Serial entrepreneurs get a lot of attention—and find a lot of success. After starting and growing two or three businesses, they understand the formula and what it takes to be a successful entrepreneur, and are therefore more likely to see success with their subsequent projects. But with the right mentality, commitment, and vision, it’s possible for even someone with little to no entrepreneurial experience in the U.S. to build a thriving enterprise.
A perfect illustration of this is LNC Productions—a creative video agency that specializes in concise explainer and commercial videos that promote other businesses. The company has made a name for itself in making a name for others by designing, producing, and popularizing brand-centric explanatory videos that introduce a company’s purpose and value in a matter of minutes.
So how did this company, with a deceptively simple premise and two founders, grow to become the multi-million dollar industry influencer it is today?
Eddie and David: Co-Founders
Eddie Nuvakhov, an immigrant from Israel, and David Levy, an immigrant from Morocco, joined forces back in 2012 with an intention to build a better advertising agency.
“We met in college and quickly realized that we worked very well together. David is the artistic genius, and I am more naturally suited to the producer role, which made it possible for us to create content driven by solid ideas, while making sure the logistics run smoothly,” says Nuvakhov. “It's important to create content that people actually want to see.”
Recognizing the emerging power of online videos and seeing the opportunity to help companies promote themselves in a better, more concise way, Nuvakhov and Levy decided to specialize in specific video marketing applications like explainer, brand, and commercial videos—all of which prioritize the identity of the company.
Beginning operations in January 2013, the company operates entirely with an in-house staff of 14 people, which includes the creative team, production team, and post-production team. Ana Maria Colmenares, a highly-experienced designer and branding expert with experience at agencies such as BBDO and Leo Burnett, joined the team a couple of years after they began, helping them to take their ideas about brand identity to the next level.
Says Colmenares, “Working with our clients, we saw how important the brand identity is for a company to communicate, as well as the huge branding potential of the video medium. Seeing the lack of brand-awareness in some of our clients, we decided to start offering branding as a way of complementing and adding to our video services. Clear branding and clean design are important keys to a video’s success.”
The LNC Productions Approach
In addition to its distinction of offering identity-centric content, LNC Productions is unique because it offers beginning-to-end service. LNC Productions employs a “one-stop” approach, offering pre-production, production, post-production, and distribution.
Says Nuvakhov, “All of these services are inherently linked to one another. We've found that it's incredibly helpful to approach everything as a single project. That way concepts and resources can be shared creatively, and the campaign gets a truly uniform direction.”
The setup is especially advantageous because of the company’s focus on brand identity; the more brand consistency and tone-matching within the video, the better that branding work stays with the audience.
“Each client we work with has their own story, their own identity. We devote a lot of time to really understanding the heart of the client's business, so that our team can really show their best self to the world.”
LNC further distinguishes itself in the field by responding to changes in its environment, including new technologies, new client demands, and even new competition. The video production industry has changed significantly over the past decade, and continues to change with increasing internet availability, device functionality, and consumer expectations, not to mention an expanding variety of ad forms.
Says Levy, "We continually research the competition, and take inspiration from anywhere we can, from art films to short stories. If the only media you absorb comes from inside your own industry, you’re never going to have the opportunity to break away from the group and be truly innovative. "
Fortunately for them, LNC Productions has taken this in stride, updating their processes, adding to their team, and incorporating new technologies so they can continue to be industry leaders.
Their commitment to quality shows; they’ve worked with some major national names, including Audible, Tommy Hilfiger, and WeWork. But their efforts aren’t restricted to big businesses and celebrities—they work with international organizations, small businesses, and everything in between.
The company is also committed to giving back to the community. In addition to injecting millions of dollars into the regional economy, LNC Productions is a major supporter of the Make-a-Wish Foundation, and has produced multiple videos for the organization that demonstrate its achievements and ongoing work.
“We were very fortunate to begin working with them when we were still so young as a company. They trusted us, and we were honored to support them in the best way we knew how. The foundation holds a special place in all our hearts,” says Levy.
Key Takeaways for Entrepreneurs
So what can entrepreneurs learn from Nuvakhov and Levy’s story?
- Good things come from humble beginnings. This multi-million dollar company started from the ground up; it proves that you don’t need to start with momentum already established.
- Offer complementary services. Most businesses start with just one product or service, but you can distinguish yourself, better serve your customers, and generate more revenue by creating a cohesive, all-in-one experience. LNC Productions, for example, offers more than just videos; they also offer landing page design, copywriting, and other supportive services.
- Adaptability is a must. The video production industry is especially prone to volatility, but every industry changes. You need to be prepared for those changes to survive.
- Small teams can make a big impact. Despite its enormous growth, LNC Productions keeps its staff lean with 14 people. With the right talent, you don’t need an overwhelming workforce.
- Giving is good - giving your best is better. From the beginning, Nuvakhov and Levy realized that their talents for video production were their most valuable assets. When the time came to give back to the community that supported them, they were well-situated to make a difference.
Nuvakhov and Levy aren’t resting on their laurels quite yet—they envision further growth for the company, and exciting new offers for their current and new clients. If you want to stay plugged into the latest trends in the video production industry, keep an eye on these two. They know what they’re doing.