The short answer
A focused brand film can go from first call to final delivery in about 3 weeks. A multi-spot campaign with built sets and a full crew usually takes 6 to 8 weeks. A larger campaign with several films, paid versions and a content library takes about 3 months to produce. Launch dates often sit later, set by the client’s own calendar.
Those numbers come from our own projects. Here's what sits inside each one.
What sets the pace
4 things decide most timelines:
- Creative development. A brief that arrives with a clear story moves faster than one that needs a concept, scripts and approvals.
- Sign-off. Every approval round adds days, and more stakeholders means more rounds.
- What has to be found or built. Casting, locations, sets and props all need lead time.
- Versions. Every length, ratio and market at the end is its own master file.
3 weeks: a focused documentary film
Our Orange Shirt Day film for Indspire and Giant Tiger went from concept to final delivery in 3 weeks. The story centred on Anishinaabe artist Emily Kewageshig and the shirt she designed, so the film was built around one interview.
That kept it fast: 1 shoot day, a 6-person crew and one clear subject. With a single shoot day, most of the 3 weeks was free for planning and post. We delivered a full film for Indspire, a 90-second cut for Giant Tiger and a b-roll library.
See the Indspire x Giant Tiger project
6 to 8 weeks: a 3-spot campaign with built sets
Kimberly-Clark Professional came to us looking for a production partner to film Scott dispensers in real industrial settings. We turned that brief into Proven In Use, a campaign across 3 creative territories.
Brief to delivery took 6 to 8 weeks. Inside that window: creative development and a proposal, pre-production, a 4-day shoot at Heritage Stage 4 in Mississauga, and post on 3 hero films cut to 30, 20, 10 and 6 seconds, plus 100+ stills and a footage library.
The sets set the schedule. We built 3 industrial restrooms in studio, and design, fabrication and dressing all had to land before day 1 of the shoot.
See the Scott Proven In Use campaign
About 3 months: a multi-film campaign
The Oxford Properties Impact Campaign took about 3 months from concept to delivery. It covered 3 films, each cut in Canadian and Global versions at 15, 30 and 60 seconds, a paid media suite, photography, a 21-minute media library and 54 thought leadership videos.
Shooting took 5 days, spread across that window. Around those days sat script development (one film went through 4 script rounds before it found its final story) and versioning every film for paid channels.
See the Oxford Impact Campaign
Ongoing: brand work that keeps rolling out
Some projects keep going after launch. Our motion identity work on Oxford's brand refresh has run for more than 6 months: we built the motion system, rolled the launch out in 3 phases, then rebuilt more than 50 existing videos in the new look.
How to keep your project on schedule
- Share the deadline on the first call, along with any dates that can't move: a launch, an event, a board meeting.
- Name the person who signs off, and bring them in at the concept stage. Late approvals are where most timelines slip.
- List every deliverable up front: lengths, ratios, languages, stills. Versions planned on day 1 take far less time than versions added at the end.
- Leave room for 2 rounds of feedback in the edit.
A rough planning guide
- Interview-led film: 3 to 4 weeks
- Multi-spot campaign: 6 to 10 weeks
- Multi-film campaign with paid versions: about 3 months, plus any time you need before launch
If you have a date in mind, get in touch and we'll tell you what fits inside it.
Frequently Asked Questions
How long does it take to make a brand film?
A focused brand film with one clear subject can go from first call to final delivery in about 3 weeks. Our Orange Shirt Day film for Indspire and Giant Tiger took 3 weeks, with 1 shoot day and a 6-person crew.
How long does a multi-spot video campaign take?
A campaign of 2 or 3 spots with built sets and a full crew usually takes 6 to 8 weeks from brief to delivery. Scott Proven In Use for Kimberly-Clark Professional took 6 to 8 weeks, including a 4-day shoot and post on 3 hero films.
What slows a video production timeline down?
Approvals are the most common cause. Every sign-off round adds days, and late feedback from a new stakeholder can send work back a stage. Casting, locations, set builds and a long list of versions also add time.
How can I keep my video project on schedule?
Share your deadline and any fixed dates on the first call, name the person who signs off and bring them in at the concept stage, and list every deliverable early, including lengths, ratios and markets.
About the Author
Will Murphy
Will Murphy is a Creative Director and commercial director based in Toronto, and the founder of WM Creative Studio. He has spent more than 15 years making brand films, campaigns and documentaries for clients including Oxford Properties, Kimberly-Clark Professional, Indspire, Svante, Kids Help Phone and LEGO. Here he writes about how video projects get made: briefs, budgets, shoot days and the decisions in between.