Outmost Studio

I'm the Creative Director for Outmost Studio. 

Our focus is on making film and animated video production work exceptionally well for brands. Together, we define what you want to achieve, who you want to engage, and where you'll reach them. Then we guide you through a rock-solid creative process with collaboration at its core, so you get a video that does exactly what you set out to achieve.

Creative Director

Curveball Media

Together, we dig deep to discover the message that will resonate most with your target audience. Then we guide you through our rock-solid production process, packed full of culture and collaboration. This is how we ensure your film or animated video production will do exactly what you set out to achieve.

I am a multi-award-winning writer, producer and director with 15 years in the animation and film production industry.

I could give you all the clichés about why I love producing film & animation, but the only cliché worth saying is it takes an epic team of super talented people, all working together, to make awesome content!

Work for a non-profit? You know video works. You know it could create real impact. The question is how to make it actually happen.

In this blog we break down:

👉 Why psychographics matter more than demographics for engagement
👉 What you're really buying when you hire an explainer video company
👉 What to prepare before reaching out to video agency
👉 Common misconceptions that waste your budget
👉 How to create content that drives real action

And much more. Link the in the comments. 👇

Oliver Lawer

Animation that works for brands, beautifully | Award-Winning Creative Director @ Outmost Studio

Do you know the difference between demographics and psychographics?

If not, I've got a treat for you. 

You see, most marketing briefs start with demographics: 
"Our target audience is 40-55 year old marketing managers and CTOs in SaaS companies earning £50k+."

And that's... fine. Demographics give you a good starting point.

But here's the thing. 

Demographics are very good at telling you who your audience is, but they don't tell you why they act. 

And understanding your audience's motivations is crucial for engaging them.

That's where psychographics in marketing come in. 

Understanding how your audience thinks, what drives them, and how they see the world lets you create content that genuinely resonates (and gets you results).

And for explainer videos, this psychological insight isn't just helpful. It's game-changing. Especially since we only have 60-90 seconds to engage.

So here is everything you need to know about the difference between demographics and psychographics. 

Including how to use them to your advantage in video marketing. 

Link in the comments 👇

Why use one AI when you can use three? And oh boy, what a difference it makes.

I used to only use ChatGPT and live with its tendency to lie through its virtual teeth. But now I use three.

They fact-check each other. And just like team members, they have different, complementary skills.

I was inspired to use this workflow after reading a Microsoft study where they used three AI doctors to diagnose patients. The AI's were 80% effective compared to human doctors, which were only 20–40% correct. 

Wow, I thought.

And I wondered how I could use this method for my own pursuits.

Here's how it plays out. Take a blog:

ChatGPT analyses the data (Semrush and google looker studio — which, coincidentally, ChatGPT helped me build).

1. Based on the latest data, I ask ChatGPT to recommend a blog topic and structure.

2. Google Gemini critiques what ChatGPT has produced.

3. I feed ChatGPT Google Gemini's feedback (it’s surprisingly open to critique).

4. Once we have a solid blog structure, I ask ChatGPT to flesh it out. It’s often pretty terrible — but fine, it’s a starting point.

5. Claude AI then rewrites the blog based on a whole bank of training on my tone of voice and the way we frame things.

6. I then rewrite whole sections Claude AI's draft, so it learns how to shape the overall article. 

7. I then often use dictation with Claude AI — literally talking through what’s working and what isn’t. This is so incredibly helpful. Like chatting with a colleague.

8. I feed the final version back to ChatGPT and Google Gemini for their opinion on how well it meets the brief.

9. ChatGPT adds relevant internal links from an ongoing spreadsheet.

10. Claude AI does a final check against a cannibalisation report to make sure we’re not causing any SEO issues.

And there you go.

Often we produce a 2,000–3,500 word blog, with a solid foundation in data and aligned beautifully with Google’s EEAT criteria. All done in an afternoon’s work.

Lovely. Then I have a little glass of wine to celebrate. 🍷

This is how happy it makes me to be able to go for a walk and write a blog at the same time without falling over… 👇

I discovered the incredible benefit of getting ChatGPT to interview me.

It goes like this.

I have a thread set up where I feed ChatGPT a series of SEMRush and Google Looker reports (which it helped me build).

We then analyse keyword gap opportunities and choose a blog and an angle. 

Then I activate voice mode and I ask ChatGPT to interview me.

She (yes mine is a she), knows the kind of questions to ask based on the content outline we’ve produced.

The other benefit here is that she’s able to hear my words verbatim, which not only ensures the article is valuable in terms of content, but also is in my tone of voice.

Once the full article has been drafted, I enable dictation mode, and quite literally ramble my way through the whole article with my thoughts about it.

We follow this iterative process of further refining the article until eventually we have a final polished product that I’m happy with. 

I’ve got my exercise in and we’ve produced some amazing work together.

What a godsend this type of technology is eh!

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Is it just me or does using Linkedin Sales Navigator Premium feel like a tool from the year 2000? 

👉 Clunky UX
👉 Expensive
👉 Lacking core features

I mean… save 25 leads at a time? WHY? JUST WHY?

Surely the whole point of a business is to meet the demands of its users in the most efficient (and profitable) way possible?

This feels like the opposite.

Don’t get me wrong, I’m grateful the option even exists. But it does fascinate me. I wonder if we're seeing a giant just waiting to be taken down by goliath... in real time.
 
“We don’t need to change — we dominate the market.”
Maybe. But history shows us that’s the death of every great business.

Curious to hear your thoughts — am I being too harsh, or do you feel the same?

Failure feels shitty doesn't it? You miss the mark and your idea tanks. Worst still, you can't actually figure out how to meet the original brief...

Well... maybe your next flop is also your next big thing?

That's what happened for a little known man called Dr Spencer Silver at 3M...

Here's the story👇

The failed idea that made billions

So lovely to see this little video button appear. 🎬 Exciting! Storytelling just had a major upgrade 👏 

If you have a Gemini Pro account, you can now generate 8 second clips, complete with audio, directly from the chat. 

If you haven't seen the incredible video Veo 3 can generate, go check out some examples. It's most definitely a game-changer!

NB: This is actually part of a wider update to Google Vids, which if you haven't heard of, is going to blow your mind. But that's for another post...

I think you all know by now that I’m becoming a bit of an AI fanatic 🤪
All my childhood dreams are being dug out of forgotten drawers 😍

Well, there’s a massive upside for marketers too 👇

Google doesn’t launch new products often. But when they do, it’s worth paying attention.

Google Vids isn’t just another AI tool. It’s a fundamental shift in how video gets made. And it really is.

We’ve broken down what it means for marketers, internal comms, and business leaders.

Not forgetting that tools like this still need a human strategy behind them…

And that there’ll always be a place for professional agencies like Outmost Studio 🤗

👇 Link in the comments.

How prepared are you for Google AI search?

I asked ChatGPT what AI search means for SEO. No. 3 is a bit worrying…

Surely if AI keeps pulling from the same “trusted sources” to “avoid errors”, this could create an AI-driven echo chamber?

Here’s the lowdown:

👉 1. The click isn’t the end goal anymore

Before: SEO’s job was to get the click.

Now: AI gives answers right on the results page. Your goal is to be the source it quotes — not just rank in blue links.

👉 2. Content must be “answer-ready”

Before: Long, keyword-packed pages could still win.

Now: AI favours clear, structured content it can lift straight into its answers.

👉 3. Authority matters more than ever

Before: You could sometimes win without being the biggest name.

Now: AI is risk-averse — it leans on trusted, established brands to avoid errors.

👉 4. Formats beyond text get priority

Before: Images, videos, and visuals were optional extras.

Now: AI blends them into answers — the more formats you have, the more visible you can be.

👉 5. Tracking shifts to citations

Before: You watched your SERP positions.

Now: You need to track when AI uses your content — even if your ranking stays the same.

What do you think? And how are you adapting your SEO strategy?

This book is 🔥. And I must say... it's changed opinion on Musk quite a bit. I found myself utterly gripped by his story. 

👉 The near failures. 
👉 The determination. 
👉 The passion. 
👉 The vision.
👉 The intensity.
👉 The character.

Also the sheer variety of business ventures — finance, motor, space, robots, brain chips... and now social. 

And as for Telsa... worth over £1 trillion.
That's insane. 

Have you read it? What did you think?

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