Craft Class: Stories of Creativity and Innovation

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.

From Film Sets to Interactive Ads: Crafting Creativity

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.

Leading Production with Precision and Creativity

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.

Building Camaraderie Across a Global, Remote Team

One challenge our design team has faced at CRAFTSMAN+ is building strong connections within a global, remote team. We create a sense of camaraderie through virtual check-ins, team syncs, and collaboration platforms like Slack and FigJam. Our team is constantly communicating and sharing ideas in real-time, which keeps everyone engaged—even when we’re thousands of miles apart.

Talent That Drives Innovation: The Strength of the CRAFTSMAN+ Team

What truly sets us apart is the diversity of skill sets and backgrounds our team brings to the table. Whether it’s a creative director, motion designer, or a specialist in playables, we have people who consistently deliver world-class work.

Mastering Fast Turnarounds Without Compromising Quality

One of my most exciting projects involved a major gaming client, where we produced 12 videos within a tight two-week deadline leading up to the holiday season. We delivered all assets on time without burning out our team. This project showed just how well-oiled our production model is, allowing us to tackle any scale or deadline.

Why Storytelling Matters in Today’s Digital Landscape

In a saturated digital space, a great story doesn’t just sell a product; it connects with the audience on a deeper level. Good storytelling elevates the user’s experience, making them feel part of the narrative rather than just the target of an ad.

The Value of Live-Action Content in Cross-Channel Marketing

I’m excited about our expansion into live-action production. This allows us to offer solutions ranging from UGC-style ads to cinematic trailers. A well-executed live-action piece can be sliced and repurposed across various channels—DOOH, CTV, social media, and mobile—making it a powerful tool for an omnichannel strategy.

AI: A Tool for Efficiency, Not a Replacement for Creativity

At CRAFTSMAN+, we use AI to streamline processes and assist in brainstorming, but the human touch drives our storytelling. AI can automate repetitive tasks and speed up timelines, 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.

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