The Blog

Some projects move at the snails pace while others bolt through production. Our recent
commercial for Unlimited Possibilities didn’t hit a single speed snag. In a span of 15 days, we
met, we planned, and edited the finished piece you see above.

fence and houseFrom the get-go the Spiracle Media creative team was tasked to come up with a :30 second spot that touched on four main points. We needed to highlight the home atmosphere of the specialized assisted living facility, the fixed pricing, the resident/staff ratio, and the emotional impact it has on family members. Whew… That’s a lot to corral into a tiny video.

The production day lasted five hours. The interviews were the most time consuming. We did those with two cameras. Our main camera was a Canon 70d with a Sigma 18-35 1:8 lens. It was placed to the side of the interviewer. Our second camera was a Canon 60d outfitted with
another Sigma 18-35 1:8 lens. We placed it nearly 90 degrees off the main camera and closer to the subject. The operator of the second camera normally does a subtle pan during the questioning.

We’ve been shooting more and more interviews like this. It helps us with editing and gives a
more polished look to our final products. The hardest part of implementing this technique is
syncing the video in post.

We were stoked to see the video when we got back to the office. It looked great. Good video
usually leads to good editing.

infoWhile we were going through the sound, we were moved by what one of the subjects said. She described her mothers anguish seeing her friends being placed in less than acceptable assisted living facilities. In the interview you can hear her daughter’s voice crack and see her eyes fill
with water. You can hear relief coming over her when she recalls what it was like finding Unlimited Possibilities.

At this point we made an executive decision. Instead of hitting on all the points our client originally wanted, we decided to make this one sound bite our commercial. It’s a risky move. Our client was either going to love it, or scold us for not following instructions. We sent the draft and held our breath.

They loved it. Our intuition was right. We made some tweaks, but the final project didn’t change much.

That’s the way it goes sometimes. A speedy process is often the result of good clients, great
communication and trust.

You probably heard your college advisor(s) say network, network, network. There is no doubt that who you know has a direct impact on success and advancement. At least that’s the case for most of us. Hard work and talent will only get you so far. You need help along the way whether you believe it or not. No one makes it totally on their own. The same is true for a small business.


When we started Spiracle Media in 2011, it was our network of contacts that were essential in getting us off the ground. We knew quite a few people from our time as Charlotte media members. However, it wasn’t a hard sell that got us the business. It was about building on the foundation that had been cultivated over time.

I think there is a misconception out there that networking needs to reap instant results. That approach is totally off base. A business transaction is still a human transaction between two people or teams. As humans, we want to feel a deeper connection and that’s no different in business. You might continually network with someone that will never yield a direct business transaction and that’s just fine.

Networking is about much more than making money and locking down contracts. It’s about sharing advice, stories and making a genuine connection. That’s the mark you need to aim to make with every client or associate you encounter. If you treat people the right way, they’ll notice. They’ll become recurring customers, providers of referrals, drivers of your extended network and contributors to your knowledge base.

Some will share nothing more than advice, wisdom or friendship. Those components will prove to be most valuable in the long run. Everything is better when you surround yourself with friends. Business is no different.

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Video testimonials remain one of the most effective ways for a company to show off the impact of an initiative or product. We spent two days in Boston in June capturing sessions from EverFi’s Annual Research Summit as well as interviews that could be used in individual pieces like this.

In the news world, covering ribbon cuttings is one of the pains of the profession. When you’ve reported on one, you’ve reported on them all. The setting usually entails an outside environment, throngs of people, a giant pair of scissors, and clapping. Lots of clapping.

We know this backdrop well. The Spiracle Media team is made up of reformed reporters. We’ve all covered our fair share of ribbon cuttings. As blasé as I’m making it seem, the ribbon cutting last month was anything but typical.

stunned inside bathroom

Sergeant Drew Mullee lost a leg more than a year ago when an IED exploded while on patrol in southeast Asia. Our good friends at Patriot Charities worked around the clock for months building a new abode to give to Mullee and his family. Their new digs are adorned with flat screen TVs, furniture, and no price tag.

When the ribbon was cut and keys were passed on to Mullee, the clapping seemed on beat with the camera shutters capturing the commotion. Somewhere lost in the lenses was our Sigma 18-250.

god bless america-2Even though we were working for Patriot Charities that afternoon, we had to play nice with the 6 other media outlets covering the ceremony. In typical Spiracle Media fashion, we helped organize the malay. We asked all the questions, helped guide the family through the home for the first time, and got to the root of the story. All our news experience seemed to pay off.

In the end, our video shows the event for what it was. It also shows the joy of receiving such a large gift.

We feel so fortunate to live in a country and community where heroes like Mullee can be appreciated. We’re also overwhelmed with the selfless contributions our business partners regularly make.