People often ask me, “What’s your most successful video?” And every time, two videos immediately pop into my head—not just because they were wildly successful, but because their success stories have something oddly in common.
What Does “Success” Even Mean?
For us, a humble video production company, success is simple: Is the client happy? Do they recommend us to their colleagues? Do they come back for more videos? If yes, we’re high-fiving over here.
For clients, it’s more complicated. Success can mean brand recognition, goodwill, or “going viral” (a phrase that makes us break out in a cold sweat). We usually try to steer them away from chasing the elusive viral unicorn and focus on creating videos that actually resonate with their audience.
In the B2B world, success is even more specific. It’s about driving sales—whether it’s a homepage video that boosts inquiries or a killer clip a salesperson sends to seal the deal. Sometimes, we measure success by hearing wild stories of our videos helping land huge clients. Bonus points if other companies start blatantly ripping off our work—that’s when we know we’ve really made it.
Our Biggest Hits
So, what are these two iconic videos? Let’s dive in.
- Mint.com
Back when Mint was a scrappy startup, we made some fun animated videos about credit and employment stats. Fast-forward to their acquisition by Intuit, and they asked us to create an explainer video to convince people it was totally fine to enter their bank details on a non-bank website (a controversial idea at the time).
The video was created in three intense weeks, never leaving the desktop of our Creative Director, Nate Whitson. It racked up hundreds of thousands of views, landed on countless “Best Explainer Videos” lists, and even triggered lawsuits against copycats. To this day, we still get inquiries from clients because of this one video.
- Gong.ai
This live-action gem holds a special place in my heart—mostly because it almost killed me. During a chaotic time for our company, I ended up being the writer, producer, director, and editor for this ambitious project. I wanted a fluid, bustling look, but no one on the crew had worked together before. Luckily, our lead actor, Michael Marinaccio, crushed it take after take.
The result? Gong loved it, won awards, and stuck with us for the long haul (hello, Super Bowl commercial!). It also became a blueprint for the sales industry, where everyone suddenly wanted a spokesperson in a blue jacket.
What’s the Secret Sauce?
Here’s the common thread between these two hits: trust. Both Mint and Gong handed us the reins, gave minimal feedback, and avoided the dreaded “design by committee” trap. Videos die when clients treat them like web pages or PowerPoint decks. Overloading the screen with details? Please, no. A great video is an experience—short, impactful, and enticing enough to make the viewer want more.
For Mint, the only feedback we got was on the music. For Gong, the biggest debate was whether the word “suckup” might offend someone. Spoiler: it didn’t.
Final Word of Advice
If you’re spending serious cash on a video, pick a team you trust. Then let them do their thing. Great videos don’t happen by committee—they happen when creative professionals are allowed to work their magic.