Concept
A sharp campaign idea built around the audience, the emotional hook, and the business outcome.
We build the campaign worth filming.
Based in Las Vegas, RackFocus Cinema develops the idea, the pitch, the production plan, and the film system brands can actually use. Not one-off coverage. A reason to watch.
From video vendor to creative partner.
Most companies know they need video, but they do not always know what the film should be. We bring them the concept: the story, the visual world, the campaign shape, and the production path.
The RackFocus method
A campaign deck before a camera package.
Treatment
The look, tone, structure, and story logic, presented like a director’s pitch.
Production plan
Locations, schedule, crew, deliverables, and the smartest way to execute.
Content system
Hero film, vertical cuts, recruitment pieces, founder stories, event recaps, paid ad cutdowns, and stills.
Prototype campaign format
One idea. Many useful assets.
The goal is to walk into a company with more than a reel. We show them the campaign they could make, then give them the confidence that RackFocus can build it.
Hero film
30s cutdown
15s social
Vertical reels
Founder story
Recruitment clips
Launch stills
Landing page
Selected work
Stories, people, and places worth filming.
Filmed and edited by Steele Rutherford.
Event Recap
Tom Ferry 20th Anniversary Recap
Motorsport film
HM Road Racing COTA Race
Construction story
Bodec
Success Magazine teaser
Steve Aoki
Event recap
EXP Barcelona
Recovery story
Paul Padda
Where this can go first
Campaign ideas by market.
Events
The People Who Connect
Recaps, sponsor value, audience energy, next-year demand.
Editorial
The People Who Lead
Founder POV, thought leadership, authority pieces.
Brands
The People Who Inspire
Product worlds, customer belief, campaign films.
Construction
The People Who Build
Recruitment, progress stories, pride-of-work campaigns.
Legal
The People Who Make the Case
Trust, advocacy, client education, reputation.
Real Estate
The People Who Open Doors
Developments, communities, agents, hospitality.
Medical
The People Who Care
Patient trust, recruiting, provider stories, service lines.
Editorial
The People Who Lead
Founder POV, thought leadership, authority pieces.
Brands
The People Who Inspire
Product worlds, customer belief, campaign films.
Construction
The People Who Build
Recruitment, progress stories, pride-of-work campaigns.
Legal
The People Who Make the Case
Trust, advocacy, client education, reputation.
Real Estate
The People Who Open Doors
Developments, communities, agents, hospitality.
Medical
The People Who Care
Patient trust, recruiting, provider stories, service lines.
Built by RackFocus
Directed by the idea, not the invoice.
RackFocus is led by Steele and Megan Rutherford. Steele builds the films and campaign concepts. Megan is the Eye of the Storm: 51% owner, business partner, biggest believer, and a master’s-educated force behind the company.
Woman-owned. Story-led. Built for companies that need more than a camera crew.
The pitch
Bring us the business problem.
We will bring back
the filmable idea.
A RackFocus campaign can start as a custom web deck: concept, treatment, shot plan, timeline, budget range, and launch assets. Then it becomes the production.
See the sample campaign deckFrom the production company
Latest Social Posts
Short updates and videos from RackFocus Cinema on filming, production, and recent work.
The work does not end when recording stops
Those moments still need to make it safely to the next stage. Treating the original media with care, making verified copies, and keeping a clear record are quiet parts of respecting what everyone gave to the day.
A published RackFocus Cinema production note. Read the original for its complete context.
Make Questions Easy
I want the next step to be clear and the questions easy to ask Good preparation should make the room easier to work in
A published RackFocus Cinema production note. Read the original for its complete context.
Build calm into the production day
Knowing the next step, the reason for a change, and who needs a minute can settle a room. Clear expectations leave more attention for the work. They also make it easier for someone to say what they need.
A published RackFocus Cinema production note. Read the original for its complete context.
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Latest Social Posts
Short updates and videos from RackFocus Cinema.
Filmmaking Blog
Practical, in-depth filmmaking articles.
Start small
Want a campaign idea for your company?
Send the company, the audience, and the problem. We will shape the story, then decide what needs to be filmed.