Why Multi-Channel Thinking Is The Key To A Successful Viral Video

Why Multi-Channel Thinking Is The Key To A Successful Viral Video

PSFK chats with the founder of about how they are helping brands to navigate the multimedia online space.

Plus Aziz
  • 18 march 2013

Jose Gomez, director and founder of, helps brands produce commercial work that reflects the cutting edge of production arts; this includes live-action, animation, and post-production touching up. In their latest work for DC Shoes, they filmed motorcross star Robbie Maddison (known for his work on Skyfall) perform incredible stunts that continue to climb in views on Youtube.

Robbie Maddison’s AIR.CRAFT was released exlusively on Youtube and climbed to the 20 most-shared Youtube ads, according to Mashable. What makes the branded property stand out is the fact that the video goes past the 10 minute mark while most other top videos are much shorter.

SHILO TV jose gomez

We caught up with Jose Gomez to capture some of the driving principles behind how he runs his production studio to create captivating content for brands.

Tell us about SHILO and how your production studio is different from others.

Shilo is a creative production company that was started in 2001. I think what sets us apart from other studios is that our breadth of work spans a large scope of disciplines. We have extensive animation, motion graphics and live action experience and we take a very cinematic approach with the way we combine them together. Combining these mediums together into a moving piece of art is our forte I would say and we absolutely love seeing it come to life!

How important is it for a production company to be multi-disciplinary?

It’s important for us to be multi-disciplinary in this landscape of multiple delivery formats from broadcast to mobile to web, our biggest thing that we hold true to is always cultivating the story and the concept first and being fiercely protective of good ideas and trying to foster them to a near undiluted delivery of the concept. We try to fight for good ideas and really good stories. We want people to stick around and enjoy the experience. It can be a complicated process but it’s something we feel needs to be protected.

What is the driving message of the AIR.CRAFT film? It seems to have mixed-uses including marketing, entertainment, and storytelling all packed into one.

I think this combination of points carries across all of our work, we’d like all of our work to be entertaining and have a storytelling component to it. We want the work to be more than just advertising, it’s entertainment and about storytelling, giving something back to the audience rather than just consuming their time.

The AIR.CRAFT film for DC is a longer format of that and we really think it’s the future of advertising when you can entertain people and also tell a story for the brand seamlessly. It’s really great when you can produce something that people come to watch on their own for the entertainment value of it. In my mind that’s a huge advantage and something advertisers should do more of. Great work has value and stands on its own as entertainment.

While each project is unique, what are some best practices for production companies looking to collaborate with brands.

A good practice is to have a creative vision and creative opinion and stand by them. Clients aren’t looking for you to be their hands per se, they want you to bring new insight and want you to bolster their creative. A lot of times people may lose sight of that during revisions, but at the end of the day, you should be fiercely protective of good ideas and good concepts.

Thanks Jose!

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