Where the Money Actually Goes in a $75,000 Brand Video
“How much does a video cost?” is probably the question we get asked more than any other. However, it’s also the question that gets the least useful answer anywhere on the internet. Search it, and you’ll find the same non-answer over and over: “anywhere from $5,000 to $500,000, depending on your needs.” True, technically, but it isn’t very helpful.
So instead of providing another range, here’s a real budget. A well-produced $75,000 brand video can be utilized for many things. These are often videos on a company’s homepage, a major campaign launch, or a flagship piece meant to live for a year or more. We know why the content is needed, but what does the money actually pay for? What does a project like that genuinely cost? Continue reading for an in-depth breakdown of where your money can go, and what it can do for you and your brand.
In the scenario below, we are assuming firm budget numbers for each category, but remember that these can vary wildly based on the creative you’re working with.
Pre-production: $8,000
Before cameras begin to roll, a well-thought out plan must be created. Pre-production covers creative development, scriptwriting or outline development, storyboarding or shot-lists, location scouting, casting, permits, and the scheduling and logistics that make everything downstream go smoothly. This phase is easy to undervalue because the client doesn’t typically see most of it. However, a rushed pre-production process can lead to an unfavorable shoot day and ultimately, a less-than-stellar final product.
Crew: $24,000
Crew expenses are usually the largest line item, and for good reason. A brand video at this budget typically requires a producer, director, director of photography, camera operators, a gaffer and grip team for lighting, a sound recordist and a production assistant or two. For a two-day shoot, day rates for an experienced crew of this size add up quickly, and that’s before overtime and meals. You get what you pay for when it comes to the crew so this is not an area you want to skimp on!
Gear: $7,000
Cameras, lenses, lighting packages, grip equipment, audio gear, and often a production vehicle to transport everything is necessary. Some production companies own this equipment and roll the cost into their day rate; others rent per project. Higher production value sometimes requires specialized gear, but if a certain look is required to achieve the creative you’re going for, then carving out space in your budget for that item is a must have.
Talent and usage buyouts:$9,000
If the video uses on-camera talent including actors, models, or non-employee spokespeople, this covers their day rate plus the usage buyout, which is the fee that licenses the footage for however long and however broadly the brand wants to run it. This is the line item that surprises clients most often, because usage rights scale with how the video will be used. A video running only on the company website costs far less to license than the same video running as a paid national ad campaign. Ensure the usage terms have
been ironed out and approved before the shoot; otherwise you may be stuck trying to renegotiate buyout rights down the line.
Insurance: $2,500
Production insurance includes general liability, equipment coverage, and often a certificate of insurance, which is required by the location being used. This step isn’t optional, and shouldn’t be a place to cut corners. Most commercial locations, from office buildings to public parks, won’t allow filming without proof of coverage.
Post-production editing: $14,000
The post-production phase is where the raw footage becomes a story. Editing at this budget level typically includes an editor’s time across multiple cutting rounds, client review and revision cycles, motion graphics or titles, and any custom animation or branding elements. A video this size usually goes through at least two or three rounds of revisions before it’s locked. Luckily, that back-and-forth is built into the cost, instead of being billed each time separately.
Color grading: $2,500
Color grading is the process that gives a video its finished, cinematic look. This includes maintaining consistent skin tones, creating a deliberate mood, and visual polish that separates a professionally graded video from something that just came straight off the camera. It’s a distinct skill from editing, and on a video meant to represent a brand at its best, it is highly recommended to include this step.
Sound design and mix: $3,000
Audio is more important to the success of a video than most people realize. When it’s done correctly, most don’t notice anything and just enjoy the video for what it is, but when the audio is bad, it’s glaringly obvious! This covers cleaning up production audio, layering in music licensing, sound effects, and a final mix that sounds balanced whether it’s played through a laptop speaker, mobile device, or broadcast television.
Deliverables and versioning: roughly $5,000
The finished video doesn’t ship as just one file. This portion of the budget covers exporting the file types and flavors the client actually needs. This includes variations like a full-length cut, a 30-second and 15-second edit for paid media, a square or vertical crop for social platforms, captioned versions for silent autoplay, and any formatting a specific platform requires. Planning for this upfront establishes a clear framework for your brand’s content needs.
Add it up, and the number stops being abstract
Now you can see exactly where the money goes, and what you’re actually paying for. The real value of a breakdown like this allows you to understand the budget and make real decisions about where to spend more, where to spend less, and what
happens to quality when a line item gets cut. A $30,000 video and a $75,000 video aren’t the same product; they’re different scopes with different amounts of shoot days, crew size, usage, or post-production needs. Knowing what each line item does and how it’s used is what makes a budget conversation productive and efficient.
A Note From AMS Pictures
We’ve been building brand films, corporate documentaries, and campaign videos for more than 40 years, and one of the most common conversations we have with new clients is simply walking through a budget like this one. We always aim for full transparency so there’s no mystery about what’s driving the number. Every project is different, and your scope might shift weight toward crew, toward post, or toward usage rights depending on what you’re building and how you plan to run it.
If you’re putting together a budget for your next brand video and want a real number instead of a range, come talk to us. We’ll break it down the same way, specific to your project!