A campaign can now stretch from a television screen to a social feed, with photography and branded films in the mix. For the teams making that content, the challenge is bringing everything together while keeping the original idea intact.
London production company Tinderflint has built its business around that challenge. Founded in 2010, it creates bespoke teams for individual projects, drawing on a global network of directors, filmmakers, photographers and specialist creatives.
There is no fixed director roster to choose from. Each brief sets the direction, with the company finding the talent and production support best suited to bringing it to life.
For co-founder and Client Services Director Eliot Carroll, this flexibility matters as brands seek more content across more platforms, often under pressure from budgets and deadlines.
“Our job is to build the right creative team around every brief so great ideas can still happen. Smarter production isn’t about spending less. It’s about making better decisions.”
Tinderflint has delivered work for Disney, Amazon, ASOS, Waitrose, Fender and the NSPCC, covering broadcast campaigns, branded films, social-first content programmes and out-of-home photography. Some campaigns have required hundreds of individual assets from a single production.
Its service brings creative development, production, photography, post-production and delivery into one process. Clients have one point of contact, while the team can decide where resources will have the greatest impact across the finished project.
That might mean managing the entire production journey or joining at a particular stage, whether for production support, photography alongside an existing shoot, or post-production and delivery.
The approach also widens the talent search. Rather than assuming a director is unavailable because of budget or an existing production relationship, Tinderflint looks for the strongest fit through its wider network.
Co-founder and Executive Producer Rob Pitman says the company has offered an end-to-end service since its earliest days.
“We’ve always punched up and offered our clients an end to end approach, taking them through the entire production journey.”
With creator-led content and AI adding further change to the production landscape, Tinderflint believes the quality of a partner’s decisions will become increasingly valuable. Its guiding idea is straightforward: the world’s your roster. Build the team around the brief, and give the creative work room to happen.
