As we’ve been adding B2B videos to the B2B Video Ads Library, a pattern keeps appearing.
The brands investing seriously into video (AT&T Business, Ramp, Anaplan), aren’t treating production as a one-off asset. They’re making early creative decisions that allow their work to extend cross time, executions, and audiences.
Not all in the same way. But intentionally enough that the work compounds.
Here’s what we’re seeing.
Craig Robinson stars as a fictional founder launching an AI alarm clock startup called “CrAIg.” AT&T Business introduced the character in a longer launch film and extended the idea into follow-up spots covering cybersecurity, connectivity, and business growth.
Each video stands alone, but they all live inside the same creative world.
This is modular thinking applied to narrative continuity. Instead of inventing a new concept for every product message, AT&T created a reusable container, a character and premise strong enough to support multiple stories.
What B2B marketers can learn: If you’re investing in a big creative idea, ask whether it can carry more than one message. A narrative world creates efficiency and familiarity over time.
In its campaign featuring Brian Baumgartner, Ramp dramatizes a clear tension: finance teams are buried in manual work. Baumgartner appears in exaggerated, high-friction office scenarios, amplifying the frustration Ramp positions itself against.
What stands out isn’t just the casting. It’s the focus.
The campaign keeps returning to the same villain: busywork.
Different executions.
Same core problem.
This is modular thinking applied to concept durability. When the core idea is tight, it becomes easier to produce multiple assets without fragmenting the message.
What B2B marketers can learn: If every new video requires a brand-new premise, your idea may not be strong enough. Durable concepts scale more easily across formats and campaigns.
When Anaplan introduced AI capabilities across Finance and Supply Chain, it didn’t rely on one broad explainer. Instead, it created tailored videos for each audience.
The production style stays consistent.
The persona focus shifts.
This is modular thinking applied to audience relevance. Rather than forcing one message to serve every stakeholder, Anaplan adjusted the framing while maintaining cohesion.
What B2B marketers can learn: If you sell into multiple roles, modularizing your message by persona can dramatically increase relevance without rebuilding production from scratch.
The Broader Pattern Emerging
What’s interesting is that these brands aren’t applying modular thinking in the same way.
AT&T extended a narrative world.
Ramp doubled down on a durable core idea.
Anaplan tailored a consistent format to multiple personas.
Each focused on a different dimension.
None of these campaigns represent a fully integrated modular production system but each shows how intentional upfront decisions make expansion easier later.
And that’s the shift.
Modular video works best when extension is designed into the concept and production from the beginning, not added after the fact.
When you plan for expansion early, production becomes more efficient, and creative becomes more durable.
That’s what we’re starting to see inside the Library.
Why This Matters in 2026
B2B sales cycles are long.
Buyers don’t convert on a single touchpoint.
The brands gaining leverage aren’t necessarily producing more video. They’re designing video so it can do more work over time.
That difference starts at the brief.
A Question for Your Next Brief
Before approving your next campaign concept, ask:
“Is this designed to live once or to expand?”
That question shapes everything from scripting to production planning.
If you’re thinking through how to design video as a growth system, mapped to your buyer journey, produced modularly, and built to compound over time, we’ve outlined how we approach that on the Black Camel homepage.
But first, spend time in the B2B Video Ad Library. The patterns become clearer when you study the work side-by-side.
Catch you next time,
Regan George | [email protected]
P.S. If you’ve seen a B2B campaign that feels modular or one we should add to the Library, send it our way. We’re always updating the archive, and the best patterns often come from readers.
