# EXF.STUDIO: film and content for AI, SaaS and tech companies (London) > EXF.STUDIO is a London film and content studio, with teams in New York, Los Angeles, San Francisco and Dubai, that humanises AI, SaaS and tech companies: brand films, launch films, customer stories, docu-series and social, made with real people, real places and real direction, by the Cannes Lions Grand Prix and Titanium-winning team behind work for Square, Xbox and McLaren. Proof of Human is EXF.STUDIO's production standard for AI and tech brands: real people on camera, real locations, real direction and a real crew behind every frame. We use AI where it helps the work (planning, versioning, localisation and delivery), never to replace the faces, voices or stories on screen. ## Key facts - 2x Cannes Lions Grand Prix - 1.5bn impressions for Xbox's Everyday Tactician - 4,000+ assets in one Square campaign system - 100m+ views on YouTube - 33 countries filmed in - Awards: 1x Cannes Lions Titanium, 2x Cannes Lions Grand Prix, 1x Cannes Lions Gold, 1x Cannes Lions Silver, 10x LIA Awards, 1x Clio Grand, 2x Clio Gold, 3x Clio Silver, 1x New York Festivals Grand, 2x New York Festivals Gold, 1x ANDY, 2x Eurobest Grand Prix, 1x Eurobest Gold, 3x Campaign BIG, 1x Media Week Gold, 1x Gerety Gold, 1x Ad Age Campaign of the Year - Tech clients: Square, Xbox, McLaren, Mailchimp, monday.com, Gravitee, Perk, EE, First Believer Fund, Facebook, Three, Relish - All clients: Meta, Facebook, Google, Microsoft, Xbox, Square, Block, Mailchimp, monday.com, Gravitee, Perk, EE, Three, Relish, Audi, Skoda, McLaren, F1, SailGP, Gymshark, Puma, SunGod, Psycle, Puresport, Diesel, COS, Heinz, Hilton, Sleek, Susan Caplan, Exodus Travels, AA, Bluestone, J.L-A.L, Almost Home, World Gold Council, LSE, Barts Health NHS, Arup, First Believer Fund, Jo Cox Foundation, McCann, Saatchi & Saatchi, Leo - What makes EXF different: We learn every brand before we pick up a camera: your audience, your product, your people. Then we turn the brief into something extraordinary that nobody else could have made for you. Don't settle for generic. Get work that's bespoke, industry-changing and award-winning with EXF.STUDIO. - Memberships and compliance: APA member (Advertising Producers Association); AOP member (Association of Photographers); Right to work compliant (Checks for everyone we engage); DBS checks (Available on request); PAT tested (All equipment) - Studio: 16 Red Lion Square, London WC1R 4QH (Holborn, near King's Cross) - Teams based in: London, New York, Los Angeles, San Francisco, Dubai. Filmed in 33+ countries. - Founded 2019 by Josh Exell and Luke Exell (the Exell Brothers) - Contact: Josh Exell , Jude Burton , +44 7500 872878 - Book a call: https://exfstudio.ai/contact/ - Main portfolio site: https://www.exf.studio ## What clients say - "Working with the team at EXF is like teaming up with a group of super-creative friends who are always pushing alongside you to make the best work. They're not afraid to challenge the status quo and experiment with new techniques, and are always coming up with fresh ideas to make each project stronger. Even after the cameras stop rolling, they're still there, ensuring the vision carries through to the end through post. It's a collaboration that feels more like a partnership than a client-vendor relationship, helped significantly by the fact that they're director-editor brothers who partner seamlessly. In my 15 years of creative production, this is by far the favorite team I've worked with." (Neil MacLean, Creative Director, Square) - "EXF were an all-in-one, end-to-end provider for our business. More like an extension to the team than an outside production agency, they scaled various projects to fit different budgets, needs, and timeframes. Moreover, the work is really on another level. Really. Look at it. Now look at everyone else saying they can do the same. They can't. They won't. Go with EXF." (Mikey Robinson, Head of Brand, Puresport) - "Xbox's 'Everyday Tactician' is a masterclass in storytelling." (Ad Age, A-List Creativity Awards, on Xbox: The Everyday Tactician) ## How EXF.STUDIO prices Every quote is bespoke. We build the budget around your idea and what it needs to achieve, not a rate card, and we show you exactly where every pound goes. Shoots start from £7.5k. Crews scale with the idea: from a director-shooter and a producer, to 100-person film crews that rival a Netflix or Hollywood set. - Headline films: Hero campaign films and TVCs, with a full set of cutdowns. The ideas that define the campaign. Full campaigns from £100k. - Hard-working assets: Mid-funnel films built around the jobs your audience needs done: product moments, customer stories, explainers. Bundled with the campaign. - Always-on: An image library and social video bank. Lower cost, lots of it, made with the same craft as the headline work. Shoots from £7.5k. - One shoot, every tier: Headline films, hard-working assets and the always-on library come from the same production, so cost per asset falls. - Senior team on every job: 45+ years of collective experience leading your project, not handed down to juniors. - Award-winning eyes on your brand: Directors behind 2 Cannes Lions Grand Prix and a Titanium Lion, looking at your brand and your audience. - Open costs: Itemised quotes, travel passed through at cost, no surprise overages. ## Services - [Brand films for AI companies](https://exfstudio.ai/services/brand-films-for-ai-companies/): A brand film for an AI company explains why you exist through people, not product UI. EXF.STUDIO makes brand films and manifestos for AI, SaaS and tech companies in London: founders, teams and customers on camera, real locations, cinematic craft, and a film you can cut into 30 assets. - [Product launch videos for AI & SaaS](https://exfstudio.ai/services/launch-films-for-ai-and-saas/): A launch film makes a new AI or SaaS product feel real on day one. EXF.STUDIO produces launch films that show the problem through a person, then the moment the product changes their day, with a full asset kit for launch week: hero, cutdowns, social, website loops and stills. - [Customer story videos for B2B SaaS](https://exfstudio.ai/services/customer-story-videos-for-saas/): A customer story video is your best sales asset when it is about the customer's world, not your dashboard. EXF.STUDIO films SaaS and AI customer stories with real teams in their real workplaces, unscripted, and builds a series your sales, marketing and social teams can use for a year. - [Docu-series & branded entertainment for tech brands](https://exfstudio.ai/services/docu-series-for-tech-brands/): Branded entertainment is content people choose to watch. EXF.STUDIO wrote, produced and directed Xbox's The Everyday Tactician, a three-part docu-series for TNT Sports and YouTube that drove 1.5 billion impressions and won the Cannes Lions Grand Prix and Titanium. We bring that format to AI and tech brands. - [Social content & creators for AI and tech brands](https://exfstudio.ai/services/social-content-for-ai-and-tech/): EXF.STUDIO has been social-first since 2012. We make always-on social content for AI and tech brands: founder-led video, creator and community content, employee stories and reactive edits, at volume, with real people and a consistent look. - [TV, OOH & performance advertising for tech companies](https://exfstudio.ai/services/advertising-for-tech-companies/): For tech brands ready to scale, EXF.STUDIO builds full-funnel campaign systems: TV commercials, out-of-home, digital and performance social from one production. Our Square system delivered 4,000+ assets, including 8 TVCs and 80 OOH stills, across multiple territories. ## Case studies - [Square: Big in Restaurants](https://exfstudio.ai/work/square-big-in-restaurants/): Two years inside real restaurants. 4,000+ assets from one human campaign system. - [Xbox: The Everyday Tactician](https://exfstudio.ai/work/xbox-everyday-tactician/): A virtual champion runs a real football club. 1.5bn impressions and a Cannes Grand Prix. - [SunGod x McLaren: Racing heritage, with Lando Norris](https://exfstudio.ai/work/sungod-mclaren/): Real F1 heritage, a real driver, and AI used honestly to bring the archive back to life. - [Mailchimp: Bloom](https://exfstudio.ai/work/mailchimp-bloom/): A SaaS customer story told through a community, not a product demo. - [First Believer Fund: Launch film with Steven Bartlett](https://exfstudio.ai/work/first-believer-fund/): The people who believed first. Filmed in their own worlds, across continents. - [Gravitee: Human-Agent Harmony](https://exfstudio.ai/work/gravitee-human-agent-harmony/): An AI agent platform launch, told through the humans who work alongside the agents. - [monday.com: SailGP partnership film](https://exfstudio.ai/work/monday-com-sailgp/): One of the fastest sports on water, and the people running it. - [Perk: Audi x Perk](https://exfstudio.ai/work/perk/): The 'shadow work' behind business travel, told by the people who do it. - [EE: Yes Boys](https://exfstudio.ai/work/ee-yes-boys/): Using the internet's best voices to counter its worst. A digital wellbeing campaign for young men. ## Guides - [How much does a campaign film for an AI or tech company cost? (2026)](https://exfstudio.ai/guides/ai-company-video-production-cost-london/): A single shoot with a small crew can start from around £7.5k. A full campaign for an established AI or tech brand, with stills and films at every level, typically starts from £100k and scales with the idea, cast, locations and number of assets. Shorter assets and always-on social cost far less, especially when they are made in the same production. The best value comes from one shoot planned to feed every channel. - [How to humanise an AI brand on film (without AI slop)](https://exfstudio.ai/guides/how-to-humanise-an-ai-brand/): To humanise an AI brand, show the people the technology serves and the people who build it, in real places, with real stakes. Lead with a human moment, keep UI to a minimum, use customers and founders instead of actors, and never use synthetic faces or voices. Make AI the tool in the story, not the star. - [How to choose a video production company for an AI or SaaS company](https://exfstudio.ai/guides/choosing-a-video-production-company-for-ai-and-saas/): 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. ## Optional - [Proof of Human](https://exfstudio.ai/proof-of-human/) - [Video production for AI companies in London](https://exfstudio.ai/london/) - [Video production for AI companies in New York](https://exfstudio.ai/new-york/) - [Video production for AI companies in Los Angeles](https://exfstudio.ai/los-angeles/) - [Video production for AI companies in San Francisco](https://exfstudio.ai/san-francisco/) - [Video production for AI companies in Dubai](https://exfstudio.ai/dubai/) - [About the studio](https://exfstudio.ai/studio/) - [Full text for LLMs](https://exfstudio.ai/llms-full.txt)