The Blog

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.

platinum statuetteHere at Spiracle Media we don’t usually like to toot our own horn, but this week we received an honor that caught our attention and we thought was worth sharing.  Our team picked up 4 AVA Digital Awards for videos we created with our partners in 2015.  The quality of the video storytelling our team has been doing over the past 5 years has continued to improve and now to be recognized for it allows our team to see the hard work has paid off.

So what are the AVA Digital Awards?  Well here is how the AMPA describes it on their website:

“AVA Digital Awards is an international competition that recognizes excellence by creative professionals responsible for the planning, concept, direction, design and production of digital communication. Work ranges from digital engagement campaigns – to audio and video production – to website development – to social media interaction – to mobile marketing.”

While there are 4 award-winning videos, we thought we would share two of them with you on this post:

“Working at EverFi” – Platinum Award Winner for Company Culture Video Category


“Overcoming Adversity” – Gold Award Winner for Nonprofit Video Category (YMCA of Greater Charlotte)


Thank you to all our partners that continue to work with us and if you know of anyone out there looking for a video team to step in, please have them contact us.  Hopefully next year we can share this honor with one of you!

Growth is a positive thing. It naturally alters the conversation to include such things as hiring additional employees, tweaking benefits and funding those mid to long-term goals that are directly connected to improved quality and more efficient work flow. It also comes with its challenges, but nothing you can’t handle as long as you’re aware they exist.

Since you’re adding people and resources, that most likely means that the quantity of work and the size of the companies you’re working with have both increased. Spiracle Media has experienced an increase in both of those areas. Those realities have coincided with a consistent effort to improve quality. That’s certainly a nice position to be in, but you need to remember how you got there. The same rules apply.

Treat All Clients the Same
It might start becoming easier than ever to shun clients that don’t meet the newly established threshold of cost. The natural thought is to spend more time on the clients that make the largest investment. That’s the wrong way to look at it. Each client presents an opportunity to take your product to the next level. Get creative and exercise full effort no matter the size of the client.

We’re all busy, but that doesn’t give us an excuse not to respond in a prompt fashion. Exception: you are sipping margaritas on a beach with your wife on your only week off of the year. I remember fondly my transition from television to the business world. My first thought was “wow” things move at a snail’s pace and people tend to take forever in getting back to you. It’s something that I take seriously and I hope our employees do as well. It’s basic respect to return an email or phone call and it goes a long way with your clients.

Don’t Get Complacent
This is another area where it’s easy to relax and ride the wave. As a small business, you don’t have the luxury of hanging out. That’s doesn’t mean you shouldn’t enjoy the wave, but you need to be in a constant state of innovating. Innovate when it comes to your products, services and the processes involved. If your entrepreneur to-do-list is getting shorter, that’s a red flag.

Play Conservative
When revenues increase, your first impulse is to buy the ranch. This mindset doesn’t mean that you are immune from taking chances.  Just play it smart. You are now in a position to add some things that make your business better and your clients happier. The $30,000 camera looks awesome and does some amazing things, but is it a practical choice. Don’t spend just to spend. Buy things that align with the goals of the company.

Enjoy the Small Wins
If there is one thing you do, enjoy the small wins as much as the big ones. You need to make time to be thankful for the opportunities that have been laid before you. There is no doubt that hard work and relationships have played a big role in the progression of your business and every client matters.

Davidson College welcomed home their favorite son on Thursday and Spiracle Media was there to capture the fun. He started the day with a workout, followed by a tour of the new team facility, including making the first ever shot on the new practice court, then a student forum answering questions and finishing up with a little Chicken Curry at The Commons.

Hi there to all our friends of Spiracle Media – As we continue to grow, we like to see what our customers, partners and friends think about our work, image and product. For the purposes of this exercise, we are hoping you’ll kick the tires on the website and then take 5 minutes to fill out the embedded survey. This is an extremely valuable process for us and we hope you can help us out.

Thank you!

Create your own user feedback survey

Invent and innovate. These two words are closely related, but distinctly different. They are often misused and confused for one another. If you are an inventor, that’s just cool. Hopefully one or more of your inventions are shaping or transforming a particular industry as we speak. However, I want to concentrate on the word innovate since it’s applicable to every business and employee. It holds the key to activating and sustaining organic growth.

This point was recently driven home as I scanned the pages of “The Game-Changer” by the chairman and CEO of Proctor and Gamble, A.G. Lafley. Lafley talks about how innovation at P&G revived a company that was losing market share and loyalty across its many brands. It caused me to think about making a more concerted effort at Spiracle Media in this department. What I was pleasantly surprised to find out was that innovation was already in motion when it comes to the video production side of things.

We are constantly looking for new ways to tell a story whether that means tweaking the way we shoot BRoll or interviews, insert graphical elements or just prepare. Being on the cutting edge when it comes to utilizing new tools and methods is innovation. We are taking an existing process that we know well and adding to it. It’s not about making drastic changes, but rather tweaking the small things that breed improvement and fine-tune your deliverable. This is the only means of staying ahead in a competitive business environment. As long as your in front, the exploration of small change and implementation can be fun. On the flip side, complacency leads to falling behind and it takes a lot of work to catch back up.

Innovation doesn’t just apply to video at Spiracle, but to everything we do. It can mean scheduling optimal times to brainstorm, becoming more efficient at managing clients or getting better in our thinking and research. Anything that makes the process or product better and more efficient is innovative. We all have the power to tweak the way we engage our work and the products we seek to deliver. Innovation need to be at the core of our thinking.

At Spiracle Media, creativity is a part of everything we do. It lives in the way we shoot cover video and interviews. It touches the editing process as we discover the best way to tell a story that connects with the intended viewer. In many ways, this type of creativity has become routine and consistent – something that our clients have come to expect.

On the contrary, the “creative” video is a completely different animal. It may seem as if everyone is on board during a brainstorm meeting – but often the client is scared out of the idea by succumbing to the fear of being different or untraditional.

We recently worked on a project where different was the goal. It was fun to be part of the creative process as conservative clients are the norm and tend not to push the bounds of being different. We worked hand in hand with Orbital Socket, a creative agency here in Charlotte. They came up with the concept and then it was up to us to bring the pieces to fruition. The campaign centered around producing three videos.

I’ve learned a few things over the last handful of years when it comes to clients and creative video.

* Identify a clear vision from the beginning and make sure everyone is on board. There is always a risk when it comes to being different.

* Apply a deepened creative vision when it makes sense. Only a small percentage of projects warrant this direction. Traditional is often best in attaining the desired result.

* Pay attention to the details. Details will be amplified when you are looking to pull off something that’s untraditional. Make sure that everyone is aware and focused.

* Don’t rush the process. These types of videos take more planning, scripting and extra time on both the front and back end. Extend the process if there are any lingering concerns.

As with everything, taking a risk has its perils as well and rewards. Creative video is no different. It has to make sense. Is the client on board? Is this the right client for this type of video? Is the best team in place to execute? Would a traditional video work best and achieve the specified goals?

If you can answers all of these questions with clarity, then you should have your direction. Creative videos are great – but they have a time, a place and a risk.

Each week we feature original video production work that WOWs us. One selection is from the Charlotte, North Carolina area, another is produced in a different part of the United States, and a third is from outside the country.

Here are this week’s Spiracle Selections:


Beer here:


A quick trip through New Orleans:


Drones doing good:

Each week we feature original video production work that WOWs us. One selection is from the Charlotte, North Carolina area, another is produced in a different part of the United States, and a third is from outside the country.

Here are this week’s Spiracle Selections:


Riding through North Carolina:


Wonderful short film about a Mississippi musician:


Aussie animals happy as a pig in mud:

Each week we feature original video production work that WOWs us. One selection is from the Charlotte, North Carolina area, another is produced in a different part of the United States, and a third is from outside the country.

Here are this week’s Spiracle Selections:


It’s not easy making something move like this without much video:


Bike riding across America:


A time-lapse trip through Amsterdam: