Video has quietly become the default language of modern work. Product teams use video to highlight new features, support teams use video to explain how to do advanced things in products, sales teams increasingly use tools like Loom to asynchronously communicate with prospects & clients, and essentially all marketing channels now vastly prefer video content thanks to its higher engagement rate. Indeed - even podcasts, an ostensibly audio oriented modality, are all moving to be video-first. 

Yet, as the demand for video has grown inside corporations, supply has not kept up. While the “low-end” of video creation has become massively democratized over the past decade thanks to tools like Capcut and Loom, professional grade, tasteful video content is still profoundly difficult to scale in the enterprise world. 

Even the largest of companies typically have less than 5 people who can produce high quality, on-brand video content with tools like Premiere, and as a result most corporate video content is still outsourced to agencies. And while agencies can produce extremely high quality results, they definitionally don’t scale due to their cost structure & the cycle time required to work with them. Many creative leaders we speak with pay millions of dollars a year on agencies, and yet can still barely produce 1/10th of the video content the teams they serve are asking for. 

‍The key question is how do you scale video production internally by empowering far more people in an organization to create video, without losing brand control or quality? 

We think Capsule has figured this out, and we’re excited to announce our lead investment into their Series A, alongside Hubspot Ventures and existing investors Bloomberg Beta & Swift Ventures. 

Capsule is an AI-assisted video editing tool built around the idea of creating design systems for video. Analogous to how you can create common, brand-aligned components in Figma which are then re-used in a consistent way across your organization, Capsule allows creative teams to create motion design systems for video content. The rest of your organization can use these motion templates to easily create professional-grade video in a self-service way, assisted by a radically simplified editing experience, with AI integrated across the entire workflow - from audio adjustments to music layering to removing pauses to transcript-based editing workflows. 

The result is a product that feels absolutely magical, which somehow both dramatically lowers the floor of who can create video, while also drastically raising the bar for the quality of the output. One user we spoke to described Capsule as “idiot-proof”, and indeed the remarkable thing about Capsule is that most of their most active users never produced video content before but are able to produce content that looks like a professional made it. 

Capsule is currently used by companies like Ramp, Mercury, ServiceNow, HubSpot, Akamai, Instacart, and Apollo to scale on-brand video creation, often allowing them to produce 10-100x the number of videos they would otherwise get at the same price from an agency, at a similar level of quality. 

Capsule’s co-founders, Champ Bennett and Joseph Jorgensen, met as engineers on a team that pioneered online video streaming—helping media companies like ABC, NBC, Viacom, and Sesame Street bring their content to the web for the first time. Joseph later led the team behind the streaming infrastructure for the first live-streamed Olympics in 2014. The two went on to co-found multiple video-centric startups together, including Phhhoto—the viral looping video app that helped define a new visual format and inspired what’s now widely known as the Boomerang.

After a decade spent democratizing video for consumers, they turned their attention to businesses—where they had a key insight: the challenges enterprise teams face in creating video are fundamentally different from those of consumers or professional creatives. So different, in fact, that they believed a completely new kind of video platform was needed to unlock the latent demand within organizations.

After iterating through a few variations of ideas, they landed on the design systems oriented workflow oriented towards in-house creative teams.

Underpinning Capsule’s design systems workflow is a profound architectural innovation in the way that video is represented and rendered. Capsule has developed a proprietary, reactive video framework they call CapsuleScript, which allows motion graphics & visual components to be defined once and then dynamically assembled & rendered based on the output format. This means that you can define a video once, and that video will automatically look perfect on any aspect ratio or social channel by dynamically re-arranging the content layout and resizing the content to fit. This is analogous to the difference between writing a website in React versus raw HTML/CSS. 

CapsuleScript is the basis of many of the features people love in Capsule today. For example, if you change your brand standards, that can automatically flow through to all the videos you have produced without you having to manually re-do them all. But in many ways, Capsule has barely scratched the surface of what can be done with it. This component-based approach to video creation & rendering allows for more programmatic video use cases, such as dynamically assembling from a library of footage or mass-producing personalized or micro-targeted videos at scale. 

In a world where generative AI video is becoming the norm, we believe beautifully produced real footage will only grow in value. Why? Because it builds trust. In an increasingly artificial visual landscape, nothing demonstrates authenticity and credibility like genuine human-to-human connection—or simply showing the world as it truly is. Capsule empowers creative teams to scale that kind of real content across the enterprise — without sacrificing quality or brand control. 

If you’re a creative team looking to scale your video output, we highly recommend trying it out!