The Blog


What makes you different? That seems to be the million dollar question when running a business. It’s the very phrase that Tim Baier and myself have revisited more than any other. The mention of those words makes my brain scramble and my face to feel warm. I’m actually starting to feel warm looking back at that last line.

So what makes you different? For the longest time, we figured the answer would lie somewhere between journalistic experience, quality and staying on top of the rapid advance of technology. We were warm. Those are all ingredients that lead to short-term success, but we were missing the fundamental element to why we exist. Relationships.

I guess we undervalued the power of relationships because it seemed cliche. It also comes natural to us. We have always valued people.

Any video company that offers premium service should have relevant experience, deliver great quality and utilize the most up to date technology. The one thing they’re often missing is that they don’t always treat their partners right. They churn out content like a newsroom with little regard for the relationship.

After six years, we have been able to hone in on what matters most. It’s the relationships and the recurring projects that we get to work on with people we consider friends. We talk about family, life and push the creative envelop together. After all, relationships are what life’s all about. At Spiracle, we exist to provide our partners with an enjoyable, simple and collaborative experience. The icing on the cake is the purposeful video that comes as a result.

What makes you different?

Co-Founders Jarod Latch and Tim Baier sit down together for a conversation about the first 6 years of the business.

Spiracle Media partnered with Trinity Episcopal School in Charlotte to create three videos for their annual fundraising event. One of the pieces captured the emotional story of Fredricka as she elaborated on the opportunities that her three sons have been given thanks to the generosity of others.

Spiracle Media is excited to welcome the newest member of our team. AJ Chodora spent the last 13 years in television news, most recently as the Chief Photographer at Time Warner Cable News in Charlotte.

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Every video calls for a slightly different game plan. This was the case in Las Vegas for CES and our client EverFi. The Spiracle team talks through the challenges of a quick turn and the importance of interview depth in this behind-the-scenes chat.

Watch more of our videos on Vimeo.

The craft brewery scene in Charlotte thrives with pioneers like Olde Mecklenburg Brewery. Spiracle Media partnered with OMB to tell the story of the people behind the beer. The two day shoot set out to capture the authenticity of the process and take a deeper dive into one of the areas that make OMB special, their people.

Without any budget allocated to sponsoring the posts, the campaign garnered more than 3000 views and 500 likes over the holiday season. Below you will find an example of the social media videos we created for OMB as part of this campaign.

Visit our Vimeo channel to check out some of our latest work!

Cardinal Financial recently launched a rebrand of its website and logo. As part of the launch, Spiracle Media stepped in to create a video that shared the message behind that effort. With a limited window to shoot and edit, the Spiracle team quickly worked hand-in-hand with Cardinal’s team and vision to produce a spot in advance of the launch date.

Headquartered in Charlotte, NC, Cardinal Financial is a nationwide direct mortgage lender that provides modernized home financing solutions.


Check out some of our other work.

Spiracle Media turned five years old this past March. I have no idea where the time has gone or this year for that matter! Plenty has changed since 2011 — changes that have positively impacted the product as well promoted growth from a business and personal perspective. Here are four observations from the first five.

It’s all about the TEAM

You have heard the old adage that in order to be successful, you need to surround yourself with good people. People that are more talented than you. It’s absolutely true. Spiracle is finally at a place creatively where delegating is rather painless. There are no mental strings attached. Our creative team has the talent, experience and knowledge to run with a project. I get to stand in the distance (or sit) and look forward to the result!

All efforts must PAY IT FORWARD

You must be able to work toward where you want to be rather than where you currently are. A simple marketing principle. However, adhering to it takes some discipline. This course of action includes consistent innovation, thinking and execution that are tied to strategic goals. In the beginning, we moved forward with one goal in mind, survive. Our plan of attack now includes goals that feed expansion, growth, sustainability and increased revenue.

A good PARTNER(S) is invaluable

Managing a business is hard. No one quite gets it unless you have tried on or wear entrepreneur shoes yourself. It’s deemed ‘entrepreneur island’ for a reason. I have been fortunate and blessed to have a business partner and friend like Tim Baier. We have known each other for almost a decade and have been in the trenches together since the beginning. We keep each other accountable in more ways than you can imagine and our vision of success is broadcast over the same frequency.

Building something is COOL

That’s all I have to say about that.

In closing, somebody ask me recently whether or not the anxiety of running of business ever lets up. I told them the anxiety diminishes quite a bit, but things get more complicated. Figure that one out. Maybe I’m just getting used to it. One thing I know with certainty is that working with colleagues I consider friends makes complicated all worth it. Here’s to the next five years!

Some of our favorite work centers around telling stories for organizations that make a significant impact on the lives they touch. The YMCA of Greater Charlotte is a perfect example. The Y’s various programs have affected lives across all age groups while serving as a centerpiece for the Charlotte community.

Recently, we shot a series of videos to capture the essence of day camp from the perspective of both counselors and parents. This video marketing will play an important role in sharing the experience and encouraging participation in the program.


Check out some of our other work.

There are plenty of options when it comes to selecting the application and main reason for creating a video. Visual content can serve multiple purposes and live on multiple platforms, but there must be clarity as to how it will be used. Without that clarity, the investment and end result will lack the satisfaction it deserves. The process should be enjoyable and rewarding. If it’s not, you haven’t done a good enough job of identifying the purpose from the beginning.

After 16 years and counting in this business, I have witnessed significant change as it pertains to content and the mindset that surrounds it. I can say with confidence that most companies now “GET IT” or at least realize that video can play a significant role in their success. This includes utilizing video as a sales tool.

Video as a sales tool might be on the radar, but it’s often overlooked. Is there a better way to encourage an emotional connection during a presentation? Is there a more effective way of arming a decision-maker or sales person? Not really.

According to Dr. James McQuivey of Forrester Research, one minute of video is equal to 1.8 million words. Not to mention, a high percentage of executives are now watching work-related videos on a consistent basis.

Creating a video that introduces a product, service or cause by presenting the human impact with powerful visuals is hard to beat. When done correctly, it’s easily digestible for the viewer and helps promote worthwhile discussion on the back end. Spiracle Media content has helped close some big money deals, lease a property, and raise plenty of funds in the nonprofit sector.

With that being said, make sure that video to reinforce the sales effort is part of the next discussion. You’ll be hard pressed to find a better way to engage and promote action while standing out from the competition.