Brief
Tines is a dominant force in cybersecurity and enterprise automation, backing the world’s most critical tech infrastructures. Before launching 3B, we approached Tines about making a product film with a difference. We saw an opportunity to speak about company history, values and the journey that has seen the company rise from humble Irish startup to global tech unicorn.
Our film needed to tell the story of how a small team was given a blank page to build something new, and why 3B represents both a bold leap and a natural next step. The tone needed to be confident, honest and human, making the technology accessible without oversimplifying it.
Production
We structured the film across four chapters: realisation, leap, solution and possibility. It begins with the moment the world changed, before following the messy, intense and personal process of building an entirely new product inside an established company.
Beautifully shot interviews formed the backbone of the story, capturing the team’s experience in their own words. We paired these with crafted footage of the contributors outside the interview setting, alongside intentional, metaphorical b-roll exploring ideas like disruption, possibility, control and the freedom of a blank page.
The team also travelled to Boston to film inside Tines’ US office, giving the story a broader sense of the people, culture and momentum behind the product.
Warm cinematography, playful details and a dynamic edit kept the film feeling energetic. Personal moments, including the origin of the name 3B (or "third baby") helped bring the human experience of product building to the surface.
Result
The finished film presents 3B as an ambitious new chapter for Tines: a way to make enterprise workflow building more accessible while keeping it secure, controlled and governable.
It captures the excitement of a startup building from scratch, backed by the trust, experience and track record of an established partner. 3B feels like a genuine disruption, but also the confident next step for Tines.
