A Middle Table research film
Video works. When it works,
it really works.
So why does it so often fall short? We spoke to over 100 marketers about what actually gets in the way. Time. Budget. Approval processes. Creative decisions made by the wrong people at the wrong moment.
What they told us was honest, practical and recognisable. Commission Impossible draws on that research to explore the real barriers to producing video that delivers. Enter your details below to watch Part One free.
Free access
Watch
Part One
Part One of Commission Impossible explores the three barriers that came up again and again in our research: time, budget, and the approval processes that quietly slow everything down.
Fill in your details to watch the film. There is no sales follow-up. We made it because the conversation is worth having.
Your details are held securely and used only to give you access to the film and, on occasion, relevant insight from Middle Table. You can unsubscribe at any time. We do not share your data with third parties.About the film
An honest account
of a shared problem
For 50% of marketers, the single biggest barrier to producing more video is not budget or ambition. It is time. Yet 51% say they can get from idea to delivery in under four weeks when the conditions are right.
The gap between what is possible and what actually happens sits in the structures around the work. How briefs are written. Who signs things off. Whether the why behind a project is clear before production begins.
Commission Impossible does not point fingers. It names the patterns that most marketing teams will recognise, and starts to unpick why they are so persistent.
What you will take away
- 01Why time is the barrier nobody expected, and what transparency across the business can do about it
- 02How to shift approval culture from slow and implicit to fast and explicit
- 03Why starting with the why, not the what, changes how budgets get released
- 04What it actually means to sweat your video content and build real return on investment
What the film covers
Three barriers.
One honest conversation.
Work with Middle Table
The best video work
starts before the brief.
Middle Table is a London-based video production company. We work with marketing and communications leaders who want a production partner that is as invested in the outcome as they are.
We do not just turn up and film. We help clients work out what kind of video they actually need, why they need it, and how to commission it in a way that gives it the best chance of delivering. The research behind Commission Impossible is part of how we think about that problem publicly.
If anything in this film has felt familiar, we would genuinely like to talk. Not a sales pitch. A conversation about what you are trying to do and whether we can help you do it better.
Start a conversation →"You are not afraid to come up with ambitious, outside-the-box ideas and you delivered to brief."
Anna Jones, Associated British FoodsFrom the film
Still 1 — replace this div with an img tag
Recommended 800x1060px
Still 2 — 800x528px
Still 3 — 800x528px
Still 4 — 800x528px
Still 5 — 800x528px
Still 6 — 800x528px