How Miele Reduced Video Localisation from 200 Hours to 15

A Growing Content Load and a Localisation Process That Couldn’t Keep Up

As Miele and their production partner Lukkien prepared for a global campaign, they faced a growing challenge: how to efficiently deliver hundreds of video assets across 34 markets, without overloading their teams.

The existing localisation process, managed in Adobe After Effects, required more than 200 hours of manual work. Every market needed its own video version, and even small changes triggered long revision cycles and content delays. Internal capacity was stretched, and the workflow had become a bottleneck. It was clear the process needed to evolve.

The Limits of Manual Localisation

Lukkien’s team had developed a streamlined creative pipeline, but localisation remained time-intensive:

• Text updates were done manually in After Effects – a time-consuming step repeated for every market
• Videos were rendered in batches, often taking days to complete
• Review and approval relied on email threads and version tracking by hand
• All assets were produced for all regions, regardless of specific market needs

The rigid system made it difficult to prioritise or customise content. And with no central place for reviewers to see or approve localised versions, feedback loops were slow and error-prone.

A New Approach with CreateTOTALLY

To meet global demands without adding headcount or compromising quality, Miele turned to CreateTOTALLY. The manual grind became a thing of the past.

The objectives were clear:

• Reduce manual workload across teams - less time localising, more time creating
• Shorten production and approval timelines
• Maintain consistent brand quality in every marketEnable flexibility to adapt content based on local relevance

Before:

• After Effects projects were updated manually
• Local teams waited for batch renders and provided feedback by email
• Revisions often caused full re-renders across all versions

After:

• A single English version is uploaded, along with translations
• Local teams review and approve content and translations directly on the platform
• CreateTOTALLY handles layout, formatting, rendering, and delivery automatically
• All files meet Miele’s technical and brand quality standards, including 4K ProRes

This gave teams more autonomy and sped up production without increasing complexity.

The Results:

The transformation delivered measurable improvements across Miele's localisation operations:

• Hours saved: What used to take 200 hours now takes under 15 hours
• Scale achievement: 750+ videos delivered across 34 languages 
• Process improvement: Eliminated bottlenecked approval processes that previously caused delays
• Quality maintained: High-quality 4K ProRes files flow seamlessly through automation with native file handling
• Flexibility achieved: Local teams can now review and approve translations directly in CreateTOTALLY
• Efficiency gained: Automatic text placement, regional customisation, version rendering, and file management with real-time tracking

Whether adapting a single hero film or producing 90 e-commerce assets across 34 languages, Miele now operates with the efficiency their global ambitions require. CreateTOTALLY removed the bottlenecks that were constraining their ability to compete in fast-moving markets.

Local teams now have more control over the content they need — without the delays or duplication of previous processes.

What Other Global Brands Can Learn

This shift was about more than just saving time. It was about improving the way creative teams work at scale. For brands managing localisation across multiple regions, a few key lessons stand out:

1. Automation doesn’t mean loss of quality. The right tools maintain brand standards while increasing output.
2. Not all markets need all content. A flexible localisation strategy saves time and increases relevance.
3. Real-time collaboration matters. Centralised tools reduce friction between global and local teams.

Interested in Scaling Your Creative Operations?

For global brands managing complex localisation requirements, automation isn't just about efficiency, it's about maintaining competitive advantage while preserving quality standards.

If your teams are facing similar localisation challenges, why not book a demo to see how CreateTOTALLY can help scale your creative operations without compromising quality.