Hiring the Right Production Partner
By Levi Smock, Producer
Over the last decade and a half, I’ve worked with just about every kind of client. I’ve…
Worked with international brands as a part of multimedia national campaigns
Headed up Hulu’s Huluween, their seasonal effort to circle their brand as the owner of its very own holiday
Made Instagram videos for startups and commercials for lawyers in the New York Tri-State area
Had a video concept for a client highlighted in a Forbe’s Best Of The Year article
So imagine my surprise when I joined Motivo Media to be confronted with a new type of client: The Nonprofit.
The nonprofit and mission-driven world has its own rhythm. The stakes are emotional as much as financial. Every dollar spent is tied to a donor, a grant, or a cause that can’t afford to be misrepresented. It was the same process, but a very different mindset.
Motivo specializes in simplifying complex ideas. We take legal concepts, policy discussions, learning models, and turn them into digestible, heart-filled videos that inspire as much as they inform. It’s not all Motivo does, but we excel at it, making us the ideal production partner for NPOs.
With all of all in mind, I thought for this blog installment I’d talk a little bit about HOW to find the production partner that is right for your organization.
How Do I Choose the Right Video Production Agency?
When choosing a production partner, you’re not just looking for technical skill. You’re looking for alignment, someone who gets what you stand for and can translate that into content without sanding down the edges that make your mission unique. In fact, you want someone who can shine a light on those edges to really make them stand out.
Don’t just watch a company’s reel. Watch how they talk about their work. Are they asking questions that show interest in your message? Do they show empathy for the subjects of their content? Does their body of work show respect for the stories being told or are they trying to sell you a “look”?
A good production partner for any brand is one that can balance creative ambition with a sense of stewardship. They should be interested, invested, and inventive. It should be a true partnership, with the production team treating your project as if it’s their own, all while keeping your priorities in mind. They should care as much about your message as your metrics.
“When choosing a production partner,
you’re not just looking for technical skill.
You’re looking for alignment.”
What Should I Look for in a Strategic Video Partner—Not Just a Vendor?
In the production world, the difference between a vendor and a partner comes down to intent. A vendor executes. A partner collaborates.
A vendor will make what you ask for. A partner will ask why you want it. If you aren’t asked who your ideal audience is in the very first meeting, there is no reason to have a second.
The best collaborations start well before the lights turn on and a camera rolls. Partners want to know how a video fits into your broader goals, what it’s supposed to achieve, how it lives in your ecosystem, and how it can be a difference-maker for your team. Your investment shouldn’t be into service (otherwise you can find candidates at the local community college), it should be into strategy.
When you’re vetting potential agencies, pay attention to whether they challenge your assumptions. If all they do is nod and quote you a price, you’re hiring a technician, not a collaborator. Look for teams who listen, interpret, and build on your ideas.
I’ve often said that the one thing I can’t teach is curiosity and that’s what the best production partners bring to the table. They’ll study your brand like a screenwriter studies character motivation, because if they don’t understand your message, they aren’t implementing strategy, they are just making noise.
How Much Should a 2- to 3-Minute Documentary-Style Video Cost? What About Other Styles?
One of the most common questions that I get asked (and one of the most difficult to answer honestly); How much does it cost? The truth is, pricing creative work is less like a menu and more like a blueprint. The run-time isn’t always indicative of the depth of the project.
A short, documentary-style video can range anywhere from $8,000 to $50,000+, depending on scope. The difference comes down to time, elements, and travel required to tell the story well.
Here’s what influences cost:
Pre-production: Concepting, researching, outreach, scripting, and production management and coordination with your team
Production: Crew size, travel, # of shooting days, scope of filming, and technical setup
Post-production: Editing, motion graphics, music licensing, and color correction
Impact: The level of polish and narrative attention to detail that makes something feel memorable, effective and cinematic
If you’re comparing bids, it’s important to not just look at the total. Everyone has a budget, that’s important to respect, but making sure that the dollars that are being spent are creating value is even more important.
If a company skips discovery, skimps on research or isn’t elevating your ideas, you are going to end up paying more later for what was missed early on.
A production partner shouldn’t be selling line items. Motivo walks clients through how each creative choice affects cost and outcome, so they know where their money is going and why it matters. Creating a well-made 3-minute story that inspires donors or connects with your audience is worth more than ten cheaply made pieces of content that are forgotten moments after they are viewed.
UP NEXT: Planning and Executing A Successful Video or Campaign
I’ll line up how we transformed the framework of our client’s video concept into a brand story that showcased the emotions behind the policies.
About Motivo Media
Motivo Media is a Seattle-based video production and marketing agency specializing in storytelling for non-profits and growing businesses. With expertise in digital marketing and audience engagement, we create compelling content that connect with audiences and amplifies your mission.
Get in touch by emailing us at hello@motivo.me.