This is US joins forces with Peek within PAKT
This is US has already completed several productions for clients including the Noordbrabants Museum, Scapino, Hans Anders, Fatboy and Bamigo in its first few months within PAKT. The production company aims to retain its own identity within the group, while gaining access to additional expertise in CGI, AI, automation and scalable content production.
The collaboration aligns with the three pillars underpinning PAKT’s organisation: Craft, Scale and Tech. This is US brings production expertise and creative talent, while Peek Creative Studios focuses on scalable production and technology.
This is US Combines Production with Technology
Deveril Abels, Executive Producer, This is US: “We immediately got back to doing what This is US does best: creating great productions, moving quickly and making sure everything works for the client.”
Patrick van Drongelen, Managing Director, Peek Creative Studios and This is US: “Within PAKT, we build around three pillars: Craft, Scale and Tech. This is US is naturally very strong in Craft: talent, production and the ability to bring an idea to life at a high level. Peek, meanwhile, has developed strongly in Scale and Tech in recent years, with CGI, AI, automation and scalable content production. Bringing these worlds together makes that three-pillar strategy very tangible.”
Production Method Follows Client Demand
The collaboration allows This is US to take a broader approach to production requirements, according to the companies. Film and photography can be combined with CGI and AI, depending on the assignment.
Deveril Abels: “Sometimes the foundation is film, sometimes photography, CGI or AI, and increasingly it is a combination of these. Those possibilities are now much closer at hand.”
Peek Focuses on Scalable Adaptation
According to Van Drongelen, clients are increasingly less interested in a single production method. Instead, the focus is on executing an idea and then adapting it across different formats and channels.
Patrick van Drongelen: “Clients are increasingly looking less for one specific production method and more for the best way to execute an idea and then translate it at scale. That allows every discipline to play to its strengths. Creativity and quality remain central; technology is the means.”
This is US Retains Its Identity
Joining PAKT does not mean that This is US will be fully absorbed into a single organisation, according to the parties involved. The production company intends to retain its own approach, people and character while drawing on the broader capabilities within the group.
Deveril Abels: “The strength lies in the character, the people and the way we produce. We want to preserve that. The difference is that there is now much more around it.”
PAKT Builds Content Organisation in the South
PAKT aims to allow specialised disciplines within the group to operate independently while also connecting them more closely. Van Drongelen describes the development as a content organisation where production, technology and scale come together.
Patrick van Drongelen: “You don’t have to make everything the same. By keeping specialisms strong and connecting them more intelligently, a serious content powerhouse can emerge here in the south.”
Deveril Abels: “If clients eventually say, ‘This is US still feels like This is US, but we can do so much more with it,’ then the model is working as intended.”
Patrick van Drongelen: “And honestly, we’re already seeing quite a lot of that in these first few months.”
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