the wingman project
§III · RUN
Content production
ORGANIC DESK · §III.07

STEADY CADENCE · EVERY WEEK · EVERY CHANNEL FED · ALL EDITIONS

Content is the fuel.We keep every channel fed.

A steady cadence of photo, video, and copy, every week, every month, on a schedule you could set a masthead by.

Content is the fuel your marketing runs on, and fuel is a supply problem, not a lightning strike. The brands that feel like they’re everywhere aren’t luckier or louder; they’re better supplied. We run production like a press: planned a quarter out, produced in weekly sprints, repurposed aggressively, filed where you can actually find it.

Because here is what happens without continuous production: everything downstream starves. The feed goes thin, the sends go stale, the rankings drift. The fix isn’t a heroic burst of inspiration. It’s a pipeline that keeps every channel fed and never asks your team to carry it.

this week’s slate, on the board.

Volume without slop.

We run production like a studio, not a scramble: five desks, one direction of travel. Every piece (reel, still, article, email, ad) moves pitch to ship across the same board, and nothing skips a desk.

PITCH04

the idea, claimed

  1. articleSeasoning theory · 900wEPMON
  2. reelDrop teaser · 32sJMMON
  3. emailWelcome v4 · letterKSMON
  4. ad4:5 hook setJMMON
DRAFT03

written, recorded

  1. articleRestoration · before/afterEPTUE
  2. emailVIP inviteKSTUE
  3. reelA pan passed down · VOEPTUE
ART04

shot · studio & field

  1. stillStudio · 8 SKUsMRWED
  2. reelB-roll packMRWED
  3. stillFlatlay · care kitMRTHU
  4. adUGC remix · 6 variantsJMTHU
EDIT03

cut · colour · retouch

  1. reelHeirloom week · trailerTLFRI
  2. stillPDP retouchTLFRI
  3. adCut-downs · 9:16TLFRI
SHIP04

approved · queued · out

  1. reelIG · Oil it on SundaysKSSUN
  2. emailNewsletter · no. 04KSSUN
  3. articleJournal · restorationKSSUN
  4. stillPDP · liveKSSUN

Every asset is tagged, filed, and reusable across channels, so volume doesn’t cost quality.

HOW WE RUN IT · FIVE DESKS, ONE FLOOR

How the pressroom runs.

fig. 1 · the pressroomdesks → press → dock PITCHDRAFTEDITART THE PRESSweekly sprints · photo · video · copyout, dailySOCIALEMAILSEOPAIDSITETHE DOCKevery channel fed
fig. 1 · the pressroom PITCHDRAFT EDITART THE PRESSTHE DOCK · EVERY CHANNEL FEDSOCIALEMAILSEOPAIDSITE
  1. 01PLAN

    A quarter out, mapped to your campaigns and launches. The slate is never improvised; when a launch lands, the content is already assigned.

  2. 02SPRINT

    Weekly production sprints: photo, video, copy. The floor never goes cold, so the channels never go hungry.

  3. 03REPURPOSE

    Aggressively, across formats. One shoot, many assets: nothing leaves the building in only one shape.

  4. 04FILE

    A searchable library in your Archive. Nothing lost, nothing renamed into oblivion, nothing shot twice because nobody could find it.

  5. 05REPORT

    What’s producing engagement, read plainly, and the calendar adjusted to match. The press prints more of what the readers actually read.

TO PRESS

A deadline here isn’t pressure. It’s a promise: the same one, kept weekly.

fig. 2 · the cadence instrumentdrumbeat, visibleMONTUEWEDTHUFRISATSUNSPRINT · EVERY WEEKCALENDAR · EVERY MONTHPLANNEDA QUARTER OUTthe hand stays on ship · the promise is the schedule
fig. 2 · the cadence instrumentMONbriefTUEwrite · recordWEDshoot · studioTHUshoot · fieldFRIpost · cut · colourSATreview · approveSUNship · queueEVERYWEEKEVERYMONTHA QUARTEROUTthe promise is the schedule
  1. MONBriefthe slate is set
  2. TUEWrite · recordscripts, VO, drafts
  3. WEDShoot day · studiolit, locked, logged
  4. THUShoot day · fieldb-roll, location
  5. FRIPost · cut · colourthe edit bay runs
  6. SATReview · approveyour one glance
  7. SUNShip · queueto press

SEVEN DAYS · EVERY ONE HAS A JOB · THEN IT RUNS AGAIN

one shoot,MANY ASSETS.

Repurposing isn’t a courtesy edit. It’s the economics of the whole floor. We repurpose aggressively, across formats: the shoot becomes the reel, the reel becomes the stills, the stills carry the article, the article seeds the email, the email sharpens the ad. Nothing shot once is used once.

fig. 3 · the print runshot once · used everywhereONE SHOOTphoto · video · copyTHE MASTERREEL · 9:16STILLARTICLEEMAILAD · 4:5MANYASSETSrepurposed,aggressively
fig. 3 · the print runONE SHOOTMASTERREEL · 9:16STILLARTICLEEMAILAD · 4:5MANY ASSETSone master · many impressions · nothing shot once is used once

STANDING ORDERwhat arrives, what stays yours

  • THE CALENDAR

    A published content calendar, planned a quarter out, mapped to your campaigns and launches. You can read next month today.

  • THE ASSETS

    Produced assets, every week. Photo, video, copy, delivered finished, formatted for the channel they’re feeding.

  • THE MORGUE

    A searchable, tagged library of everything ever made, what a newsroom calls the archive that never forgets. Ask for any asset, ever; it’s filed.

POSITIONS FILLEDwhat you never do again

  • WANTED: content planner.You don’t plan content.the calendar is ours to keep.
  • WANTED: shoot producer.You don’t run a shoot.the floor is staffed.
  • WANTED: asset archaeologist.You don’t dig through Dropbox for an old asset.the morgue answers in one search.

Pressrooms we already run.

No. 0006 · ALLDAE · DTC · FULL-SERVICE

Everyday energy, running every day.

“We stopped briefing and started shipping. That was the unlock.”

Alldae team
READ THE FILE →
No. 0010 · SKINNYDIPPED · CPG · ON THE ROSTER

A concept engine that outlasts every quarterly plan.

“It’s the first time our creative has kept up with our media.”

Skinnydipped team
READ THE FILE →

Put your name on the masthead.

A steady cadence of content. Every week, every month.
We run the press; you read the paper.

Start the presses
or take the free assets first →

§III.07 · CONTENT PRODUCTION · ORGANIC DESK · FILED UNDER RUN