As we shared with RIABiz, there was no shortage of inspiration for our new show, “Who Are You?”
We set out to create a series unlike anything you’ve seen in Wealth Management, a visually engaging show featuring dynamic advisors produced on-location in the community they serve.
I was confident going in that my disparate set of skills ranging from “car guy,” to life-long traveler, video producer, editor, aging industry executive, and, as my credited actor friend put it, “passable second-tier video hosting ability” made me the perfect man for the job.
We’ll let you judge the results.
But beyond the final product, the story behind-the-story has taken on a life of its own. And it’s been a wild ride.
Planning is great, but if you’re producing a show this complex – you need to plan for when things don’t go great.
The first episode went about as smoothly as one could dream. My desire to prove the concept had me furiously over-prepared. And, other than a noisy window seal, we didn’t have a single production glitch.
I patted myself on the back and started looking forward to more rewarding travel and enjoyable production.
The second episode started with a broken-down rental car (not the one featured on the show) and a mile–long walk (with luggage) along I-29 in 95º weather to a Wendy’s. Two hours and I didn’t even let myself have a frosty.
A frustrating start, but not insurmountable. I arrived with the production vehicle later that evening, and we enjoyed another fantastic shoot with a great guest who is a genuine and thoughtful human.
One of the most challenging aspects of this show is working with a new crew in each region. To make this easier, we produced episodes three and four back-to-back with the same crew.
Unfortunately, upstate New York is a veritable wasteland of classic car rentals. Having already committed to dates with both guests and crew, it left me relying on vehicles hundreds of miles away.
Said commitment was also set to coincide with our Due Diligence event at the US Open in New York City later that week, giving me the following schedule:
- Friday: Fly to NYC
- Saturday: Drive car to Rochester
- Sunday: Rochester Shoot Day 1
- Monday AM: Rochester Shoot Day 2
- Monday PM: Drive back to NYC
- Tuesday AM: Fly to Rochester, pick up car, drive it to Buffalo
- Tuesday PM: Buffalo Shoot Day 1
- Wednesday: Buffalo Shoot Day 2
- Thursday AM: Drive back to Rochester, return car, fly to NYC
- Thursday PM: Client dinner
- Friday: US Open
- Saturday: Fly home
No breaks. No room for error. I’ve been doing this my whole life, what was I thinking?
Friday morning as I was walking into SFO I was greeted with a text that my flight had been outright canceled. Thanks to the kind staff in the United Club, I could work around the auto-next-day rebooking and jump on an evening flight that arrived at 2 am. I got to bed shortly before four.
After a few hours’ sleep, I picked up the car and started the journey to Rochester. An interstate closer and some road construction later, my six-hour drive took nine.
At first, I was mad, but then I thought, “I am driving a (redacted until episode premiere) across Pennsylvania and New York on a beautiful August day. I will never have this experience again in my life, just enjoy it.”
Some wine and a good night’s sleep later, the fourth episode turned out to be a breeze. (and, yes, we do sometimes film these out of order). The crew was fantastic, the weather was lovely, our guest had a super unique idea for where we could go, and it was one of the most personal (and efficient!) shoots of my entire career.
We wrapped by 11 am, and I was excited about the prospect of getting on the road early and potentially getting some rest before my early fight the next day.
I made it about 60 miles.
The alternator when out and, with it, any hopes of making it back to NYC. After another mile–long walk (again, with luggage) along I-90 in (only) 85º weather, my prior record of two hours in a Wendy’s was crushed by a five-and-a-half-hour tow-truck wait at a Dunkin’ Donuts in the blistering metropolis of Weedsport, NY.
(Shout out to the employees at Dunkin’, kind, helpful, supportive, and lined up to salute me on the way out wishing me godspeed).
As I waited, the owner of that one car I had found for Buffalo texted me to say it had an electrical issue and wasn’t available. What had taken me months to line up now had to be replaced in less than 24 hours, and I no longer had a way back to NYC where there are cars abundant.
What I found as a replacement was, certainly, unique. But not even close to what I wanted.
Fortunately, the curve balls stopped there, and the third episode was captured over two days that were filled with great production and more laughter than I’ve probably ever experienced at work.
All I had left to do was to fly to NYC and enjoy the US Open. And enjoy it I did, a few of us even made it to my favorite jazz club.
I have plenty of takeaways for myself and my team from this experience…
- Research cars before we commit to dates
- Schedule a day in between shoots
- Leave room for things to go sideways
- REST
… but there is a point to this article.
Video, like branding, is hard. But it’s worth it if you’re willing to do the work to make it great.
Much of our industry seems to believe watching people at their desks talking to a camera will somehow be engaging.
It’s not. I don’t want to subscribe to your Zoom call.
If you want to make a great video, you don’t need a classic car. And you certainly don’t need to build yourself an insane travel schedule. BUT you do need to visually engage people.
Those who have been successful with the medium understand this. A great set or a great location, great equipment, and visual aids (charts, etc.) all make for better video and better storytelling.
At Potomac, we’re committed to this show and have several more episodes in the works.
We are also actively planning a studio to build in our new Maryland HQ, which will bring a whole new level of communication and storytelling to our team. The design is killer, and I can’t wait for you to see it.
There has never been an easier, more cost-effective, or distribution–ready time to make video. Anyone can do this. But it takes more than lazy video. If you think you’re going to win behind your desk with a webcam, you’ve already lost.
Consider your point of view. Then, brainstorm a unique setting / situation / set of tools to help you communicate it in a unique way.
I know one individual who produces his videos at a child’s dry–erase easel, driving home the idea of simplicity. Brilliant.
I know another who is an avid hiker and produces all his content in the wild. Stunning visuals, simple messages, and fun to produce. Fantastic.
Yes, it’s going to get messy. You’re going to feel lost. You’re going to want to quit. And, like most things, you’ll be amazed at what you create when you persevere.
Embrace the challenge of the opportunity. Pressure is a privilege.
When I think of the content struggle, it helps to read the wisdom of the best to ever take it on the road.
“Eat at a local restaurant tonight. Get the cream sauce. Have a cold pint at 4 o’clock in a mostly empty bar. Go somewhere you’ve never been. Listen to someone you think may have nothing in common with you. Order the steak rare. Eat an oyster. Have a Negroni. Have two. Be open to a world where you may not understand or agree with the person next to you, but have a drink with them anyway. Eat slowly. Tip your server. Check in on your friends. Check in on yourself. Enjoy the ride.” – Anthony Bourdain.
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