How to plan your company's video for 2027: calendar, pieces and shoots

Why next year's video is decided now

Between October and December most companies close next year's budget. Every department asks for what it needs, and whatever isn't in that document has no budget line in March. Video often falls into that gap: nobody asks for it in November and, when the trade show or the launch arrives in spring, someone has to find the money and rush.

Anyone who has worked in communications knows the result. Videos commissioned with two weeks' notice, each from a different supplier, that look nothing alike and get used once. It isn't lack of will: nobody put them in the calendar in time.

Planning a year of video doesn't mean having every script written. It means knowing, roughly, which moments in 2027 will need a piece, how many shoots it takes to cover them and how much room to keep for what you don't know yet. It's a page, not a book.

If your company already has a corporate communication plan, video is one of its parts. If it doesn't, this exercise is a good first step: it forces you to think about what you'll say next year, and to whom.

Step 1: mark the moments of 2027 in the calendar

Take the twelve months of 2027 and write down everything you already know will happen. Most companies have more fixed dates than they think.

Externally: product or service launches, trade shows and conferences, results presentations, anniversaries, awards you're entering, seasonal campaigns and the Christmas greeting.

Internally: the convention or annual meeting, the periods when lots of new people join, changes to the organisation or to tools that will need explaining, mandatory training and the dates when leadership presents the strategy.

Next to each date, write what needs to happen that day: a client understands the new product, new joiners feel at home in their first week, the team knows where the company is heading.

Then count backwards. A simple piece needs a few weeks from idea to delivery, and a more elaborate one more than a month. We explain it in how long it takes to make a corporate video. If the trade show is in March, the shoot can't be in March. Doing that maths now heads off half of the year's emergencies.

Step 2: one piece per moment, few shoots for many pieces

With the calendar in front of you, decide which piece each moment needs. It helps to split them into two kinds.

Pieces that last: the company presentation video, the product video, photos of the team and the premises, the welcome for new joiners. They're made once and used for a long time. It's worth checking whether yours still show the company you are today.

Pieces of the moment: trade show coverage, the launch interview, the convention recap, the quarterly leadership message. They date quickly, but they're what keeps communication alive.

And don't forget the inside. Many companies look after their client-facing video and forget the team, when a welcome or a training video gets used all year round. There are ideas in internal communication videos.

Then comes the part that saves the most: grouping. If the first quarter needs an interview with the managing director, photos of the new team and two training videos, they can be filmed on the same day. A dozen pieces a year isn't twelve shoots. With good planning, they usually fit into a handful.

Step 3: taking it into the budget without falling short

Once you have the list, it's time to ask for the budget line. What makes a video budget realistic isn't a round number, but counting these things properly:

How many shoot days you'll need and where: at your offices, at the factory, at an event or in a studio.

How many main pieces and how many versions come out of each: LinkedIn cuts, vertical format, subtitles, other languages.

What photography you need: team, premises, product or events.

How much room you leave unassigned. Things always happen that weren't in the plan: an award, a partnership, a piece of news. Keeping space for two or three undated pieces saves you asking for money halfway through the year.

There are two ways to hire it. Project by project, asking for a quote for each piece when it comes up. Or as ongoing production: a monthly bank of pieces you decide on as things happen in the company. The first suits a few, widely spaced pieces. The second suits a full calendar where you want everything to share one style.

Either way, take the calendar to the production company when you ask for a quote. With the dates and the pieces on the table, the proposal fits what you actually need rather than a guess.

A real example, and how we help

With Qilimanjaro, a Barcelona company that builds quantum computers, this is how we work: every company milestone gets its piece. Some pieces last, like a one-minute corporate video explaining what they do and why, or "SpeQtrum", a product piece with motion graphics. Some belong to a moment, like the recap of their 2025, with the opening of their quantum data centre. And some are about people, like the interview with Dídac, their lab manager, or a short documentary in which their CEO and the team explain why quantum computing matters and what Qilimanjaro does. More than fifteen videos that follow the company's calendar, not a list of one-off orders.

With Audiovisuales Data, which sells technical audiovisual equipment to other businesses, the planning went the other way: mostly pieces that last, such as product videos and the technical photography for a digital catalogue their sales team uses every day.

At Bostak Films we build this plan with companies in Barcelona and the Baix Llobregat as part of our corporate communication service: we mark the moments of 2027 with you, decide the pieces and group them into shoots. If you're closing your budget, bring us the calendar and we'll tell you what you'd need.

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