant that we worked our way through an enormous amount of material:

• PDFs
• Online guide
• Information pages
• background material

Everything about topics that EWE had already prepared. But information alone is not enough.
The real job is to translate this content so that it:

• Stay understandable
• sound natural
• Be told in an exciting way
• and don't look like a textbook

It is therefore deleted, reworded and condensed. Until complex topics suddenly become stories that are pleasant to watch.

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Hollywood-level organization

Parallel to the concept, the entire production planning process runs in the background. Because production with a large team means one thing in particular: organization.

Who works when? Which external specialists are needed? Who is traveling from where? Where are people accommodated? When do which answers have to come from the customer so that the schedule does not tip over?

An example: the Location.

Instead of shooting directly at EWE, we deliberately chose a different solution. Through our network, we were able to rent a suitable house in the immediate vicinity of our location - perfect for several sets and different scenes.

The advantage:

• no travel expenses for a large team
• more efficient shooting days
• lower costs for the customer

A good example of how experience and network not only make big productions better, but also more economical do. At this point, thanks again to DAS MASSIVHAUS for renting out the great location.

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Two days of shooting that are completely timed

When the preparation is complete, the moment comes when everything comes down to:

The shoot.

Two days. From morning to evening. Meticulously planned. Every scene has its slot. Every conversion is calculated. Every costume change planned.

A perfect creative symphony of direction, camera, sound, lighting, mask, camera assistance, recording management, set design and many other specifically trained professionals. In the case of large productions, it is precisely this planning that determines whether a project works or ends in chaos.

Plus a professional actor who guides you through the films and brings the content to life. Between scenes, sets are rebuilt, lights are adjusted, camera axes adjusted, texts coordinated.

The schedule is tight. But that is exactly what preparation is for.

Because when everything on the set comes together, the result is a production that doesn't feel like an “explanatory video” in the end, but like real content.

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A format is created

During production, it quickly becomes clear that more than just a single video is being created here.

From the outset, the format is structured in such a way that Can be continued in the long term.

Similar to well-known knowledge formats, “EWE explains” works with a clear structure:

• recurring moderation
• clear visual style
• recognizable dramaturgy

In this way, a whole series can be created from individual episodes later on. With new topics, new episodes, maybe even new locations. The pilot lays the foundation for everything that can happen afterwards.

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Post-production: This is where raw material becomes a format

After filming, the second major part of the work begins.

post-production.

This is where the actual format is created from many hours of material.

The steps:

• Editing of the four main films
• sound design
• music
• color correction
• animations
• Coordination sessions with the customer

And sometimes new ideas are added in the meantime. This is also the case here.

When animating the mailing package For the format, i.e. intro, outro and graphic elements, we wanted to increase production value even further and without further ado, with our highly talented friends from IMAScore developed an individual and unique EWE Explained soundtrack.

In parallel, additional content was also produced:

• Short formats for social media
• portrait format clips
• Thumbnails
• teaser

Content that links to the long films and brings new viewers into the format.

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And then what it all boils down to happens

The moment of release:
The videos go online. And suddenly the numbers start to rise.

Within a short period of time, the format reaches over half a million views on YouTube - not even including other platforms.

Even more exciting:

Die Watchthrough rate is above average. A value that shows that viewers are not only clicking, but actually Stay tuned.

For a format of this length, this is a very strong signal. Especially for content that should inform and entertain at the same time.

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You don't believe us? Take a look at EWE on YouTube for yourself.

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Why such productions are not created by chance

Projects such as “EWE explains” are no coincidence.

They are created from a combination of:

• experience
• creativity
• organization
• network
• production capacity

And that is exactly why there is a clear line between two types of content.

On the one hand: content that can be produced quickly and easily.

On the other hand, productions where a great deal is at stake.

When companies:

• start big campaigns
• invest significant budgets
• want to make your brand visible
• Build long-term formats

Simple production is then often no longer enough.

That's when you need a team that not only films, but Production thinks holistically. From initial idea to publication. And that, in addition to deadlines, budgets and organization, can also reliably implement the creative requirements of such an XXL project.

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High-quality content works. Just today

We live in an age where content is everywhere. AI generates images, algorithms produce texts, videos are created every minute.

But that is exactly why something else is becoming more and more important:
Real, high-quality productions.

Content that is visible:

• that people are behind it
• that time was invested
• that stories are told

People notice the difference and react to it. They watch longer. They share content more frequently. They trust brands more.

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When is a large production really worthwhile

Not every project needs a big production company like Picture Colada.

A lot of content can be created in a small, fast and efficient way. But there are moments when professional production really pays off.

For example when:

• A new format is being created
• A big campaign starts
• a company wants to position its brand more strongly
• complex content should be explained in an understandable way
• Reach is really important

That's when a Picture Colada production can make the difference between “A video was published” and “A format was created.”

“EWE explains” is a good example of this.

Four movies. Two days of shooting. Eight weeks production time.

And a format that's just getting started.

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Do you want to know which films were made during this project?

‍ ➡️ Here you can find all the films made and further background information about the project.