Local Talent Is the Future of Global Content Production
Building a smarter, fairer and more sustainable approach to creative production
As global brands expand their reach, the demand for high-quality visual content across multiple markets has never been greater. Campaigns that once centred on one flagship event now need to roll out across dozens of regions with each requiring photography and videography that feels consistent, on brand, and culturally relevant.
But with that growth comes a challenge: how to deliver global consistency without global travel.
At Raccoon, we believe the answer lies in thinking globally while creating locally. A model that’s not only more efficient but also fairer, more sustainable and creatively richer.
The rise of global content needs
Large organisations now operate at a speed that demands near-real-time delivery. Conferences, activations and internal events happening in different countries all need cohesive visuals for social, press and internal communications - often within hours.
For years, the default approach was to fly the same production team around the world. While that guaranteed creative control, it came at a high cost: financially, environmentally and logistically.
The smarter alternative is to build reliable local networks - vetted professionals who understand both their own markets and your global brand standards. That’s exactly what we’ve built at Raccoon.
Creating globally. Thinking locally.
Our model is based on trusted local teams in more than 30 countries, coordinated centrally by our London HQ. These photographers and videographers know their cities inside out, from local regulations and venues to cultural nuances that help tell a more authentic story.
When a campaign spans locations like Paris, Dubai and Singapore, we can match the right creative to each brief while ensuring every deliverable feels cohesive. The result is work that feels both globally aligned and locally relevant.
It’s not just practical, it’s a more genuine way to tell stories.
Authenticity through local insight
Audiences are quick to spot when content feels generic. Local creatives bring a depth of understanding that can’t be replicated by teams flown in for a few days. They capture details that resonate: the light, the pace, the gestures, all of which make the imagery and film feel real.
For brands, that authenticity builds stronger connections. For audiences, it creates trust.
Sustainability and fairness in production
Rethinking how we work globally also means rethinking impact. Every flight avoided and every local booking made helps reduce carbon emissions and reinvests directly into the creative communities where the work takes place.
By working with local photographers and videographers, we not only reduce travel and shipping but also create opportunities for creative talent in their own cities which is something we’re proud to support.
This approach means clients can produce large-scale campaigns more responsibly while still meeting deadlines and maintaining creative control.
Case study: Shell’s global internal events
For the past five years, we’ve supported Shell with coverage of their large-scale internal events in Singapore, Budapest, Dubai and Toronto. Each year, we combine local and international teams which include on-site editors, to deliver high-quality photography and videography within hours.
This hybrid model ensures consistency in brand style while dramatically reducing the travel required. It’s a tangible example of how a local-first approach can still deliver at a global standard.
Work with us. Or join us.
If you’re a brand, agency or event team looking for a more efficient and sustainable way to produce global content, we’d love to collaborate.
If you’re a photographer or videographer based outside the UK and want to join our growing network, you can apply to work with us on international projects that celebrate local expertise.
Together, we can redefine what global content production looks like — smarter, fairer and better for everyone involved.