From Welder to Video Producer: Jake Doucette – Phitted Media
In the latest episode of Local Business Unboxed, host Jon Almas sits down with Jake Doucette , founder of Phitted Media, a thriving video production company based in Hampton, New Hampshire. What started as a passion for photography and videography has evolved into a versatile business serving corporate clients, local businesses, and everything in between. Jake shares his journey from working as a welder to building a successful media production company, offering valuable insights for anyone looking to turn their creative passion into a sustainable business.
A Craftsman's Journey: From Metal to Media
Jake's path to entrepreneurship began with borrowing his sister's DSLR camera in his senior year of high school. While working full-time as a welder, he nurtured his growing interest in photography and videography by constantly practicing and honing his skills. The transition wasn't immediate – Jake describes how he found video production "super hard compared to photography" but kept pushing himself to improve.
The pivotal moment came when Jake decided to take the leap of faith and quit his welding job without having another position lined up. As he puts it: "I was like, you know, at the time I was living at home, I was like, I didn't have too many bills. I was like, I'll just, uh, I'll figure it out."
This bold move quickly led to opportunities, including working for a small production house and connecting with other local businesses like AM Creative, where he began second-shooting for weddings. Though he admits to being nervous about wedding videography initially, Jake developed his skills to the point where he "can do one in my sleep" now.
Core Business Strategy: Versatility as Strength (and Challenge)
Phitted Media has evolved into a versatile production company serving multiple niches:
- Corporate video production for businesses ranging from banks to construction companies
- Wedding videography
- Real estate photography and video
- Freelance camera operation for live events in Boston
Jake's business model leverages his technical expertise across these different sectors, allowing him to maintain a steady stream of work throughout the year. This versatility has been both a strength and a challenge, as Jake notes he's considering "niching down" in 2025 to focus more on specific areas that align with his passions.
One particularly successful aspect of his business has been working with trades and construction companies, which Jake identifies as his favorite type of project: "I think telling the story of like, you know, hard working men and women and what their day consists of, you know, making it look super epic and cinematic... is probably my number one."
Marketing Insights: The Power of Authenticity
When it comes to marketing his services, Jake emphasizes word of mouth as his most effective strategy: "I honestly think word of mouth is, like, the best form of marketing when you're, you know, you're local in the community."
One of his most successful clients, Quinn Ironworks, came through word-of-mouth referral from another business connection. This relationship has developed into one of Jake's favorite client partnerships over the past three years.
For social media marketing, Jake uses Instagram as his primary platform, maintaining both business (@PhittedMedia) and personal (@PhittedJake) accounts. When asked what gets the most engagement, Jake's answer is revealing: "Honestly, when I show my face."
This insight aligns with current social media trends favoring authentic, behind-the-scenes content over highly polished production. Jake notes that algorithms seem to reward more personal content: "I think telling a story in, in the video or even having a little bit of a story in your caption, it, it works."
Challenges & Solutions: Finding Focus in Versatility
The main challenge Jake articulates is finding the right balance between versatility and specialization. As he explains: "I want to niche down and, and, and pick something, um, or at least have something a little bit more consistent rather than having every day being so different."
This challenge manifests in several ways:
- Difficulty saying no to opportunities: "It's so hard to say no like here's a nice little you know event gig, a day where you get money."
- Branding confusion: "Brides don't want to see all kinds of dirt, like dirt biking and stuff when they look at like a portfolio. And I'm sure companies probably don't want to see a bunch of brides."
- Seasonal fluctuations: "From Thanksgiving to like end of January, I'm not doing too much... Every winter I'd be like, 'Shit, I'm not gonna make money.'"
Jake's planned solutions include potentially creating separate brands for different services (weddings, corporate, trades) and focusing more on passion projects in the outdoor industry that align with his personal interests in snowboarding, hiking, and mountain biking.
Industry Trends & Future Outlook
The conversation touches on how COVID accelerated demand for video production: "COVID catapulted like what we do like 10 years... the video importance of video and marketing and social media and like online presence was focused in on during COVID."
Looking ahead to 2025, Jake plans to:
- Focus more on showing himself on camera and sharing behind-the-scenes content
- Potentially separate his business into more specialized brands
- Explore niche opportunities like FPV drone piloting or creating a grip van rental business
On the topic of AI, Jake sees it as a tool rather than a threat: "I don't think it's gonna really take work away from us." He notes that the human element of storytelling and creative direction remains essential: "Clients don't know what to ask themselves or to even really know what they want. They want me or us to tell them what they're looking for."
Jake is already incorporating AI tools into his workflow, using them for writing social media posts and developing scripts for interview questions.
Key Lessons for Local Businesses
- Start before you're ready: Jake quit his job without having everything figured out, which forced him to find opportunities quickly.
- Word of mouth remains powerful: Jake's best clients have come through personal connections and referrals.
- Show your face: The most engaging content reveals the person behind the business, creating authentic connection.
- Seasonal planning is essential: Understanding your business's natural cycles helps manage expectations and cash flow.
- Consider specialization: While versatility provides stability, focusing on specific niches can allow for deeper expertise and more targeted marketing.
Connect with Jake
You can follow Jake's work and connect with him through:
- Instagram: @PhittedMedia and @PhittedJake
- Website: PhittedMedia.com
- Facebook: Phitted Media
Jake specializes in video production for construction companies, corporate clients, and local businesses throughout New England, with particular expertise in drone cinematography and telling compelling visual stories for trades and service businesses.
This episode of Local Business Unboxed offers valuable insights for any local business owner looking to build sustainable growth through authentic relationships and strategic marketing. Listen to the full episode on your preferred platform:
Join us next time for more real-world business insights and marketing strategies.