Video Production for CMOs
One brand in every market, proof the board can read and a budget that buys more than one film. A production partner that thinks about video the way a CMO does.
For chief marketing officers
Video takes a growing share of the content budget. It should also be one of the easiest lines to defend.
Strategy, consistency and proof.
Global brands we have worked with
Three questions every CMO gets asked
Is the brand the same everywhere? A global company produces video in many places at once: headquarters, regions, product teams, agencies, sales. Without a shared standard, the brand fragments into dozens of slightly different versions of itself, and global brand consistency becomes a slide in a deck rather than something customers actually see.
What did we get for it? Boards and CFOs want to know what video delivered, not how many views it collected. That means connecting films to business goals before they are made, such as a launch, a pipeline target, a hiring plan or a change program, and reporting the results honestly, including what video alone can and cannot claim.
Could we have spent less? Every CMO is asked to do more with the same budget. In video, the biggest savings rarely come from cheaper production. They come from planning: one shoot feeding many deliverables, versions planned upfront and a partner who does not need to be briefed from zero every time.
Those three questions shape how we work with marketing leadership. Every recommendation we make, from the scope of a shoot to the number of versions and the choice of markets, is tied to one of them: protecting the brand, proving the result or making the budget go further. If a production does not serve at least one, we say so.
Board-level proof
Results reported
by our clients.
300%+
growth in visits from new users reported by Tuvis after the campaign that featured our brand film.
400M
impressions reported for Certta’s integrated rebrand campaign, 60% above target.
Sources: campaign results reported in the Tuvis case and the Certta case.
Both are campaign-level results reported by our clients, not effects of a film alone, and we present them that way. That discipline matters: a CMO who reports video honestly keeps the board’s trust for the next budget. We help define what each film is meant to move before production starts, so results can be read against a clear objective.
How we work with marketing leadership
What changes when the brief comes from the CMO’s office: the scale, the number of stakeholders and the need to show what each production contributes to the business.
01.
A video strategy, not a shopping list
We start from the year’s business priorities and map which films serve which goals, so the budget follows strategy instead of requests.
02.
One standard for every market
A visual and production system that regional teams and agencies can follow, finished to one standard wherever the film is made.
03.
Budget efficiency by design
Shoots planned to feed several campaigns and versions, and a retainer option for teams with a steady rhythm of work.
04.
Reporting you can defend
Objectives agreed before production and results reported with their real source and scope, campaign-level or film-level.
05.
Senior attention
Our founders stay close to strategic accounts, and one producer owns your relationship across projects and markets.
06.
Procurement-ready
Contracts through our US company or our Brazilian studio, supplier onboarding, NDAs and clear budgets per deliverable.
Video strategy for the whole year
Most companies buy video one project at a time, each with its own brief, supplier and look. The result is a library nobody planned and a brand that changes with every agency. A video strategy reverses that. It starts with the goals of the year, from launches and campaigns to hiring and change programs, and decides which films each one needs, how they connect and how one production can serve several of them.
For a CMO, that brings three benefits at once: a brand that looks the same in every market, a budget that buys more output from fewer shoots, and a clear line from each film to the business goal it serves. It also gives regional teams and agencies a framework to work within, instead of guidelines nobody reads.
A strategy also makes the conversation with finance easier. When each film is tied to a goal and planned with its versions, budget requests stop being a list of projects and become a plan with a clear rationale: what the company needs to communicate, to whom, in which markets, and what each production will contribute. That is a document a CMO can defend line by line.
Annual video plan
Brand film and campaign platform
Global standard and style guide
Regional versions
Customer and proof library
Measurement framework
Annual video plan
Brand film and campaign platform
Global standard and style guide
Regional versions
Customer and proof library
Measurement framework
One brand, in every market
For global brands, consistency is the first thing that breaks. We produce across countries with one creative platform, one finishing standard and local crews working to the same brief, so the brand looks and sounds like itself in São Paulo, Miami or London. Over nearly two decades, we have worked with more than 400 clients in more than 30 countries. See how it works in global video production.
Consistency also matters over time. When a partner keeps working with the same brand, the knowledge stays: the tone, the look, the people, the approvals. That is why Rodrigo Lattaro, after working with us at Tuvis, brought us to Certta as a recurring video partner when he took on its marketing leadership. Read the Certta case.
The same applies to agencies. Many global brands work with several creative agencies at once, each with its own production partners. A shared production standard, applied by one team or used as a reference by others, keeps the brand recognizable no matter who conceived the idea.
More than 900 animated lessons for Imaginarium, one of Pearson’s global programs, kept consistent across years of production through a shared visual system and staged reviews.
The trailer is public. The full lessons are available on request.
Goals CMOs bring us
Where we help most
The goals that reach the CMO’s desk most often. Each page explains how we approach it, with the formats, the process and the cases behind it.
Brand
Build brand authority
Films that show why the company leads its field. See brand authority films.
Growth
Launch products and initiatives
Launch campaigns that work inside and outside. See product launch campaigns.
Proof
Earn customer trust
Customer stories that move enterprise deals. See case study video production.
Budget that goes further
The most expensive video is the one that only works once. We plan productions to serve several goals: a brand shoot that also feeds recruitment and sales, a launch production that also produces the internal announcement, a customer story that also becomes a series of social cuts. Versions are planned before the shoot, so adapting a film never means producing a new one.
For teams with a steady flow of work, a recurring retainer adds predictability on both sides: a fixed, recurring investment, a team that already knows the brand and fewer hours spent briefing and approving from scratch. Certta works with us this way, with our team acting as its video agency.
Efficiency also comes from fewer handovers. When the same team writes, shoots, edits and versions the films, nothing is lost between suppliers, and a change made late in the process reaches every version at once. It also keeps the cost of each new version predictable.
“A sensational team, from the client service with Milena, through production with Keila, and with Carol and Silas, everything at the highest quality and with a great budget.”
Diego Domingos
Google review, translated from Portuguese
Planning the year’s video with the board in mind?
Share the year’s priorities and the markets you need to reach. We will map the films each goal needs, show where one production can serve several of them and propose a budget you can defend.
Questions from CMOs
Short answers for marketing leaders planning video across brands, markets and budgets, from strategy and measurement to agencies, regional teams and style guides.
What should a CMO expect from a video production partner?
Strategy as well as production: a plan that connects films to business goals, one standard across markets, budgets planned to get more from each shoot and honest reporting of results. Craft matters, but at CMO level the value is in the system around it.
How do you keep a global brand consistent in video?
With one creative platform, a style guide for video, one finishing standard and local crews working to the same brief. Regional versions adapt language and faces, not the brand.
How do you measure the ROI of video?
By agreeing on the objective before production and reading results against it: pipeline influenced by customer stories, launch metrics, hiring indicators or training completion. Results should be reported with their source and scope, because campaign results are rarely the effect of a film alone.
How can we get more from our video budget?
Plan the year instead of the project. One shoot can feed several goals, versions planned upfront avoid new productions, and a retainer reduces the time spent briefing new suppliers.
Can you work within our existing agency roster?
Yes. We often produce films conceived by creative agencies, or develop ideas with them, while keeping the brand’s production standard consistent across agencies and markets.
When should a CMO bring in a video production partner?
Ideally during annual planning, before campaigns are briefed one by one. That is when a partner can map which films serve which goals, find where productions can be combined and plan versions for every market from the start.
How do you work with regional marketing teams?
We agree on a global brief and standard with the central team, then work directly with regional teams on local stories, faces and languages. One producer keeps the whole picture, so regions get flexibility without the brand drifting.
What is a video style guide?
A short document that defines how the brand looks and sounds on film: framing, light, color, typography, motion, music and tone of voice. It gives every agency and regional team the same reference, so films made in different places still feel like one brand.
Start a conversation
One brand. Every market.
Proof the board can read.
