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Meet Jeff Feazell of Concurrent Productions in West LA

Today we’d like to introduce you to Jeff Feazell.

Jeff, can you briefly walk us through your story – how you started and how you got to where you are today.
We started out as creative filmmakers. I also took a foray into improv comedy for a few years. As we learned the tricks to create compelling scripts, scenes, and characters, we realized that it all came down to emotional authenticity. It occurred to us that the same principles that guide wonderful creative work could be applied to marketing videos.

For that reason, we started preaching an “emotion over information” philosophy. If you want viewer attention and trust, you have to willing to bring a piece of your genuine self into the business process. Just like in personal relationships, trust can only be established when you make yourself vulnerable.

Today, we emphasize trust and vulnerability in both the work we do for clients and in our own sales process.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
No! We made a choice to enter a highly saturated field and most companies in the video production business market themselves as generalists who will do whatever you want. So we had to take a giant leap of faith to make the decision to focus on the authenticity aspect. We had to believe that we’d be able to connect with brands who value it.

Almost everyone has the notion that they need video in some way, and a lot of brands just want execution on an idea they already have. On top of that, a lot of videographers work on a flat day rate, which drives prices down to a level that makes it hard to survive as a business, let alone thrive.

We knew that to really do well, we’d have to offer video as a way to solve unique business problems that our clients are facing, and that meant having a deep understanding of their sales or marketing funnel before writing a proposal.

We turned down a lot of low-hanging fruit in the beginning, which had financial consequences because we didn’t want to get stuck in a rut of creating low-quality work with no measurable function.

So, as you know, we’re impressed with Concurrent Productions – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
We solve business problems. Instead of simply “making videos” for companies that only have a vague notion that they should get into video, our sales process involves a deep analysis of the client’s sales and marketing funnel, and we identify points in their customer journey where video can address friction.

That way, we can ensure that our clients know exactly how they’re going to use our work, and what benefit they’re likely to see.

The best tool in our arsenal is authenticity. There is no type of sale that authenticity and trust won’t make easier and, next to live conversation, video is the most powerful way to support these virtues. Because we ourselves believe that, we put our heart and soul into every piece we create.

If the purpose of a video is to convey authenticity, we are merciless in our elimination of rote data and emotionally flat material from our final edits. We know what it takes to hold viewer attention, and we’re not afraid to advise our clients against their instincts.

So, what’s next? Any big plans?
We’re constantly refining and improving the process we use to identify our clients’ true needs and to develop solutions that address those needs through authenticity.

I would like to evolve into an agency built around the concept of authenticity, so we can help our clients build their funnels from scratch.

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