Invest Once, Wow for Years
Vintage time-lapse video filmed on 35mm from Jackson Street Bridge, viewed millions of times.
How Premium Assets Keep Paying Dividends
A Personal Note
Thirty years ago as a young lad ready to take on the world, so I took to the streets with camera in hand driven to show my city the way that I love her and with the conviction that great stories, beautifully told, never get old. Since then I’ve had the privilege of crafting award‑winning pieces for Fortune 100 brands, major nonprofits and destination icons such as the Atlanta Convention & Visitors Bureau. One shot specifically comes to mind filmed in 2003. It was a time-lapse shot that took multiple attempts to produce and was perfect for the piece I did not expect that after being used hundreds of times it would still work fourteen years later—helping Atlanta win its 2019 Super Bowl bid.
That single example sums up this article: premium assets, thoughtfully produced, continue to pay dividends long after the you thought they would.
1 | Why Longevity Beats Disposable Content
Shelf‑life compounds ROI. My crew shot time-lapse of downtown Atlanta in 2003 for a full HD Atlanta Experience that would debut at during the ACVB’s annual event taking place an the newly opened GA Aquarium. By 2017 those same 35 mm frames—digitally remastered—set the emotional hook in our Super Bowl presentation and helped secure the game.
Quality signals trust. Whether you’re Marriott or a mountain town, travelers can tell when something was rushed. I’ve seen a single hero image, captured by a seasoned lens, outperform entire libraries of stock and AI art.
ATL Files. When content feels cinematic, or like a real broadcast episodic, media outlets share it spontaneously. The Episodic ATL Files project was just that. Not only did the series of episodes communicate Atlanta’s sales pillars, it also generated buzz, won the highest industry awards and provided high quality assets that were used for years following it’s production. Support from ACVB staff and it’s generous members made for a large budget production that fit a CVB’s balance sheet.
GMW Tip #1: If you can’t imagine re‑using the footage five years from now, keep refining the concept.
2 | The Disney Blueprint: Surprise, Delight, Repeat
Disney doesn’t outspend; it out‑imagines. Every frame, note, and prop is designed for cross‑channel reuse. Here’s how to borrow that thinking:
Disney Habit How We Translate It
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Begin with an evergreen narrative arc—heritage, transformation, discover so updates are a layer of polish, not a page‑one rewrite.
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Hire artisans — DPs, colorists, Foley artists—whose skills an algorithm can’t mimic. Their handiwork becomes your competitive moat.
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Lock down broad usage upfront: web, tradeshow LED walls, VR demos. One line‑item now prevents ten headaches later.
GMW Tip #2: Quality is remembered long after the invoice is paid.
3 | Assets Worth the Splurge (and How to Fund Them)
Cinematic Hero Film (90–120 sec)
ROI: Quality shots will be used over and over again.
Hack: Split costs with regional partners; film once, version endlessly. Thought work is done at scale on first project.Signature Photo Library
ROI: Properties that upgraded to pro imagery saw 60 %+ booking lifts.
Hack: Schedule shoots around marquee events for built‑in ambience.Illustrated or Animated Motif
ROI: Distinct style becomes instant brand recall.
Hack: Commission local artists through a paid residency—cheaper than agencies.Interactive Apps, Kiosks or AR Trail
ROI: Keeps visitors engaged between trips; easy to refresh POIs.
Hack: Find groups interested in location marketing with technology such as Winistry for app development, Discover Hubs for hardware and cloud.Custom Soundscape / Audio Logo
ROI: Reinforces identity across podcasts, reels, on‑hold loops.
Hack: One studio session = five years of sonic consistency. Try Sixième Son
GMW Tip #3: If you’re forced to cut corners, cut quantity—not craftsmanship.
4 | Finding & Funding Top‑Tier Creatives
Network Gold‑Mining: That wedding cinematographer who shoots with prime lenses? Bring them aboard for a tourism sizzle.
Co‑Op Dollars: Pool budgets with hotels, attractions, even nearby DMOs, or provide content for internal efforts. Various projects were made possible though budgets from Annual meetings, internal efforts.
Value Beyond Cash: Offer creatives prominent credit lines, behind‑the‑scenes rights, or exclusive location access—currency that isn’t cash but carries weight.
GMW Tip #4: Great talent wants meaningful projects; show them the bigger vision.
5 | Squeeze Every Drop of Value
Atomize: From one hero shoot pull reels, GIFs, thumbnail stills, 15 sec teasers, digital OOH loops.
Refresh Instead of Reshoot: Swap color grade, new voice‑over, or UGC intercuts to extend life.
Layer Experiences: Embed QR codes linking to 360° views, repurpose soundtrack stems for TikTok challenges, project artwork onto festival stages.
GMW Tip #5: Plan the remix before you hit “record.”
6 | The Leadership Pitch
Concrete ROI: “Our $75 k hero film is projected to deliver a 20:1 return based on similar benchmarks.”
Risk Framing: “The bigger risk is spending $10 k every quarter on disposable content that never moves the needle.”
Legacy Angle: “This will still be working when your successor takes the chair.”
Final Thought
Cheap content is a commodity. Creative mastery is an asset. When you invest in talent, craft, and stories that live beyond any single platform, you build a library that compounds in value—just like those Atlanta shots did for me. Quality counts. Be picky. Your future campaigns (and visitors) will thank you.
Ready to level-up your destination’s creative legacy? Drop me a line—we’ll make something built to last.