Client buy-in is an absolute fundamental to the success of any commercial production. It’s not just about a client signing off on a concept or making an initial payment; it’s about them staying fully committed to the project and its success throughout the entire process, from concept agreement to final sign-off.
But here’s the reality: Not every client remains as committed as they were at the start. Surprisingly, many lose focus, even after personally initiating the project and, in most cases, paying a significant portion upfront. The reasons for this loss of engagement can vary. Key stakeholders may leave the company or be replaced by new individuals with little interest in the project. Others might go on leave, become ill, or see the project lose relevance as deadlines are pushed back.
However, when clients do stay committed and maintain buy-in throughout the entire production, the result is often far beyond what anyone initially imagined. Take our recent work with the Erith Group as an example of what true buy-in can achieve.
The Power of True Client Commitment: A Case Study
Our task with Erith Group was both complex and ambitious. We needed access to at least ten live construction projects to assess what could be achieved within the available time and budget. From there, we selected seven key projects, each requiring detailed planning with site management and project teams.
Here’s a glimpse into the logistical hurdles we had to navigate:
• Scheduling: When could we film on-site, and for how long?
• Site access: What locations were we permitted to shoot, and what areas were off-limits?
• Crew logistics: Could our vehicles access the site? Would we need specialised rigging?
• Health and safety: Did the crew need specific H&S training? What PPE (personal protective equipment) was required?
These are standard challenges in any production. But the difference here was Erith Group’s unwavering buy-in at every level of their organisation. The Exec team had communicated the importance of this production to their teams, ensuring that site managers, staff, and even senior leadership understood and supported the project’s objectives.
The Creative Opportunities that Followed
With that level of commitment, the doors to creative possibilities swung wide open. Suddenly, previously difficult shots that required special access were now achievable. The staff not only cooperated but actively contributed their own ideas to enhance the production. It was clear that Erith Group had taken ownership of how their business would be portrayed, allowing us to capture a level of authenticity and creativity that would have been impossible without such buy-in.
When a client and their team fully engage with the production process, the collaboration reaches new heights. What started as a challenging logistical exercise became an opportunity to create something truly exceptional.
Conclusion
Client buy-in isn’t just a nice-to-have; it’s essential for a production to thrive. When a client is invested in the project from start to finish, the entire process becomes more streamlined, and creative opportunities multiply. As seen with our experience with Erith Group, when everyone involved—both from the production team and the client’s side—works toward a shared vision, the results can be remarkable.
For production teams, fostering that commitment is key to success. It starts with strong communication, setting clear expectations, and ensuring the client understands their role throughout the process. When you achieve that, the potential is limitless.
