Hello, I’m Jason Flakes film director and owner of Visual 14. I’ve led projects ranging from short marketing videos to full-scale documentaries, and if there’s one thing I’ve learned, it’s this: no two projects are the same. Every client and every project brings a unique vision, set of challenges, and goals. After working on countless creative and production projects over the years, I can confirm that every project is unique . That’s why I always start with a discovery call an initial conversation to understand the scope of your project and your needs . In this blog post, I want to share why discovery calls are so important and how they set the stage for a successful collaboration.

When you reach out with a new idea or project, my first step is to schedule a discovery call. Why? Because your story, your brand, and your objectives are unlike anyone else’s. A discovery call gives us a dedicated space to dive into your project needs and nuances from the very start . Instead of assuming anything, I take this time to learn what makes your project special.

Think of it as laying the foundation for a building: without a solid understanding upfront, we’d risk misalignment later. In fact, kicking off the process with a discovery session ensures everyone involved is on the same page and working toward a common goal . Skipping this step could lead to wasted efforts, endless revisions, or a final product that misses the mark. By contrast, a thoughtful discovery call helps us avoid those pitfalls and start the project right.

Building Rapport and Trust

One of the first things I aim to do on a discovery call is build a genuine connection with you. In our industry, relationships matter. The primary goal of a discovery call is to build rapport and trust with you . I want you to feel comfortable sharing your vision and concerns. We’ll get to know each other as people  what excites you about the project, what keeps you up at night  beyond just the business talk.

When we establish trust early on, communication flows more freely. You can sense that I’m invested in your success (because I truly am), and I’m listening to every detail. This rapport creates a safe space for honest dialogue. By the time we’re done with our call, you should feel heard, valued, and understood, like we’re on the same team (because we are).

Clarifying Goals and Vision

Every creative or production project has a goal  or several. On our discovery call, I’ll ask questions to clarify exactly what you want to achieve. It’s my job to uncover the vision in your head and the objectives you have for the project. A discovery conversation is designed to assess your needs, goals, and challenges . In plain terms, I’m figuring out what success looks like for you.

Maybe you want to increase brand awareness with a stunning video, or perhaps you need to drive conversions with a compelling story. By clarifying these goals upfront, I can ensure that my creative approach aligns with your expectations from day one. It also helps me tailor our strategy  whether that’s focusing on emotional storytelling, highlighting product features, or something entirely different  so that it hits the targets that matter most to you.

Identifying Challenges Early 

Just as important as your goals are the challenges or obstacles you’re facing. What’s standing in the way of your vision? During the discovery call, I’ll invite you to talk about any pain points, past difficulties, or worries you have regarding the project. This is a chance for us to put all the cards on the table. A discovery call is a foundational step to understanding not only your goals but also any challenges you face .

By identifying these challenges early, we can proactively address them. For example, you might be concerned about a tight timeline, unsure how to reach a particular audience, or have had a disappointing experience with a previous video project. When I know these hurdles, I can plan around them or find solutions so they don’t derail us. In short, discovery calls help us spot potential roadblocks in advance, rather than stumbling over them later.

Setting Clear Expectations 

Nobody likes unpleasant surprises, especially in creative projects. That’s why I use the discovery call to set clear expectations on both sides. We’ll discuss timelines, budgets (more on that in a moment), how the process will unfold, and what a successful outcome will look like. This upfront alignment makes sure we’re aiming for the same target. In fact, a good discovery process “ensures that everyone involved in the project is on the same page and working towards a common goal.”

By the end of our call, you should know exactly what to expect from me and my team and I should know exactly what you expect from the project. We’ll touch on deliverables, communication preferences, and any other key details. Setting these expectations early means fewer misunderstandings later. It creates accountability on both sides and builds confidence that the project is feasible and well-planned. Essentially, we’re agreeing on a roadmap together before we hit the road.

My Top Discovery Call Questions (and Why I Ask Them)

During a discovery call, I have a mental checklist of topics I want to cover. It’s not a rigid script (every conversation flows differently), but there are certain key questions I almost always ask to get a well-rounded understanding of your project. Here are some of my preferred discovery call questions and why they matter:

1. Can you tell me about your current business or project?  I like to start by hearing, in your own words, about your business and what you’re working on. Every business owner loves talking about their “baby,” and showing genuine interest immediately creates a connection . This question gives you a chance to share your passion and it gives me invaluable context. As you describe your company or project, I’m listening for the big picture: your industry, your product or service, your brand personality, and what you value. Beyond the warm vibes this question generates, it reveals your focus and priorities – often hinting at your overarching goal for the project, which I can later mirror back to ensure I’ve got it right .

2. What are your current objectives and goals?  Once I understand the general context, we zero in on what you want to accomplish. Here, I’m asking: What does success look like for you? This might be increasing sales by X%, getting more engagement on social media, educating your audience, etc. Pinpointing your primary objectives helps me align our creative direction with those targets. It ensures we both know what we’re aiming for so we can measure success later. Defining your goal upfront also helps in setting the right expectations. (For instance, if your goal is to double your online conversions, we might focus on a different style of video than if your goal is purely educational content.) In essence, this question is about locking in the vision of success so I can tailor our approach to achieve it – and even reverse-engineer the project steps needed to get there .

3. Who is your target audience?  Every effective film or video needs to speak to someone. I’ll ask you to describe the people you want to reach  your ideal viewer or customer. Is it young adults on TikTok, C-suite executives, local families in your community, or a specific niche group? Understanding your target audience is critical because it influences countless creative decisions, from tone and style to distribution strategy. This question also tells me how well you understand your audience. If you can describe them in detail (e.g. “women in their 30s who are first time homebuyers”), it shows you’ve done your homework and perhaps even have market research handy . If the description is very broad (e.g. “umm, everyone?”), that’s a sign we may need to refine the audience definition together so the content truly resonates . Either way, knowing the target audience helps us tailor the story and visuals to engage the right people.

4. Can you describe any specific challenges or obstacles you’ve faced?  I want to know if there are pain points or hurdles that have been hindering you. Maybe a previous marketing video fell flat, or you’re struggling with limited footage, or internal approval processes are slow. By sharing obstacles you’ve encountered, you allow me to strategize solutions. It also helps ensure we don’t repeat approaches that didn’t work before. Often, this discussion sheds light on underlying issues  perhaps a messaging disconnect or a production bottleneck that we can address in our new project plan. Remember, a discovery call is as much about uncovering problems as it is about goals. When I ask about challenges, I’m effectively asking “What keeps you up at night about this project?” so we can tackle those concerns head-on. This honesty upfront means fewer surprises later and shows you that I’m here to help solve problems, not just deliver a one-size-fits-all service.

5. Have you worked with similar providers or solutions in the past?  This is where I inquire about your past experiences with services like mine (e.g. other video production teams, agencies, or creative solutions you’ve tried). If you have worked with someone else before, I want to know what worked well and what didn’t . This history is incredibly informative. It reveals your experience level and perhaps any dissatisfaction or gaps left by previous solutions. For example, if you say, “We hired a video company last year but weren’t happy with the storytelling,”that’s a big clue for me to prioritize narrative quality. Or maybe “We tried doing it in-house but ran over budget,”which flags that project management and budgeting will be important. Knowing your past helps me avoid repeating mistakes and allows me to double down on aspects you value. And if you haven’t worked with anyone similar before, that’s fine  it just means we’ll spend a bit more time discussing how we operate so you feel comfortable with the process.

6. What is your marketing budget?  Budget is a sensitive but crucial topic. I’ll ask about your overall marketing budget or range, which gives me an idea of the scale we’re working with. This isn’t about prying into your finances – it’s about ensuring any proposal I develop is in line with what you can invest. Understanding the budget you’ve allocated for marketing (and by extension, for this project) prevents us from talking grand ideas that turn out to be unfeasible financially. It also tells me how this project fits into your broader marketing efforts. For instance, if your annual marketing budget is $500k and you’re talking to me about a flagship brand video, that context helps frame an appropriate scope. On the other hand, if the budget is very limited, I know we need to get extra creative with resources. Discussing budget early is about transparency and alignment. Without it, there’s a risk I might propose something either far above or below what you’re expecting  which could lead to scope creep or “sticker shock” later if not addressed now . By being open about budget, we ensure we’re planning something realistic and sustainable.

7. How much were you thinking you would invest in a service like this?  This is a more direct follow-up to the budget question. Sometimes, clients have a specific number in mind for the project or have gotten quotes elsewhere. I’ll often ask this to gauge your expectations versus the reality of what you’re asking for. It helps me understand if we’re on the same page financially. If your expectation is significantly off from typical costs, this is a gentle way to surface that discrepancy so we can discuss it. My goal is never to upsell, but rather to make sure that if we proceed, the budget you’re comfortable with can truly achieve your goals. Getting this clarity now prevents heartbreak later. I’ve learned (sometimes the hard way) that not discussing budget can lead to underbidding and uncompensated work, or overbidding and scaring the client away . Neither is good for anyone. So, I prefer we talk openly about investment early. That way, I can tailor my solution to fit your financial comfort zone – whether that means scaling the project up or down, or offering phased options. It’s all about honesty and finding a win-win plan.

8. How would solving this problem make you feel?  This might sound like an unusual question, but it’s one of my favorites. After we’ve covered the facts and figures, I want to understand the emotional driver behind the project. If we knock this project out of the park, how will that impact you on a personal level? Will it be a relief, a proud achievement, a long-awaited victory for your business? When you describe how success feels, it gives me insight into why this project truly matters. It shifts the conversation from just business metrics to human terms. Your answer often provides powerful language and insight that even our marketing strategy can benefit from  it’s the language of impact . For example, if you say “It would be such a weight off my shoulders” or “I’d feel confident taking our company to the next level,” I now know the deeper value this project holds for you. I can then make sure our work delivers not just the technical outcome, but that emotional payoff as well. Plus, asking this question shows that I care about you, not just the transaction. It’s a chance for you to pause and envision the finish line, and for me to learn what truly motivates you. That knowledge helps me craft a story and result that will genuinely satisfy you and your stakeholders.

These questions (and others that come up organically) form the core of our discovery discussion. Throughout, my goal is to listen actively and ask thoughtful follow-ups. Often, I’ll recap what you’ve told me to confirm I’ve got it right  which brings me to a couple of techniques I use in every discovery call.

To get the most out of a discovery call, I rely on active listening techniques. One such technique is often called “playback.” In practice, this means I will repeat or paraphrase what I’ve heard you say  using your key words  to confirm I understand correctly . For example, I might say, “So it sounds like X is very important to you, did I get that right?” This might seem simple, but it’s powerful. By doing this playback, we both get to verify that I’ve accurately captured your meaning. It also shows you that I’m paying close attention. (No generic nodding and “uh-huh” here  I’m truly engaged.) This real-time summarizing gives you a chance to clarify anything I might have misunderstood before we move on. It keeps us aligned at each step of the conversation. Effective communication is the bedrock of any successful project, and paraphrasing our discussion in real-time is a great way to ensure nothing slips through the cracks .

Another technique I emphasize is emotional probing  gently digging into the feelings and motivations behind your answers. We touched on this with the “how would it make you feel” question above. The reason I probe on the emotional side is that creative projects aren’t just transactional; they’re personal. Whether you’re launching a new brand or telling a story close to your heart, there’s emotion involved. By exploring those feelings, I gain a deeper understanding of what’s driving you. Maybe it’s the pride of building your brand, the relief of solving a nagging problem, or the excitement of outshining a competitor. Knowing this helps me tailor the project in a way that will truly satisfy you. It also helps you feel genuinely heard on a human level. This isn’t therapy, of course, but it is about empathy. When I know how you feel and how you want to feel at the project’s end, I can infuse that into the work. In fact, hearing your emotional perspective often gives me language and angles to use in the creative itself  for instance, if you express the impact in certain words, I can echo that language to show the value our solution will have in your life or business . Ultimately, combining active listening and emotional insight ensures our collaboration isn’t just technically aligned, but also personally meaningful.

It’s About Alignment, Not a Sales Pitch 

I want to stress one final point: a discovery call with me is not a hard sales pitch. The tone of these calls is consultative and exploratory. In the early stages of a project, the focus should be on understanding and alignment, not on closing a deal. In fact, a discovery call is explicitly not an opportunity to try to “hard sell”  doing so would only hurt the relationship . You’ll notice I’m not pushing services at you during this call. Instead, I’m asking questions and listening. I see the discovery call as a two-way street: it’s as much for you to evaluate me and Visual 14 as it is for me to evaluate your project needs.

 My job in this call is to act as a trusted advisor  to consult, not to sell. By taking this measured, no-pressure approach, we can both ensure there’s a genuine fit before any commitments are made. If after our discussion I realize I’m not the best person to help you, I’ll be honest about it. And I hope you’ll feel free to be honest if you feel we’re not the right match, too. It’s better for both of us to know that now. When we do decide to move forward, it will be based on a foundation of carefully considered fit and mutual enthusiasm, not a rush of sales talk .

To me, success isn’t just winning a project  it’s delivering a project that works for you and building a relationship for the long term. Many of my clients come back for future projects, which I believe is a testament to this alignment-first philosophy. By fostering a solid relationship built on understanding, we set ourselves up for smooth collaboration and, hopefully, results that exceed your expectations down the road .

In conclusion, a discovery call is an investment of time that pays off massively throughout a creative or production project. It’s where we plant the seeds of success by understanding each other deeply. When you hop on a call with me, expect a warm, down-to-earth conversation about your project  no jargon overload, no high-pressure tactics. By the end of it, you’ll have a clearer picture of how we can bring your vision to life, and I’ll have the insights I need to craft a proposal or plan that truly aligns with your goals.

 So, if you’re considering kicking off a new project, let’s start with a discovery call. It’s our chance to get it right from the get-go. I’m here to listen, learn, and lend my expertise to your vision. Together, we’ll set the foundation for something amazing.

A well-crafted video can do more for your nonprofit than a dozen brochures or social media posts. It can move donors to give, volunteers to act, and communities to rally behind your mission.

But not all nonprofit videos are created equal. At Visual 14, we’ve worked with organizations across the country—and around the world to produce visual stories that drive meaningful change.

Here are five essential ingredients every successful nonprofit video should include:

1. A Real Human Story

Forget facts and figures at the start—lead with people. Viewers connect with stories about individuals, not abstract causes. Start your video with a relatable face, a compelling voice, or a personal challenge.

Example: Instead of “We help 3,000 families each year,” try “Maria was living in her car with two children when we met her.”

Why it works: It draws the viewer in emotionally—and makes your mission feel real.

2. A Clear Problem and Purpose

Within the first 15–20 seconds, the viewer should understand:

• What issue you’re addressing
• Why it matters
• What you’re doing about it

Don’t assume they already know your cause. Use visuals, narration, or quotes to quickly paint the picture—and then position your nonprofit as part of the solution.

3. Visual Authenticity

Your video doesn’t need to be flashy—it needs to be authentic. Real footage, natural lighting, and honest interviews build trust. Avoid over-polished stock content or scripted testimonials.

At Visual 14, we use a mix of handheld camera work, documentary-style interviews, and location sound to bring out genuine emotion and credibility.

4. A Call to Action That Feels Personal

What do you want the viewer to do after watching? Donate? Volunteer? Share? Be specific—but also human.

Example:

Instead of “Click the link below to give,” say:
“Your gift today could give someone like Maria a place to call home.”

Make the viewer feel like they’re part of the mission, not just a transaction.

5. Brevity with Impact

Attention spans are short. Keep your video under 2 minutes—or even better, under 60 seconds for social media. The goal is to inspire curiosity and emotion, not explain everything.

Structure idea:

• 10 seconds: Hook (a moment, voice, or question)
• 30 seconds: Problem + what you do
• 15 seconds: Transformation
• 5–10 seconds: Call to action

If your story resonates, people will want to learn more.

A nonprofit video isn’t just a marketing tool—it’s a bridge between your mission and the people who care about it. When you lead with heart, clarity, and purpose, your video becomes more than content—it becomes community-building media.

Want to make your next nonprofit video unforgettable?

Contact us at Visual 14 and let’s bring your mission to life—frame by frame.

In the relentless pursuit of success, work-life balance often takes a backseat. But what if there was a way to achieve harmony between professional ambitions and personal well-being? Enter the “Hustle Equation Journal,” a revolutionary concept developed by Jason Flakes, which promises to transform your approach to life and work.

At the heart of the journal lies the “Hustle Equation,” a unique formula created by Flakes after extensive research into various aspects of rest and work. This equation takes into account:

1. Different types of rest, including sleep hours, vacation time, and brain breaks.
2. The 20-20 rule for efficient work and rest intervals.
3. The science behind addiction recovery and its relation to work habits.
4. A balance between work necessities and essential rest.

Designing the Journal
Leveraging his expertise in industrial design and lifestyle design, Flakes has meticulously designed this 90-day journal to guide individuals towards achieving work-life harmony. It’s not just a planner; it’s a journey towards a more balanced life.

Features of the Hustle Equation Journal

1. Daily Blessings: Start each day with a positive outlook.
2. Detox Weeks: Regular intervals to cleanse life of non-joyful elements.
3. Weekly Wins and Recaps: Acknowledge and celebrate your successes.
4. Work-Life Balance Tips: Tailored advice for maintaining equilibrium.

In today’s fast-paced environment, this journal stands out as a beacon for self-care and well-being. It shifts the focus from mere productivity to holistic well-being, offering:

1. Practical Tools: For balancing personal and professional lives.
2. Positive Impact: On mental health and overall happiness.
3. Customizable Approach: Adaptable to individual lifestyles and needs.

Transform Your Life with the Hustle Equation
The Hustle Equation Journal is more than a planner; it’s a lifestyle change. Compact and thoughtfully designed, it’s an essential tool for anyone looking to bring balance and joy into their life.

Get Your Copy
Ready to embark on a journey towards work-life harmony? Purchase your copy of the Hustle Equation Journal today and experience the transformative power of balance. 

In this blog post, Jason Flakes, a renowned film director and producer, shares his unique experience of delivering his first TED Talk. Known for his spontaneity and extemporaneous speaking style, Jason faced new challenges in adapting to the structured format of a TED presentation. He reflects on the learning curve, the behind-the-scenes preparations, and the profound insights gained from this journey.

1. The Challenge of Scripted Speaking: For someone accustomed to spontaneous speaking, adhering to a scripted TED Talk was a hurdle. Remembering and delivering the talk naturally, while hitting key points, required a shift in approach.

2. Performance vs. Speech: TED Talks are more than speeches; they’re performances. Speakers must navigate specific stage marks for emphasis, transforming a talk into an act.
3. Crafting a Viral-worthy Theme: Developing a theme with viral potential was a tough yet enlightening process. Despite not going viral, the talk was well-received, highlighting the unpredictability of audience engagement.
4. Navigating the TED Brand: Understanding and aligning with TED’s brand and content guidelines was crucial. TED’s emphasis on political correctness and brand alignment shaped the content and delivery of the talk.
5. The Value of a TEDx Coach: Working with a TEDx coach was invaluable. Regular sessions helped refine the talk, ensuring it was polished and impactful.
6. Recording Process: The TED recording process involves filming the talk twice – once without an audience and once with. This approach allows for the best parts of both recordings to be combined for the final video.
7. Pre-Talk Preparations: Unique amenities like massages and chiropractic services helped maintain mindfulness and relaxation. Voice exercises and enunciation practice were key in ensuring clear and effective communication.
8. Audience and Language Considerations: Understanding the global TED audience influenced language choices, steering away from slang and vernacular to appeal to a broader demographic.

My TED Talk experience, though challenging, was incredibly rewarding. It pushed me out of my comfort zone, honed my public speaking skills, and provided a platform to share my insights with a global audience. This journey has not only been a milestone in my career but also a personal growth experience, one that I am eager to embark on again in the future.

Project Overview:

Hilton sought a creative team to generate a distinct visual identity for its breakfast offerings across six hotel brands. The project, centered in the Washington D.C. area, required a suite of high-quality photographic and video assets, including still images, stop-motion GIFs, and video vignettes. This campaign was pivotal in re-introducing Hilton's enhanced breakfast experience post-pandemic and aimed at setting a new standard for complimentary hotel breakfasts.

Objective:

The brief focused on differentiating Hilton's breakfast services for its Focused Service and All Suites brands. The intention was to not only highlight the quality and variety of the breakfast options but also to infuse the unique personality of each brand into the visual content. Additionally, for Hilton Garden Inn, the scope extended to capturing their broader food and beverage offerings, including handcrafted cocktails and evening meals.

Challenges:

1. Diverse Brand Representation: Each of the six brands required a distinct visual representation while maintaining a cohesive look under the overarching "What's for Breakfast?" concept.
2. High-Volume Production: The brief demanded an extensive output - approximately 20 still images, 2-3 stop-motion GIFs, and 3-4 video vignettes for each brand.
3. Logistical Coordination: Organizing and executing the shoot in a studio with a commercial kitchen, accommodating the large Hilton team, and managing a high volume of food preparation and styling.

Approach and Execution:

1. Creative Direction: We developed a unique visual language for each brand, adhering to Hilton's detailed guidelines. This included specific shot lists, brand colors, and talent requirements.
2. Team Collaboration: Our team, including a Director of Photography and a skilled food stylist, worked closely to ensure each brand's essence was captured authentically.
3. Studio Selection: We chose a studio in the DC area with the necessary facilities to support the large-scale production.
4. Talent and Styling: We carefully selected diverse hand talent, aligning with Hilton's commitment to inclusivity, and coordinated with Hilton's representatives for food preparation and plating.

Outcomes:

1. Brand Differentiation: Successfully captured the unique breakfast offerings and brand personality for each Hilton brand.
2. Visual Impact: Delivered a comprehensive suite of assets that were visually engaging and aligned with the creative brief.
3. Operational Efficiency: Despite the complexity and scale of the project, all deliverables were completed within a tight timeline, showcasing our team's ability to manage large-scale, multifaceted productions effectively.

Conclusion:

The "What's for Breakfast?" campaign was a resounding success, significantly elevating Hilton's breakfast offerings in the competitive hotel market. The project not only showcased our team's versatility in handling diverse brand requirements but also reinforced Hilton's position as a leader in offering superior guest experiences.