In B2B tech, the customer is the story. Not the product, not the feature list — the people using it. Seven enterprise brands. Seven on-location documentary films. Each one built on the belief that if you show up, listen, and point the camera at something real, the product sells itself.
In enterprise SaaS, real customer connection is rare. Most brands default to written testimonials and logo walls. The film program changed that. By investing in on-location documentary production, Airtable built a library of authentic customer stories that feel nothing like typical B2B content — because they aren't. No scripts, no teleprompters, no green screens. Just interviews at workstations, b-roll of real workflows, and enough editorial restraint to let the subjects carry the narrative.
I directed, shot, and edited most of these solo or with a minimal crew. The range of environments — a guitar factory floor, a luxury fitness club, a cruise line HQ, an airline ops center — meant every shoot required a different approach to lighting, audio, and logistics. But the tone stayed the same: cinematic, human, and grounded in the reality of how enterprise teams actually operate. The program became one of the most consistent and recognizable formats in Airtable's content library.
Taylor builds over 100,000 guitars a year, each one touched by dozens of hands before it leaves the factory. We traveled to El Cajon to capture the intersection of handmade craft and production management — tracing a single guitar from raw tonewood to finished instrument.
I shot this entirely solo. Directing talent, pulling my own focus, managing audio on a factory floor with sawdust in the air and machinery running three feet away. The environment was the story: warm wood tones, natural light through industrial windows, the rhythm of hands building something physical. The piece became one of the highest-performing entries in the Originals series.
West Elm manages 26,000+ creative assets a year across six teams. Their VP of Creative Operations walked us through how the company connects seven departments through a single system — from product design to e-commerce to retail merchandising.
Shot on location at their offices and showrooms in New York. This was one of the original Airtable Originals — the film that helped set the visual and editorial standard for every customer story that followed. The challenge was making operational workflow feel as considered as the furniture.
The product shows up naturally when the story is honest. No scripts. No teleprompters. Just real people talking about real work.
Equinox grew from 149 fitness classes to 4,500 and expanded from a U.S.-only tool to a global app across eight brands. Shot at their flagship clubs in Manhattan — the kind of space where every surface is designed and every angle has intention.
The film covers their content publishing pipeline and how they scaled operations while maintaining the premium brand experience they're known for. Lighting a gym to look cinematic without losing the feeling of the space was the main technical challenge. The brand's own aesthetic did most of the heavy lifting.
JetBlue's IT organization — 400+ people — uses Airtable to manage their entire digital roadmap. What used to take days for prioritization now takes minutes. Shot at their offices and operational spaces in New York.
The challenge was making enterprise IT feel human and visual without losing the technical substance of the story. No one wants to watch a video about project management software. But everyone connects with a team that figured out how to move faster and communicate better. That was the angle.
Every shoot is different. A guitar factory in Southern California, a luxury gym in Manhattan, a cruise ship, an airline ops center, a design agency in SoHo. The format stays the same.
Richard Branson's cruise line. 80+ marketers, one platform. Virgin Voyages cut weekly reporting from five hours to thirty minutes and launched their first global campaign without agency support. Shot on location in Miami.
The story of a lean marketing team punching above its weight. The brand's visual identity is so strong it practically lit itself — the challenge was keeping the edit as tight and energetic as the team's own pace.
The digital agency behind the Washington Commanders rebrand and CNN's Magic Wall. Around 500 people across 18 departments, saving 10,000+ hours a year. Shot at their offices in New York.
Clean space, big monitors, the kind of environment where you let the work on the screens tell part of the story for you. The challenge with design agencies is that they already know what good video looks like — the bar is set before you walk in the door.
Global energy technology company. 60,000+ employees, 120 countries. Their VP of Global Communications describes how the platform supported the comms team through major company and industry transformation.
A different kind of customer story. Less product, more organizational change. The narrative centered on how a communications team navigates complexity at a global scale — and the tools quietly enabling that. Shot at their Houston headquarters.
Show up. Listen. Point the camera. The films became reference points for how B2B customer stories could look and feel when you invest in production value and trust the subjects to carry the narrative. Each one lives across Airtable's website, sales enablement, social channels, and event programming.