Bridging Brands and Creators
Working with creators is always a balancing act. They’re not just talent turning up for the day - they’re entire brands in their own right, with audiences that know exactly when something feels inauthentic. For producers, that changes everything.
Earlier this year I produced a campaign for Magic: The Gathering featuring three very different personalities: Ben Starr (actor and voice of Clive Rosfield in Final Fantasy XVI), JackSepticEye (one of YouTube’s biggest gaming creators), and JenNyan (streamer and cosplayer with a dedicated online community). One actor, one global YouTuber, one Twitch streamer - all with their own style, audience, and expectations. The challenge was how to bring them together under one campaign without losing what makes each of them unique.
The challenge of influencer shoots
With traditional commercial talent, you’re working with people who are used to scripts, takes, and direction. The priority is to get the performance the brand needs.
With creators, it’s the opposite. Their audience is built on a sense of intimacy and authenticity. If something feels scripted or forced, the audience switches off - and the whole campaign risks falling flat.
That means production has to adapt. You’re not just managing a shoot; you’re creating a space where each creator can do what they do best, while still hitting the brand’s objectives. It’s a tightrope walk between structure and freedom.
Our approach
For Magic: The Gathering, we had to find that balance. Here’s what worked:
Early involvement - We worked closely with the brand team to understand not just the creative but also what the creators themselves would be comfortable with. The earlier you align expectations, the smoother things run.
Flexible scheduling - Creators don’t always work like traditional talent. They’re used to their own timelines, their own set-ups, their own rhythms. We built the schedule to allow breathing room, so nobody felt boxed in.
Space for spontaneity - Some of the best moments came when we let go of the script and allowed the creators to riff. JackSepticEye, in particular, thrives when he can improvise - so we made sure the camera was rolling for those unscripted bursts.
Polish without pressure - On our side, it still needed to look and feel like a high-end commercial. That’s where the production experience came in: making sure lighting, cameras, and sound were seamless so the creators could focus entirely on performance.
Lessons learned
Every shoot teaches you something, but this one reinforced a few key points about working with influencers:
Trust is everything. Creators need to feel like you’re on their side, not just the brand’s. If they trust the production team, they’ll give you more.
Authenticity wins. You can’t shoehorn a message into a creator’s voice. The trick is helping them adapt it naturally.
Producers are the bridge. It’s our job to translate between the brand’s objectives and the creator’s instincts. If one side feels unheard, the project suffers.
Why this matters for brands
Creator-led campaigns are only getting bigger. For brands, it’s one of the most powerful ways to connect with audiences, but only if it’s handled properly.
The difference between a good campaign and a great one often comes down to the production approach. You need a team that can deliver commercial polish while also respecting the authenticity that makes creators valuable in the first place.
That’s where I think Qualia Film Co. sits. We’ve produced high-end commercials for global brands, and we’ve worked with some of the biggest names in the creator space. We know how to hit deadlines and deliverables, but we also know how to make shoots feel natural, collaborative, and fun.
And the final result? Have a look at a selection of screenshots from the creators’ social channels, upon them posting the video. Pure cinema, indeed!
