Hyperfocus Arts

11/19/2025

Woke up today to some incredible news: my business was voted #1 for Video Production here in Bloomington!

It's a surreal feeling. When my wife and I moved here two years ago, I knew about five people. That first year was humbling. I spent it grinding, networking, and working my butt off, just hoping my work would speak for itself.

Then, 2025 hit, and something shifted. People started recognizing me on the street. I'd get calls that started with, "So-and-so told me I had to call you." The community that I worked so hard to become a part of was finally embracing me back.

This award isn't just a trophy. It's a symbol that the hard work is paying off. It's a feeling that the late nights and the hustle were worth it.

If you're new in town or just starting out, let this be your sign: you can start with nothing and build something meaningful. It just takes one step at a time.

And if you need a video producer who will work his butt off for you... well, I guess you now know who to call. 😉 Thank you, Bloomington!

11/19/2025

When was the last time a conversation fundamentally changed how you do your job?

For me, it was the day a client interrupted my polished pitch about "brand awareness" and said, "I just need something that makes my customers feel they can trust us."

In that moment, I realized I was speaking Marketer. He was speaking Human.

I realized then that my real job wasn't behind a camera—it was in front of people. The best content in the world fails if it doesn't connect on a human level.

Networking is your secret weapon to learn this. Not the schmoozy, handshake kind. The real kind. The kind where you talk to people outside your bubble and learn what keeps them up at night.

That's how you discover that:

"High-converting ad copy" is really just the answer to a silent question your customer is asking.

A "compelling brand story" is just a truth that makes someone feel seen.

Forget your elevator pitch. Go have a messy, real conversation with someone who has a completely different job, hobby, or life experience than you. Your marketing will thank you for it.

Who's the most unexpected person you've learned from recently? Share below—let's get inspired by real connections.

11/19/2025

We are grateful to be voted #1 in the video production and videographer seat.

It’s an honor to be voted as the platinum choice here in Bloomington! It’s our second year here and we are killing it.

Thank you to all who voted. Please look at some of the other categories and their winners. There are some truly remarkable businesses that could be a great help to you. This is a good list to find service workers you can trust.

Official 2025 Community Voting Awards Platform for Bloomington, IN. Where the community votes for their favorites every year.

11/17/2025

They say "Content is King." 👑 So, as your newly appointed Creative Sovereign, allow me to issue three royal decrees for building your brand with video.

Many think the secret is a bigger budget or a viral trick. But the true throne is built on a deeper connection.

Here’s how to rule your market:

1. The First Decree: KNOW YOUR SUBJECTS.

This is the non-negotiable rule of the realm. You can't command loyalty if you don't know who you're ruling. Learn their struggles, their desires, and how they move. A king who tries to rule every neighboring land at once ends up ruling none well. Focus your reign on the kingdom that matters most—your true audience.

2. Command with Story, Not Just Sales.

Your crown is built on narrative. Don't just show your product; show the problem it solves, the joy it brings. People pledge allegiance to a purpose, not a price tag. Video is your most powerful tool to forge this connection and build a real community.

3. Your Consistency is Your Crown.

A king isn't a king one day and a peasant the next. A consistent visual style, posting schedule, and brand voice are what make your kingdom recognizable and trustworthy in a crowded scroll.

This is the combo: Invest in high-level video with a clear strategy, connect authentically, and consistently build your community.

At Hyperfocus Arts, we hyperfocus on your audience and strategy so you can focus on ruling your business.

Now, I want to hear from my subjects!

Comment below: What's the #1 struggle holding your business's brand back from claiming the throne?

11/17/2025

I’ll always stop my scroll for something genuine long before I bother with a "perfect" ad that treats me like a brainless consumer. Sound familiar?

We’re all feeling that ad fatigue. There's too much noise.

It’s made me super selective about what I watch and who I interact with. I think since the pandemic, we’re all just craving real connection.

Remember that wave of people baking bread and learning 3D printing in their sweatpants? That authenticity changed how I see content—and how I create it.

That's why I'm committed to being a real person for my audience. I don't want every photo to be perfect. I want you to see the human behind the camera.

Case in point: This photo my wife took of me in my office. It was just a regular day—messy hair, casual clothes, right after we moved in.

My workspace has a huge effect on my mental state. Since I work from home, I need a space that feels inviting and can pull me out of a funk. So I personalized the heck out of it.

You can see my film cameras, my Pokémon and One Piece merch, my gaming setup… it’s all me. A huge nerd. And you know what? Some of my most professional work gets created right here.

The lesson I’ve learned? Your audience connects with your humanity, not your polish.

Don't be afraid to show the messy hair, the nerdy collectibles, the behind-the-scenes chaos. People appreciate the genuineness. They feel it.

Are you trying to genuinely connect with your audience, or are you just talking at them?

They know the difference.

11/14/2025

Ever had a business moment so embarrassing you wanted to vanish into thin air? Spoiler: I literally created the "air" for mine.

Okay, pour the tea. Let me tell you about my biggest business embarrassment this year. 😱🫢

I was filming a superhero-themed commercial for a local gym here in Bloomington. We pulled out all the stops: dramatic lighting, super-hero gear, special effects, and of course… my fog machine.
The decision to bring it was both the best and worst of the day.

Now, here’s the kicker—I knew this could happen. About a month prior, I’d used the fog machine in my own home for some cool shots.

That was the day I discovered: smoke detectors cannot tell the difference between a four-alarm fire and my artistic, low-lying fog. 🤦‍♀️

So, I was proactive! Before we even plugged it in, I warned them. We carefully covered every detector we could see with plastic and tape.

I know, not safe! But it was for a short few minutes. Everything was going perfectly, and we were getting incredible shots.

Then came the last fog shot. I couldn't get the angle I wanted without opening a closet door for more room. Well, of course, there was a detector in there we hadn't considered. And it caught on pretty quickly.

Cue the blaring. And this wasn't just a simple alarm. This was a commercial sprinkler system, meaning it doesn't stop when the fog clears. A specific person needs access to shut it down. The building manager? Out of town.

So we called the fire department. I thought it would be quickly resolved—they're the professionals!

They looked confident with their many fire alarm keys. But they spent over an hour troubleshooting.

That alarm blared for nearly two, maybe two and a half hours. It was incredibly loud, halted production entirely, and I was utterly mortified.

We finally decided to stop for the day. We packed up all my gear. And I kid you not, the moment we finished packing… the alarms ceased.

We just looked at each other, laughed, unpacked, and finished the shoot.

I was sure I looked incompetent and that my clients would be fuming. But they weren't. In fact, they thought it was pretty funny and said, "it's part of making something good."

So why share this cringe-fest?

It taught me to stay confident even when things go comically wrong.

It showed me that people truly forgive you when they like you and you're good at what you do.

And it burned one lesson into my brain forever: LOCATE. EVERY. SINGLE. FIRE. ALARM. 🚨 (Yes, even the ones hiding in closets.)

What's an embarrassing story that actually helped you grow?

11/14/2025

Anyone who's tried to "do social media" for their business learns one thing fast: it's really hard.

You're not just making posts. You're fighting to stay top-of-mind with potential clients. And generic posts about your services just don't cut it anymore.

The solution isn't always more content. It's more community.

I saw this principle in action when The Greater Bloomington Chamber of Commerce asked me to help.

They didn't just want videos; they wanted to demonstrate their value to members in a real way.

So, we created the "Local Business Challenge."

Instead of just talking about their members, we went to them. Our first one was at Brightside Cafe, where we built a fun, blind drink challenge.

This wasn't a simple shout-out.

This was the Chamber investing directly into a member by providing them with professional video content and featuring them to a large audience.

It gave Brightside a tangible benefit and showed the entire community what active membership looks like.

The lesson is this: stop creating content that just advertises.

Start creating content that actively builds your community.

Provide a platform, share knowledge, or invest in your audience.

When your content proves your value, you stop chasing attention and start commanding it.

11/13/2025

This month’s Local Business Challenge takes us to Ivy Tech Community College Bloomington , where Chamber members compete on the Center for Lifelong Learning's Jeopardy. Watch as these Chamber members guess what you can learn in the Center for Lifelong Learning.

Video By: Hyperfocus Arts

11/12/2025

What happens when you let Gen Z and Alpha slang dictate your Chamber of Commerce's marketing?

Spoiler: It's a beautiful, cringe-worthy masterpiece. 😂

Earlier this year, The Greater Bloomington Chamber of Commerce partnered with us at Hyperfocus Arts to answer a crucial question: How do you capture the attention of the next generation?

The answer? Speak their language—literally.

We created this video not just to be goofy, but to be strategic. To cut through the noise of Mr. Beast and TikTok, you have to be willing to experiment. Our goal was simple:
✅ Stop the scroll.
✅ Make them laugh.
✅ Show them that their local Chamber is a relevant, accessible resource.

Marketing isn't always about being serious. It's about knowing how to authentically connect with your audience—even if it means your own kids will cringe.

Because behind the humor is a real mission: to prepare the next generation for the future and show them the resources available to help them succeed.

When was the last time your marketing made someone cringe (in a good way)?

11/10/2025

Stop Selling. Start Connecting.

It's a common frustration for business leaders:
- "My clients don't know all the services we offer."
- "We have amazing service, but struggle to reach new people."
- "We have trouble getting clients to just pick up the phone."

You know you're great at what you do. So why isn't the phone ringing?
The problem isn't your service—it's ad fatigue. We're all tired of being sold to. The modern customer craves genuine connection, not another pitch.

So, how do you cut through the noise?
You build a community. You shift your focus from lead generation to human connection.

Take Craftsman Painter, for example. We created this video with them not to hard-sell their services, but to showcase their quality craftsmanship and demystify their process.

This isn't an ad. It's an invitation behind the scenes.
The Result? They attract an audience that values transparency and quality.

They build trust by being human, not just by being a business.

At Hyperfocus Arts, we don't just film your story. We partner with you to film the solution to your marketing challenges.

Ready to build the trust that turns into growth?
Contact Hyperfocus Arts to start a conversation about your future success.

09/30/2025

In today's market, a static photo can't convey the feeling of home.

For Buyers: A video walk-through builds an emotional connection, letting them envision their life in the space before they even visit.
For You: It establishes your authority as a modern, tech-savvy agent who provides unparalleled value and saves everyone time.
For Results: Video drives significantly higher engagement and retention, making your listings stand out and move faster.

Ready to show your clients more than just pictures? Let's talk strategy.

09/12/2025

Zach Clarida here, founder of Hyperfocus Arts.

I got to sponsor 2 Chamber events this year!
It’s been an honor, and I’m proud of how far I’ve come inmy business journey over the last two years.
I came to this town with no money, no connections, no plan.
Just equipment, a dream, and a whole lot of willpower and willingness to learn.
I’ve been blessed to meet so many people in this town who helped me, supported me, gave me a chance, and who gave me confidence.
I have too many people to mention and too many to thank.
I was welcomed into this community and given opportunities I never expected to have. This journey has not been easy. It’s been frightening and it has taken much work.
BUT
Thanks to the people I’ve met, The Greater Bloomington Chamber of Commerce, BNI, and all of the amazing people I’ve met along the way, I am finally in a place now where I feel like I’m part of this community.
I now know people I see in public.
I pass by and people call my name with a smile.
I have gotten to support places that have missions I truly believe in.
I no longer feel like the new kid just trying to fit in and get some work.
I’m now in a comfortable position and I plan to keep growing, and keep giving back to the community that has already given me so much. More than I expected.
So thank you Bloomington and friends for making this place my new home, and thank you for supporting my business.
Because of you, I work the job I want and I have control over what moves my company makes inside this community.
Thank you chamber of commerce most of all. Because of you, I found BNI and that’s where everything changed.
You gave me new opportunities and we worked and are working on so many fun projects together. I love it and I love working with you guys.
What you do is truly incredible. Every single one of you at the chamber inspire me so much. You impress me and keep feeding my work ethic.
I’m proud of you all.
I’m proud of Bloomington.
Finally, I’m proud of myself.