PROJECT SPOTLIGHT
Scaling custom real estate photography globally
WeWork is an American commercial real estate company that provides flexible shared workspaces for technology startups and services for other enterprises.
The global commercial real estate company that provides shared workspaces for tech start-ups and enterprises needed high quality imagery of its 400 plus properties around the world. The challenge was that managing simultaneous freelance photographers in 25 different countries was too much for their in-house team alone. It was too expensive to fly photographers to so many sites, and sourcing new photographers in so many locations was too time consuming. They needed original, wholly-owned content of every meeting room in every building.
WeWork‘s Senior Content Strategist developed a creative photography shoot guide based on their brand. This guide would be distributed to the StudioNow creators that WeWork selected from the marketplace.
The next step was to input the geo locations of every property into StudioNow’s platform. After this was done, StudioNow’s platform was able to suggest a creator for every one of their building locations. Using the creative photography shoot guide, StudioNow’s creators were able to quickly get familiar with WeWork’s brand and start shooting. Over the next 5 weeks, StudioNow’s creators were able to cover all 415 buildings outlined on the brief.
The finished result was that WeWork scaled its content production to an otherwise impossible level without assuming the burden of having to manage the process.
