Varun Katyal, former senior creative director, Ogilvy, has launched a SAAS (software as a service) advertising platform called Clapboard.
Clapboard aspires to help brands and agencies produce film content in-house through an app.
The app will engineer the skill sets of an agency producer into an AI setup, giving brands access to talent at the click of a button. It also aims to make content production democratic, transparent and quick.
The digital-first content production platform will provide brands with a transparent cost benchmarking tool, and an aggregator of directors, cinematographers, actors and film crews to choose from.
It will virtually assemble talent, generate three transparent quotations, and get brand teams PPM (pay per impression) ready. Furthermore, it will automatically helps in sorting out all the paperwork.
He said, “I wholeheartedly believe advertising is transitioning into a new era of work where we need to rethink how our workforces are built and networked. We need to lean into a hybrid approach which enables access to talent with the right skill set at the right time. Using established and emerging technologies we can transform the agency offering."
Katyal added, "There is a lack of transparency in film production and inflated production cost plague the creative industry. This is where technologies like blockchain can serve as the perfect antidote to the kickback culture that exists in film procurement. It is time the industry invested in tools to check for transparency and also make it democratic for the new talent in the industry. We set out to codify our experience and knowledge as creative directors and producers to create an automated process that better served the talent and the marketers. After a trip down the rabbit hole of technology, sharing the initial proof of concept with some clients and talents and countless hours of coding, the platform is ready. Next, there are a host of other services that will be rolled out in the coming months."
