42 Video's Faiza Zaidi on overcoming challenges and helping brands grow

Established in 2012, London-based 42 Video began with a simple premise: crafting 42-second testimonial and intro videos that every small business could benefit from. In the last dozen years, they've expanded into an international production services company, working with brands like Yahoo, NHS, BBC3, Vodafone, Amazon Prime, AWS, and Euroclear.

Executive producer Faiza Zaidi explains how 42 Video finds creative ways to tell brands' stories, how thinking fast leads to expert problem solving, and how a nuanced approach delivers impeccable results.

What is 42 Video’s mission statement and ethos?

At 42 Video, our mission is simple: to create videos that genuinely connect people and brands. We believe the best content isn’t just visually striking, it also sparks emotion and leaves a lasting impression. Collaboration is a big part of our ethos.

We keep the process open, transparent, and enjoyable, so it feels like a creative partnership from start to finish, whether we’re working directly with UK clients or supporting international productions filming here.

What services does 42 Video provide?

We offer end-to-end video production,  from shaping the initial idea, scripting, and planning through to filming, editing, and final delivery. Our work covers corporate video production, branded content, commercials, product videos, and event coverage, as well as creative consulting for brands that need help shaping their visual voice.

We also provide line production services for international productions looking to shoot in the UK, helping overseas teams tap into local talent, locations, and resources seamlessly. Whether it’s a large-scale studio shoot or a fast-turnaround social campaign, we adapt to make the process smooth and stress-free.

What productions did you work on recently, and what have you got lined up for 2025?

Recently, we've worked on a mix of projects, from corporate video productions for tech brands, including an interview-led series for a global technology company, to branded content and destination videos in the travel space. For 2025, we’re expanding our portfolio even further, with projects lined up in the healthcare, finance, and lifestyle sectors.

We’re also developing documentary and international brand film projects with top-tier talent, which will allow us to push our creative boundaries and collaborate with new voices in the industry.

What specialist skillsets distinguish 42 Video from the competition?

42 Video behind the scenes; Courtesy 42 Video

We combine cinematic storytelling with an understanding of brand strategy. Our team blends backgrounds in film, marketing, and design, which means we create content that’s not only beautiful but also effective. We’re agile too — we can scale our crews up or down depending on the project, and our network of trusted UK-based talent makes us a reliable partner for overseas companies needing a strong local production arm.

What developments with local studios, financial incentives, or infrastructure in the UK have benefited potential clients?

The AVEC VFX tax credit uplift and the Independent Film Tax Credit aren’t just great for film and TV; they also make the UK an attractive base for high-end commercials and branded content. Combined with the growth of new studios and world-class post-production facilities, overseas clients can now get exceptional production value here, often with cost advantages.

Through our line production services, we help international brands and corporate clients tap into these benefits seamlessly, from sourcing the right crew and locations to managing logistics on the ground.

42 Video behind the scenes; Courtesy 42 Video

What is the most challenging element of a production that you have been part of, and how do you overcome those challenges?

Productions can throw up all sorts of challenges, from shifting schedules to technical hurdles, but one recent project really stood out. On a corporate series for a global tech company filmed at their London office, the biggest issue was controlling sound in a busy, open-plan environment. The constant low humming came from the building’s main ventilator system — and it couldn’t be switched off.

With senior executives flying in from all over the globe for filming and no alternative room available, we had to think fast.

We combined practical solutions, like setting up portable sound-dampening curtains, with advanced post-production fixes using AI-based audio cleaning tools. By addressing the issue both on set and in the edit, we turned what could have been a deal-breaking technical hurdle into a clean, professional final result.

What are the biggest differences between the types of productions that 42 Video works on?

Each project has its personality. Corporate videos need a careful balance between messaging and creativity, commercials are about delivering impact in seconds, branded content leans into authenticity, and event coverage is all about capturing energy in the moment. Our job is to understand those nuances and adapt our approach so the final piece speaks directly to the intended audience - whether that audience is across town or across the globe.