Brands seeking high-quality video content turn to agencies and professional production companies to fulfill their production needs. With specialized crews, advanced equipment, and creative expertise, these teams bring complex ideas to life, delivering premium, polished content that’s ideal for large-scale commercials or multi-camera live events.
However, this approach can be resource-intensive, and companies tend to reserve it for high-stakes projects where quality and impact are given importance.
In recent years, however, in-house video production has become increasingly popular. As video became central to digital marketing, brands began creating internal production teams to handle routine projects more cost-effectively.
This trend accelerated during the pandemic when the need for frequent digital communication surged, prompting companies to convert empty office spaces into makeshift studios and add new videographer roles to their marketing and communications team. The in-house model has proven highly effective for managing day-to-day content, providing brands with agility and affordability in producing frequent, lower-budget videos.
In-house production teams can range in size and function, typically comprising video producers, videographers, and editors dedicated to video creation. Equipped with basic to mid-tier cameras, compact lighting kits, and versatile audio gear, these teams efficiently produce content tailored for:
Many Content Marketers Believe Their Organizations Underutilize Video
While some videos are simple enough for in-house production, they often fall short of the quality required for high-visibility or consumer-facing campaigns. A Statista survey of the U.S.-based content marketers actively producing videos found::
These challenges emphasize the value of partnering with professional video production companies. By collaborating with experienced professional teams, brands can improve their content quality, effectively engage audiences, and ensure their video marketing strategies deliver maximum impact.
When production quality, complexity, or strategic input is essential, brands turn to experienced production companies like Black Box Productions. Professional production teams bring together strategic producers, creative directors, specialized talent (from cinematographers to sound engineers) as well as advanced equipment like RED and ARRI cameras, high-end lighting, and sophisticated audio setups. This approach is ideal for:
At Black Box Productions, we frequently collaborate with brands that have in-house teams but seek professional support for projects where impact and quality are key.
A well-rounded video marketing strategy is built on a blend of polished commercials, informative long-form content, and authentic social videos. We believe these elements should complement each other to enhance brand messaging, and our Video Stack approach guides our clients' video marketing to achieve this.
Recent statistics highlight the growing trend of adopting blended production models for video content creation. Key data includes:
These figures underline the shift towards a hybrid approach, as businesses recognize the value of combining internal capabilities with external expertise to overcome resource limitations and create high-quality video content efficiently.
Here are some concrete examples of how Black Box Productions has partnered with brands to enhance their in-house production capabilities.
Canadian Tire: Collaborative Production on a Tight Timeline
Canadian Tire’s annual dealer conference brings together hundreds of VIPs, store owners, corporate leaders, and key decision-makers. For the 2024 event, Canadian Tire’s in-house production team managed several video projects but needed additional support for a surprise award video honoring a store owner. This video had to make an emotional impact on over 500 top executives attending the closing gala.
The project came with unique challenges. Since the award was a surprise, filming had to be done while the owner was out of the store—an uncommon occurrence due to his dedication. The only available window was on Thursday at the start of the conference, and the final video had to be delivered by Sunday evening. With just two and a half days to complete the edit, Canadian Tire turned to Black Box Productions to meet the tight deadline.
To maximize efficiency, our team opted to use Frame.io’s Camera-to-Cloud platform. This innovative approach allowed our off-site editors to begin working on the footage as soon as it was captured instead of waiting for the file delivery the following day. By streaming compressed proxy files directly into our editing software in real time, we gained nearly an extra day to refine the video. Once filming was complete, the editor seamlessly reconnected the edit to the high-quality footage for final polishing.
Working closely with Canadian Tire’s in-house director, we collaborated on the concept and style to ensure the video aligned with their other productions. By sharing assets and aligning on creative vision, we delivered a powerful video that met the deadline and left a lasting impression. The Canadian Tire board praised the emotional impact of the video, demonstrating the value of integrating external expertise for high-stakes projects.
This collaboration highlights how working with an outside team can bring fresh ideas, advanced techniques, and tools that in-house teams might not be aware of or may not have used before. With this approach, brands can overcome resource limitations and produce exceptional content under tight timelines.
MEGA (Mattel): Scaling from Prototype Sizzle Reels to Consumer-Facing Ad Campaigns
Our work with MEGA, a Canadian children's toy company that is currently a wholly owned subsidiary of Mattel, exemplifies the value of a hybrid production approach. Their in-house team handles producing simple sizzle reels that introduce new toy concepts to internal stakeholders and retail buyers. This type of in-house content is ideal for showcasing early stage products, when high production value isn’t necessary, and the focus is more on communicating play types and toy functionality.
When the toys go to market, however, they need consumer-facing commercials that generate excitement and drive demand. For this, MEGA turns to Black Box Productions. We produce high-quality commercials with advanced visuals, strategic messaging, and a level of polish that can only be achieved with a professional team. These videos then become key assets in MEGA’s consumer facing digital and broadcast campaigns, boosting brand awareness and engagement globally.
Black Box Productions serves as an extension of our clients’ teams, providing scalable resources, creative direction, and strategic insight.
If your company has an in-house video team and is looking to collaborate with experienced professionals, Black Box Productions is here to support you. From video marketing strategy and creative direction to seamless execution, we’ll work alongside your team to elevate your video content and achieve your brand’s goals.
The pandemic may have accelerated the need for in-house production capabilities, but the benefits of collaborating with a professional team are undeniable. A blended approach allows companies to maintain the efficiency of in-house teams for routine projects while leveraging professional production expertise when quality and strategy matter most.
1. Cost Efficiency and Speed for Routine Content
In-house teams excel at producing cost-effective, quick-turnaround videos ideal for internal communications, social media snippets, and day-to-day updates. This enables brands to maintain a steady content stream without excessive spending or wait times.
2. Enhanced Quality and Technical Expertise for High-Stakes Projects
High-stakes projects—such as national ad campaigns or high-profile events—require the specialized skills, equipment, and experience that professional production companies provide. These teams deliver polished, engaging videos that meet the quality standards necessary for consumer-facing content.
3. Scalability and Flexibility
Professional production companies provide scalability for larger or more complex projects, especially when in-house teams are stretched thin. Whether a project requires multiple videos, a multi-camera setup, or real-time event coverage, a professional team offers the additional resources to handle it seamlessly, ensuring deadlines are met without overloading internal teams.
4. Access to Advanced Equipment and Technology
Professional companies bring in high-end equipment and the latest technology that can elevate production quality significantly. This gear—such as cinema-quality cameras and drones—is often beyond the reach of in-house teams but crucial for high-impact projects that benefit from top-tier visuals and sound.
5. Strategic and Creative Collaboration
Professional production teams offer not only technical skills but also strategic guidance and creative input. By working closely with brands, they bring fresh perspectives and refined storytelling that help align video content with larger brand goals, ensuring that each piece of content is both visually compelling and strategically effective.
6. Efficient, Streamlined Workflow
With years of experience, professional production companies streamline all stages of the production process. Their organized workflows ensure timely delivery and reduce pressure on in-house teams, allowing them to focus on other priorities while maintaining control over the project’s direction.
7. Long-Term Brand Building and Cohesive Campaigns
Blending in-house and professional production enables brands to balance quick, everyday content with high-quality campaigns that contribute to long-term brand building. The consistency and polish of professionally produced flagship videos strengthen brand identity, creating a cohesive and credible image that resonates with audiences.
Got an in-house video team? Black Box Productions can help elevate your content with expert strategy, creative direction, and seamless execution. Let’s collaborate—reach out today!
