A PEN IS ONLY AS MIGHTY AS THE WRITER

There’s a perception at the moment that an iPhone pointed in the right direction can take the place of the production companies and the fees that accompany them. It’s a belief largely driven by the explosion of user-generated content (often shot in amateurish conditions), which viewers chew on, insatiably, every day. In this new—and sometimes grainy—media context, brands have started to consider whether they need to invest in experienced production companies, sometimes opting for the cheapest option available instead.

Flying Start executive content producer Sam McCauley understands the appeal of looking to cut costs at a time when