These Guys I Know has launched Lightweight Media, a content studio specialising in fast, well-crafted short form and brand funded entertainment content.
Lightweight Media is a companion studio to Heavyweight Media, launched by These Guys I Know in 2023. Heavyweight with Dave Letele was its debut project.
Whilst Heavyweight Media was created for longer form, broadcast and factual production – Lightweight Media is a response to the need for faster turn around content – without risking quality.
Built for a new reality
These Guys I Know strategist Amanda Wilson says, “The way brands communicate has shifted well beyond traditional advertising. Social platforms now lead the way, with short-form video dominating how audiences consume content.
“But, in a world where anyone can pick up a phone and start creating, quality can easily slip. This is a real risk for brands. We’ve built Lightweight to address that – delivering high quality content fast, so you’re not lost in a sea of sameness or mediocrity.”
She adds, “Whilst short form dominates – long form still presents opportunities for brands but, beyond changing audience habits, the industry itself – for example the way networks, broadcasters, agencies and brand guardians collaborate or create content – is different now. Lightweight is built for this new reality. Backed by These Guys I Know, experts in brand strategy – we understand the importance of delivering quality, longer term brand benefits and have a deep understanding of the content market.”
Decades of experience
Lightweight Media is run by awarded creative director Ant Farac who has decades of experience in content – from the iconic Bro’town through to Heavyweight with Dave Letele, and has also overseen creative and production of promotional elements for channels, shows and brands – including titles, graphics packages and navigation, promotional spots and channel identities.
He created the Three, ThreeNow and Newshub identities and was behind the promotional elements and creative for high profile reality content brands including X Factor, Dancing with the Stars and The Block and behind brand identities for Newsroom, South Pacific Pictures and TVNZ’s Snackmasters amongst others.
Farac says, “It’s not just the content that is lightweight, it’s the production behind it too. We’re fast and agile, experienced across many platforms from traditional broadcast to bite size social, able to use a manner of tools (including AI if appropriate) and can create high performing content that looks good and responds quickly to opportunities and trends.”
It’s about the journey
These tools have been used by These Guys I Know to drive millions of impressions and highly engaged audiences for events like the Z Manu World Champs and the Paris Goebel founded World Dance Crew Championship. They also created the Star RV brand for Jucy Group built around the idea of sharing authentic stories from the road and developed, produced and delivered the Heavyweight with Dave Letele series.
Focus on short form as a tool is very much an area of expertise. For many years, Farac oversaw a large department focused on “the 30 second spot” as a tool to draw attention and build an audience to content/prime time shows.
“Today, content is about the journey – and not just the destination or timeslot. Content can engage, deepen and maintain a relationship with an audience – rather than simply promote or sell to them,” says Farac. “We’re well placed to help brands leverage that opportunity – and we think the time is now!”
Lightweight offers AI, Premium, Corporate and Snackable options – and can also craft concepts from scratch for brands looking to explore brand funded opportunities.
Wilson adds, “Brands need to move quickly, particularly in the always on content space. It’s a fast changing landscape – and, after decades of experience in broadcast, and the last few years honing skills in digital channels and content strategies – we’d argue, the future is Lightweight!”
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