Big Wipes: When the Retainer Works, This Is What It Looks Like
Big Wipes has been in the dissident stable for a while now. We handle their social media management and their media content production — two services, two internal teams, one shared understanding of the brand.
That combination is worth talking about. Because this shoot is a good example of what it actually looks like in practice.
Two Teams, One Client
Most brands working with a creative agency are working with one part of it. They brief the video team, or the social team, and those two functions rarely speak to each other in any meaningful way. The result is content that’s produced in isolation — filmed without a clear picture of what’s actually performing, posted without the context of what was intended when it was made.
That’s not how it works with Big Wipes.
Because our social team manages their channels day in and day out, they know the brand in a way that goes beyond the brief. They know which formats are landing, which product lines are getting traction, what the audience responds to and what it scrolls past. That knowledge doesn’t stay siloed. It feeds directly into how we approach production — so when the content team goes out to shoot, they’re not just executing a brief, they’re building on a running conversation between two teams who both know the brand well.
For Big Wipes, that means every shoot is informed by real performance data and platform insight. And it means the social team gets assets they actually know how to use, because they had a hand in shaping what was captured.
Three Briefs in One Shoot Day
This particular shoot had a few layers to it, which is exactly how it should work when you’re being efficient with production time.
First: the Cleaner and Degreaser. Big Wipes have had this product in their portfolio for years. It’s a solid product that had never really been properly advertised — never had its moment in front of an audience. This shoot was that moment. A dedicated film, proper imagery, and the kind of creative attention a product this useful had been waiting for.
Second: the Heavy Duty and Multi Surface upgrades. Two of Big Wipes’ standout products were getting relaunched with upgrades. The shoot captured the hero content needed to support those launches — product detail work, in-use imagery, and the visual assets that turn a product upgrade into a campaign moment rather than just a quiet packaging change.
Third: the tub range. The social team had a straightforward ask — get us clean, flexible imagery of the full Big Wipes tub range and if you’ve got time a cool B-roll film. When you’re managing a brand’s social channels every day, you need assets in the bank that work across formats, platforms, and contexts without feeling stretched. Product range shots of the tubs and a video that can be repurposed multiple times deliver exactly that.
Three briefs. One shoot day. No wasted time.
What We Delivered
- 3 films — covering the Cleaner and Degreaser hero, the Heavy Duty and Multi Surface product launches, and full Big Wipes range
- Massive image bank — product photography, in-use imagery, and the full tub range for social
The Bigger Point
A lot of brands are producing content and managing social as two completely separate workstreams. Different suppliers, different conversations, different priorities. The content team doesn’t know what’s performing. The social team doesn’t have visibility on what’s coming. And the client ends up bridging a gap that shouldn’t exist in the first place.
What Big Wipes has — and what this shoot reflects — is a genuinely joined-up approach. One agency, two teams that talk to each other constantly, and a shared investment in making the brand perform. The output is better for it, and the client doesn’t have to manage the join.
That’s the retainer working as it should.
Big Wipes are a dissident media content and social media management retainer client. To find out how this model could work for your brand — start a conversation.
