Content & production automation strategies
Redesigning how you produce content — not just faster, but structurally better. Production audits, workflow redesign, AI integration, and scalability planning.
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The problem
Production was designed for a world that no longer exists.
Timelines have compressed. Volumes have increased. AI has made some things dramatically cheaper while making quality control harder. And most production operations are still running on workflows built five years ago.
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What I do
How this works in practice
Each engagement is tailored to your situation, but these are the building blocks I work with.
Production audits
A clear-eyed look at how your production pipeline actually works. Where the bottlenecks are, where money gets wasted, where quality drops off.
Workflow redesign
Restructuring production operations for modern realities. AI integration, role restructuring, and rethinking what gets made in-house versus externally.
Scalability planning
Building production systems that work at 10x volume without 10x cost. Asset management, templatisation, modular production, and automation where it makes sense.
Quality & governance
As production speeds up and AI enters the pipeline, quality control becomes harder, not easier. I help build review processes, approval workflows, and governance frameworks.
In-housing support
Helping brands build or optimise internal production capability. I've supported multiple in-housing transitions and know where they tend to go wrong.
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Who this is for
Is this right for you?
Who I've worked with
Brands and agencies I've done this for
The AI dimension
AI is transforming content production faster than almost any other area. But "faster" and "better" aren't the same thing. I help production teams integrate AI in the right places — image generation, copy drafts, localisation, asset adaptation — while maintaining quality standards and brand governance. The organisations getting this right are building hybrid workflows, not replacing humans wholesale.
Common questions
Things people ask me
Do you run production yourself?
No — I design and optimise production systems. I'm not competing with your production team or agency. I'm making them work better.
What sectors do you work in?
FMCG, CPG, retail, pharma, SaaS. The principles are sector-agnostic — good production operations share fundamentals regardless of industry.
How do you measure success?
Cost per asset, time to market, quality consistency, team utilisation. I set clear metrics at the start and report against them.
Can you help with AI in production specifically?
Yes — increasingly this is where conversations start. I help teams figure out which parts AI can genuinely improve, and build workflows and governance to manage quality and risk.
See it in action
Related case studies
Hybrid AI-first production for multi-regional content
Built a hybrid AI and virtual production pipeline that collapsed SharkNinja's multi-regional content workflow from months to weeks, covering product, lifestyle, and NPD across UK, EU, and Middle East markets.
Read case study →AI feasibility analysis for seasonal content at scale
Conducted a strategic AI feasibility analysis for Primark's seasonal content pipeline, including digital avatar workflow design, governance frameworks, and a benchmark POS campaign using AI-generated content.
Read case study →Content PR crisis management with AI reframing
Managed a content-driven PR crisis for JD Sports and Nike by using AI and CGI to reframe existing campaign footage, redefining messaging and expanding the launch across new formats — all within 36 hours.
Read case study →Related thinking
From the journal
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12 September 2025
Want to talk about content & production automation strategies?
Most of my work starts with a conversation. No pitch deck, no hard sell — just an honest look at where this can make a difference for you.