Tag: Video

The goal of video storytelling is to produce a compelling piece that impacts the viewer. What is the best way to accomplish that? Pick a singular character to focus on.

Recently, we partnered with Read Charlotte to follow one such character. Mary provides the main voice in the piece to express why volunteers are important to Read Charlotte and how they can leave a lasting impact on a child’s life.

Read Charlotte is a ten-year (2015-2025) initiative that unites children, educators and partners to improve children’s literacy from an early age through third grade. Their goal is to double the percentage of third graders reading on grade level from 39% in 2015 to 80% by 2025.

Creative Specialist Austin Huddy joins Co-Founder Jarod Latch to share the thinking and execution behind the video.

The Idea

Austin’s goal was to tell the story and express emotion by eliminating sound in the first 30 seconds of the
piece. This was done to captivate the audience and leave them wanting more. What is Mary’s role in this organization? Why is everyone greeting her while smiling ear to ear?

By having an introduction that allows the viewer’s mind to wonder is an effective way to strike up interest right off the bat. On the flip side, having the message be too direct out the gate can squash this curiosity. In the case of Read Charlotte, we wanted to create the opposite. We wanted to arouse curiosity not only about the organization, but also have the viewer ask — how can I help?

The Execution

The success of this particular project stems from the time spent on pre-production. Austin met with the Read Charlotte team and the main character, Mary Bowman.  The presence of the main character, who is speaking and driving the video, in the creative meetings really helped set the tone for the project.

Why is pre-production a critical piece in the puzzle?

  • Meet the key characters and understand their purpose
  • Creative gets to know interviewee and vice versa, creating comfortability between all parties
  • Establish the tone and emotion that will be driving the project

What our Partners are Saying:

“There are lots of video storytelling companies out there but there just isn’t anyone who does it quite like Spiracle. I knew this latest piece would be great but (as usual) Austin and team exceeded all of my expectations. It’s the perfect example of how they are able to capture something that easily could have turned out sort of ordinary — tutors, kids in a school, etc– and make it extremely powerful. It has moved every single person who has watched it thus far.

The process of working with Spiracle is always collaborative and they truly listen to what we think we want out of it, but I also believe giving them the freedom to be creative is what takes it to the next level. That’s when the Spiracle magic really happens.”

– Elise Esasky, Communications Manager at Read Charlotte

We have worked with Queens University to create compelling, impactful storytelling pieces for their university over the last several years. Spiracle works hand in hand with the marketing and communications team to produce video content for events, fundraising initiatives, and marketing campaigns.

Every year we deliver a feature for the annual Royal Society event. This event celebrates the donors who contribute to providing hundreds of students with the opportunity to attend Queens University. We always enjoy producing content for this celebration. This year was no exception.

When our team heard Gretchen’s story, we were immediately moved to dive deeper into who she is. Gretchen is such an inspiring individual who not only left an impact on the students and faculty at Queens but also with us at Spiracle Media.

The Idea

Our creative team, led by David Kernodle, pitched a style and tone that was intended to impact the audience with emotion. The goal was to showcase the struggle Gretchen goes through in everyday life and how that struggle has paved a way to her future success.

The Execution

During pre-production, our team interviewed Gretchen and really got to know her life’s journey in more detail. This set us up for success in the production process. Often people forget how important the steps are before the project begins. We knew after we spoke with Gretchen the creative path to take. Watch the Royal Society feature below.

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We recently teamed up with Lowe’s to create an spot for their new augmented reality technology.

The “View in your Space” feature, available through the Lowe’s app, allows customers to style their home with products to help visualize before buying a big purchase.

Our team spent a lot of time on the pre-production side, brainstorming, and creating storyboards based off the script provided by the Lowe’s team. The goal was to bring the app to life in this quick promotional video.

What We Did:

  • Video Production
  • Voiceover
  • Storyboards
  • Graphical Treatment

Check out more of our work or visit our Vimeo page.

Storytelling Overview

When we hear the words video storytelling, our mind most likely defaults to long-form storytelling. There are many applications for using this device and it’s still the best way to connect with characters and storylines. Long-form pieces are great in an epidsode format, at an event or during a sales meeting. These can be powerful ways of connecting with a specific audience.

On the flip side, shorter videos generate strong results as well. We know that utilizing shorter content to drive traffic via social media is a big deal. Our ongoing project with Queens University of Charlotte is a great example. The marketing team at Queens was looking for short, dynamic videos. One of the videos featured the MBA program.

The Idea

Our creative team, led by David Kernodle, pitched a style and tone that was intended to reach a younger audience. It’s goal was to showcase the hustle and bustle of life and why the MBA program is a viable option within the midst of that chaos. Planning is the most important part of any production. It is something that can’t be underestimated and serves as a catalyst for going from good to great on the execution side.

The Execution

The use of quick cuts and natural sound was imperative. Each video in the series will take on it’s own personality depending on the audience and messaging. Using your time wisely is extra important when working with an abbreviated window. Every second counts especially off the top.

Check out more of our partners or visit our Vimeo page.

Partner relationships are at the heart of everything Spiracle Media does. One of those relationships is with EVERFI. Over the last 5 years, our work together has resulted in an avalanche of content. The goal has always been to present the impact of EVERFI and its programs. They are powering more than 4,300 partner organizations and reaching over 16 million learners across all 50 states and Canada. In this brief testimonial, EVERFI CEO Tom Davidson shares his thoughts on the partnership and the important role that video has played.

Testimonial from CEO Tom Davidson


Check out more of our partners here or visit our aerial brand, Aerial Buzz.

Spiracle Media and EVERFI have worked together to create video content for multiple use cases over the last several years. Most of the video capture has taken place around school centered events with their partners. EVERFI is on the front lines of education’s evolution, connecting learning to the real world by equipping users with the skills they need for success beyond the classroom (EverFi.com). As the company has grown, so has the demand for video support.

Our teams have traveled across the U.S. and Canada to capture platform specific content for various EVERFI partners. One recent trip to Olive Branch, Mississippi stands out.

“After arriving early to the shoot and taking a tour with Mr. Todd, I remember AJ and I looking at each other and smiling,” says Director of Video Services and Production David Kernodle. “Without saying anything to each other, we both knew this was a story we needed to explore.”

Keep in mind, Mr. Todd is responsible for teaching health and wellness to third graders. Teaching a class of that variety is one thing. Teaching it in a learning environment supported by a garden, cows, chickens, etc. on site is just…plain…awesome!

The goal of this shoot was to profile a new platform called “Healthier Me.” This program exists to help students make healthy, informed decisions when it comes to nutrition. Jackpot! You couldn’t ask for a better coupling than Mr. Todd (our main character) and his alignment with the goals of Healthier Me. Following this discovery, our team dug in and changed course to make sure this story didn’t get buried. Versatility is an important attribute and here it was critical. You have be able to adjust in order to capture what’s relevant.

There were certainly challenges as the team only had limited time at the school and no information on the story ahead of a time. Working together with Mr. Todd and the EVERFI rep, our team was able to capture some beautiful footage that led to a solid finished piece. Sometimes the best stories end up being the ones that find you. The x factor is whether or not you’re ready to pivot and seize the opportunity! Thankfully, our team was.

“This is the kind of storytelling we enjoy capturing. Stories that are visually appealing and have characters who add personality and depth,” says Kernodle. “The hardest thing about the shoot was deciding who was going to edit the piece. We both wanted to. In the end, AJ (Chodora) did a masterful job as he always does.”

Visit our Vimeo Channel to see more of our work.

Olde Mecklenburg Brewery is known for being a pioneer on the Charlotte beer scene. Authentic ingredients and good beer remain at the center of who they are. In our latest collaboration, Spiracle Media and OMB teamed up to showcase the brewery’s commitment to the Charlotte area.

This video took several months to complete with many locations at play. You’ll notice the detail and the way in which we associated specific beers with their corresponding landmarks. The full tool kit was in play for this piece including the capture of aerial video.

The postproduction process was lengthy as we had several stop and start moments to ensure that the story was on point in terms of messaging and brand. We wanted to remain authentic from a voiceover perspective as well with the story narration done by OMB’s founder, John Marino. Subtle sound effects were essential in enhancing the viewer experience.

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.

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!