What Modern Events Can Teach Us About Content Creation at Scale
I’ve always been fascinated by how the biggest brands turn a single event into a flood of content that lives for weeks afterward. Last week in Northern California, I got to see that process up close and even play a part in it.
I was in Yountville, CA, helping film at The Information’s WTF Summit (short for Women in Tech, Media, and Finance). The event brought together some of the most influential voices in those industries for two days of panels, conversations, and connections in the heart of wine country.
I was invited by filmmaker and editor, Erick Bula, who’s worked with The Information for some time, to join his video team for this summit. While Erick handled event coverage and sizzle reels, I was tasked with filming interviews for The Information’s show TITV, which releases episodes five days a week. My job: capture high-quality interviews with high-profile guests and deliver them within hours to the editing team in New York for finishing touches and next-day posting.
Behind the Scenes: Creating at Speed
We shot one main indoor setup with clean, soft lighting from two Aputure Amaran 300c’s. It was a simple, elegant, and distraction-free setup.
We also filmed two outdoor interviews to bring in the buzz and backdrop of the summit.
Working alongside TITV producer Sydnee Fried, we collaborated on framing, location, and set design to bring her vision for these interviews to life. Check out the final product of our first day on site:
Between interviews, we pivoted to creating social content: quick attendee interviews to be posted on The Information’s social pages. Here’s an example of one of those videos:
By the end of the summit, I delivered nine social clips and five interviews, all turned around within hours of filming.
This kind of speed has become more common in today’s media landscape, but it still amazes me how much teamwork and coordination it takes to pull off well. It’s a delicate balance between efficiency and creativity, and when it works, it’s really satisfying.
The Content Machine in Motion
Watching The Information’s team operate was watching a creative ecosystem in full motion. On Erick’s team, there were three of us focused entirely on video (separate from the AV team filming and recording the main stage content):
Erick, capturing conference footage and producing sizzle edits onsite.
Ben, cutting main stage talks into bite-sized social clips.
And me, filming interviews for TITV and man on the street interviews for social media distribution.
Meanwhile, editors and writers both onsite and in New York were pulling footage and photos into podcasts, articles, and posts (shout out to the talented photographer Erin Beach, whom I’ve worked with many times before!) It was like a living, breathing newsroom that never stopped moving.
All of this reinforced an idea that I’ve been observing for some time: this is the new content playbook.
Brands and media companies are no longer thinking in terms of one deliverable per event. They’re thinking in ecosystems. A single summit now becomes weeks’ worth of podcasts, articles, short-form videos, photo stories, and social moments.
I’ve heard creators like Oren John and the 505 Podcast hosts, Braydon Figueroa and Kostas Garcia, talk about this shift: how the best brands are operating like full-scale media teams, capturing content at volume and with intention.
Listen to what these content pros have to say about their experience working with clients doing the same:
With the right prep and people, events like this can become content goldmines that fuel marketing and storytelling long after the event ends.
Why It Matters
For me, being part of this process reinforced something I’ve always believed: great storytelling and great content happens when strategy, creativity, and collaboration align. When everyone’s working toward a shared vision, from videographers to editors to producers and social media managers, you get results that feel cohesive, thoughtful, and immediate. Your content can show more than just how epic your event is and why folks shouldn’t miss the next one, it can provide value to your entire audience and customer base by speaking on hot topics in your industry, telling customer stories, and teaching and entertaining your audience in the process. All of this can further your goals of creating positive brand experiences and awareness.
Beyond the workflow, this particular event was incredibly energizing. The WTF Summit was women-led, women-produced, and filled with some of the sharpest minds in tech, media, and finance. Hearing from founders and executives who are shaping the future and doing it with so much purpose was deeply inspiring.
It was refreshing to be surrounded by women leading conversations and building companies at this level. The Information itself is a women-founded, women-led organization, and it was clear that those values ripple through everything they do.
Being behind the camera at this summit reminded me why I love this work. It’s not just about what I’m shooting or editing, it’s about helping brands capture real moments, communicate bright ideas, and shine a spotlight on inspiring people who are shaping the future.
Takeaway
Events like the WTF Summit prove that modern media isn’t only about speed, it’s about intent, vision, and flexibility. When brands approach event content from multiple angles and are open to collaborating across departments and vendors, they don’t just capture moments; they create lasting impact.
These are the kinds of productions I love being part of: where creativity meets purpose, and inspiring humans get to share their story and point of view with the world.
If your brand is planning an event or summit and you want to maximize its content potential, let’s connect!