Who We Are

Tonal Vision is a woman-owned production company in Baltimore, MD that has mastered the art of video storytelling. We work with businesses, advocacy groups, filmmakers, and performing artists to create high quality video messages that promote their cause, their passion, and their livelihood.
  • Who We Are

    Tonal Vision is a woman-owned production company in Baltimore, MD that has mastered the art of video storytelling.

    Who we are

  • Kraig Greff

    Tonal Vision was founded in 1990 as a music production house by performing & recording artist Kraig Greff. Kraig died Feb. 27, 2022.

    Kraig B. Greff

  • TIVA-DC Award

    Jacquie Greff receives TIVA-DC Distinguished Service Award.

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  • Google Reviews

    Google Reviews

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Tonal Vision Visual Storytelling

When Jacquie Greff accepted an early retirement package from Procter & Gamble to work with her husband Kraig at Tonal Vision, she soon realized that she was entering a foreign land. This new country told its stories in a different language - moving visuals and sound, not just words or even PowerPoints.

Fortunately, Jacquie was already multilingual. In her corporate career, she had learned how to tell stories to a variety of business people with different backgrounds, training, experience and responsibilities. She became fluent at telling business stories that engaged and informed her audiences. Later in law school, she also learned "legalese", which required a new dialect and thought structure. She jokes, however, that corporate life never required her to write anything interesting.

At Tonal Vision, Jacquie's new challenge was to master the language of video in order to capture the viewer's attention and tell compelling stories in a meaningful and memorable way. Jacquie has polished that skill over the course of her 21 years with Tonal Vision, where she is now highly valued for Visual Storytelling by a long list of repeat clients.

Jacquie's advice: If you need to tell a story, take the time to find a good storyteller and be prepared to spend enough to allow them to do their job. Video storytelling is the most effective and engaging means of reaching your audience. It is also easily the most complex, with numerous pitfalls.

  • If the sound is bad, your audience won't listen to your story. By some accounts, sound delivers 60% of your message. Spoken words should be crystal clear without distracting background noise and echo, loud enough but without distortion. Music and sound effects should support the mood and message, not compete with or distract from it. Even pacing and the appropriate pauses can be absolutely critical.
  • Bad video can also ruin your story. At minimum, the visuals should move your story along, not distract from it. You don't need the highest possible resolution or the most expensive equipment, but the visuals do need to support your story and communicate in a manner your audience will appreciate.
  • Never underestimate the power of a good script. A video story is developed based on its script, so if you have the time and money, this investment will pay the highest dividends. A skilled scriptwriter will take the time to understand your story and research your audience. He/she is your only hope of delivering a gripping visual story so magical that your audience will watch it to the end.
  • The editor as superhero? Believe it. You only have seconds to grab the attention of casual scanners. Even those interested in your topic can be bored into semi-consciousness by a long, rambling video. All viewers appreciate the smooth flow, seamless pacing and punch provided by thoughtful editing. Some audiences, however, know enough to expect the latest available effects and transitions, fast cuts, nuanced color styles and custom motion graphics - making the right editor imperative.

“Good writing is vigorous. Vigorous writing is concise. Every word must count.” This guidance from William Strunk’s book “The Elements of Style” was the most valuable lesson I learned in high school. How does this apply to writing for the screen?

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Outsource vs. In-House

In-house vs. Outsourcing Video

Should we do our videos in house or outsource them? Like many such decisions, the answer tends to be “it depends”, based on a number of considerations.

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1607 Lancaster St., Baltimore, MD 21231410.675.0591This email address is being protected from spambots. You need JavaScript enabled to view it.Contact Us