James Ward: A Life in Video, Family, and Entrepreneurship
- MissAuthor
- 1 hour ago
- 3 min read
For James Ward, co-owner of Creative Content OnDemand, starting a business was a childhood dream that evolved from exploring different interests as he grew up. When Ward wasn’t able to pursue a career in music, his goals shifted to the video industry. He began working in broadcast news and had a brief stint in wedding photography before realizing the profession didn’t align with his vision.
“Then I said, ‘Let me look into commercials,’ and once I started doing some freelance commercial work, I realized that you can actually build a business out of it,” he said in an interview with We Are Jersey.
“All the equipment is so expensive. So if you want to compete with other people, it takes a while before you can generate enough funds to get the type of equipment—cameras, lights, microphones, and so on—to really make something happen.”
Decades of experience in broadcast news reporting and commercial production taught Ward the value of efficiency, objectivity, and integrity.
“When it comes to commercials, I’m showing the side of what the client is trying to project,” Ward stated.
“So, I make sure to use that integrity point—and then on top of that, just being effective. Making sure I tell the story the way it needs to be told, so people can understand how to use the product, how to use the service—whatever it is.”
Among the numerous projects he has developed over the years, one that stands out as particularly rewarding was creating a fire safety video with the Washington Township Fire Department. The video was produced during the pandemic to educate children on fire safety, as firefighters were unable to visit elementary schools in person.
The video, which runs between 15 and 20 minutes, features cartoon-style illustrations, graphics, and fun music to both educate and entertain young students. According to Ward, the Washington Township Fire Department has used the video across the country to support fire safety education, and other fire departments have reached out seeking permission to use it as well. In addition to recognition from the fire department, Ward has also been acknowledged by the mayor.
His two children, Nolan and Ashley, have been positively influenced by the family business. They watch him and his wife, April, interact with clients during video shoots and assist other freelancers.
“Sometimes they come by and see us putting proposals together—which I think is one of the hardest parts of the business—along with shooting videos and all that stuff,” he said.
Clients have worked with Creative Content OnDemand to create training, commercial, and instructional videos. His son has even been featured in some of the clients' commercials.
Ward noted that while he would love to see his children involved in the family business, he is open to them pursuing whatever interests they may have in other industries.
When balancing storytelling and branding in video production, he follows the who, what, when, and why of storytelling in the video’s message—paired with music to draw viewers in.
“We’re showing people doing activities that are normal to other people,” Ward explained. “So we’re triggering all these ideas in people’s minds to help them see themselves using a particular product.”
He admitted that one of the biggest challenges of running a video production company is keeping up with the cost of ever-evolving technology.
“Down the road, I felt overlooked by others in the industry—especially those who may not look like me—because you don’t see many African Americans in this particular industry,” he stated. “They’re most likely doing freelance work for someone else.”
Ward overcomes this challenge with the confidence that Creative Content OnDemand brings over 37 years of industry experience, including work in broadcast news—and he knows what his company has to offer.
In addition to video production, Creative Content OnDemand offers public relations services, social media management, digital photography, and brand consulting. The company operates from a home-based studio in Clayton, New Jersey.
Another segment of Ward’s company is Biz Talk Unlocked, a podcast featuring interviews with various business owners discussing the ups and downs of entrepreneurship.
“It’s really designed to educate and inspire those who either want to be entrepreneurs or just care about what that life is like,” he explained. “We do that through Biz Talk Unlocked, and one facet of it is getting information out there by doing a talk show based on our experiences.”
Looking ahead, Creative Content OnDemand plans to expand its services by offering graphic design and website development.