What The 2025 Tariffs Teach Us About Marketing

Walk into any store and you’ll see it: the country-of-origin label. It’s on your jacket, your earbuds, the coffee beans you grind in the morning and the beef you buy at the grocery store. We’ve been trained to notice where things come from. Some labels imply quality. Others imply that corners have been cut.

In light of the 2025 Tariffs, there’s a lot of talk about international trade. Rules of origin determine where a product is actually from; not just where it shipped from. This is a complicated legal framework that is used by customs officials and trade lawyers to assign a “Made in” label based on where the majority of value is created. You can imagine the implications of this status during these uncertain times.

Picture this: a jacket is designed in Italy with leather from Croatia and was stitched in Bangladesh. Where was it made? If you said “Made in Bangladesh” you are right…that’s where the transformation occurred. And think about it; would a Bangladeshi country of origin influence your perception of the real value of that Italian leather jacket?

You are not the only one! These rules exist to both ensure transparency in business, but also to protect against “tariff hopping”—when companies reroute goods through favorable countries to avoid penalties (CBP Source).

Imagine if your brand’s marketing had to carry one of those country-of-origin labels…

• Script: Artificial Intelligence
• Stock Footage: Eastern Europe
• Voiceover: Mid-west
• Graphics: India
• Talent: NYC
• Filming Location: 300 miles from your office
  
  

It wouldn’t exactly scream premium, now would it?

Most marketers don’t think of content creation as something with an origin story. But it is. And where it’s made, who makes it, how connected they are to your team & your audience—shapes everything…tone, speed, quality, outcome. The message may say one thing, but the process speaks volumes about who a brand really is.

What Local Means (and Why It Matters)

Let’s get one thing straight: local doesn’t mean small.
It means specific. Intentional. Rooted in the environment it’s built to serve.

Start thinking about content like a product; with an origin, an assembly process, and a level of craftsmanship, and it forces a bigger question:

Where should we be making this?

(not just for convenience, but for alignment, accountability, and results)

“Made in New Jersey” isn’t just a location—it’s a competitive edge. Not just because it’s close. But because it’s economically, creatively, and logistically built for production!

Filmmaking in the State Where Filmmaking Began

Before Hollywood was Hollywood, there was New Jersey.

A hand drawn style image generated by AI showing Thomas Edison and the early film industry in New JerseyIt’s true! And way more than an interesting piece of trivia—it’s legacy. Thomas Edison built the first motion picture studio in West Orange. Fort Lee was once the capital of silent film. Long before the Walk of Fame, New Jersey was the proving ground for cinematic innovation. The industry started here because the region had what creators needed: talent, innovation space, proximity, and momentum.

That spirit hasn’t disappeared. It’s evolved.

Today, New Jersey is home to Emmy-winning crews, state-of-the-art studios, and one of the country’s most competitive film incentive programs. You get serious production talent, the grit of the East Coast, and access to NYC. All without the price tag or red tape.

If you’re a brand producing content with impact, there’s something powerful about making it in the place where the industry was born. It’s not just strategic. It’s a nod to the craft.

2025 Tariffs: A Strategic Opportunity for NJ Businesses

In 2025, the U.S. economy is being reshaped by rising tariffs, geopolitical tension, and shifting global trade policies. For New Jersey businesses, the impact is real. In the first quarter alone, more than 3,600 layoffs were reported—more than double the same period in 2024. At the same time, New Jersey’s Corporation Business Tax revenue declined 5.4% year-over-year (NJ Chamber of Commerce).

When uncertainty spikes, the first instinct is often to cut marketing. But history shows that’s a short-sighted move. Brands that maintain—or even increase—their presence during downturns often gain market share and customer trust at a lower cost (Harvard Business Review).

And here’s the twist: while large-scale productions can take advantage of the NJ film tax credit, brands of all sizes can benefit from local production. In a climate of hesitation, smart marketers double down. Investing in video marketing right now, while competitors go quiet, isn’t risky…It’s smart. It’s how you grow while others retreat.

New Jersey Film Tax Credits: A Production Powerhouse

Filming in New Jersey isn’t just about location. It’s a financial and creative win.

The New Jersey Film and Digital Media Tax Credit Program offers:

• 30% tax credit on qualified production expenses statewide
• 35% credit in southern counties
• +2% bonus for hiring women-owned, or, minority-owned vendors
• And credits apply to everything from crew to post-production
  
  

But it’s not just about savings. You’re tapping into an infrastructure built to rival major markets:

• Experienced crews from national film, TV, and commercial sets
• Full-service studios and sound stages
• Industry-standard rental houses
• A deep bench of editors, animators, and post-production specialists
  
  

New Jersey has become a serious player in national media. And with potential tariffs coming on movies made outside of the US, you might just be overspending anywhere else.

Are Marketing Videos Included In The NJ Film Tax Credits?

These tax incentives are designed for large-scale film, TV, and digital media productions with budgets of at least $2 million. To qualify, at least 50% of production spend must be in-state, and projects must hire local full-time staff (NJEDA Program Guide).

Our New Jersey filmmaking division has worked on these types of productions, enabling major savings for project funders. But for most of our NJ based video marketing projects, especially short-form commercials or social media content, these tax incentives don’t apply.

Nevertheless, you still win when you create here in New Jersey, because in brand marketing, your edge isn’t just tax-based. It’s speed, quality, and trust.

The Hidden Tariffs of Outsourcing (and what they actually cost your brand)

Most branded video content & corporate films won’t require a blockbuster production budget. Typically these types of productions are fast, focused, and deadline driven. Product launches. Recruitment videos. A culture story. A CEO message filmed on Thursday that needs to post by Friday afternoon.

While these productions will most likely NOT qualify for a tax credit as discussed above—they still benefit from being produced close to home. Because the second you send them out-of-state (or worse, out-of-context) you start paying hidden tariffs.

We’re not talking about actual customs levied. But rather negative side effects that tarnish the final result:

• Scripts that miss the mark because the remote team misunderstands your tone
• Footage that feels generic because the crew never saw your space or experienced your culture
• Delays caused by time zones, mismatched expectations, and the dreaded review ping-pong
• Missed opportunities because you weren’t there in person to recognize a golden moment

These are the real tariffs of outsourcing creative work. They don’t show up on a line item…They show up in your edit. And in your ROI.

Reinvest In The Work And The People Behind It

One more reason to keep production local: impact.

Filming in New Jersey supports real jobs, real studios, and a creative economy that’s been here since the start. You’re hiring professionals who care about their craft. You’re investing in vendors who reinvest in gear, people, and process.

At Awakened Films, we live this. We’re a New Jersey incorporated, women-owned company with a bricks and mortar studio near Morristown. We collaborate with local creatives. We empower NJ based brands, corporations and nonprofits who care about their message. And we believe great production isn’t just what you make—it’s how and where you make it.

So, What’s The ‘Country of Origin’ Of Your Content?

Next time you watch a branded video, ask yourself:
Where was this made?
Who made it?
Could it have been better—faster, sharper, more intentional—if it had been made here?

A crew member stands in front of lights, camera and teleprompter for a NJ Film Production in the Studios at Awakened Films.

We think the answer might just be yes.

Because content doesn’t just communicate what your brand stands for. It reflects where you stand.

And if it had to wear a label, wouldn’t you want it to say:

“Crafted with care. Made in New Jersey.”

We can make that possible for your Garden State organization; reach out today.