StorySquad launches video storytelling hub
Link to original PR Week story.
Hamilton Media DC founder Jay Hamilton has joined a video storytelling hub called StorySquad, effective this month. The company straddles the edge of video production and PR, aiming to tell company and agency stories through a journalistic lens.
Hamilton founded the digital PR company Hamilton Media DC in 2017. He plans to wind down the agency as he prepares to join StorySquad full-time starting next week. StorySquad is a result of former Emmy Award-winning broadcast journalists coming together to practice brand journalism and tell corporate narratives in an authentic way.
StorySauad Team: TIna Babarovic, Jay Hamilton, Casey Sattler
“While corporations have hired journalists, they still lack quality video storytellers inhouse who can uncover a story and keep it real. We have extensive experience in both network newsrooms and corporate boardrooms,” Hamilton said. “StorySquad fits a new model for corporations who want to really take the journalistic approach and work with an outside group who can get it done fast within a multi-approval process. We know that world.”
In addition to Hamilton, co-founders and partners Casey Sattler and Tina Babarovic will lead the squad with a collection of 6 to 10 creatives that make up the team’s creative hub. All partners come from a background in journalism and corporate communications.
“We come in, we understand what’s going on, we try to get the story quickly, and then we distill that marketing message and find an approach to it, like a newsroom.”
Prior to Hamilton Media, Hamilton previously worked as an executive producer and reporter at ABC Network’s WJLA-TV as well as heading Marriott International’s first Digital Corporate Relations unit. Sattler previously worked as a designer for ABC News and chief creative officer at Eclectic Gorilla Studios, in addition to working as CCO at Revolution Agency. He now works full-time on StorySquad as partner and chief creative officer. Babarovic also comes from a background at ABC as a producer, ESPN as a managing producer and is still practicing journalism as an investigative producer for NewsNation Network. In her partner role, she will serve as an editorial consultant for the immediate future as she continues pursuing her passion in journalism.
The partners credit their experience working in corporate boardrooms and network newsrooms as their unique approach, understanding the inner workings, workflows, deadlines and budgets at companies. StorySquad also boasts a quick turnaround time in comparison to other agencies that typically could take months to produce content for clients, according to Sattler.
“Essentially, what we do is we approach it like a broadcast journalism story,” Sattler said. “We come in, we understand what's going on, we try to get the story quickly, and then we distill that marketing message and find an approach to it, like a newsroom.”
The firm soft-launched last year to intentionally ease in and understand the space. With the official launch, the partners hope to increase their client pool, expand techniques beyond video to animation and illustration and formalize their place in the industry.
Funding for the agency stemmed from the partners’ own capital. Earnings from client partnerships and returning business go back into the agency as they continue to grow and expand, Sattler and Hamilton said.
“We're like a little startup that could,” Sattler said. “We're under no illusions that we're going to be taking on Ogilvy. If Ogilvy wants to hire us to do a project, we'll be happy to work with them, but we're not in competition with those giant groups. We have our own niche and it’s in demand as every message and video today is scrutinized for realism.”
StorySquad was awarded a Best of the Internet Webby award for their YouTube video series on color for their client Xerox in 2022. Some of the agency's previous and existing clients include Marriott International, Hampton Inn and Sodexo.