Welcome to "Craft Class," where we highlight the talented individuals driving the creative and strategic engine at CRAFTSMAN+. This edition features Max Berger, Senior Producer, who brings his film production background to the world of interactive ads and digital storytelling. Since joining CRAFTSMAN+ in 2023, Max has been at the heart of the company's production capabilities, overseeing everything from creative direction to multi-format ad execution.
Max shares his insights into the unique production value CRAFTSMAN+ brings to clients and the essential role storytelling plays in helping brands break through the noise of today’s crowded digital marketplace.
My journey to CRAFTSMAN+ wasn’t traditional. I came from the fast-paced world of live-action film production, where every day on set was intense and often unpredictable. Transitioning to the world of interactive ads has allowed me to apply my production skills—especially the ability to manage tight deadlines and cross-functional teams—while diving into the rapidly evolving landscape of creative technology.
When I joined CRAFTSMAN+ as Senior Producer in 2023, I was new to interactive ads and playables. But what stood out to me was the innovation happening here. The way CRAFTSMAN+ leverages creative tools, like our proprietary platform for building playables, is unlike anything I’d seen before. It was an exciting challenge to learn how to tell stories in these formats while maintaining the high-quality production values I brought from film.
In my role, I oversee multiple client accounts, each with different creative demands, deadlines, and teams. One of the most important parts of my job is balancing the pressure of client expectations with the need to keep our design team inspired and engaged. It’s not just about hitting deadlines; it’s about nurturing a creative environment where our team feels excited about the work we’re producing.
Managing high-stakes projects requires a deep understanding of both the technical workflow and the creative process. I take a pretty hands-on approach to make sure we’re always delivering top-quality work without pushing our team to the edge. This balance is what allows us to consistently exceed client expectations and deliver exceptional creative outputs.
One challenge our design team has faced at CRAFTSMAN+ is building strong connections within a global, remote team. In film production, you’re on set, working side by side with your crew. Here, we have to create that same sense of camaraderie through virtual check-ins, team syncs, and collaboration platforms like Slack and FigJam. Our team is constantly communicating, sharing ideas, and collaborating in real-time, which keeps everyone engaged—even when we’re thousands of miles apart.
One of the greatest assets at CRAFTSMAN+ is the incredible pool of talent we have across the board. What truly sets us apart is not just the individual skill of our team members but the diversity of skill sets and backgrounds they bring to the table. Finding talent at CRAFTSMAN+ is never a challenge—we’re fortunate to have a team that is stacked with expertise across every aspect of production, design, and creative strategy. Whether it’s a creative director, motion designer, or a specialist in playables, we have people who consistently deliver world-class work.
One of my most exciting projects at CRAFTSMAN+ was for a major gaming client, where we were tasked with producing 12 videos within a tight two-week deadline, all leading up to the holiday season. It was a high-pressure situation, but we pulled it off, delivering all assets on time—without burning out our team. This project showed me just how well-oiled our production model is and reinforced that we can tackle anything, no matter the scale or deadline, while maintaining the high-quality creative that CRAFTSMAN+ is known for.
In today’s saturated digital advertising space, capturing and keeping attention is harder than ever. That’s where storytelling comes in. A great story doesn’t just sell a product; it connects with the audience on a deeper level, which also shows that the brand values its consumers. Good storytelling elevates the user’s experience, making them feel part of the narrative, rather than just the target of an ad. At CRAFTSMAN+, we’re dedicated to creating these meaningful stories for our clients so that brands can stand out and forge stronger connections with their audiences.
Looking ahead, I’m excited about where CRAFTSMAN+ is heading—especially as we explore live-action production, which is being requested more frequently by our clients. This shift will let us offer even more diverse creative solutions, from UGC-style ads to full cinematic trailers. Live-action gives brands an opportunity to connect with audiences in a more personal, relatable way. Also, a well-executed live-action piece can be sliced and repurposed across various channels—digital out-of-home (DOOH), connected TV (CTV), social media, and mobile. This kind of versatility makes live-action a powerful tool for brands looking to build a robust omnichannel marketing strategy.
While AI continues to reshape the creative landscape, it’s important to recognize its role as a tool rather than a replacement for human creativity. At CRAFTSMAN+, we use AI to streamline processes, increase efficiency, and assist in brainstorming, but it’s the human touch that drives our storytelling. AI can help automate repetitive tasks, speed up production timelines, and even generate creative ideas, but it doesn’t have the emotional depth or instinct that comes from real-life experiences and collaboration.
At CRAFTSMAN+, we’re not just producing ads—we’re telling stories that engage, inspire, and connect. Whether it’s through cutting-edge playables, interactive ads, or live-action productions, our goal is to help brands break through the noise and stand out.
Let’s continue pushing the boundaries of creativity and storytelling together.