Common Theory

Name

Common Theory

Legal name

Common Theory

Website

https://commontheory.ca

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Creative production services

NAICS

Motion Picture and Video Production (51211), Motion Picture and Sound Recording Industries (512)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Allied To Motion Picture Production (7819)

akta.pro primary industry

Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ)

akta.pro secondary industry

Graphic Design & Visual Content Production (BPAFAIAC)

Keywords

• Video production services
• Motion graphics
• Interactive installations
• Creative production studio
• Post-production services

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Creative Production Services: Project-based creative services including concepting, writing, directing, production, and post-production for video content and motion graphics

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Common Theory is a full-service creative studio that produces video campaigns, motion graphics (both 2D and 3D), live action footage, and post-production deliverables for brand, government, and real estate clients. The studio also designs and builds interactive installations—most notably iPad-controlled lighting systems and interactive display tables for architectural scale models used in real estate sales centers and event activations. Engagements range from animation-only execution through end-to-end concepting, writing, directing, production, and post-production.

Product overview

Common Theory is a creative studio offering a unified suite of video and motion production services. The core offering consists of video production, motion graphics (2D and 3D), and live action production. Supporting capabilities include interactive installations featuring iPad-controlled lighting systems and interactive tables for real estate presentations, HTML5 interactive sites for events, and flexible agency animation services. These offerings work together to deliver complete creative campaigns from concept through post-production, serving clients in real estate, healthcare, retail, and government sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Video Production Services Full-service video production covering concepting, writing, directing, live action shooting, and post-production for broadcast, digital, and social campaigns aimed at enterprise brand and government clients.
• Motion Graphics (2D and 3D) Animation and motion graphics services in both 2D and 3D formats for video campaigns, brand storytelling, cinemagraphs, and presentation content, delivered to enterprise clients and agency partners.
• Live Action Production Live action video production for commercials, brand campaigns, corporate videos, testimonial series, and day-in-the-life content for enterprise, government, and education clients.
• Interactive Installations Bespoke interactive installations including iPad-controlled lighting systems and interactive display tables for large-scale architectural models, integrated with client sales applications for real estate sales centers and event activations.
• HTML5 Interactive Sites HTML5-based interactive web applications built for conferences and events, such as the City of Surrey site for the MIPIM conference in Cannes showcasing city growth and future projects.
• Agency Animation Services Flexible animation and motion graphics services for advertising and creative agency partners, deliverable as animation-only execution, script-to-screen production, or full-service concepting and production, depending on the agency's needs.

Quantifiable outcome

• Air Optix Family video achieved over 1 million views

Named customers13 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• AB Scale ModelcoreTechnology or IntegrationVancouver model building company that creates architectural and marketing models. Common Theory collaborates with AB Scale on interactive installations, including lighting and app control for large-scale models for Concord Pacific and Renzo Piano's Broome building project in SoHo.
• CossettecoreChannel Partner/ Reseller/ DistributorMajor advertising agency that brings Common Theory into client projects. Worked together on CRNBC videos and Delta Controls animations, with projects well received by clients.
• DDBminorChannel Partner/ Reseller/ DistributorGlobal advertising agency. Common Theory worked with DDB's creative team on Adidas Alphabounce campaign, taking motion graphics design role for looping videos on campaign landing page.
• Will CreativeminorChannel Partner/ Reseller/ DistributorCreative agency. Common Theory collaborated with Will Creative on Mark's T-Max Heat video, providing concept, look and feel, writing, direction, and post-production.
• META ProductionsminorChannel Partner/ Reseller/ DistributorProduction agency that brought Common Theory into the Axia Fibre project for three explainer videos about fibre optic internet.

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sarofsky: Sarofsky is a Chicago-based creative studio producing main-title design, commercials, and motion graphics for agencies and brands — directly comparable service mix to Common Theory's animation and live-action production work.
• Psyop: Psyop is a global creative production studio known for commercials, branded content, and motion design — comparable in end-to-end film/video production for major brands like Nike, Coca-Cola, and Squarespace (a Common Theory client).
• Buck: Buck is a design-driven creative studio specializing in motion graphics, animation, and visual storytelling for brands — closely comparable to Common Theory's core motion graphics and brand campaign work.
• Giant Ant: Giant Ant is an animation and motion design studio producing brand stories and commercials — comparable in scope of 2D/3D animation services offered to agencies and consumer brands.
• Stink Studios: Stink Studios is a global creative studio delivering branded content, interactive experiences, and film production — overlapping with Common Theory's blend of video production and interactive installations.
• Tool of North America: Tool is a commercial production company with integrated directing roster, doing branded video and content — comparable to Common Theory's full-service commercial production model.
• Variable (formerly Raygun): Variable is a creative studio producing motion design, film, and interactive content for brands and agencies — closely matching Common Theory's mix of motion graphics, live action, and digital/HTML5 interactive work.

Emerging players

• North Kingdom: North Kingdom produces interactive digital experiences, branded content, and installations — overlapping with Common Theory's interactive installations and HTML5 interactive sites offerings.
• Meow Wolf: Meow Wolf creates immersive, interactive installations blending physical and digital storytelling — comparable to Common Theory's interactive model-lighting and storytelling-app integration work, though at much larger scale.

Regional players

• Hype Advertising: Vancouver-based creative and production studio serving brands with video, motion graphics, and digital content — directly comparable peer within Common Theory's home geography.

Market position

Weaknesses1 record

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/common_theory
• LinkedInlinkedin.com/company/common-theory

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Common Theory