Creative Production Partner

Human craft.
AI scale.

The production bottleneck, solved. Premium brand content — video, product, lifestyle, social — delivered faster and for less, backed by decades on real sets.

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What we do

Change The Tie is reinventing the production model.

Real shoots, run by real people with decades of experience, amplified by AI workflows that multiply the output. The result? Premium quality at the volume and speed you demand.

90%faster 400×the output
The work

Video, stills, and social systems across CPG, beverage, and consumer brands.

popchips

Twisted Alchemy

Vincent +

Whole Moon

The method

See how one shoot becomes a full library.

A start-to-finish look at our process — from a single production day to angles, environments, and product systems the shoot never captured.

Watch the full process →
Ways to work with us
01

Shoot Extension

Bring us assets you already own — we multiply them into a full library.

02

Brand Library

We plan and run the shoot, then deliver launch-scale volume across formats.

03

Always-On Creative

Fresh variants on a sprint cadence for performance teams and agencies.

The blue tie The red tie
Why we exist

The tie that started everything.

"Can you just change the tie color?"

Early 2000s. A client loved the TV spot we made them. Except for the tie. Too blue, she said. Can you change it to red?

We had to laugh, explain the limits of production, and move on. Changing the tie meant reshooting the entire scene. It was impossible. Expensive. Not happening.

Today? Changing the tie is effortless. And that's just the beginning.

Brian Rolling
Who we are

Built by people who've spent decades on set.

Change the Tie is led by Brian Rolling — producer, director, and builder with 15+ years across documentary, corporate, and CPG production, NYU-trained and Chicago-based — alongside collaborators whose combined set experience spans decades. We've produced for Google, Deloitte, Kimberly-Clark, and a long roster of consumer brands.

We didn't come to AI from tech. We came to it from set — which is why everything we ship holds the bar we spent our careers building.

Why it works
01 — Cost

20–30% less than traditional.

Real dollars off every engagement. Same brand quality, structurally lower production cost.

02 — Volume & Flexibility

1 shoot. Total flexibility.

Unlimited casting, environments, and messaging variations from a single shoot. Test faster, iterate deeper, A/B/C/D/E/F instead of A/B.

03 — Speed

Performance creative on performance timelines.

Three weeks from brief to sprint-ready.

"We needed retailer-ready content on a tight timeline and a tighter budget. Change the Tie delivered both."
Scott Holstein — Co-Founder & CEO, Twisted Alchemy
"A cost and speed less than 1/10 that of the traditional production model. Five enthusiastic stars."
Cliff Clive — CEO, MediNatura · six engagements

Ready to change the tie?

Thirty minutes. Bring your content problem — leave with a plan.