What we make
B2B video production
B2B video production is the making of ads for companies that sell to companies. Ours are built around the buyer’s problem and shot like commercials, not explainers. A campaign runs $50,000 to $100,000 to buy outright, or costs nothing if you commit $300,000 or more to media. Same ads either way.
What B2B video production actually includes
Most “video production” quotes cover a shoot and an edit. That’s the middle of the job. The parts that decide whether anyone remembers the ad happen before and after.
- AdSpark. Six weeks of creative development. Concepts, the campaign direction and strategy, the scripts, and a media plan built next to them, so the ads are written for where they’ll run. At the higher end, a lookbook and animated storyboards, enough for an in-house team to shoot it themselves.
- Pre-production. Casting, locations, props, the schedule. About four weeks.
- The shoot. One or two days, a real crew, real actors. The hero and every pillar are shot on set, not cut down from one take. This is the part that looks like a commercial because it is one.
- Post. Edit, sound, color, graphics. Three to four weeks.
- The ads. One 30-second hero on the main problem, and three 15-second pillars that each take a different angle on it, or go deeper on one. Not cutdowns: nobody watches a shorter version of an ad they’ve already seen. Four ads, each written to stand alone. The lengths flex when connected TV isn’t in the plan.
- Explainers, when they earn it. A 1- to 3-minute video that actually walks through the product, for the buyer who’s already interested. It pairs with the campaign: the ads get you remembered, the explainer answers the next question.
Start to finish, 10 to 16 weeks. Most land around 13. Rush jobs exist, they’re rare, and they cost a lot more, so we’ll talk you out of one unless it’s worth it.
What B2B video production costs
Three ways to pay, and the ads are the same in all three.
- AdSpark on its own: $7,500 to $15,000. Concepts, direction, scripts and the media plan; a lookbook and animated storyboards at the top of the range. Credited toward production if you go ahead.
- A full production: $50,000 to $100,000, and $75,000 is the standard. AdSpark plus the shoot and post. At $75,000: the hero, the three pillars, the photos, and social versions of everything with and without subtitles, sized for every platform you’ll run on. All shot on set. You own the ads.
- Free, with $300,000 or more in media. We make the ads, you fund the media, we run it as one team. The creative cost is recovered over the life of the campaign.
The long version, with what’s in each number and why the free path exists, is on what B2B video production costs.
Why the ads are funny
Because funny gets remembered, and remembered gets bought. Most B2B buyers aren’t shopping today. When they finally are, they call the names they already know. The LinkedIn B2B Institute and System1 tested 1,600 B2B ads and 75% scored one star out of five for long-term effect. Almost every ad in the category is forgotten the moment it ends. A joke built on the buyer’s real problem is the cheapest way we know to not be one of them.
Funny is the mechanism, not the goal. Every script starts with the problem your buyer has at 4pm on a Tuesday. The comedy comes from pushing that problem one notch too far.
B2B video production for SaaS companies
Most of our clients are software: HR tech, security, backup, developer tools, sales tools. Software has a specific problem. The product is invisible, the category is crowded, and every competitor’s homepage says the same three words. A commercial about the buyer’s pain, not the dashboard, is how a software brand gets a face. Eon’s “Don’t Be a Hostage,” Foxit’s “Stop Babysitting” and DevSquad’s “Fire Your Frankenstack” are all software companies.
YouTube video production for B2B
YouTube is where the 30-second ad still works. Skippable pre-roll rewards a joke in the first five seconds, and the hero ad that runs on LinkedIn runs there without a re-edit. The hero and the pillars run on YouTube, LinkedIn and connected TV as they are; the exact lengths only matter when CTV is in the plan. All of our work is on our YouTube channel.
Retainers, subscriptions and long-form
We don’t sell video by the month. A subscription gets you volume. It doesn’t get you an ad anyone remembers. What compounds is a campaign that runs, gets measured, and gets a sequel. Loxo and RemoFirst both came back for a second campaign, which is the model working. Long-form and explainers are available when the idea earns them. The ads come first.
Production, media, or both
A production company makes the ad and hands you a file. A media agency takes the file and buys the placements. When the campaign underperforms, each one points at the other. We make the ads and run the media as one team, which is the whole reason the ads can be free. That’s the B2B video marketing agency half of the story.
See the work
Three below, 35 on the work page, and a ranked list of ours and other people’s on the best B2B video ads.
Frequently asked questions
How long does B2B video production take?
Ten to 16 weeks from kickoff to delivered ads, and most land around 13. Six of those are creative development; the rest are pre-production, the shoot and post. Your feedback speed is the biggest lever. Rush is possible, rare, and expensive.
Do you only make funny ads?
We make ads people remember, and humor is the most reliable way we know to do that in B2B. The joke is always the buyer’s real problem pushed one step too far. If your category can’t take a joke, we’ll say so on the first call.
Can we buy the ads without a media commitment?
Yes. A full production runs $50,000 to $100,000, $75,000 is the standard plan, and you own the ads. The free path needs $300,000 or more in media.
Who owns the ads?
You do, on the paid path. On the free path you run the ads with us until the creative cost is recovered, then license them to run anywhere.
What do we need to bring to the first call?
Your buyer, your media budget, and the problem your product solves. If you have a deck, bring it. If you don’t, don’t make one.