Breaking News! Video Director Tells All!

We can do a lot—and a lot very well: brand strategy, design, media planning, social listening and management, on and on and on. But our superpower? We take a challenge and figure out the right approach to solving it. We aren’t selling a one-size-fits-all strategy.

It wouldn’t be authentic to who we are because we’re the problem-solvers. But to be more specific, we’re problem solvers with a video camera.

That takes me to the point of all this—I sat down with our Director of Video, Daniel Jacobson, to talk about the CVR video department capabilities, what we’ve been up to, and how this superpower works. Here’s what he had to say: 

Hi, Daniel.  

Hey, Madi. 

Q: So, CVR brought video in-house in 2017. Can you tell me about that decision and how it's added to the agency's toolbox? 

A: Video was becoming one of the most requested services from our clients, so bringing production in-house felt like a natural next step. It allowed us to be more nimble and collaborate more closely with our clients while simplifying the process.

It was a one-person operation for a while, so we had humble beginnings, but every team starts somewhere. Today, we've grown into a full-service video department that supports a wide range of film and photography work.  

Q: You've been in and out of the office on shoots a lot lately, so it's nice to catch up. What are you and the team working on right now? 

A: We have a really exciting mix of projects underway. This summer, we're producing an original scripted commercial campaign for a client in the home standby generator space, which gives us an opportunity to flex our storytelling muscles in a fun and creative way. 

We're also working on several documentary-style videos for nonprofit clients whose missions we're deeply passionate about. It's always rewarding to tell stories that celebrate and strengthen our Indianapolis community.  

Q: Even a scripted commercial campaign doesn’t always turn out how we've originally planned. What are some happy "accidents" or on-set changes that have made a project better than the original concept? 

A: Most of the best creative moments happen when you stay open to the unexpected. We do a lot of work with Harney Tea, and while every project starts with a concept and storyboard, the locations vary from shoot to shoot. Each new environment presents different lighting conditions, textures, and opportunities that often lead us in directions we hadn't anticipated. Those spontaneous surprises frequently make the final piece even stronger. 

This isn’t a “happy accident” per se—but one of our videographers is also a musician, which has allowed us to create original songs and jingles for clients. That’s just one (of many) examples of how our team’s versatility and unexpected in-house skill sets can add a unique and personal layer to our work. 

IMO, jingles are so underrated. Like, how many jingles can you remember from your childhood? I still sing some from 20+ years ago. That’s cool that we can do that in-house. I’d love it if more of our clients let us play around like that. 

 Q: We have a full team of very passionate, talented video experts and enthusiasts. If you were to poll the team, what type of projects do you think they're itching to work on? Is there a brand or category you think we'd just crush content for, given our interests and experience? 

A: One of our team's greatest strengths is the diversity of our interests and skills. I personally love documentary storytelling, but we also have team members who are great commercial directors and animators, who each bring a unique perspective to the work. 

We've built a strong portfolio creating product content for clients like Harney Tea, and I know the team would love to continue growing in the commerce space.  

Q: What about work we've already done? What has been your favorite video project here at CVR and why? 

A: Personally, one of my most rewarding experiences was working on the Flanner House brand video. We had the opportunity to create something truly meaningful that reflected the incredible work the organization is doing in the community. We were also fortunate to have the time to fully immerse ourselves in the story since we spent an entire summer filming and shaping the narrative, which is a luxury we don't always have.

Watch the Flanner House Brand Video

As a team, another standout project was our brand video for Bavarian Nordic. It was a large-scale production that allowed us to showcase our strengths across every stage of the process, from concept through post-production. 

Watch the Bavarian Nordic Brand Video

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I truly love both of those spots. No notes. 10/10.  

Q: There's a lot of great creative work coming out right now, what's inspired you or caught your attention lately? 

A: There's something special about projects that embrace imperfections over polish. I'm particularly inspired by work shot on film or designed to evoke that tactile, analog quality. Those creative choices can make a piece feel more human and emotionally resonant in a growing landscape of artificial content. We’re currently shooting an organic piece that would have been easier utilizing some of the tools at our fingertips, but easier doesn’t always mean better. This video is going to have a warmth and feel that could not have been created artificially.

Q:  Okay, one more question, and I'll let you off the hook. If you could impart one nugget of wisdom regarding video concepting, direction, production, editing—whatever—to every client or brand, what would you share? 

A: Even with the rise of AI, audiences still have a remarkably strong sense for what's (ostensibly) real and what's not. 

The brands that stand out are the ones willing to be authentic and reflect who they truly are. Focus on telling real stories that align with your true selves; that's the work that gets noticed, shared, and remembered. 

Thanks for chatting, Daniel. I really appreciate it.  

For sure. Anytime.  