From television campaigns to the videos filling our social feeds, the way audiences watch has changed dramatically. London production company Tinderflint believes the way creative teams come together should change with it.
Founded in 2010, the company has spent sixteen years developing an alternative to the traditional director roster. Instead of selecting talent from a fixed list, it starts with the creative brief, then draws on a global network to build a bespoke team.
That means directors, filmmakers, photographers and specialist creatives are brought together around the demands of each project. The idea is simple: find the people who can best bring a story to life, wherever they happen to be.
For co-founder and Client Services Director Eliot Carroll, the approach reflects an industry dealing with more platforms, faster turnarounds and growing demand for content.
“The industry has changed enormously over the last fifteen years. Clients need more content, across more platforms, often with tighter budgets and shorter timelines. We don’t think creativity should be limited by those realities.”
Tinderflint’s credits include work for Disney, Amazon, ASOS, Waitrose, Fender and the NSPCC. Projects span broadcast campaigns, branded films, social-first content programmes and out-of-home photography, with some productions generating hundreds of individual assets.
Behind those finished visuals is a service covering creative development, production, photography, post-production and delivery. Clients can work through one point of contact, while the team can move resources across the production process to support the finished work.
The company can also join an existing project at a single stage, supplying production support, photography or post-production as needed.
Its flexible approach extends to directors, too. Tinderflint believes clients increasingly want access to the strongest creative fit, while directors want freedom to work with different production partners.
“We’re seeing a shift away from asking ‘Who’s on your roster?’ towards ‘Who can you get us for this?'” says Carroll.
Co-founder and Executive Producer Rob Pitman puts the creative principle plainly: “Great work doesn’t come from following a formula.”
As broadcast, digital, creator-led content and AI reshape production, Tinderflint’s answer is to build each team around the idea. Its philosophy? The world’s your roster – and the right people for the next project could be anywhere.
