Ballet Dancer Shifts to Picture, Video Creator


Artistic professionals are sometimes multi-dimensional. An architect may additionally design furnishings. A author may compose music. And a performer, reminiscent of Matthew Gattozzi, founding father of Goodo Studios, may shift to pictures.

Till early 2020, Gattozzi was knowledgeable ballet dancer. A again damage compelled a profession change and the launch of his enterprise, which produces pictures and movies for ecommerce firms. “We work with established and up-and-coming manufacturers by understanding the best way to use and leverage content material for income,” he advised me.

He and I just lately mentioned his journey. The audio of our total dialog is embedded beneath. The transcript is edited for size and readability.

Eric Bandholz: Inform us about Goodo Studios.

Matthew Gattozzi: We create pictures and movies for shopper manufacturers. We do TikToks, user-generated content material, and high-end or paid media, utilizing the whole lot from cinema cameras to iPhones.

Earlier than Goodo I used to be knowledgeable ballet dancer. I danced all through the U.S. and Europe. I used to be dancing at Ballet Austin and injured my again. So I needed to cease that a part of my profession and shift to pictures and movies. I just lately moved from Austin to Seattle. I used to bounce there, and I met my spouse there.

I based my firm in early 2020. It was simply me, and I didn’t begin in ecommerce. I labored domestically in Austin with many wonderful eating places, however issues got here to a halt with Covid. I needed to shift and rebuild. Now I work with a crew of photographers, creatives, and editors. It’s not simply me anymore.

Many consultants within the house went to high school and realized brand-building expertise. I didn’t go to varsity. I used to be supposed to bounce till I used to be 30 and ended up jobless at 21. I knew lots about social media, however folks weren’t all for hiring me as a result of I didn’t have a resume. I needed to say sure to the whole lot to start with, which was laborious, nevertheless it was additionally good as a result of I may work out what I needed to do.

It helped me to appreciate that the folks I serve are advertising and marketing managers and paid media professionals. I tailored my communication to talk to them. I began taking what I do as a artistic and translating it into how they speak. Many creatives don’t do this.

I work with established and up-and-coming manufacturers by understanding the best way to use and leverage content material for income. Manufacturers put money into content material, however in addition they have the mindset that the content material will generate earnings. So we communicate to that and assist construct model methods — on natural channels, product pages, web sites. We be taught to adapt to the most recent media consumption. For instance, after I began two years in the past, TikTok wasn’t as distinguished. Many of the movies I shot have been horizontal. Now the whole lot is vertical.

Bandholz: How do you deal with copyrights?

Gattozzi: My strategy is to be as beneficiant as doable. I inform my shoppers, “You should utilize this content material. You’re investing in these pictures and movies, and also you get unique rights, copyright makes use of, and business use during, with no licensing.”

I’d lose out as a result of I’m not nickeling-and-diming the model, however I’m making an attempt to determine a long-term relationship. I’m slightly non-traditional in that approach. Some creatives say, “You must know your value; put your foot down.” However I wish to change how we produce content material. I wish to work with main manufacturers. I’m not going to get there until I do one thing totally different.

A buzzword you’ll hear lots is artistic technique. It boils right down to content material creation. Creatives for large advertisers are lacking out by not adapting to how briskly media strikes and the way shortly manufacturers have to create. We’re making an attempt to construct a content material engine for manufacturers. We give you concepts, check these concepts, and execute them.

We contain crew members in your entire course of. Disjointed manufacturing is widespread within the trade. An ideal photographer who isn’t a part of the planning gained’t perceive how the pictures can drive gross sales.

Bandholz: Describe a Goodo Studio engagement.

Gattozzi:  Most manufacturers ought to deal with why shoppers are shopping for. Typically we’ll ask shoppers that, they usually’ll listing their product options. Okay, cool, however what do your prospects say? You have to perceive your audience — speak to them and do surveys. The concepts are limitless for those who be taught your buyer psychology. Most manufacturers miss that. So I advocate for the intent behind the pictures and the movies.

We do picture and video shoots. However we additionally do TikToks, user-generated content material, and advert enhancing. We take present property, and we extract worth from them. When a model involves us, we begin with enhancing earlier than we shoot something. The exception is an upcoming model or product launch.

We take a look at why prospects purchase and undergo a course of to determine that out. Most manufacturers have a backlog of nice content material. They only haven’t remixed it sufficient as a result of they don’t have the sources or the crew.

As soon as we’ve confirmed some ideas and generated concepts, we double down and scale these ideas and check extra. Then we will herald creators which can be ideally suited prospects for that model. We give you the briefs and ship the product out to them. They shoot the whole lot and ship it again to us. We edit all of it.

We’ll rent a crew, whether or not it’s in Seattle or in Austin, to work on the manufacturing. That’s how we flip round. We don’t do picture and video manufacturing with a model each month, however we do a variety of enhancing. That provides us time to plan these shoots. Many manufacturers are hesitant to spend the cash for intensive manufacturing for concern it can flop. So we attempt to check the ideas early with some low-lift artistic, then go to greater productions.

Bandholz:  What makes somebody a very good artistic?

Gattozzi: A wonderful artistic asks nice questions, interprets the solutions, and uncovers what the consumer needs. A awful artistic will say, “Okay, acquired it,” and depart. Asking a variety of questions helps the model pinpoint an issue. Some come to us and clarify what they want. It may be difficult for people to explain an concept of their minds. I’ll ask them questions. How is their enterprise? The place has their advertising and marketing been? The place are they making an attempt to go? Why do they want a artistic companion?

Typically, after the primary name, we understand they don’t want pictures or movies. They want enhancing. It can save you manufacturers 1000’s of {dollars} by asking the best questions.

Bandholz: How can listeners join with you?

Gattozzi: They will go to our website,, and subscribe to my e-newsletter. I’m on Twitter and LinkedIn.


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