Search for video production in San Francisco and you'll find hundreds of options: agencies that make Super Bowl ads, solo videographers, wedding studios, podcast rooms rented by the hour. Most of them are good at something. The question is whether they're good at what you need. We're a production company ourselves, so read this with that in mind. But these are the questions we'd ask if we were the ones hiring.
Have they made the thing you need?
A beautiful brand reel doesn't tell you much if you need a founder launch video or a weekly podcast. Ask for two or three examples of the exact format: a one-minute founder announcement, a multi-camera podcast episode, an event recap. Then look at who the clients are. Startups work differently from big brands: tighter timelines, founders on camera instead of actors, less time for approvals.
Who will you actually work with?
At larger agencies, the person who pitches you is often not the person who runs your shoot. Ask who will plan it, who will be on set and who will edit. Small teams where one producer owns the project from the first call to delivery tend to move faster and lose less in handoffs.
How do they work with founders on camera?
Most founders aren't actors, and they don't need to be. A good crew prepares them, keeps the shoot short and directs them through the key lines. Ask how long they'll need your founder. For a launch video, about two hours of total shoot time is realistic. When we filmed Akuity's launch video, the CEO was on camera for only part of that.
What does the process look like?
You want to hear a clear sequence: a call about the goal, pre-production (references, talking points, location), the shoot, a first cut, revisions and delivery. Ask how many revision rounds are included and when you'll see the first cut. For our launch videos, it's a first cut in 10 business days with two revision rounds.
What do you get at the end?
Ask for the list of deliverables in writing: the main video, vertical versions for LinkedIn, X and Shorts, captions, thumbnails, raw footage if you want it. "Content" can mean one file or thirty.
How do quotes work?
Most production companies in San Francisco quote per project, because the cost depends on shoot length, crew, location, the number of cameras and the edit. Be careful with a price that looks final before anyone has asked what you're making. A good quote lists what's included and what would cost extra. We explain what shapes the number in how video production pricing works in San Francisco.
Red flags
- No examples of your format
- Nobody asks where the video will be posted
- Vague deliverables
- Promises of "viral" results
- Slow or unclear replies before you've signed anything. It rarely gets faster after.
Where FogLine fits
We're a founder-led production company in SoMa, and most of our clients are startups. We make founder launch videos, video podcasts, event coverage and founder interviews. We have a studio at 855 Folsom St, and we also film at your office or in a rented space that fits your brand. If you're comparing companies, book a call and ask us the questions above.
Francisk Hanchar
Founder, FogLine Visuals
Francisk Hanchar is the founder of FogLine Visuals, a video production company in San Francisco. He produces video podcasts, launch videos and event coverage for startups, and hosts The Bay Signal.
About FogLine