In the West Michigan Is Going Places series, we are talking with local business owners and community leaders about their business successes and challenges and highlighting the resources available in the West Michigan business community.
In this interview, we spoke with Josh Carrasquillo of Taproot Pictures, a Grand Rapids film and video production company with a strong resume of work on a broad spectrum of commercial and documentary projects.
CC: Tell us a little about what your business does and how it got started.
Josh Carrasquillo: Taproot Pictures is a film & video production company based in Grand Rapids, Michigan. We partner with local and national brands, agencies, and organizations to bring meaningful stories to life through commercial filmmaking.
How has your business changed since you first started out?
Josh Carrasquillo: When Taproot began, it was primarily focused on long form storytelling and local brand work. Over time, we’ve evolved into a full service creative partner. Helping national advertising agencies and businesses with commercial filmmaking and direct-to-hire work. As a partner in the creative process, we’re focused on helping clients with everything from brand storytelling, video strategy, campaign development, and distribution. We’ve also built a culture around collaboration and experience, expanding our network of artists, directors, and producers to over 500 highly specialized contractors while maintaining the intimacy and care of a small studio.
What makes you passionate about what you do?
Josh Carrasquillo: Every project is an opportunity to help people find the truth: in our work, the people we work with, and content we’re creating. There’s something incredibly fulfilling about helping people and organizations gain perspective, articulate purpose, and seeing stories come alive on screen.
How has being here in West Michigan helped your business?
Josh Carrasquillo: West Michigan is full of opportunity and creative energy. The culture here is strong, sometimes comfortable in the familiar, but that’s also what makes it an exciting place to push boundaries and tell stories in fresh, meaningful ways. It’s a tight knit community, and while we’ve stretched beyond this market to develop new skills and perspectives, we’re bringing that experience back home to strengthen the local industry. Grand Rapids is full of makers, doers, and storytellers who care about building something bigger than themselves, and that spirit continues to shape how we grow and create at Taproot.
What’s your approach to customer service and connecting with the community?
Josh Carrasquillo: We believe in being slow to speak and quick to listen. Understanding project goals deeply, and delivering beyond expectation. Our client partners come back to us not just because of the work, but because of the relationship. Outside of production, we stay connected by supporting local initiatives, serving on community boards, and mentoring the next generation of filmmakers in West Michigan.
How do you plan to grow or adapt your business for the future?
Josh Carrasquillo: We’re continuing to invest in our people. We believe the root of creativity grows from the people behind the ideas. We’re making intentional, strategic hires that elevate every part of our client experience, from first conversation to the final frame on screen. At the same time, we’re expanding our partnerships across the industry, collaborating with world class post-production and finishing teams to push the boundaries of what’s possible. From generative video (AI) to advanced color processes and immersive sound design, we’re raising the bar for what great storytelling can look and feel like.
Are there any local organizations or networks that have been particularly helpful for you in building your business?
Josh Carrasquillo: The American Advertising Federation of West Michigan has been instrumental in building connections, sharing ideas, and staying plugged into the creative community here in West Michigan. We’ve also benefited from the collaborative spirit of local entrepreneurs, agencies, and clients who believe in growing together, which is something that feels uniquely West Michigan.
