When a brand commissions social video content, the default is a campaign: a brief, a shoot, a set of final edits, and done. Three months of content, then start over.
We built something different for Liantis.
One production sprint. Multiple profiles, multiple formats, two target groups. Every asset designed to work on its own, but stronger combined. Not a campaign, a modular content system. We call this a power shoot, and the Liantis project is the proof of how it works.
One brief. Every format.
Liantis needed social video content for two core target groups: Starters (people launching a business) and SMEs. The content had to explain a specific Liantis service for entrepreneurs, work in paid social, and hold attention in short-form formats including 6-second and 20-second cutdowns.
That brief could have produced a single set of campaign assets. Instead, we planned for modularity from the start.
We structured the production to capture content across multiple entrepreneurial profiles, each in both high-end ad format and UGC style.
The production scope included high-end social ads, UGC-style videos, 6-second cutdowns, 20-second versions, multiple aspect ratios, production stills, BTS photography, and 4K timeline footage exports per profile with a basic grade applied, so Liantis can extend the production internally without working from raw camera files.
Before the first edit was delivered, the brief was already a library.
Creativity is the performance lever
Production for Liantis was not just shoot-and-edit. It was built around structured iteration.
After version one, the feedback was clear: the hooks were not landing. A shot of someone opening a tablet does not stop a scroll. The examples that worked were moments where an actor reacted with something small but expressive, a look, a gesture, something the viewer could connect to in the first two seconds. We rebuilt every opening around that standard.
Copy layout was the next round. Text blocks were covering too much of the frame. We moved to smaller Liantis-brand-aligned organic purple shapes, lighter copy, and less visual noise. That is not a design preference. Lighter layouts perform. Reader attention is the variable being optimised, not aesthetic preference.
CTA design followed the same logic. The first direction used a large static purple end card. We proposed the Eneco-style alternative: keep the footage running, place the call-to-action on top, drop the short link from the end card entirely. The version that keeps the content alive through the CTA moment holds the viewer longer. That is the version Liantis got.
Music was the final unlock. Early selections were too slow, too quiet, what Liantis described as “wachtzaal muziek.” What the content needed was a track that mirrored the narrative arc of the campaign: unsettled at the open, confident by the close. “When the Trill Is Gone” delivered that arc. Liantis confirmed it worked for this type of content in a way the Liantis jingle did not.
That decision, choosing music for its emotional movement rather than brand familiarity, is exactly the kind of craft a modular system requires. Every element earns its role.
What a content system delivers
The final package for Liantis: high-end social ads, UGC-style video edits, 6-second cutdowns, 20-second versions, 4:5 format UGC additions for extended social placements, production stills from both shoot days, BTS photography, and 4K timeline footage exports per profile with a basic grade, ready for Liantis to use internally.
Full commercial usage rights were arranged. Actor quitclaims were secured. Every asset Liantis received is cleared for broad commercial use.
The content package is designed to extend, not expire. Liantis holds a library of modular assets across profiles and formats. That is structurally different from holding a finished campaign.
Social video production is often sold as a deliverable, but the data on short-form and native video keeps pointing the other way. The power-shoot model sells infrastructure. One concentrated production investment, a content system that runs.
We built the same model for Eneco. We are building it into how we work with every client.
To see the full Liantis case, view it on majortale.com.
If you want to understand how the power-shoot model applies to your brand’s next production, book a 20-minute call.
