Against the grain
Commercial Content Strategist
In the business for over 25 years, I saw celluloid go – and AI arrive.
Commercial content production is changing fast, but most workflows aren’t, because new technologies threaten old business models.
I produce, consult, and share my knowledge, so my clients in production companies, agencies and brands can benefit now and from what’s coming.
PRODUCING
New technologies in practice.
I started in classic TVC production in 1995 and still love the combination of budgeting, collaborating with creatives and directors, and finding solutions for crazy ideas.
My range covers international TV campaigns, social media assets, corporate content, Virtual Production and AI powered workflows. Every piece of content needs a specialized team. I’ll bring it together and be the road manager.
My work is best, if you let me do it.
CONSULTING
Independent from day one.
I consult mid-sized companies on production strategy and processes, choosing the right partners or in-house execution.
With shrinking budgets, new technologies, and many players in the market, an independent opinion is what makes the difference.
The technical and processual changes in content production are an opportunity for brands.
EDUCATION
The only way through change is knowledge.
It’s not going to work, if we carry on like we did. In life in general, and in commercial content in particular.
I wrote “The Commercial Content Revolution”, host The Commercial Content Podcast, and run the Commercial Content Campus, where I develop seminars and courses.
You’ll also find me speaking at industry events and universities.
The industry would be a better place with more mutual understanding
CLIENTS
Norbert who?
As an Executive Producer, account lead, agency and in-house producer, I worked on all sides of the advertising film industry for more than 25 years. Today I focus on what lies ahead: new expectations from younger audiences, gaming platforms and technologies like XR and artificial intelligence that are transforming content, campaigns and business models.
I work as a producer and consultant.
In 2024, I co-authored the book “The Commercial Content Revolution” to show advertisers how to prepare for this change. In my keynotes, workshops and consulting, I connect the dots and show how to adapt and lead. I explain the connections and the impact on the industry and its business models in an accessible and engaging way. Since 2024 I have been a lecturer at Salzburg University of Applied Sciences.