There Is a Process to Telling a Good Story

A Day in the Life of Director of Video Production Jason Kershner

Ever since he was old enough to pick up a camera, Jason Kershner, director of video production at Stagedge, has loved captivating audiences. As a full-service event and video production company, Stagedge values innovative storytelling—which is why Kershner felt right at home from the start. In this revealing Q&A, Kershner recounts his origins, his work at Stagedge, and the excitement that comes from helping clients tell their stories.

Q: How did you begin your career in video?

JK: As a child, I loved walking around with a video camera, capturing moments, and making home movies. I loved watching movies and TV shows, and often found myself asking: how did they do that? Why are these stories capturing my attention? I also loved special effects(and still do).

I majored in communications in college, with a focus on journalism and video production, and was also a multi-sport athlete. Merging my two passions, I was fortunate to move right into a career working for ESPN. Working for a global media company exposed me to videography, storytelling, and reaching audiences in a grand capacity, and across all platforms. This trained me in content development, and reaching massive global audiences. In broadcast, and especially when covering live events, you’re taught to research and prepare for moments, and get the stories right—and this skill is essential in helping our clients communicate their message here at Stagedge. After ESPN, I took a position as a creative director with an event production company, incorporating live and studio broadcast workflows with storytelling, which ultimately led me to Stagedge.

Q: Your broadcast experience gives video at Stagedge a unique “edge.” Can you tell us about how you apply your broadcast experience to events?

JK: Broadcast television production and event production audience engagement has a lot in common: they not only want to tell a good story while making an impact, but they also want to showcase creativity and innovation. Event production is about live experiences and live moments. It’s about presenting content and generating experiences which resonate on an emotional and memorable level, both in person and digitally. Working in live broadcast taught me how to prepare for, and capture moments while also being able to quickly pivot and adapt when necessary. This really translates to both industries, and in video production overall. While at ESPN, I was also trained by leaders in journalism, interviewing, and storytelling – all applicable skills in event production and content creation.

Working in live broadcast taught me how to prepare for, and capture moments while also being able to quickly pivot and adapt when necessary.

Q: How did you come to work with Stagedge?

JK: Stagedge has been at the forefront of event production and content development, with an impressive client base for decades.

During the growing emergence of incorporating virtual platforms and broadcast-type elements in events a few years ago, opportunities to reach broad audiences through technologies consistent with what audiences were accustomed to seeing when they turned on TV was becoming part of event planning.

My background and skillset in broadcast, combined with my experience as a Creative Director with a focus on video production and storytelling, presented an opportunity for me to join a great team and contribute to all types of productions.

Q: What does a typical day look like for you? Do you have a typical day?

JK: Every company has a story to tell—and video is a great way to do it. Today, all events should incorporate video production, which is arguably the fastest, most efficient way to deliver messages and reach an audience. Stagedge has a vast array of clients, all with customized needs. It’s my responsibility to figure out the best ways to harness video production to supplement branding and messaging, helping them deliver their important messages. I work with both the creative team—designers, editors, art directors—and the executive team to determine needs and resources. My day-to-day tasks include overseeing video projects and video-related event elements, working with vendors, managing budgets, researching technologies, and working directly with clients through all levels and departments of their organization.

Today, all events should incorporate video production, which is arguably the fastest, and most efficient way to deliver messages and reach an audience.

Q: What’s a project that you worked on recently that you really enjoyed?  

JK: There are so many!

We recently produced a large event for a global client, which presented a great opportunity for wrap-around coverage with daily pre-event and post-event studio shows as well as specialty on-demand content for people to watch post-event. We produced this content with an on-site studio just like a TV network would cover a live event. Likening it to a sporting event with terminology, we produced a pre-game show before the general session each day, introducing day’s upcoming highlights and important information about the event, as well as exclusive executive and specialty interviews, which otherwise may not have been captured. We also produced a post-general session show which recapped key messages delivered, interviews with presenters, and a preview of what to expect the following day. One key aspect of this which helped ensure audience retention was live and seamless transition of coverage to and from all components of the event with the studio show. It was consistent with broadcast coverage I have been a part of in the past and an exciting element for the client.

Q: What’s something about your job that might happily surprise people?

JK: Clients appreciate our attention to detail in learning about their brand and how best to tell their story. As part of that customized process, we are proactive in researching technologies and are very strategic about how we introduce and integrate tech and creative—we don’t like to use technology without a purpose.

There is a process to telling a good story. Knowing how and when to integrate tech and innovation is a skill. Often, clients will say something like, “We had no idea this type of technology existed.” We want to make sure we execute with ROI in mind for every project and client— while delivering and exceeding expectations.

Q: In the past decade, video has become an increasingly important part of the way we communicate. How has that changed your work? How do you see the role of video evolving in the future?

JK: Video needs to be as accessible as possible, and as efficiently produced as possible. Creating the right type and impactful video is so important because of the number of choices consumers and audiences have to view content. Content needs to be versatile and have longevity across media and platforms. You need to keep up with trends, like retention rates, innovative and interactive elements, and where people are hosting and going for their content. And video is only going to become more important—there’s always a new platform. These types of things are always in mind and how we approach video production and overall content development for our clients as well as our own content. So overall, I believe this will continue to evolve and be a part of content strategies more and more.

Q: What upcoming trends are you excited about? Are there trends you would steer clients away from?

JK: We’ve produced a lot of videos with interactive motion graphics and animation. When a video contains these elements, it’s engaging and provides opportunities for presenters and viewers to interact with the content. And when attendees can activate VR/AR through their own physical movement, or a presenter can trigger a visual element during a video or presentation, it makes for a great viewer experience.

AI is pretty amazing—but being selective and strategic about how it’s created, integrated, and how it’s used to tell stories is very important. The definition of the AI video landscape is only just beginning—so… excited, but a little cautious to recommend without a client performing due diligence.

Q: What advice would you give someone looking to start a career in video or events?

JK: Video production is exciting. Education on any front is important, whether attending a school and majoring in some aspect of broadcast or video production, or by learning hands-on, education about the industry and craft is imperative. Think critically about the videos and shows you watch and the different aspects of what you like and want to learn. Then take the initiative to get experience. It is fundamental for anyone starting in this field to get hands-on experience and try things. Connect with people and try to have conversations with experienced professionals. There are also a lot of online presentations and sessions to attend, with a great community of creatives who love to post and talk all aspects of video.

Because of technology and especially with the accessibility of even a cell phone, most people can film some sort of video now—but very few can do it well. The content that Stagedge creates, leveraging experienced technicians and professional-grade technology, is very different. Our approach, our technology, and our commitment to telling the best story truly differentiates us from other companies.

Interested in integrating professional-grade technology into your next event or video production? Learn how Stagedge helped transform ADI’s live event into a unique virtual experience, rich with immersive broadcasting and on-demand video trainings—or reach out to us to learn more.

Stagedge: Elevating Event Production Experiences for 50 years is proud to be one of Boston's premier full-service event production companies dedicated to conceiving, creating, and executing immersive brand experiences through live, virtual & hybrid events, domestically, and worldwide.