Focus Films

04/07/2026

Focus Films just wrapped five days of video production at FabCon + SQLCon 2026 in Atlanta.

The numbers behind this event:

— 8,000 attendees
— Sold out
— 200+ sessions
— The second largest Microsoft conference on the planet
— One keynote at State Farm Arena
— 12 person video crew

We captured it all. Keynote, sizzle reels, highlight reels, attendee testimonials, expo hall, workshops, receptions and everything in between.

If your conference, event or brand needs video content that actually drives registration and builds community, that’s what we do. Message us.

02/26/2026

You’re always going to look great at the Windstorm Headshot Lounge because Bill’s got you relaxed and comfortable 😁

02/26/2026

02/25/2026

Year #7 shooting the Windstorm Insurance Network, Inc. Conference. 🙌🏻 So thankful for these opportunities.

02/24/2026

“Daddy, do you like your job more than most people?”

My 10-year-old hit me with that at 7am this morning while I was making coffee and getting ready to head out to a coffee meeting.

I laughed and said, “Yeah, I think I do. Why?”

She said, “Because most people complain about going to work. You don’t.”

First of all, I’m really proud of how perceptive she is. She notices things. She pays attention. But second, that’s the impression she has of the majority of adults.

That most people hate their jobs.

What kind of example is that?

“Yay! One day you can grow up, get a job, and hate your life for 40–50 years!” 🙃

That’s not exactly inspiring.

And I didn’t even realize that I don’t complain about work. I just...don’t. 🤷‍♂️

It’s not because running a business is easy. It’s not. There are stressful seasons. Big risks. Heavy weeks.

But I don’t dread going to work.

So we ended up having a conversation about purpose. Which feels like a big topic for a 10-year-old, but she totally got it.

I told her when your work aligns with who you are, when it aligns with your purpose, it changes everything.

For me it's:
- Helping people win.
- Helping good businesses tell their story.
- Watching someone tear up when they see the video we made them.
- Seeing them land more customers because of videos we created.

That fills me up. That brings me joy.

When your work aligns with your purpose, it feels like something you’re grateful for instead of something you want to escape from.

If you’re in a season where you dread Mondays, maybe that’s a nudge. If you're thinking "holy s**t, you mean I could actually LIKE what I do everyday?", maybe re-think some things. Take a risk.

You don’t have to blow everything up tomorrow, but it might be worth asking yourself: “What would it look like to do work that actually lights me up?”

02/18/2026

Why Most Testimonials Don't Work

The problem with most testimonial videos isn't production quality.
It's the questions.

If you ask a client "What was it like working with us?" you get a nice, forgettable answer.

If you ask "What were you worried about before you started?" you get something real.

The best testimonials follow a simple arc:

1. Here's where I was (the problem, the hesitation, the doubt)
2. Here's what actually happened (specific, not vague)
3. Here's where I am now (the result they care about)

That middle part matters most. "They were great to work with" means nothing. "They showed up on time, explained everything before they did it, and finished two days early" means everything.

When you're asking for testimonials, don't ask people to praise you. Ask them to describe what happened. The praise takes care of itself.

02/17/2026

Before I shoot anything, I ask my clients one question:

"What do you find yourself explaining over and over in sales conversations?"

That's your first video.

Not your origin story. Not your mission statement. Not a sizzle reel.

The thing you're tired of repeating? That's the thing prospects actually need to hear before they'll move forward.

One of my clients kept explaining why their process takes 12 weeks instead of 4. We made a 90-second video breaking that down. Now it lives on their services page.

Their sales calls got shorter. Close rate went up. Not because the video was fancy - because it answered the real objection before the conversation started.

If you're repeating yourself in sales, that's content waiting to be made. DO IT.

02/16/2026

People spend thousands on video and then bury it.

One post on social. Maybe a YouTube upload. Then it sits there.

Here's where video should actually live if you want it to work:
• Your homepage, above the fold.
• Your services page, explaining the process.
• Your about page - this is where people go when they're seriously considering you.
• Your email sequences, especially the follow-up after a first call. Your sales decks, instead of making the rep explain everything cold.

Social is great for reach. But the videos that close deals live on your website and in your sales process.

If your best video is only on Instagram, it's not doing its job.

02/15/2026

You don’t hire Focus Films because we know how to operate cameras.

Plenty of production companies can do that.

You hire us because we see what most businesses miss: the gap between how you think you’re positioned and how your market actually experiences you.

The friction in your sales process, the story that’s buried under generic marketing.

The camera is just a tool, the strategy behind it is the asset.

If you’re building something serious and you know your marketing should be working harder than it is, send us a message.

Let’s uncover what’s not being said and build something that converts.

02/14/2026

You don’t have to feel qualified to take the next step. You just have to be willing to step into it and figure it out.

02/13/2026

Had a discovery call last week.

"I need a video," they said. "Probably like a one-minute promo thing."

So I asked, "Twelve months from now, if you look back, what would have to happen for you to call this video a success?"

Silence.

It's not a trick question, but most people haven't thought past "I need a video."

That's why I NEVER ask, "What kind of video do you need?" because you have no idea. That's like a doctor asking what prescription you want before they've even examined you.

Video is not a product, it's a tool (I would argue the most powerful business tool in the world) and tools only work when you know what you're trying to fix, build, or improve.

A testimonial video builds trust. A brand story clarifies your value before you ever get on the phone. A process video saves your team from explaining the same thing for the 47th time. A training video cuts onboarding time and keeps you from paying people to repeat themselves. Different tools, different jobs.

So when someone says, "I just need social media content," I usually point them toward a local college kid with an iPhone and a Canva subscription. If we're not talking about goals and outcomes, we're not ready for video.

I can't tell you how many times I've heard, "I tried video once. It didn't work." Same story every time: they hired a video company that made something pretty and "super cool" but had zero strategy behind it. No clear outcome. No plan for where it lives or what it's supposed to do. The plan failed, not the video.

Look, if you just want a video because everyone says you need video, I'm happy to take your money, but you won't be back. Because without strategy behind it, it won't work and you'll blame the video.

I love talking to CMOs and marketing folks about this stuff because (no shade intended) most of you don't really understand how to use video strategically. And why would you? You're focused on branding, messaging, ads, KPIs. You're running the hospital. You're not the doctor.

Let's have a virtual coffee and chat about it. Pick my brain (it's crazy in there! 🤪)