Think Make Create: The Award Winning Studio Merging Aesthetic Mastery with Uncompromising Narrative

London based creative production studio, Think Make Create, recently won the UK Enterprise Award for Best Creative Production Studio for 2023. This massive accolade is a physical representation of an accumulation of years of hard work and uncompromising dedication to human-centred creative within the industry. Whilst based upon the cumulative effort of the past twelve years, two major projects in 2023 stand out, beckoning closer inspection - they exemplify the studios’ signature approach to crafting stories. 

In this interview, the trio tell us how they’ve managed to fight through industry challenges of this year, while ensuring creative focus is on human truth. They are firm believers that purpose-driven content is the future, as consumers increasingly seek authenticity from brands. We delve into their adaptive strategies, exploring their shift towards brand-funded, long-form factual programming as a response to the dwindling documentary commissions in the UK. We also hear all about how their projects are working to challenge perceptions on stereotypes relating to gender, age and race, whilst they give laser-focus to narrative-led stories. 

In 2023, amidst a cacophony of content and the challenges posed to the industry, Think Make Create are hellbent on producing content that blends aesthetic prowess with narratives of substance. There’s plenty here to sink your teeth into - and they tell it best. 

LBB> Congratulations on your recent UK Enterprise Award for Best Creative Production Studio London 2023! What has this meant for you as a business this year? 

TMC> Thank you – this award is really a reflection of the ethos and culture we’ve built at Think Make Create across the last 12 years. To quote the SME, the awards are given ‘solely on merit to commend those most deserving for their ingenuity and hard work - companies which elevate their respective industries and set a trail ablaze for future generations’.

The best thing about getting an award like this is the feeling of recognition it brings. It can be a hard fight to keep a small creative company going, to keep to the values and aspirations that you had when you first set up, especially in a year like 2023 when everyone is being stretched to their limits. So, when you get an award like this – it validates the work of the whole team. It strengthens our resolve to keep the creative fires burning, to keep innovating, to keep going that extra mile for our clients and to keep the trust that our values are shining through the work.  

LBB> What have been some of your highlights over 2023 so far that you feel contributed to this award win?

TMC> The award was less based on what work we’ve done this year and more about the work we’ve done as a company up to this point. It’s really 12 years of hard graft that contributed most! Having said that, this year has been exciting for us with two standout projects – First, a campaign for House of Rohl, shot in California, which combined the aesthetics of luxury design with a personal narrative from the talented interior design duo Xander and Keon Noori. And second, our Eurosport campaign for Goodyear Tyres which took us to World Endurance Racing in Sebring Florida and into the imaginations of the racing drivers there. Both projects showcased our ability to tell engaging stories that connect diverse audiences and elevate brands in meaningful ways. And that’s what we’re all about.  

LBB> Your creative focus has always been pinned to a human truth. What have been some of the most interesting human truths you have explored over 2023 through your projects?

TMC> One of the biggest truths in 2023 has been a collective recognition that the industry has had an exceptionally challenging year. The interplay of economic factors, along with a decline in spending and commissions, particularly across long form factual has sadly led to many companies going out of business and many talented, experienced professionals leaving the industry. 

This economic backdrop has been gruelling for many of us, often faced with an ‘evolve or die’ type scenario. For us, it's demanded we stay in a ‘growth mindset’ and maintain a laser focus on optimising resources, fostering innovation and forging strategic collaborations, as well as an unwavering commitment to delivering exceptional value to both clients and audiences. 

In terms of creative focus, no matter what the specific project, we’re always exploring what it means to be human right now. For the creative team it has been all about digging deep, perseverance and keeping our sense of joy in what we do. 

LBB> In a previous discussion, you mentioned that “advertising is seen by many people as a throw away, temporary form but it’s also something that is absolutely ingrained in culture and can make a massive difference to our perception of the world”. Do you feel that general perception has changed at all over this year - where do you see people’s view on advertising heading? 

TMC> More than ever we feel that purpose driven content is the way forward for brands. Consumers are increasingly demanding authenticity, relevance and a positive contribution to the world from the brands they engage with. The perception of advertising as something transient and disposable is being challenged by the brands investing in creating narratives that leave a lasting impact. 

This is one of the reasons that we’ve made a shift in focus this year towards brand funded long-form factual programming – both series and one off documentaries. 

2023 has been a shocking year for unscripted work, with UK documentary commissions falling off a cliff but the brand funded long form concept brings together two perfect pieces of the puzzle – quality unscripted series and documentaries that need to be funded and brands that want to move beyond transactional communication to embrace storytelling that reflects genuine values and resonates with real life experiences. 

We’ve always believed in the power of storytelling to transcend the temporary and become part of the cultural fabric – and doing more of that is our big fat goal moving forward. 

LBB> What work have you collaborated on that has contributed towards changing perceptions this year?

TMC> We have an exciting slate of projects in development which tackle the status quo – they challenge stereotypes on a number of issues including gender, agism and race. We’ve decided that now’s the time to be inspired by our personal passions, beliefs and the zeitgeist moments that have both moved us and moved the needle in popular culture. Right now we’re investing in stories which reveal unique perspectives on previously unexplored aspects of our world – doubling down on our commitment to making culturally transformative and emotionally impactful content. And enjoying the craft and the creative challenge of transforming these stories into heartfelt entertainment.

LBB> What are your goals to round off 2023 with?

TMC> As we approach the end of 2023, our goals at Think Make Create are fuelled by a passion for meaningful storytelling and our commitment to keep pushing creative boundaries. 

While we continue to grow the short form branded content side of the business, our journey into thought provoking and entertaining branded and unbranded long form documentaries & series will be a central focus. We’re also in development on our first scripted project, which is an exciting new horizon for us as a company. 

Collaboration has always been a cornerstone of our work. As we look ahead, we’re eager to forge new partnerships that challenge norms, ignite creativity and deliver unique narratives. We’re committed as a company to continuous learning. Keeping that growth mindset is key to what we do – so we’ll be staying curious and constantly investing in training and upskilling the team. One of our biggest continuing goals is to build even stronger connections with our clients, collaborators and audiences. We want to continue making content that doesn’t just engage on a surface level but sparks genuine connection. 

LBB> And beyond that, what’s next for Think Make Create? What are your boldest ambitions?

TMC> The next phase of our evolution at TMC is finding a way to sink deeper into narrative-led stories, both in the world of branded entertainment and unbranded content. As the industry shifts, the new ‘unbranded content’ model is ideal for the creation and funding of content that’s optimised for the linear TV environment, championing the power of storytelling above all else, without creative compromises between brand and broadcaster. This offers an exciting opportunity for companies like us with a strong background in both TV and advertising. We also have ambitions to develop our slate of original ideas and formats into premium documentaries and series for linear & streamers, and are fostering exciting new co-production and co-funding opportunities to move these forwards. 

Despite the challenges of 2023, we still hold firm on the values that underpin our business – staying nimble, staying creative, staying collaborative – feeding curiosity and inspiring action.