Brand film vs commercial: which one does your business need?

“We need a video” is where a lot of projects start. But a brand film and a commercial are built differently, cost differently and succeed for different reasons. Knowing which one you need makes the brief, the budget and the result much clearer.

What a commercial does

A commercial sells something specific: a product, an offer, a launch. It's usually short (6 to 60 seconds), built around one clear message and one call to action, and made to run in ads, on social media or on screens.

• Goal: action. Buy, book, sign up, visit.
• Measured by: clicks, conversions, sales.
• Lifespan: a campaign, often a few weeks or months.

What a brand film does

A brand film tells people who you are and why you matter. It's less about one product and more about your story, your people, your craft or your values. It's often longer, more cinematic, and lives on your website, in pitches and on your channels for a long time.

• Goal: feeling and trust. Remember us, believe in us.
• Measured by: watch time, brand recall, the quality of enquiries.
• Lifespan: often years.

Which one do you need?

Choose a commercial if you're launching something, running paid ads or need a measurable short-term result.

Choose a brand film if people don't yet understand what makes you different, if you're raising your positioning, or if you want one piece of video that works across your website, sales and recruitment.

Many businesses need both, and they work well together. One shoot can often produce a brand film plus a set of short commercial cut-downs, which is usually more efficient than two separate productions.

How to brief either one

1. One sentence of purpose. “After watching, I want people to…” If you can't finish that sentence, start there.
2. Your audience. Who are they, and where will they watch it?
3. Formats. Widescreen, vertical, square, and how many versions.
4. References. Two or three videos you love, and what you love about them.
5. What's fixed. Brand guidelines, must-have shots, product details and approvals.

Our brand and commercial work ranges from product films like Pantene and DJI Pocket 4P to cinematic pieces like Tokyo in Anamorphic. See more on our brands and commercials page, or get in touch to talk through your project.