John Crane, Director / Editor
Execution is Everything
“Driving the content is the key. We refine your story until we find the perfect balance of head and heart so it all makes perfect sense. You make a simple story larger than life – one edit at a time. Execution is everything.”
Advertising & Marketing Experience
In 1992, John Crane Films was created to pursue his talents in film and video and has worked for leaders of their respective industries such as Charles Schwab, California Closets, CertaPro Painters, Autodesk and many others. The key difference between JCF and other producers is that John has the advertising & marketing experience and expertise to help clients develop the core message.
Prior to forming JCF, John was fortunate to have worked with some of the best and brightest in the industry on both the client and agency side. At the age of 24, John founded an advertising agency and was its' creative director and President. In just three years, the agency grew from a three-person boutique to thirty-five multi-disciplined professionals and worked for such clients as Reebok, Hewlett Packard, Apple, and CNN and many others - creating advertising that educates, entertains and sells. Crane Auvil and Associates operated for more than a decade, before John decided to focus exclusively on film and video.
Helping Non-Profits Raise Money
Early in John's career he worked with the Red Cross and Amnesty International, and was taken with their dedication and commitment to helping others. John has helped the Berkeley Repertory Theater raise over 16 million dollars to build The Next Stage as well as Make-a-Wish, the Financial Women's Association, and the Institute of Governmental Studies at University of California at Berkeley.
2009 Make-a-Wish Hero
Every year John helps non-profits raise money for their cause. In 2009, John was honored as a Make-a-Wish Foundation Hero for his fundraising video including a 25th Anniversary Video that featured Peter Coyote.
What do you stand for?
Cause marketing is more relevant now - as is the consumer's ability to tune out traditional types of ads - which means you’ve got to entice them through storytelling.
And what better story to tell than one that benefiting a charity or worthwhile cause - provided, of course, that it’s a real story. Something authentic that makes sense.
The transparency afforded by the Internet means that the consumer is in control looking behind the curtain and saying, ‘What do you stand for?"
John has a degree from UC Berkeley, B.A, Mass Communications & Public Policy.