Common People

What Common People does

Common People Studio (legal entity: Common People Films Ltd) is an independent UK-headquartered production company founded in 2018 that operates at the intersection of entertainment and advertising. The firm produces TV commercials, music videos, branded content, and long-form Film & TV for brands, advertising agencies, and artists. With offices in London and the US (plus music-video representation via Las Bandas in both markets), the company represents a roster of directors, photographers, VFX specialists, sound designers, and brand strategists drawn from the UK, Europe, and MENA region. Founders Tony Roberts (Founder/EP) and Ramy Dance (Founder/CD) lead a 16-person team alongside Managing Directors in the UK and US, a Head of Talent, a Head of New Business, and dedicated EPs.

The company's business model is professional services-based, operating on a project-by-project fee structure where pricing is determined by scope, complexity, and client requirements; no public pricing tiers are disclosed. Customer acquisition flows through direct brand partnerships (DTC), long-standing agency relationships, and a new business function that pursues both agency and brand pipelines. The company has extended its service surface with Future Crea+ives, a wholly-owned AI creative division deploying generative AI tools (including MidJourney) for image, text, and video production, and with a Film & TV IP division originating scripted content with broadcasters and distributors.

Notable customers span automotive (Rolls Royce, Bentley, Nissan), FMCG (Oreo, KFC, Coca-Cola, San Pellegrino), technology (Xbox, LinkedIn), sports (Chelsea FC, RedBull Racing, Topps), travel (Loveholidays, Transavia), broadcasting (BBC, BritBox), and nonprofits (CALM, Gam Care). The company's work has earned a Gold Cannes Lion (Anne-Marie Halovanic for BMW), a MOBO Award (Kevin Hudson for NSG's Lupita), a BAFTA nomination (Jennifer Sheridan's "Extraordinary"), Royal Television Society Award, Broadcast Digital Award, and Venice TV Festival "Best Comedy," alongside a 100% Rotten Tomatoes score for "Extraordinary" and 80M+ views on a Hudson-directed music video.

Name

Common People

Legal name

Common People Films Ltd

Website

https://cmnppl.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Common People Studio is an independent London-based production company founded in 2018 that produces TV commercials, music videos, branded content, and film/TV for global brands, agencies, and artists. It operates UK and US offices and runs Future Crea+ives, an AI creative division.

Ownership category

akta.pro rank

Product category

Creative Production Services

NAICS

Independent Artists, Writers, and Performers (7115)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

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

akta.pro secondary industries

Creator Content Production & Co-Creation Studios (BPAFAHAD), Content & Creative Studio for Creators (Concepting/Production) (MPAAAHAD)

Keywords

• TV commercial production
• Music video production
• Branded content creation
• Film and TV production
• Creative talent representation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. TV Commercial Production: Production of television commercials for brands and agencies. The company produces award-winning TV commercials as part of their core business.
2. Music Video Production: Production of music videos for artists, with notable work for various musicians.
3. Branded Content and Campaigns: Creation of branded content and campaigns for brands, agencies and artists.
4. Film and TV Development: Development, collaboration and production of Film & TV content working with broadcasters, financiers and distributors. The company also has an IP division developing film, TV and Theatre projects.
5. AI Content Production: Through Future Crea+ives division, the company produces AI-generated content and next-gen creative work.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Common People Studio is an independent global production company producing award-winning TV commercials, music videos, branded content, and film/TV projects. The studio represents a roster of directors, photographers, and AI artists for brands, agencies, and artists, operating at the intersection of entertainment and advertising. The company also operates the Future Crea+ives division for next-generation AI-powered creative production.

Product overview

Common People Studio is a production company operating as a multi-faceted creative platform with several interconnected offerings. The core business includes Common People Films for TV commercials, branded content and music video production, supplemented by a Directors & Talent Representation division managing UK, Europe and US rosters. The company has expanded into Future Crea+ives, a next-generation AI creative division combining generative AI imagery with human storytelling for brands and agencies. Additionally, the company develops original Film & TV content through an IP division, and has a theatrical production arm adapting works for stage.

Differentiator

Problem solved

Functional benefit

Brands

• Future Crea+ives: Global network of next-gen AI creatives working across multiple disciplines, enhancing creativity and imagination with ethical, transparent, authentic and compliant AI use

Products and services

• Commercial & Branded Content Production TV commercial and branded content production services for major global brands across automotive, consumer goods, sports, and technology sectors. Targets brands and advertising agencies seeking award-winning creative commercial production.
• Music Video Production
• Film & TV Production
• Directors & Talent Representation
• Future Crea+ives (AI Creative Production) Next-generation AI artists division combining emerging technology with human storytelling, using generative AI for imagery, video, and AI-enhanced creative production across advertising campaigns.

Quantifiable outcome

• Jennifer Sheridan's 'Extraordinary' achieved 100% score on Rotten Tomatoes across both seasons
• +1 more outcomes

Named customers27 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Future Creative StudiocoreStrategic or Co-development PartnerFuture Creative Studio collaborated with Common People on the Loveholidays 'Is All Around' campaign. Future Creative Studio provided the creative technology component, using AI to identify and respond to placements in real time, allowing creative to adapt depending on surroundings. This partnership enables AI-powered OOH production.
• Bad WolfcoreStrategic or Co-development PartnerBad Wolf produced 'The Other Bennet Sister' with Common People Studios director Jennifer Sheridan serving as lead director. Bad Wolf (His Dark Materials, Industry) is a Cardiff-based production company. The series was produced by Bad Wolf and adapted for BBC One, BBC iPlayer, and BritBox.
• Las BandascoreChannel Partner/ Reseller/ DistributorLas Bandas serves as music video representation partner for Common People Studios in both UK (Andy) and US (Jen Herrera). This channel partnership enables music video distribution and representation across these markets.
• Uncommon Creative StudiominorStrategic or Co-development PartnerCommon People Films collaborated with Uncommon Creative Studio on the Chelsea FC 'We Burn Blue' campaign for the home kit launch. Uncommon served as the agency while Common People handled production.
• Joy OrbisonminorOthersAcclaimed London-based producer and DJ Joy Orbison collaborated on sound design for the Chelsea FC campaign, amplifying the visuals created by Thomas Van Kristen.

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Direct peers

• Prettybird: US/UK production company representing directors and producing commercials, music videos, and branded content. Operates a similar talent-representation-plus-production model as Common People.
• Somesuch & Co: London- and LA-based independent production company producing commercials, music videos, branded content, and film. Closely comparable in operating model, client mix, and creative reputation to Common People.
• Partizan: Global production company with strong London and US presence producing commercials, music videos, and film. Operates with a similar director-roster model serving major brands and artists.
• Smuggler: Global commercial and music video production company with offices in LA, London, and New York. Directly comparable to Common People's transatlantic footprint and director-roster business model.
• Pulse Films: London-based production company producing commercials, music videos, branded content, and feature documentaries. Closely comparable to Common People's UK heritage, music-video strength, and film/TV development.
• RSA Films: Ridley Scott-associated global production company with deep commercial, music video, and film heritage. Comparable to Common People as a premium global production brand serving blue-chip advertisers.
• London Alley Entertainment: Leading music video and commercial production company representing major directors globally. Comparable to Common People's music-video production and Las Bandas-style talent representation partnerships.
• Iconoclast: Global production company producing commercials, music videos, and content with a strong director roster. Comparable in business model, cross-format capabilities, and premium brand client base.
• Anonymous Content: Global production company producing commercials, music videos, and feature films/TV with a director-led talent model. Directly comparable to Common People's multidisciplinary roster and brand/music video focus.

Emerging players

• Object & Animal: Emerging AI-native creative production studio combining human direction with generative AI tooling. Comparable to Common People's Future Crea+ives division as a peer in the AI-augmented production category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/common-people-films
• Instagraminstagram.com/common.people.studio

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

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 People