“There’s so much that goes into making a brand stand out,” says Kauffman. “A lot of it comes down to consistency. If you look at the iconic Monster logo, it has a very specific green gradient. If the colours aren’t the same on print, packaging, websites, videos and branded gear, then it doesn’t look like Monster any more. We want to easily share assets so people can find the right versions at any time.”
With audiences demanding more engagement, leadership tasked Kauffman with transforming their content supply chain, to help teams collaborate more efficiently, find and reuse assets and meet the growing appetite for coverage of Monster Energy athletes and events. Kauffman and the IT team led a six-month exploration where they mapped out the current state of content creation at Monster and compared it to the company’s goals. One of the biggest pain points involved reviews and approvals with a dispersed workforce.
By integrating Frame.io into the existing Adobe Premiere Pro video workflows, teams working anywhere in the world can give feedback and help deliver video that makes fans excited about the Monster brand.
Feeding a growing appetite for video content
Monster publishes about 3,000 videos a year across marketing channels, with another 1,000 videos for internal use. That’s a 200% increase over the past three years. The majority are short clips around a minute or less posted to social media, although some can be up to 10 minutes. Monster teams create many of the clips while working on the road as they follow international sporting events. As a result, video reviews and approvals typically involve remote collaborators.
Previously, video teams uploaded video for review through streaming or file-sharing services, but video often skipped or lagged. Frame.io changes things. The creative team shares videos for review with a click. People anywhere in the world watch high-resolution versions of videos and add their comments, right down to drawing directly on a frame for clearer feedback. Stakeholders even watch video on a mobile device — a huge productivity boost for busy executives and other frequent travellers.
“Working with Frame.io saves creative teams over an hour per day per person,” says Kauffman. “We’re reducing time to market by 50% while giving teams more time to be creative and deliver videos that get our audiences’ attention.”
Collaboration is key for creatives at Monster, with multiple teams working on video reviews. The next step involves turning Frame.io into a repository. Once established, videos will be carefully categorised, tagged and uploaded to Frame.io so that teams across the company can quickly find the clips that they need.
Winning creativity with speed
While video plays a big role in Monster Energy’s engagement strategy, Monster the brand, continues to rely on a wide range of media to reach audiences wherever they are. With Adobe Creative Cloud, design teams can find the apps they need to deliver quality results faster to keep up with growing demand.
Video teams use Premiere Pro and After Effects and other designers frequently use Photoshop, Illustrator and InDesign for work ranging from websites to in-store promotional displays to product and packaging design. Monster plans to start using Substance 3D Collection to create the 3D models and virtual photo shoots used for products on e-commerce sites, which will enable the team to quickly deliver eye-catching product photos from multiple angles at low costs. Monster also recently migrated to Adobe Creative Cloud Pro Plus, giving designers the full power of Adobe Stock.
