Business
Automation and Scale in Video Production with Roberto Kim
EDGE Production's CEO details AI in finance, the power of vertical video, and leading Gen Z talent.
Roberto Kim discusses how administrative and financial automation enables creative studios to scale operations without inflating headcount. The executive also analyzes advertising's shift toward vertical formats and best practices for managing young talent.
Roberto Kim, CEO of EDGE Production, joined Bruno Gimenes on Marketing - The Podcast to discuss how technology and automation are transforming operations across creative production companies. Throughout the episode, Kim detailed how he structured his business to scale with a lean team, integrating artificial intelligence into administrative and financial workflows while keeping the human touch at the core of creative work.
To see practical operational workflows and visual examples referenced by the hosts, watch the full interview video above.
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EDGE Production's vision and market positioning
Kim explains that the production company was founded with a clear focus on younger generations and the goal of building a proprietary brand, stepping away from the traditional, commoditized service-provider model. The agency aims to establish itself as a go-to benchmark for content creators, videographers, and social media professionals.
"When people ask me what Edge is, I say Edge is a brand, and it is going to be one of the biggest brands in video production," Kim says. According to him, moving beyond the role of a technical vendor makes it possible to build a direct connection with audiences and attract clients who align with the agency's identity.
The rise of vertical video and the new advertising playbook
In Kim's assessment, the advertising industry continues to struggle whenever it clings to single, horizontal campaign assets while ignoring the high volume required at the top of the funnel. Vertical video has become the vital tool to capture continuous attention and prime audiences ahead of major commercial launches.
"Vertical video today is top-of-funnel; people haven't figured that out yet, so everyone is wasting money, burning cash, without knowing how to produce content," Kim points out. He stresses that brand and social media content should not focus solely on portfolio reels or direct product pitches, but rather on fostering the broader ecosystem and cultural conversation around the niche.
Talent management and leading Gen Z
Addressing the workplace dynamics of younger professionals, Kim dismisses sweeping criticisms regarding Gen Z's work ethic. For the executive, leadership's role is to cultivate environments that empower these professionals to grow, providing the autonomy and psychological safety needed to execute their work.
"My view is that when I hire someone, I need to provide the space and structure for them to shine," Kim highlights. He emphasizes that mobile creation tools have fundamentally shifted the creative job market, requiring companies to offer clear purpose to attract and retain talent looking for meaningful work.
Leveraging artificial intelligence in creative workflows
When it comes to AI adoption, Kim advocates for a pragmatic approach, using technology as a productivity driver—particularly in administrative support and internal data organization. Within the creative process, AI acts as a technical assistant without replacing the directorial vision and human perspective essential for conceptualizing projects.
"It's a tool just like any other, like a CRM or WhatsApp Business," Kim explains, highlighting the importance of assigning specific roles to each tool without attempting to automate decisions that demand aesthetic sensibility or deep client empathy.
Financial automation and its impact on margins
One of the biggest operational leaps for EDGE Production came from connecting its management software with productivity platforms like Notion, enabling real-time P&L reporting and financial closes. This clear visibility allows leadership to make pricing and capital allocation decisions backed by accurate cash flow projections.
"Everything changed in my business once I brought in the numbers," Kim shares. By automating financial tracking routines and sales forecasts, leadership can maintain a lean back office, trimming overhead costs and redirecting resources toward client-facing creative talent.
Soft skills, leadership culture, and business purpose
During hiring, Kim prioritizes behavioral traits and a willingness to learn over strict technical mastery, which can easily be trained on the job. Leadership takes on the duty of shielding the team during high-pressure shoots and fostering transparent discussions when operational mistakes occur.
"The hardest things to teach are soft skills," Kim concludes. For him, long-term business sustainability requires founders to pursue goals that reach beyond pure profit, treating revenue as the fuel that powers enduring, high-impact creative projects.
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