A commercial is built backwards from where it will run.
That is the whole difference between it and a brand film, and it decides everything upstream.
A fifteen-second pre-roll that has to land a product name before a skip button appears is a different script from a sixty-second piece playing in a feed where nobody is waiting to escape. So the placement comes first, then the duration, then the story that fits it.
Scripted and performance-led means there are people in it who have to be believable. Casting takes longer than clients expect. On the day, most of the direction is performance direction — running a line eight ways so the edit has a choice, watching for the take where somebody stops acting. That is unglamorous and it is where the ad is won.
A music video starts from the other end. The track's usually finished before the shoot, so the length is already set, and the film is cut to the music rather than to a slot.
Services
What we make
01 / 07
Brand films
The hero film a brand leads with. It says who the company is, for a campaign or a public introduction.
Right when the brand needs one film that says what it stands for.
02 / 07
Music videos
A film made for a release: the treatment comes first, then it's directed, shot and cut to the music.
Right when the track's ready and needs a film to go out with it.
03 / 07
TV commercials
A scripted advertising film made for television, written and cut to the length of the slot.
Right when the placement is bought and a spec sheet has already landed.
04 / 07
Product & demonstration films
The thing itself, shot so its scale, finish and use are legible in a few seconds.
Right when people can't tell what it does from a photograph.
05 / 07
Launch & campaign films
A film made around one moment: a product launch, or a campaign going live.
Right when there's a date the film has to be ready for.
06 / 07
Campaign cutdowns & versions
Shorter cuts and platform versions taken from the same production, with subtitles and on-screen text designed in.
Right when one shoot has to feed more than one placement.
07 / 07
Digital & social ads
Ads planned for online video and social feeds, written so the product is named early and cut to work with the sound off.
Right when the ad has to hold its own against everything else on the same screen.
WHERE IT RUNS
Every film starts from where it'll run, then the script follows
TV commercials
Scripted and cut to the length of the slot. We've directed a consumer-finance company's TVCs.
Instagram and YouTube ads
Cut to work with the sound off, with A/B variants for the ad account you already run.
Music video releases
Edited to the track, with upright cuts for release week. We directed a music video released in 2025 on the artist's own channel.
Brand, ad and music video work
Holi A Holi music video: a band in the open, streaked in gulal. Our role: Directed and shot.
Music video
Music video
Music video
Festive ads
Social ads
We've directed a consumer-finance company's TV commercials, a finance app's promo and a burger chain's ads, and directed and shot a Holi music video.
Process
How it runs
1
Placement
Where the film runs and how long it has to be. Pre-roll, a feed, connected TV and an in-store screen all want a different script, so this is settled before a word is written.
2
Script
One idea, written to the duration it has to hold. The long cut and the short ones are planned together rather than cut apart afterwards.
3
Casting
The cast is chosen for the script.
4
Shoot
Most of the day is performance direction.
5
Versions
The master is cut first and the shorter versions come off that same timeline, in the ratios agreed in the brief.
6
Delivery
Subtitles and file formats are prepared for where the film will run.
Still stuck on something? Send the idea and we'll answer it straight.
How much does video production cost?
Scope sets it — shoot days, crew size, and how much finishing the work needs. You get a treatment, a schedule and a number together, and nothing is shot until you sign off all three. No number is published here because a number without a scope in front of it is a guess.
Do you write the script, or do we bring one?
Either. If you have a script or a treatment, we work from it. If you don't, your brief is the first thing we make and the script comes out of that.
Do you make music videos?
Yes. We write the treatment, direct the shoot, and edit and grade the film in-house. For ANTHYM, we've also made a lyric visualiser.
Can you film a DJ set or a live show instead?
Yes. That's a separate service, Events & artist films: multi-camera coverage of the set, the aftermovie and vertical cutdowns per artist. A music video is directed for a release. A set is filmed as it happens.
How many versions come out of one shoot?
As many as the brief names. They're agreed before the shoot and cut from the same timeline, so each one is a version of the same film.
How many rounds of revisions are included?
Two rounds are included — one at rough cut, one at fine cut. Revision rounds are named in the schedule before the edit starts. Changes after picture lock are new scope, and we say so before you ask. Send notes as one consolidated list per round.
Who owns the footage and the final film?
You own the final delivered film outright, in perpetuity. Ownership is agreed in writing before the shoot, never after delivery. Raw rushes and project files stay with us unless bought out separately. Ask on the first call — in the contract, not in an email.
