Shooting on location" what Fjällräven taught us about permits, fog, and horse-obsessed crew members

We’ll go the extra mile when it makes sense. But we’ll also draw boundaries when it doesn’t because saying yes to everything doesn’t serve anyone in the long run. At the end of the day, we’re all just trying to do great work, make clients happy, and keep the creative industry sustainable.

Here’s what most people forget: production companies don’t run on air and good vibes. We’ve got salaried staff (producers, PMs, editors, admin), insurance, loans, gear payments, cars, rent. All the unsexy stuff that makes the sexy stuff possible.

A $45K production isn’t just about pointing a camera at a product and hitting record. It’s a machine. It’s dozens of moving pieces, dozens of humans, and hundreds of details that all have to click into place if you want something polished, effective, and worth using.

These aren’t just upgrades—they’re investments in your professionalism, your style, and your longevity in this industry. Want to stand out from the sea of natural-light shooters? This is how.

What’s it like? It’s intense. It’s not casual. But it’s worth it. There are moments where you’re laughing with the client, improvising something incredible, and realizing—this is the job. This is the magic.

Around $500,000 in projected revenue, gone. Due to a sudden spike in tariffs on imported goods, many of our biggest clients had to slow production down to a halt overnight. 

If content feels like a bottleneck in your business, you're not alone. For today’s consumer brands, content is no longer a nice-to-have—it’s infrastructure.

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