Jannik's journey from children's television to brand film
Hello! Who are you and what have you started?
My name is Jannik Stamm Mikkelsen - and I've started Visual Proof.
After more than 10 years as a video journalist and content producer in the TV industry, in 2023 I took the leap into a new and more adventurous life.
I said goodbye to the familiar 8-16 life and hello to life as an independent branding consultant and commercial video producer.
This was the start of my company, Visual Proof, where I combine creative storytelling with honest and entertaining visual communication.
My background is wide-ranging: from news reports and children's programs at DR, to major entertainment productions in the private TV industry. But even though I loved telling stories, filming and editing, something was missing.
The routine and predictable framework didn't give me the ownership over the projects that I dreamed of. I longed to throw myself into something that was more my own - and after many considerations - and 6-7 years of preparation - I took the plunge.
What is your background and how did you come up with the idea?
I wish I could say that the idea to start my own business came like a bolt from the blue.
But the truth is, I waited a long time for that big, original entrepreneurial idea - all the while devouring entrepreneurial podcasts and dreaming of the freedom of self-employment.
It took several years before I realized that I didn't need a revolutionary idea to take the leap. The shortest step to independence was to do what I was already good at: telling stories and producing video. Just in a new, commercial context.
Once I made up my mind, it quickly became clear which direction I wanted to go. I've always loved creating content that captivates and entertains. But when I looked at most promotional videos, I saw something completely different: scripted sales pitches, clean images and slick productions that might look great - but lacked personality and authenticity. This was where I could make a difference.
My goal was to help companies create branding videos that show not just what they sell, but who they are. Videos that dare to be honest, funny and a little quirky - and that people actually want to watch. That's the approach I've built Visual Proof on, and it feels like the right place to put my energy.
All productions with me and Visual Proof are therefore based on authentic reportage with a good pinch of Jutlandic humor 😉
Take us through the process from how you figured out what to sell to how you chose to present your product:
The first thing I did was build a website.
Not because I expected customers to automatically flock to me, but because the process of describing myself and my product helped me figure out how I wanted to position myself in the commercial market.
I had to think about what made my approach different - how I could sell storytelling and video in a way that stood out from the slick, scripted productions I wanted to avoid.
But I also faced another challenge: my network outside the TV industry was almost non-existent and my LinkedIn profile looked like an abandoned cottage that had been left untouched for years.
So I spent a lot of time expanding my network, reaching out to old acquaintances and kick-starting my online presence. I reached out to former colleagues and people I knew worked in marketing or had started businesses of their own to tell them about my new path.
The first invoice
My first project came about as volunteer work for Aarhus Vinterherberg (see the movie here), which I had seen was looking for help.
I offered to make a video for them for free - not because it would put money in my bank account, but because it gave me something even more important: experience and a product to showcase.
Soon after, I got through to a business owner among my old acquaintances who took a chance and hired me to make their first branding film.
When the project was handed over, I sent my first invoice - for 20,000 DKK plus VAT.
It felt like a milestone that confirmed I could make it work. But the euphoria was short-lived. With a finished project and an empty calendar, I realized how much time and energy goes into acquiring new customers.
"Finding the balance between producing and selling yourself at the same time turned out to be a much bigger challenge than I had imagined."
In the following months, a few orders came in through my network. Fortunately, some of them were big enough to keep the wheels turning, but it also became clear that I needed to work hard to create a steady flow of work.
When reality really hit
In the midst of this challenging period, my wife, inspired by my personal journey, also chose to take the leap into self-employment.
She needed new challenges and we decided to support each other's dreams. But with a house and two small children to support, the pressure suddenly felt even greater.
The novelty of entrepreneurial life had worn off and everyday life began to show its harsh realities.
I quickly realized that entrepreneurship wasn't just about being good at what you do - it was about learning how to sell, find customers and create continuity in a business.
This is when I realized that my self-employment experience would be on borrowed time if I didn't crack the code and find a way to make my business sustainable.
What was your biggest concern and how did you deal with it?
My biggest fear as a self-employed person has always been the thought of going back to an 8-16 job.
The predictable routine and lack of freedom was exactly why I took the leap to start my own business.
Even if I had to live frugally for the next five years, I knew it was still better than going back to something I felt trapped in.
But the reality was also that money was needed - passion alone couldn't pay the bills.
It was at this point that a new acquaintance, an experienced serial entrepreneur, introduced me to Brandon Miller's book and framework, Storybrand.
The book builds on the actor and narrator models of classic narratives and shows how storytelling can be implemented in all stages of a sales process. Even though I had been working with the same theories for a long time through my work with communication, I had never made the direct link to my own sales and marketing work.
That insight became a game changer. In two intense weeks, I completely redesigned my website, revised all my marketing materials and started writing blog posts.
At the same time, LinkedIn became my most important tool - I was posting with a frequency I had never done before and creating a more targeted narrative about what I could offer.
At the same time, my first projects were starting to attract attention. The assignments generated references and my network grew steadily throughout the year.
I could see that my efforts were starting to bear fruit as I was getting responses to my posts and inquiries from people I hadn't had contact with before.
It gave me hope - and most importantly, confirmation that it was possible to make entrepreneurial life work as long as I kept honing my strategy and narrative.
How is business today and what are you excited about for the future?
If you've followed my story so far, you might be thinking that it all ends up as a classic tale of "happily ever after."
But the truth is, I'm still in the eye of the hurricane. New assignments have started coming in and the frequency is slowly increasing - but I've also reached a point where there's no safety net of unemployment benefits to fall back on.
Within the next six months, it's either make or break.
But even in that uncertainty, something exciting is happening. I recently launched a new campaign on LinkedIn that has already attracted more attention than I've ever seen before.
As an experiment, I recorded a "crisis meeting" with Chat-GPT, which I then brought to life through an AI avatar - as a copy of myself.
Together with my avatar, I'm launching a project where AI takes over the management of my LinkedIn profile for a whole month. The goal? To see if AI is better than me at creating engaging and inspiring content on social media.
It's both a creative experiment and a desperate gamble. But that's the life of an entrepreneur, I've found out: You have to dare to take chances, think outside the box and sometimes leave some of the control to the unknown. 😊🤞
Watch the crisis meeting with my own Avatar and follow the experiment here.
What platforms and tools do you use to manage your business?
As a self-employed person, it's crucial to have the right tools to streamline your work and help you keep track of the many different tasks.
Here's an overview of the platforms and tools I use in my daily operations:
- ChatGPT
I have a customized version of GPT for each type of task: outreach, social media posting, script writing, etc. It's a brilliant solution that helps me produce content quickly and accurately. - Davinci Resolve
In my opinion, this is the best editing program on the market for the price (free for the basic version). It provides professional quality without the high cost. - Motion Array
An all-in-one database with access to music, graphics, stock photos and video. It's an absolute must-have for a video producer - and indeed for most businesses with an online presence. Motion Array - Midjourney
An AI platform for photo generation. Perfect for creating unique visual elements. Midjourney - HeyGen
An AI avatar creation tool that I use for my experiment with AI avatars. HeyGen - Hailuo.ai.video
A platform for AI-based video generation that makes complex productions faster and easier. Hailuo.ai.video - LinkedIn Helper
A tool that helps automate and organize outreach and network building on LinkedIn. LinkedIn Helper - Trello
Perfect for todo lists and structuring the workday. I use it to keep track of projects, deadlines and ideas. Trello - Billy
An easy-to-use accounting program that makes invoicing and bookkeeping simple. Billy
What has been the biggest learning?
Since becoming self-employed, I've probably learned more in a year and a half than I did in the previous ten.
Life as a solo entrepreneur requires constant learning - whether it's sales, marketing, accounting or the latest video production tools. Every day brings new challenges and it's been a steep but hugely rewarding learning curve.
If I have to point to one realization that really made an impression, it's that I spent way too much time in the beginning building a website, polishing my digital presence and creating sales material - before I even had concrete products to show and sell.
I was so busy creating a "perfect" foundation that I forgot to focus on the most important thing: getting out there and making something that could create real value for customers.
I've heard that the most effective entrepreneurs are those who identify the tasks that really "move the needle" - those that make a tangible difference to the business - and spend 80% of their time on them.
The remaining 20% is spent on less critical tasks, without trying to achieve the perfect result in everything you do.
I recently came across another interesting insight from an entrepreneur: you should finish your work when it is 80% perfect. Otherwise, you risk spending a disproportionate amount of time striving for a perfection that rarely pays off.
I have tried to embrace these principles. However, this is easier said than done when you're used to attention to detail and high standards. Still, this realization has been one of the most important learnings for me - and something I'm still working on implementing in my everyday life.
What have been your most important books, websites, podcasts or other resources?
Here's a list of the resources that have had the biggest impact on me as an entrepreneur:
Books
- Brandon Miller - Brandon Miller Building a StoryBrand
An excellent book that shows how storytelling can be implemented in sales and marketing processes with effective and simple methods.
- The Lean Startup by Eric Ries (book)
A classic that offers a framework for starting and scaling a business with minimal risk.
Podcasts
- Masters of Scale with Reid Hoffman
Inspiring stories and strategies from some of the world's most successful entrepreneurs and business leaders.
Masters of Scale
- How I Built This with Guy Raz
A great podcast that delves into the history of famous companies and their founders.
LinkedIn profiles and inspiration
- Rory Flynn - AI expert and Midjourney specialist sharing unique inspiration on using AI in creativity.
Rory Flynn on LinkedIn
- Ruben Hassid - AI and marketing expert sharing insights on how artificial intelligence can be used for marketing.
Ruben Hassid on LinkedIn
Websites
- Entrepreneur.com
A comprehensive resource for entrepreneurs, with articles on everything from strategy to productivity.
Entrepreneur
- HubSpot Blog
Indispensable for anyone working in marketing and sales. Includes guides and tips to grow your business.
HubSpot Blog
- Indie Hackers
A platform that shares stories and advice from independent and small startups and provides inspiration for those starting from scratch.
Indie Hackers
- First Round Review
Articles and guides from investors and entrepreneurs focused on building and scaling businesses.
First Round Review
Where can we learn more about you?
If you want to follow my work, read my insights or get in touch for a chat about video production, branding or storytelling, you can find me here:
- Website: www.visualproof.dk
My company website where you can see examples of my work and read more about what I offer.
- LinkedIn: https://shorturl.at/CfdLq
Here I share professional posts and insights on branding, video and entrepreneurship - and I love networking!
- Facebook: https://www.facebook.com/janniksm
A place where I also share projects and thoughts about my life as an entrepreneur.
- Instagram: https://www.instagram.com/jannikstamm/
A look behind the scenes with more visual updates from my work and everyday life.
Jannik's journey from children's television to brand film
Hello! Who are you and what have you started?
My name is Jannik Stamm Mikkelsen - and I've started Visual Proof.
After more than 10 years as a video journalist and content producer in the TV industry, in 2023 I took the leap into a new and more adventurous life.
I said goodbye to the familiar 8-16 life and hello to life as an independent branding consultant and commercial video producer.
This was the start of my company, Visual Proof, where I combine creative storytelling with honest and entertaining visual communication.
My background is wide-ranging: from news reports and children's programs at DR, to major entertainment productions in the private TV industry. But even though I loved telling stories, filming and editing, something was missing.
The routine and predictable framework didn't give me the ownership over the projects that I dreamed of. I longed to throw myself into something that was more my own - and after many considerations - and 6-7 years of preparation - I took the plunge.
What is your background and how did you come up with the idea?
I wish I could say that the idea to start my own business came like a bolt from the blue.
But the truth is, I waited a long time for that big, original entrepreneurial idea - all the while devouring entrepreneurial podcasts and dreaming of the freedom of self-employment.
It took several years before I realized that I didn't need a revolutionary idea to take the leap. The shortest step to independence was to do what I was already good at: telling stories and producing video. Just in a new, commercial context.
Once I made up my mind, it quickly became clear which direction I wanted to go. I've always loved creating content that captivates and entertains. But when I looked at most promotional videos, I saw something completely different: scripted sales pitches, clean images and slick productions that might look great - but lacked personality and authenticity. This was where I could make a difference.
My goal was to help companies create branding videos that show not just what they sell, but who they are. Videos that dare to be honest, funny and a little quirky - and that people actually want to watch. That's the approach I've built Visual Proof on, and it feels like the right place to put my energy.
All productions with me and Visual Proof are therefore based on authentic reportage with a good pinch of Jutlandic humor 😉
Take us through the process from how you figured out what to sell to how you chose to present your product:
The first thing I did was build a website.
Not because I expected customers to automatically flock to me, but because the process of describing myself and my product helped me figure out how I wanted to position myself in the commercial market.
I had to think about what made my approach different - how I could sell storytelling and video in a way that stood out from the slick, scripted productions I wanted to avoid.
But I also faced another challenge: my network outside the TV industry was almost non-existent and my LinkedIn profile looked like an abandoned cottage that had been left untouched for years.
So I spent a lot of time expanding my network, reaching out to old acquaintances and kick-starting my online presence. I reached out to former colleagues and people I knew worked in marketing or had started businesses of their own to tell them about my new path.
The first invoice
My first project came about as volunteer work for Aarhus Vinterherberg (see the movie here), which I had seen was looking for help.
I offered to make a video for them for free - not because it would put money in my bank account, but because it gave me something even more important: experience and a product to showcase.
Soon after, I got through to a business owner among my old acquaintances who took a chance and hired me to make their first branding film.
When the project was handed over, I sent my first invoice - for 20,000 DKK plus VAT.
It felt like a milestone that confirmed I could make it work. But the euphoria was short-lived. With a finished project and an empty calendar, I realized how much time and energy goes into acquiring new customers.
"Finding the balance between producing and selling yourself at the same time turned out to be a much bigger challenge than I had imagined."
In the following months, a few orders came in through my network. Fortunately, some of them were big enough to keep the wheels turning, but it also became clear that I needed to work hard to create a steady flow of work.
When reality really hit
In the midst of this challenging period, my wife, inspired by my personal journey, also chose to take the leap into self-employment.
She needed new challenges and we decided to support each other's dreams. But with a house and two small children to support, the pressure suddenly felt even greater.
The novelty of entrepreneurial life had worn off and everyday life began to show its harsh realities.
I quickly realized that entrepreneurship wasn't just about being good at what you do - it was about learning how to sell, find customers and create continuity in a business.
This is when I realized that my self-employment experience would be on borrowed time if I didn't crack the code and find a way to make my business sustainable.
What was your biggest concern and how did you deal with it?
My biggest fear as a self-employed person has always been the thought of going back to an 8-16 job.
The predictable routine and lack of freedom was exactly why I took the leap to start my own business.
Even if I had to live frugally for the next five years, I knew it was still better than going back to something I felt trapped in.
But the reality was also that money was needed - passion alone couldn't pay the bills.
It was at this point that a new acquaintance, an experienced serial entrepreneur, introduced me to Brandon Miller's book and framework, Storybrand.
The book builds on the actor and narrator models of classic narratives and shows how storytelling can be implemented in all stages of a sales process. Even though I had been working with the same theories for a long time through my work with communication, I had never made the direct link to my own sales and marketing work.
That insight became a game changer. In two intense weeks, I completely redesigned my website, revised all my marketing materials and started writing blog posts.
At the same time, LinkedIn became my most important tool - I was posting with a frequency I had never done before and creating a more targeted narrative about what I could offer.
At the same time, my first projects were starting to attract attention. The assignments generated references and my network grew steadily throughout the year.
I could see that my efforts were starting to bear fruit as I was getting responses to my posts and inquiries from people I hadn't had contact with before.
It gave me hope - and most importantly, confirmation that it was possible to make entrepreneurial life work as long as I kept honing my strategy and narrative.
How is business today and what are you excited about for the future?
If you've followed my story so far, you might be thinking that it all ends up as a classic tale of "happily ever after."
But the truth is, I'm still in the eye of the hurricane. New assignments have started coming in and the frequency is slowly increasing - but I've also reached a point where there's no safety net of unemployment benefits to fall back on.
Within the next six months, it's either make or break.
But even in that uncertainty, something exciting is happening. I recently launched a new campaign on LinkedIn that has already attracted more attention than I've ever seen before.
As an experiment, I recorded a "crisis meeting" with Chat-GPT, which I then brought to life through an AI avatar - as a copy of myself.
Together with my avatar, I'm launching a project where AI takes over the management of my LinkedIn profile for a whole month. The goal? To see if AI is better than me at creating engaging and inspiring content on social media.
It's both a creative experiment and a desperate gamble. But that's the life of an entrepreneur, I've found out: You have to dare to take chances, think outside the box and sometimes leave some of the control to the unknown. 😊🤞
Watch the crisis meeting with my own Avatar and follow the experiment here.
What platforms and tools do you use to manage your business?
As a self-employed person, it's crucial to have the right tools to streamline your work and help you keep track of the many different tasks.
Here's an overview of the platforms and tools I use in my daily operations:
- ChatGPT
I have a customized version of GPT for each type of task: outreach, social media posting, script writing, etc. It's a brilliant solution that helps me produce content quickly and accurately. - Davinci Resolve
In my opinion, this is the best editing program on the market for the price (free for the basic version). It provides professional quality without the high cost. - Motion Array
An all-in-one database with access to music, graphics, stock photos and video. It's an absolute must-have for a video producer - and indeed for most businesses with an online presence. Motion Array - Midjourney
An AI platform for photo generation. Perfect for creating unique visual elements. Midjourney - HeyGen
An AI avatar creation tool that I use for my experiment with AI avatars. HeyGen - Hailuo.ai.video
A platform for AI-based video generation that makes complex productions faster and easier. Hailuo.ai.video - LinkedIn Helper
A tool that helps automate and organize outreach and network building on LinkedIn. LinkedIn Helper - Trello
Perfect for todo lists and structuring the workday. I use it to keep track of projects, deadlines and ideas. Trello - Billy
An easy-to-use accounting program that makes invoicing and bookkeeping simple. Billy
What has been the biggest learning?
Since becoming self-employed, I've probably learned more in a year and a half than I did in the previous ten.
Life as a solo entrepreneur requires constant learning - whether it's sales, marketing, accounting or the latest video production tools. Every day brings new challenges and it's been a steep but hugely rewarding learning curve.
If I have to point to one realization that really made an impression, it's that I spent way too much time in the beginning building a website, polishing my digital presence and creating sales material - before I even had concrete products to show and sell.
I was so busy creating a "perfect" foundation that I forgot to focus on the most important thing: getting out there and making something that could create real value for customers.
I've heard that the most effective entrepreneurs are those who identify the tasks that really "move the needle" - those that make a tangible difference to the business - and spend 80% of their time on them.
The remaining 20% is spent on less critical tasks, without trying to achieve the perfect result in everything you do.
I recently came across another interesting insight from an entrepreneur: you should finish your work when it is 80% perfect. Otherwise, you risk spending a disproportionate amount of time striving for a perfection that rarely pays off.
I have tried to embrace these principles. However, this is easier said than done when you're used to attention to detail and high standards. Still, this realization has been one of the most important learnings for me - and something I'm still working on implementing in my everyday life.
What have been your most important books, websites, podcasts or other resources?
Here's a list of the resources that have had the biggest impact on me as an entrepreneur:
Books
- Brandon Miller - Brandon Miller Building a StoryBrand
An excellent book that shows how storytelling can be implemented in sales and marketing processes with effective and simple methods.
- The Lean Startup by Eric Ries (book)
A classic that offers a framework for starting and scaling a business with minimal risk.
Podcasts
- Masters of Scale with Reid Hoffman
Inspiring stories and strategies from some of the world's most successful entrepreneurs and business leaders.
Masters of Scale
- How I Built This with Guy Raz
A great podcast that delves into the history of famous companies and their founders.
LinkedIn profiles and inspiration
- Rory Flynn - AI expert and Midjourney specialist sharing unique inspiration on using AI in creativity.
Rory Flynn on LinkedIn
- Ruben Hassid - AI and marketing expert sharing insights on how artificial intelligence can be used for marketing.
Ruben Hassid on LinkedIn
Websites
- Entrepreneur.com
A comprehensive resource for entrepreneurs, with articles on everything from strategy to productivity.
Entrepreneur
- HubSpot Blog
Indispensable for anyone working in marketing and sales. Includes guides and tips to grow your business.
HubSpot Blog
- Indie Hackers
A platform that shares stories and advice from independent and small startups and provides inspiration for those starting from scratch.
Indie Hackers
- First Round Review
Articles and guides from investors and entrepreneurs focused on building and scaling businesses.
First Round Review
Where can we learn more about you?
If you want to follow my work, read my insights or get in touch for a chat about video production, branding or storytelling, you can find me here:
- Website: www.visualproof.dk
My company website where you can see examples of my work and read more about what I offer.
- LinkedIn: https://shorturl.at/CfdLq
Here I share professional posts and insights on branding, video and entrepreneurship - and I love networking!
- Facebook: https://www.facebook.com/janniksm
A place where I also share projects and thoughts about my life as an entrepreneur.
- Instagram: https://www.instagram.com/jannikstamm/
A look behind the scenes with more visual updates from my work and everyday life.
