Most brands are creating too much content and saying nothing.

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Dani Dufresne, an Emmy Award-winning Executive Producer and founder of The Auxiliary Co., to talk about what actually works when it comes to video and content strategy.

Dani has spent over 20 years producing for film, TV, digital, and experiential projects. She’s worked with major brands like Nike, Apple, Google, YouTube, and Sephora. Her company helps brands and agencies bring big ideas to life without the red tape of traditional production models.

Instead of bloated teams and outdated processes, Dani focuses on lean, high-impact production. The goal is to build content that connects, not just content that fills a feed.

She and Eitan talk about the shift away from quantity and toward meaningful storytelling. They explore why audiences are getting overwhelmed, how brands can stop adding to the noise, and why planning for video should start with a clear strategy, not just a creative brief.

You’ll also hear why bringing media and creative teams together early makes a huge difference, how to get more from your budget, and why it's okay to focus on fewer platforms if it means showing up with purpose.