What Makes It Run

Independent creative & AI studio

Make it move.
Make it work.

Stories that make people look.
Systems that keep the work moving.

We partner with brands, make videos with a point of view, and build AI tools for the work behind the scenes.

Find your starting point Email us ↗

Three ways to work together

What brings
you here?

Different needs. The same care for the idea, the details and the end result.

01 / For brands & sponsors

A partnership with a point.

Bring your product into the WMIR world through thoughtful sponsored stories and creative collaborations.

Explore partnerships 02 / For video clients

Give your story movement.

Commercials, product explainers and motion graphics made to communicate—not just decorate.

Explore video production 03 / For teams & operators

Less repeat. More progress.

Custom AI workflows and focused internal tools that turn everyday bottlenecks into working systems.

Explore AI systems

Selected video work

Press play.
See what we mean.

A client film and two stories from What Makes It Run. Made to be watched, not just described.

Client work / ABM

You own it. We help tell it.

A brand film for a business working with buildings and tenants.

What Makes It Run / Story

An uninvited extra.

A printer, an unexpected detail and a story told through motion.

What Makes It Run / Motion

Your card stops working.

A visual story about hotel key cards, built in the WMIR Studio.

Video, with intention

Worth a second look.

Video & motion services ↗

Stories with a pulse.

Brand films and commercials with a clear idea, a deliberate rhythm and a reason to keep watching.

Make the complex click.

Interface-led motion and explainers that make a product’s value easy to see and understand.

One idea. Every format.

A consistent visual language across reels, social ads and campaign cutdowns.

From the WMIR channel

Curious ideas. Made visual.

Watch @whatmakesitrun ↗

Built from real work

Tools from inside
the process.

Production, property operations and client management. Focused tools, built for the people using them.

Working internal tool

01 / Production

Video Studio

A private production workspace that connects media, scenes, editing decisions and rendering in one flow.

  • Organise media and scene-based projects
  • Shape the edit, preview and export
  • Keep production steps connected
Build around your process ↗

THE PRODUCTION FLOW

IDEA INTO EDITScene.
Sequence.
Story.
MediaScenesPreviewExport
Live · Client deployment

02 / Property operations

Tenant Desk

Application documents become a structured summary email with the original files attached, ready for the property manager’s review.

  • Extract key details from application documents
  • Flag missing information and inconsistencies
  • Deliver the summary and original documents together

Organises and summarises. Never approves or denies an applicant. Client records stay in the client’s server environment; connected processing is agreed per deployment.

Talk about your properties ↗

FROM DOCUMENTS TO A CLEARER DECISION

  1. 01
    Collect

    Application, ID and supporting documents

  2. 02
    Read & cross-check

    Key fields, consistency and missing details

  3. 03
    Deliver

    Summary email + original documents

  4. 04
    Human review

    The property manager makes the decision

Live · Internal

03 / Client operations

Client Desk

Our internal client-management workspace. A dedicated home for client operations, separate from the tools that produce the work.

Want a client workspace of your own? ↗
LESS SCATTERED.
MORE CONNECTED.

Your clients.
Your process.
One workspace.

Private by design. Client records are not published here.

A video studio of your own

Our kind of studio.
Made for you.

Like the way we make videos? We can build a studio like ours for your brand, your team and your ideas.

I want my own studio ↗

Your ideas.
Your brand.
Your existing AI plan.

Bring your ChatGPT or Claude plan and put it to work in a video-making system built around you. For supported setups, there’s no extra AI subscription to buy.

  • A repeatable workflow for your content
  • A workspace shaped around your brand
  • Your own voice clone or a voice you choose
  • Multiple voices for different videos and characters
  • Setup, guidance and ongoing care

Your voice. Your choice. Use ElevenLabs or another supported voice service. Bring a clone of your own voice, choose a licensed voice, and switch between multiple voices to suit the story.

Voice cloning requires the speaker’s permission. Voice-service subscriptions or usage may cost extra.

Plan compatibility and included usage are confirmed before we build. Your plan’s limits still apply. Build, hosting and maintenance are quoted separately.

Custom AI systems

Give repetitive work
a better way to run.

Start with one bottleneck. We build the workflow, connect the tools and make the handoff clear.

01 / Documents

From incoming files
to organised answers.

Invoices, proposals and company knowledge.

Explore document workflows ↗02 / Operations

From manual follow-ups
to moving work.

Onboarding, reporting and property operations.

Explore operational workflows ↗

Built around your setup

Automated.
Hosted your way.

Put your existing AI plan to work. We build around a compatible ChatGPT or Claude plan, so you can use what you already pay for. Supported setups need no extra AI subscription. We confirm what your plan covers before you start.

No plan yet? We can still build it. We’ll recommend a suitable setup and explain any running costs upfront. For either option, usage limits apply and any additional paid services are agreed before launch.

Your server or managed hosting. Keep the system in your environment, or choose our VPS hosting with an agreed monthly hosting and maintenance fee. Updates, monitoring and ongoing care are scoped with the project.

For brands & sponsors

Useful products.
Interesting stories.
A natural fit.

Partner with What Makes It Run on stories that connect your product to a curious audience. Clear creative direction. Thoughtful integration. Transparent sponsorship.

Let’s find the right angle ↗

Good work starts with a clear brief

Tell us what you have in mind.

A product to introduce, a video to make, or a workflow to fix. Start with an email.

No booking calendar. No sales form. Just a conversation by email.