It’s not often that you’re able to document the evolution of culture within a company, especially in one video. But we managed to do it with ZEFR, a tech company in Venice which helps movie studios monetize their content.

The video above is worth watching if you’re trying to build a company. Culture is key to attracting and retaining top talent. And it’s tough to scale and maintain the culture you started with. But it turns out, culture doesn’t need to stay the same. It has to evolve, as the company’s needs change from inception to IPO.

As ZEFR discovered, the personality of an engineer needed to build its platform is much different than that of Hollywood’s biggest up-and-coming directors, producers, actors, and editors — who play a key role in creating content on that platform. Find out what they did not only to attract and retain top engineers, but also its production staff. From Peanut Butter & Jelly Uncrustables to ZEFR University. It’s all in the video above.