cCube TV TV guarantees it brings fresh ideas and new content to video production through its eccentric touch.
cCube TV started with a concept ultimately referred to by the staff as the three Cs – Communicate, Create and Client Centric. The video production house, which started in January 2008, strives to build this brand philosophy and have it resonate through their office, staff and even their furniture.
The philosophy is strongly rooted in their work process hence providing jaded clients an alternative to stale ideas and methods. “It’s more about generating refreshing content,” says the 20-year industry veteran Bob Lay.
Pitting themselves as not being a production house that shoots for awards, they are unified in their outlook, which means to say the glory of those gold statuettes has little to no effect on their work approach. The products of their labour then draw light from their unique perspective and their model methodology. As Lay assures, even their clients have little concern of their abstract work process. In fact, I am told clients actively seek them out because of these values. As long as they deliver project after project, there is little cause for complaint.
Speaking of the creative process, the typical headshot only lends itself to the standard approach to corporate video production. Though corporations make up the majority of their clients, cCube is also expanding to other groups of clients thus “headshots” are simply not enough to attract clients or their audience. Essentially then, cCube seeks to dig into their clientele to find the most honest of opinions from the middle managers. It simply makes for more compelling content.
How then would they make corporate videos more compelling?
“These days we are flooded by so much media content, that we automatically switch off once video content of this nature is aired on TV, at LRT stations and wherever else. Attention spans are so low these days, that we would rather acknowledge this in our formats than fight to revert back to the old days,” says executive producer Lay.
Lay goes on to say, “if radio, TV and not to forget new media, don’t keep up, then they are going to lose out. It is an ever-progressive industry that we are dealing with and one of the key ingredients in staying relevant is to keep ideas fresh. The heart of all this is our work philosophy.”
Every Monday, to help kick start their creatives and to boost morale on a general level, they play a theme song for their staff, aptly entitled step by step.
Another reason for their unique brand of success is born of their office culture. Once a week they have a meeting with everyone and run through concepts and ideas for new projects. They discuss issues the company might be facing on a daily basis as well as regular brainstorming sessions. Everyone at cCube is at the disposal of everyone else. Whenever there is a block with one of the production team they make sure to sit everyone down and thrash out ideas till they find a solution. All this usually happens at the “beanbag room” fully stocked with food and drinks. Regular food outings are also not uncommon.
In a nutshell, cCube TV is taking the road less travelled and doing things differently. cCube TV is out-of-the-box creativity!
By Jonathan Lim