The Video Production Process: Role Of The Creative Brief

So you've decided to start the video production process for visual storytelling of your organization—or perhaps you're considering this in the near future. Our team can't wait to work with you!  Let's examine the process, starting with the creative brief.

A what, you ask? Don't worry. The creative brief has nothing to do with either briefcases or underwear. It's a document that is co-created by your team and our team, breathing life into the project and ensuring that your video stays true to its original aim. 

Initially, we consult with you to determine the intended audience for your video (it's critical that the audience is defined specifically!), the purpose or objective of the video, and how you will use it. This consultative process begins with a detailed questionnaire that defines the length of your video, key points, topics or phrases that should and should not be included, the primary and secondary message, and details about the audience and specifics of objective information that may need to be included. Clarifying the answers to these questions may seem time-consuming at first, but the information is essential to making the project run smoothly in the end. Often, clients find that the questions spark internal discussion; coming to a consensus at an early stage is important. 

Once these elements are agreed upon, our team develops a creative brief to guide in the creation of the video, and circulates it to you for review. Think of the creative brief as a blueprint that encompasses your goals for the project and guides the creative team. The creative brief lays out a detailed plan to bring your message to your intended audience. It is generally laid out in three sections: specifications, treatment and storyline.

Specifications

The first section briefly describes the type of video that will be created (click here for examples of video types).  It also specifies the intended target audience (and any secondary audiences) and the expected length of the video. The detailed description of the audience will help inform storytelling techniques, because every audience is different. Tactics that work with a business-to-business video describing your services wouldn't necessarily be appropriate for a video about a consumer product aimed at adults under the age of 30, for example. 

Treatment

In this section, specifics of the video concept are laid out.  The video may be given a working title to drive the concept, and the "feel" or emotional impact will be described.  Details of the setting, background video and music are established.  Spokespersons or actors may be defined—will you use a spokesperson or professional actors? If voiceover narration is used, will the voice actor be male or female, younger or older, and what qualities will their voice possess? What type of background music will be used to set the tone?

Finally, the video and its message are broken down into pieces or phases. Often, phases are named internally for reference and are explored further in the final section of the creative brief. For example, some videos take a problem + solution format, while others build continuously to a dramatic finish.

Storyline

This final section provides details on how each phase of the video will be executed. While it's not a full script (that will come during the next phase of production), you can think of the storyline as a guide that describes essential details of message, imagery, dialogue or voiceover, and audio, including background music. It also maps out timing and transitions for each section, helping all members of the team gain a sense of how the video will flow. For each section there is a clear reiteration of what part of the message will be delivered in this phase, as well as how much time will be devoted to it. The final component of the storyline is a strong conclusion or call to action, ensuring that the message of your video will resonate with your audience and explicitly prepare them to act on that message.

So there you have it: the video creative brief, demystified. It's an invaluable tool to help make sure that your video is effective and does exactly what it's intended to do. Don't be afraid to "kick the tires" of the creative brief if the creative process itself makes you think of the project in a new light. Making certain that the video concept is clear from the beginning will pay off tremendously when it comes time for filming. 

Thinking about incorporating video into your marketing strategy? The Focal Flame video production team offers flexible solutions. With marketing professionals, scriptwriters, videographers, sound engineers, and video editors on staff, each project is tailored to your need. Contact us today!

- by Suellen Adams

Video for Every Purpose: 10 Different Types of Video

Perhaps you're thinking about using video marketing for your business or organization, but you don’t know just exactly what you want. Here are ten common types of video that can be effective in marketing your products and services.

Talking head video

This familiar video format is what many of us think of when we think "video."  It includes a spokesperson and uses the standard head-and-shoulders camera shot, with the person speaking directly to the camera. Talking head videos are popular because they work well for a variety of purposes, from an introduction to a direct appeal.

Interview

Or, you can add another person to the mix and do some Q and A. You can either include both interviewer and interviewee on screen, or do it “news style” with the questioner out of the picture while the spokesperson answers the questions. In the latter case, the interviewer's can be edited out; the end result is the spokesperson responding to a series of prompts. This can be helpful because the speaker doesn't necessarily have to memorize lines or read from a prompter. To add visual interest, scene footage (called "b-roll") can be added. 

Video Tip Series

To increase online visibility, it's helpful to have a a series of very short videos. These are terrific for social media, because each one is a bite-sized amount of information that users enjoy watching while they look at their social media feeds. Creating a videos series of tips about your using your product or service can also work to establish your expertise in the field.

Testimonials

Testimonials can be a very powerful way of attracting people to your product, service, or cause. People we admire or relate to can influence us, and help reassure us about trying something new. Testimonials have the potential to connect with and influence potential customers.

Tutorial or "explainer" videos

Explainer or tutorial videos show someone how to do something more efficiently. These videos allow customers to see what it is they want to do in action by instructing or illustrating a concept. Tutorial videos serve to establish your company’s expertise and authority in a specific area, and when well-done, they do so in a captivating way.

Product reviews and demonstrations

How-to videos and video reviews of specific products or services are always a solid and popular choice for enhancing your online presence. Why are product review and product demo videos so popular? Because they work. Customers tend to have more confidence in their purchases if they have had a chance to see it working and/or hear about it from an experienced user beforehand.

Video public service announcement (PSA)

The combination of audio and visuals in video is an excellent way to affect people in a very powerful way by sharing information that directly impacts them, often by providing health or safety tips. Be clear and compelling - but you can also be creative, too. Through video, it's possible to evoke emotion while providing information. Together, this makes the information you share even more memorable.

Tour of location or facilities

Customers and potential customers often like to see behind the scenes.  Tours of your organization’s location or facilities can give them that peek. Or try a "day in the life" format, where you give a firsthand view of your profession, business, or organization from one person's perspective. It's a great way to draw people in by engaging their curiosity. 

Culture Videos

These days customers and donors care as much about why your organization does what it does, as they do about what you actually are doing. Video is a great way to show off your team,  your organizational culture, and your passion for your business and the people you interact with.

RAH RAH Video

Sometimes known as a sizzle video, a "rah rah" video is a very short brand identity video. These videos often include high-intensity visuals and music, often with little or no voiceover. By conveying the emotion of your brand, they can be perfect to showcase on your organization’s home page and social media outlets.

Thinking about incorporating video into your marketing strategy? The Focal Flame video production team offers flexible solutions. With marketing professionals, scriptwriters, videographers and video editors on staff, each project is tailored to your need. Contact us today!

- by Suellen Adams

Choosing a Video Spokesperson

You’ve decided to promote your business or organization with a video. Now you need to make some decisions about who is going to speak for you.  You may be thinking, “I’m not the spokesperson type, I’m not like Flo (the insurance persona) or 'the most interesting man in the world' (of beer commercial fame).  The good news is that you don’t need to be any particular type of spokesperson. Instead, when you are choosing who will speak on behalf of your organization or brand, consider the following 7 attributes:

1.     The spokesperson must be able to deliver a clear message.

No matter who is delivering your message, make sure they can deliver it clearly. This begins with having a clear message and getting right to the point. But beyond that it means having a spokesperson who can deliver it understandably. Clear diction is vital, of course. Good timing, inflection and an appreciation for the well-timed pause are also helpful.

2.     That message must be the right one for your audience.

This requires knowing who your audience is likely to be. An audience that is experienced with your product or service will require different language and emphasis than those who are new to it. This means that the spokesperson must be comfortable with the lingo for experienced users, if that is your intended audience. Or, if you are intending to reach an audience of novices, be able to speak in accessible terms in an easygoing manner.

3.     The spokesperson will become the face of your brand; choose accordingly.

When considering your choices, make sure to pick someone who fits your brand. However, they do not necessarily have to be a professional actor. Perhaps you have a client or employee who is particularly articulate and has other qualities mentioned here. Perhaps you will fit the mold yourself.  But whoever it is will likely be quickly associated with your brand or image.

As the face of the brand, the spokesperson should be able to appropriately represent your values, message and mission. Giving your brand a face gives your audience someone with whom they can connect.

4.     A spokesperson should be someone your audience can relate to easily.

People are more willing to listen to someone who is like them. They see the spokesperson’s successful interaction with the product or service could easily be their own. This means being aware of your target audience and choosing a spokesperson, or spokespeople that resonates with that audience. 

5.     Authentic and genuine are good qualities for a spokesperson.

The best spokespeople believe in their message. This will shine through on a video. Authentic enthusiasm can be contagious, and a spokesperson who is genuinely enthusiastic can be highly effective.  So look for someone who radiates that positive belief in your message and enthusiasm for your product or cause.

6.     Credibility is key.

Depending upon your organization, the person who can speak to it with the most credibility might be yourself, a client or user, an employee, or another professional within your industry. People will respond to someone who knows what they are talking about. Oftentimes large companies choose a celebrity spokesperson, but it is certainly not necessary to do so.

7.     A spokesperson should be willing to take direction.

Regardless of who your spokesperson is, they should be willing to take some direction.  Obviously an outside spokesperson should be willing to work with suggestions from people within the organization. Further, no matter who is acting as spokesperson, they should be willing to take direction from the professionals on our video staff, as they are adept and experienced at helping people get their message across.

No matter who you end up selecting to speak for you. Have them check out our tips for spokespeople.

Focal Flame Photography provides video production for businesses and nonprofits. We work with people who are striving to make an impact in their industries, for their clients and customers, and in their communities. Contact us today.

Video Profile: E3 Endurance Coaching Madison

If a picture is worth a thousand words, how much more of a story can you tell with a video? Adding motion and sound to the visual appeal can create a tug on the heartstrings that goes beyond written testimonials or still photos.

When business owner Zeus Arreguin wanted to tell the story of E3 Endurance Coaching of Madison, Wisconsin, he turned to the video production crew at Focal Flame Photography. He knew that it was difficult for outsiders and beginning athletes to see what a team—any team—was all about. 

He wanted to open the door to everyday people who are interested in triathlon, but who might be reluctant to ask what the team is like.

In essence, he wanted not just to tell people, but also to show them what it’s like to be an “E3er.”

More than that, Arreguin wanted this video production to attract people to the sport. “I want them to feel motivated, to lace up their shoes, pump up their tires, grab their swim suit and go workout…or for the newbie, go to their nearest endurance store and start a new hobby,” he says.

He wanted to show triathlon hopefuls that the sport is more than just another hobby. It can be challenging and hard work, but with the help of a team that accepts everyone and works together toward their goals, people can do things they never thought possible.

E3 focuses on providing a well-rounded professional coaching experience that helps people reach their fitness and life goals. Or as Arreguin puts it, they help hopefuls “become heroes in their own right, because they did finish their goals.” They treat every athlete as unique, and E3 coaches and staff rely on this video to highlight the passion and experiences of their community of unique athletes.

"Over the years I've witnessed the growth of E3, but it took this project to really get to know and understand what E3 is truly about,” explains Clint Thayer, owner of Focal Flame Photography.

“I've had the pleasure through this project to meet, interview, and watch this group of varied athletes— moms, fathers, daughters, sons, and beginners—help each other through the dark mornings and the sunny afternoons of pushing to a goal. What comes through in each encounter is how much they all love supporting each other and through that connection how each of them have gone further then they thought they could and their finish line is filled with a family waiting to celebrate alongside. It was an honor to tell that story."

Focal Flame Photography provides video production for businesses and nonprofits. We work with people who are striving to make an impact in their industries, for their clients and customers, and in their communities. Contact us today.

10 Ways for Small Businesses to Use Video

You have a small business or run a nonprofit organization and you are wondering if video marketing is for you. The answer is almost certainly, yes. According to Brainshark, video is projected to account for 74% of all Internet traffic in 2017 and a majority of marketing professionals worldwide name video as the type of content with the best return on investment. So how can your small business or nonprofit make use of video for promotion? Here are some ideas, accompanied by videos we've produced for our clients.

1. Introduce yourself
A short and simple 2 to 5 minute video introduction to your business for your homepage can be an effective way to reach your audience. Such a video should tell who you are, what you do and why the viewer should care. E3 Coaching used this approach to explain their philosophy on triathlon training. 

2. Demonstrate a Product
Do you have a demonstrable product or service? Create a video to demo it. This works particularly well for things that move like toys, machines, electronic devices…even software. Remember to highlight the very best features of your product and let people know what it will do for them. While this type of video may be a bit longer, remember that less is more.  Keep it short and simple. Industrial fan manufacturer Go Fan Yourself found this technique to be helpful for showcasing their new Z-Tech HVLS Fan model.

3. Tell a story
Not all businesses or nonprofits have products that are easy to demonstrate. Many small business provide professional services and while you might demonstrate their effectiveness with graphs and charts, telling a story can be much more effective.  A story can separate your business from other similar ones. Whether it is the story of how you started, the story of lessons learned along the way, or a story of how you helped a particular client or clients, video stories are a great way to make your business memorable. Preschool of the Arts needed to show how their approach to early childhood education resonated with children, parents, and teachers alike. The primary focus was on showing the experience of children, and the perspectives of parents and teachers were interwoven as well. 

4. Spotlight a company achievement  
Has your business reached a milestone? Or maybe you have been named on a “best of” list or received an industry award or some other honor. Celebrate it with a short video that you can share with clients and potential clients on your website or through social media. Social media, in particular, gives the opportunity to reach a large audience through tagging and sharing. Including a link back to your site brings added traffic. Visit Madison (the Greater Madison Convention and Visitors Bureau) presented Spirit of Hospitality Awards to local hospitality and tourism industry leaders, including Nick Topitzes, and featured each awardee in a video. 

5. Spotlight an employee
The most successful video marketing makes a personal connection. One way to do this is to put the spotlight on an employee. Good old-fashioned employee of the month style videos can put a face on the company. Of course naming an employee of the month implies that there will be a continuing series, however producing a series of 2-4 minute employee videos over time can pay off in two ways. First, it will show what the qualities the business values in its employees, thus appealing to customers with the same values. Second, allowing the employees to share to their social networks will increase the reach. Another video in the Spirit of Hospitality series allowed Joey Connaughty to be highlighted for her professionalism and dedication.

6. Spotlight a customer or client
Customers or clients too are an important face of the business or organization, and can make a personal connection. If you have a customer who is interesting in some way, or has a special relationship with your business, tell their story in a video. They too can share the video to their personal networks…and spread your message. To help the nonprofit organization Madison Dental Initiative show how providing free dental care to those in need could impact lives, a client shared his personal story.  

7. Share testimonials 
Another way to spotlight the positive experience of your existing customers, clients, or end users is testimonials in video form. It shows that people like your product or service enough to speak for you. It is important to choose individuals who are comfortable on camera and do not need to speak from a script. A stiff or overly nervous delivery may not seem as sincere. Alumni of the University of Wisconsin Master's in Biotechnology program described how the training they obtained in the program helped their careers.

8. Promote a Special Event
A very short video can be used as a mini advertisement for your sale or other special event. Consider including a video-specific code or coupon for viewers only, or use it for social media advertising or a Google AdWords campaign. To show the high-energy, fun atmosphere of It's Glow Time 5K "running meets disco" events, a promotional video used dance music and colorful scenes of participants. 

9. Create a Brand Personality
No matter which kind of video you choose for your business, make sure the “personality” of your business shines through.  To do this you need to avoid blandness. Using people, whether the CEO, employees or customers can help, as people are often attracted and engaged by other people. You can also try humor or creative visuals in order to exhibit your business’ values and personality. Monroe Street Family Dental created a series of videos to explain different aspects of their unique approach, and used scenes from their environmentally-friendly clinical space to create a sense of warmth and a neighborhood feel.

10. Demonstrate or explain an idea
There are some things that are simply easier to show than to write about. Think about all of the valuable information your business can share with clients or customers: quick tips, techniques, step-by-step processes, or even explanations of how something works. Short, bite-sized videos are perfect for showing the insight that your company or organization can offer - and viewers will want to share them with their friends. Bike fitting expert Craig Watson used video to show how cleat position affects road cyclists, including close-up shots so viewers could see fine details of cleats positioned properly or improperly.

11 (Bonus!) - Create a YouTube Channel
Setting up a YouTube channel for your business or organization is free, and easy as well. YouTube is owned by Google giving the potential for great searchability and visibility, plus you'll be able to track metrics about which videos are most popular, how many minutes viewers have spent watching, and other helpful analytics.  If you publish your videos on YouTube, be sure to include a descriptive title, as well as relevant tags and category information to help you get higher rankings.

Thinking about incorporating video into your marketing strategy? The Focal Flame video production team offers flexible solutions. With marketing professionals, scriptwriters, videographers and video editors on staff, each project is tailored to your need. Contact us today!

- by Suellen Adams

Taking Care of Business: Mad City Labs

Nano: The word rolls off the tongue as if it could be a name for a garage band or a cartoon character, but when affixed to units of length, it’s simply a term to designate the nanometer: 0.000000001 meters long. Objects this tiny are the focus of Mad City Labs, a technical microscopy equipment company in Madison, Wisconsin that recently asked Focal Flame Photography to help create images of some of their extremely specialized - and often, extremely small - scientific products.

Tiny doesn’t begin to describe the realities of nano-land, because even the most infinitesimally small tangible examples are measured in hundreds to thousands of nanometers (nm). Run a page between your fingers; it’s about 250,000 nanometers thick. At 75,000 nanometers, a human hair, while small, is still visible to the naked eye. Think smaller, think cellular. At about 5,000 nanometers, the human red blood cell is invisible without a light microscope. Though this same microscope has a tough time locating, at 800 nanometers, a dust particle. Far more powerful instruments and techniques are needed to visualize the virus that causes influenza, which is about 100 nanometers wide, or to study the structure of the “molecule of life,” the DNA helix, which is two nanometers wide. 

It’s difficult to detect anything this small let alone manipulate it - and yet, Madison, Wisconsin-based Mad City Labs develops and sells exceptionally specialized equipment such as nanopositioners that aid nanotechnology research. Much of the recent boom in this field was driven by development of instruments like atomic force microscopes, scanning tunneling electron microscopes, and others that allow visualization of nanometer-sized structures.  Today there are a breathtaking number of ways to leverage nanotechnology. Researchers are developing advanced materials for use in cars, airplanes, construction materials, and consumer goods. With the aid of ‘smart’ nanoparticles, disease-fighting drugs can be delivered to a specific place in human body in just the right amount. The unique conductive properties of some nanomaterials could be critical to making renewable energy feasible, or could lead to the next advanced computer chips. All of these real-world applications of nanotechnology require extraordinary tools. Jenice Con Foo, marketing manager at Mad City Labs, explains more about the company and its innovations.  

Focal Flame Photography (FFP): How long has your company been in business? How/why was the company started?
Mad City Labs (MCL): Mad City Labs was founded in 1999 in two basements in Madison (because it was way too cold to use the garage!) Our company manufactures and designs precision motion devices called nanopositioning systems that can position objects at the nanometer level.  In 1999 there was only one or two foreign owned companies supplying this to the entire industry – there was definitely an opportunity to enter the market and produce innovative products that meet the needs of researchers and industry leaders.

FFP: What is your company known for within your industry?
MCL: We are well-known for our innovative approach to instrument design and being flexible in our approach to providing solutions.  Within the scientific research community we are known for the technical expertise of our sales and support engineers.  We leverage our technical expertise with nanopositioning and our extensive scientific knowledge-base to provide instrument solutions.  This differentiates us from our competitors who simply focus on their specific product and not the application.

FFP: What do you find most exciting or fulfilling about the work you do?
MCL: One of the most exciting parts of our work is assisting customers and researchers who are at the confluence of biology, physics and chemistry.  On any given day we could be hearing about really exciting research into understanding the nature of molecular and atomic structure within living organisms or materials.  We have been privileged to work with several Nobel Prize winners and as scientists we are not immune to the occasional geek-out moment!

FFP: What are some of the most frequent questions you hear about your company?
MCL: [We are often asked] Why are we located in Wisconsin instead of Silicon Valley? 
We are located in Madison because we the founders like living here!  However, it was also a confluence of events – the rise of the internet as a searchable directory of goods, an educated and skilled workforce, and a really solid manufacturing industry.  All of these factors really contributed to Mad City Labs being able to thrive in Madison rather than having to move to Silicon Valley or the East Coast.
 
FFP: Are there any ways that your company tries to “give back” to the local community? How?
MCL: At the local level we have an ongoing sponsorship with West Madison Little League to sponsor baseball and softball teams.  This gives us an opportunity to continue the legacy of little league baseball on the West Side of Madison.

FFP: If you could give advice to someone considering entering into this line of business, what would it be?
MCL: The advice we would offer any business at the start-up phase is to have a detailed plan with a timeline.  Any plan you develop must be flexible to allow you to seize opportunities IF they further your objectives.  Then, 100% commit to your business – don’t do it on the side!  All that planning deserves 100% of your time and resources to be successful.

FFP: How will you be using the photos Focal Flame provided?
MCL: The photos taken by Focal Flame have already been used on our exhibit backdrop as large format pictures.  They will also be used as part of our catalog photos and technical brochures for selected products.

FFP: Any thoughts you’d like to share about the photography experience?
MCL: We have very challenging products to photograph and both Clint and Josh brought a lot of creativity and patience to the project.  The scale of our products run from objects 1 inch tall to over 12 inches tall with lots of intricate parts, Focal Flame found ways to photograph our products to communicate the precision of our devices.  The overall photo shoot was incredibly collaborative and I would strongly recommend Focal Flame for any technical or product photography.

Big or small, regardless of the industry, Focal Flame is dedicated to showing your products in their best light. Learn more about commercial photography services from Focal Flame.  

- by Robyn M. Perrin

Taking Care of Business: Design Electric of Madison

When you get photographers and lighting design experts in the same room together, there's a lot to talk about. After all, both professions involve sculpting with light. So when Design Electric of Madison called with a request to capture group and individual headshot portraits of their hard-working crew, Focal Flame Photography couldn't have been more delighted. 

For our Taking Care of Business series, we asked Design Electric representative Amy Larson for an inside look into the company. Here's what she had to say. 

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How  long has Design Electric been in business?
Design Electric was started in the spring of 2010.  RJ and Travis Larson created Design Electric of Madison with the goal of taking residential electrical design and installation to the next level in quality and creativity.

How  many  people work for the company?
We currently employee five full time electricians  and one part-time office position. 

What is Design Electric known for within your industry? 
We specialize in lighting design, installation and remodeling.  Currently there are very few electrical contractors that offer lighting design consulation.  We work very closely with our clients to seek out the best functional characteristics that are unique to our clients and their homes.  We pride ourselves on the personal service we give to each of our clients.

What do you find most exciting or fulfilling about the work you do?
The most enjoyable part of my day is spent meeting with clients and designing creative solutions to their lighting and electrical needs.  I love the challenge of helping them resolve often times distinctive and difficult electrical situations. The offering of lighting system design are somewhat unique in the industry and something Design Electric prides themselves in offering to its customers at no additional charge.  We keep up to date on the industry's new and exciting technological advancements and strive to use these advancements as creative and innovative ways to meet the client’s needs. 

What are some of the most frequent questions you hear about Design Electric? 
“Do you  do the installation too or just the design?” is probably one of the most asked questions. The others relate to data installations like phone and cable TV and speaker wiring, which we do perform.

What have been the most interesting trends you’ve seen within your industry? 
The advancement and utilization of LED lighting has been amazing. The speed in which the technology has been integrated into so many areas has brought some really exciting and challenging  processes to our industry.

Any challenges that your company has overcome that you’d like to share? 
Thankfully the largest challenge we have been faced with and have continued to battle with has been a very rapid growth. Thanks to the loyalty of our client base and their willingness to “spread the word” we have grown far more rapidly than we had planned. This, by the way, is a great “challenge” to be faced with!

Are there any ways that Design Electric tries to “give back” to the local community? 
We have been involved in many community projects as a team leader, financial contributor, and labor provider for Aaron’s House, Home Makeover, Hammer With a Heart, and Habitat for Humanity. 

What would you like people to know about Design Electric? 
We truly believe in exceeding our clients expectations of customer service.  We feel that great customer service is what you should EXPECT from your contractor. We will get to know you as a person so we may personalize our service to your particular style, needs, and lifestyle. 

Does your organization need updated headshot portraits? Our team of photographers would  honored to create them on site at your location or in our studio. Contact us today. 

Taking Care of Business: Dancing Lotus Fitness Studio

Dancing Lotus Fitness Studio, as you can probably tell by the name, is not your run-of-the-mill fitness center or gym. Located in Lake Mills, Wisconsin, Dancing Lotus is dedicated to the philosophy held by owner Erica Neis that fitness should be nurtured through music and movement. Recently, Erica also established Journey of Life Wellness Studio and plans to offer a range of services and workshops on different wellness modalities. The goal? “Dancing Lotus Fitness and Journey of Life will work hand-in-hand to make Lake Mills and the surrounding area the healthiest, happiest place to be,” said Erica.

Focal Flame Photography recently photographed Erica and her staff in action during a dynamic class session. We asked Erica about Dancing Lotus and why she chose Focal Flame Photography to create a  library of commercial photographs.

Dancing Lotus Fitness Zumba sessions are full of vitality. The studio is housed in a former church; stained glass and high ceilings add to the ambiance while instructor Erica Neis (center) leads a high-energy class. © 2014 Focal Flame Photography | Photo credit: Clint Thayer

Focal Flame Photography: Tell us a little about Dancing Lotus Fitness studio. What are Zumba® classes like? Who takes them? What can a first-timer expect?
Erica Neis: You do NOT need to have dance or fitness experience to enjoy Zumba classes.  It is our job, as instructors, to show you the moves and to make it easier for you.  All you need to do is follow along and HAVE FUN! 

Our participants, who range from age 13 to seniors, come from all walks of life, and everyone is welcome! Many are just beginning their fitness journey, and many others are very fit and active already. 

Classes, which do not require advanced registration, are typically 45 minutes long. The first class is only $5, then you have the option of dropping in or purchasing a variety of punch cards and passes that offer significant savings.

Classes open and close with a moment of centering. © 2014 Focal Flame Photography | Photo credit: Clint Thayer

Focal Flame: What have been the most interesting trends you’ve seen within your industry?
Erica: In addition to the obvious physical benefits, people seem to be looking for fitness options that serve them emotionally and spiritually.  With busy lives and sometimes limited financial resources, people today need to get the most out of their "me time" and look for workouts that are just as much "therapy" as they are fitness.

Focal Flame: Are there any ways that your company tries to give back to the local community? 
Erica: We offer a free class Zumba class nearly every month, and often other classes as well!  Check out our schedule and monthly calendar at dancinglotusfit.com. We also make donations to various local groups and events throughout the year. 

Focal Flame: What made you decide to commission this series of photographic images?
Erica: Our business and promotional photos were almost two years old and way out of date. Our Dancing Lotus Fitness (DLF) family had changed and grown, and we needed a fresh marketing image. We wanted to capture the joyful, welcoming, "family" feel that makes Dancing Lotus Fitness what it is today. 

Focal Flame: Why did you choose Focal Flame to produce them? What thoughts do you have about the experience?
Erica: I met Clint when the idea of a photography business was just a glimmer in his eye.  I have watched his business grow and have seen his amazing work with fitness and athletic photography.  I knew he could capture amazing moments in motion. We enjoyed every minute of having Clint at the studio. The photographs are beyond fabulous!

For more information on Dancing Lotus Fitness Studio look for Dancing Lotus Fitness on Facebook, email erica@dancinglotusfit.com, or call 920-342-4381.

Need to freshen your marketing image? Want to capture the dynamism of your business in action? Contact Focal Flame Photography today. Our team of photographers would love to help you.

- Interview by Deborah Proctor

Taking Care of Business: J.H. Findorff & Son, Inc.

Nearly 125 years ago, J.H. Findorff started a construction company. His first project was carpentry work at the UW-Madison Armory and Gymnasium, known today as the “Red Gym.” Over the years, the company - selected as the 2013 Builder of the Year by The Daily Reporter (among many other accolades) - has designed and built some of the most recognizable structures in Madison. Focal Flame Photography recently had the opportunity to create business portraits of Findorff executives. We asked Findorff spokesperson Nancy Mayek about the firm's role in shaping Madison's skyline. 

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Rich Lynch, Chairman, has served on the Board of Directors of many civic organizations including the United Way of Dane County and the Greater Madison Chamber of Commerce. During his collegiate days as a swimmer he competed against Mark Spitz, who would become a 9-time Olympic champion.

Focal Flame Photography: Tell us a bit about your company.

Findorff: From [our founder's] humble beginnings as a carpenter, through the Great Depression, World War II, and changing attitudes and architectural styles, J.H. Findorff & Son, Inc. has established itself as an industry leader by adopting emerging building technologies and staying in front of innovative construction techniques. Today, the company employs an average of 700 people between its Madison and Milwaukee offices.

Findorff’s leadership has an average of 26 years of industry experience and serve as great mentors and leaders. In the last 10 years alone, Findorff has earned over 100 awards recognizing our commitment to quality construction and civic initiatives.

Tim Stadelman, CFO, has been a proud Green Bay Packers shareholder since 1997. He has served on the Board of Directors of the American Red Cross - Badger Chapter, among other nonprofits.

FFP: What is your company known for within your industry?

Findorff: Character. Community. Craftsmanship. These are the basis of our businesses, as well as innovative building techniques, uncompromising professional ethics, and commitment to client service.

FFP: J.H. Findorff has designed and built some of the most iconic buildings in the Madison area. Which ones might readers recognize?

Findorff: Monona Terrace Community and Convention Center, Overture Center for the Arts, UW Hospital, Chazen Art Museum, Wisconsin Institute of Discovery, CUNA Mutual, and our own Findorff Corporate Headquarters.

FFP: Did any of these buildings present special challenges?

Findorff: Monona Terrace posed the unique challenge of building over the water which necessitated footings constructed in the bottom of the lake. Another major challenge was building the Camp Randall deck between football seasons; at times, every field employee was on that job (except for two).

FFP: What have been the most interesting trends you’ve seen within your industry?

Findorff: We are most excited about sustainable and green initiatives.

FFP: Are there any ways that your company tries to “give back” to the local community?

Findorff:  In 1901, a fire destroyed the Findorff building, tools, full freight cars and everything stored within. The community encouraged J.H Findorff to rebuild. Ever since, the organization has maintained a focus on giving back to the community. Currently, we participate in and sponsor many community fundraisers, encourage our employees to volunteer, and provide financial gifts to local organizations and causes.

FFP: Why did you choose Focal Flame to create your executive portraits?

Findorff: We needed Executive head shots and Focal Flame offered great value.  The overall experience was great. [Focal Flame founder and lead photographer] Clint Thayer toured the office prior to the photo sessions, determined the best location for the photos, and was very flexible, even rescheduling due to inclement winter weather.

We salute Findorff as the company prepares to celebrate 125 years dedicated to building Madison's future.

Considering fresh imagery, headshot portraits, or video production for your business? Contact us today. We'd be happy to discuss your needs. 

- interview by Deborah Proctor

Chiropractor Laura Konopacki on Selecting a Headshot Photographer

By Deborah Proctor

How do you choose a headshot photographer in Madison? For Dr. Laura Kanopacki, it meant focusing on quality and integrity. Returning to the States after seven years abroad, Laura Konopacki recently opened Body Wave Chiropractic near the intersection of University Avenue and Whitney Way in Madison. Knowing that an updated headshot photograph was a key element in her business success, she searched for a Madison photographer and chose Focal Flame Photography, over several others, to be her headshot photographer for multiple reasons.  "I was happy with examples of their work... every email or inquiry I had was answered promptly and clearly, and in dealing with [lead photographer and co-founder] Clint, I got the impression that he knows how to run a quality business with integrity...I trusted things would go well even before I had my photo shoot,"she explained.

How did Laura come to this juncture in life? She grew up on a dairy farm in Brooklyn, Wisconsin, where along with her four siblings, she enjoyed an active country life around the farm and on the nearby Sugar River. One summer during college, she lifted something heavy at work and pain shot down her leg making it nearly impossible to walk - which just wouldn't do, since she was leaving just a few days later for a two month backpacking trip in Europe. Rather than cancel her trip, she decided to give chiropractic care a try.  The treatment worked and she enjoyed a pain-free trip.

Upon her return she decided to become a chiropractor herself so she could help others alleviate the pain in their lives. She received her Bachelor of Science from UW-Stevens Point and a Chiropractic degree from Life University in Marietta, GA, and along the way she has studied and applied various techniques in Europe, China, and Peru. We asked about her career choice and how she happened to end up in those far-away places.

Focal Flame Photography: What do you enjoy most about being a chiropractor?

Laura Konopacki:  "I practice a non-traditional method of chiropractic called Network Spinal Analysis.  A very precise, light touch on the spine cues the brain to shift from defense into healing.  Gentle waves develop and roll through the spine as tension, stress and pain are released.   

If I had to pick one thing though, I’d say it’s seeing kids turn their lives and health around with chiropractic care.  It’s really gratifying to see them begin following a different, happier and more empowered track."

FFP: You have traveled extensively in your work, both professionally and as an international volunteer. How have those experiences shaped your life and practice?

Laura: "Chiropractic volunteer work has given me entrance to the slums of India, orphanages in Brazil, and drug recovery centers in Spain.  I learn every time my life intersects with people whose experiences are so radically different from my own.

I’ve had the chance to work with everyone from homeless people to CEOs of large companies.  This has helped me see patterns that show up in people’s bodies and lives, both when things are not working for them, and when they’re in the zone.  This has upgraded my ability to help patients make significant and sustainable shifts in their health, outlook, and life."      

We also asked Laura about her Focal Flame headshot photography session:

FFP: What was the best thing about working with Focal Flame?

Laura:"I think anyone comes to a headshot photo shoot with insecurities and a bit of stress.  For me, the best thing about working with Focal Flame was how incredibly painless the whole process was...I would even go as far as to say it was fun! "

FFP: Would you recommend Focal Flame to others seeking professional photography? Why or why not?

Laura:"My Focal Flame session fit perfectly with my schedule, and we used a location that gave me great background options to choose from. 

I would highly recommend Focal Flame to anyone seeking professional photography.  My expectations were exceeded, and that is the kind of business where I want to direct my time and money.  I feel fully confident that others would have the same result." 

FFP:Thank you, Laura, for that endorsement. It was a pleasure working with you.

Looking for a headshot photographer in Madison, WI? Look no further - submit an inquiry to the Focal Flame Photography online booking system!