How to choose a video production company for an AI or SaaS company
The short answer
Choose a partner that has made work for real tech brands, can direct non-actors and executives, thinks in campaign systems rather than single videos, and is open about price. Ask to see customer stories, launch films and evidence of results, not just a showreel.
Five questions to ask
- Which software or tech brands have you made work for, and what happened after?
- How do you direct customers, founders and executives who are not actors?
- How many assets will one shoot give us across channels?
- Where do you use AI in your process, and where do you not?
- What will this cost, itemised, before we commit?
How the options compare
| What to check | Freelance videographer | Generalist video company | Ad agency + production co | EXF.STUDIO |
|---|---|---|---|---|
| Tech and SaaS credentials | Varies | Some | Yes | Square, Xbox, Mailchimp, monday.com, Gravitee |
| Idea, shoot and post under one roof | Shoot only | Usually | Split across two firms | Yes |
| Cannes Lions Grand Prix work | Rare | Rare | Sometimes | 2x Grand Prix, 1x Titanium |
| Campaign systems (TV to social) | No | Limited | Yes, at agency cost | Yes, 4,000+ assets for Square |
| Directs non-actors and execs | Varies | Often | Yes | Yes, from sellers to world leaders |
| Real-people standard for AI brands | No | No | No | Proof of Human |
| Senior team leading the work | Varies | Varies | Often handed to juniors | Yes, 45+ years collective experience |