Don't accept me·di·oc·ri·ty.
BREAK IT APART AND SEE WHY IT EXISTS.
Founded in 2014, Refracting Ideas, LLC specializes in marketing, management, and business strategy. Our goal is to empower your business by reducing overhead, providing professional insight, and creating new business development strategies.
Formally educated as a photographer, Andrew brings years of experience and a network of creatives in multiple fields to help your business with its creative needs: photography, videography, copywriting, audio recording, website design, interior design, and more.
WHAT WE'VE DONE
We're on a mission to empower you.
Mission: Huntsville's Best DJ, Lighting, and Audio Pro
Challenge: Rebrand, Increase Revenue, Reduce Overhead, Enter New Markets, Change Brand Perception.
Result: Acquired by Metropolitan Disc Jockey Service in 2016
Huntsville, Alabama, USA
We challenged the Thrive team to do something scary. Change. After a successful rebrand and business management overhaul, Thrive experienced a 200% increase in revenue. Nice. In 2016, Thrive Entertainment complete a merger with Metropolitan Disc Jockey Service to join forces. With the top two entertainment teams in the Southeast United States now as one, there is no limit to what this team can accomplish as they continue to be Huntsville's best for entertainment services.
Roles: Set Photographer and Producer
Challenge: Show the true quality and professionalism of the Wonder Mill Films team during production and later take responsibly or producing a short film, Rocket City Shakedown.
Responsibilities: Team Management and Marketing
Challenge: Connect Huntsville's professionals in a hyper-local directory with in-person reach through events and organizational support.
Huntsville, Alabama, USA
In early 2015, Andrew and Chris Beaman formed the idea for Open Huntsville after hiking in the hills, coffee shop chats, and endless messages. As summer approached they invited S. Kyle Newman, Joe MacKenzie, and Tarra Anzalone to build the website, in-person community, and online directory. Today Open Huntsville organizes events such as CoWorking Night and continues to empower Huntsville's professionals to find others online in an easy-to-use, hyper-local directory. #betterTogether #openHSV
Roles: Producer and Director
Challenge: Help founders of businesses based in Huntsville, Alabama tell their story to encourage and inspire would-be-founders to start their own organizations.
Huntsville, Alabama, USA
In 2015, Andrew joined the Huntsville Founders team to Produce and Direct the video series starting at the first episode. After filming and releasing each volume, the team increased the production quality of each volume. The videos are released on YouTube and shared on Facebook.
WHO WE ARE
The best team challenges the status quo.
Andrew likes helping creative and technical teams collaborate. He studied Engineering, Photography, and Marketing at the University of Alabama in Huntsville. Andrew enjoys solving problems, traveling, making photos, creating films, and kayaking with friends.
He is a Co-Founder of Open Huntsville,
Producer and Director of Huntsville Founders,
and a facilitator of Coworking Night.
Andrew's hybrid approach to problem solving through technical and creative thought processes separates him from everyone else.
Strategic Partner: Engineering and Management
Tyler Sherrod is a mechanical engineer with unique experience across multiple engineering practices. His goal in life is to give the world one less problem to worry about. This desire to help people solve their problems through innovative methods has sparked a great relationship with both Andrew and Refracting Ideas.
Making human centric designs with Solidworks since 2009.
Strategic Partner: Strategy and Management
MacKenzie and Co., LLC has been a strategic partner of Refracting Ideas since 2011. Through creative and business projects, both companies have found the rarest form of partnership: blind trust. Projects have spanned finance, strategic direction, business management, creative direction, crisis management, and more. MacKenzie and Co. specializes in audience engagement especially in physical spaces.
Together the possibilities are endless.
Strategic Partner: Social Media
Elizabeth Hagale is a rising star in the film industry with accolades and awards coming every year. During the day she keeps organizations on track and achieving better engagement through social media management. Andrew and Elizabeth have worked together on films and continue to collaborate on marketing projects.
Collaborating on new social media management ideologies since 2015.
Strategic Partner: Digital Media
Since 2012, Andrew and Scott have dug into large and small creative projects together. Scott's expertise in User Experience (UX), 3D Modeling and Animation, as well as photography have triggered a unique partnership of automatic collaboration. Through commercial photography and corporate 3D projects, Scott has been a vital partner.
Developing the best photographic concepts together since 2012.
Strategic Partner: Production Design
Elissa is the best in the industry when it comes to production design. Her blend of skills from interior decorating, graphic design, marketing, retail concept design, and filmmaking make her a critical partner on photographic projects which require set design and someone to manage the crew. Andrew has worked with Elissa since 2012 on films and photographic assignments. No photo or video set is ready until Elissa arrives.
Designing the best photographic sets together since 2012.