Post House Creative uses inventive methods to help clients shine.

Post House Creative uses inventive methods to help clients shine.

When the door of one enterprise closes, another one opens-and another and another.

That's the story for Tim Flaherty, who watched the Columbus Sports Network close up shop and then decided to open his own company.

"After working in news at ABC and Fox, I started at the Columbus Sports Network, which worked with the Columbus Crew, the (Arena Football League) Destroyers and the Clippers," says Flaherty, who is now Post House Creative's owner-director. When CSN folded in 2008, he found contacts from his news days and fulfilled some contracts CSN could no longer perform, building a small business around sports and automotive.

Post House Creative, formerly known as Post House for its post-production editing and effects, has expanded to offer creative video for every conceivable service.

The company now typically operates with 20 staff on assignment, including 10 flex-team members in production and editing. Crews of six travel cross-country and internationally, often for image destination films, with cameras and microphones acting as passports to high-end travel.

"When I brought on Rick Green, our director of business development, we wanted to do destination marketing, to go to the cool place and show the world how awesome it is through video content. We were looking for just a demo reel-a place that had the infinity pool, that was on the beach, and so we could develop this destination image marketing segment," Flaherty says.

"We landed on a company called Inspirato, which partners with American Express," he says. "We hit them at the right time, and we ended up doing three trips in a month. We started out in Sonoma, Calif.; Cabo, Mexico; and then went down to St. John's."

"There's nothing like catching a real sunset in Tuscany, or walking into the room and seeing things others can't see," he says. "The end goal is to move the marketing needle, to entertain and emotionally motivate."

"It's the emotion evoked by selecting the right kind of music, or working with a composer to get the right mood and feel, working with sound design to elicit emotion, knowing our framing and cinematic images to know that every frame can tell a story," Flaherty says. "We may do that in our subconscious, but it's all pushing forward ultimately to telling our client's story in a very crowded world with marketing messages coming at you all the time."

"They know our business, our product and our fans," not just video production, says J.D. Kershaw, vice president of marketing for the Columbus Blue Jackets, of Post House Creative. "A lot of people say hockey doesn't translate well to TV, but hockey live is an amazing sport."

"For them to capture that live feeling-not only the on-ice action, but a lot of things going on in this building, the entire show, the cannon, the promotional events-they do a great job of capturing the spirit of that. They're familiar with the product, so when they come in we don't need a detailed shot list. They understand what they need to get."

"The Blue Jackets' March With US campaign feels connected on every medium, whether it's the printed tickets, the website, social media and how their marketing appears on every surface," Flaherty says. "So if you go to the (John Glenn Columbus International) Airport C terminal, there is that big marquee and video surface there. Any traveler to Columbus gets to see that content, designed specifically for that space, rather than a 16x9 television screen."

That customization extends to video for web and social media. "Online video is very personal. You walk around with a phone in your pocket, and from a marketing standpoint, you're immediately connected with a customer at any hour of the day," Flaherty says.

Post House Creative bills its employees as "Content Creators Who Think Like Marketers," and the 50-odd clients include both corporate and consumer accounts, some with scheduled ad spots and others requiring a more creative approach, making marketing questions essential, Flaherty says.

"Then you take this big box of endless possibilities, and you collect the data that speaks exactly to that customer. You get to speak to that customer in a million different ways. That's the creative freedom of it."

Mike Mahoney is a freelance writer.