By: Samantha Draxler
In a world where content plays an increasingly pivotal role in consumer engagement and attention is a scarce resource, Julian Tillotson has developed a distinctive approach to creative media. As the founder and creative lead of Chicago-based production company INDIRAP, Tillotson focuses on more than just aesthetics—he integrates strategic thinking typically used by social media influencers and applies it to everyday consumer-facing brands. This approach helps small businesses and professionals craft compelling digital narratives that support visibility and audience connection.
“Every company is a media company now,” says Tillotson, seated in his contemporary West Loop studio, where past projects stream across surrounding monitors. “Whether you’re a personal injury attorney, a real estate agent, or a local gym—if you’re not building a recognizable presence, you risk becoming less visible in the market.”
Tillotson launched INDIRAP in 2010 with a clear mission: to raise the standard for how businesses communicate visually and strategically. What began as a one-man operation producing music videos and club promos has grown into a creative agency that collaborates with a wide range of industries, from real estate and legal services to wellness brands. Much of this growth is rooted in treating each client’s content strategy with the care and consistency often seen among social media influencers.
“Influencers understand cadence, relatability, and audience engagement,” he explains. “We encourage clients to adopt that mindset—to think less like traditional advertisers and more like consistent storytellers.”
From Occasional to Intentional
At INDIRAP, the focus isn’t on isolated video campaigns—it’s on building a sustainable content ecosystem. Clients work with Tillotson’s team to develop integrated content plans that include batch video shoots, lifestyle photography, short-form reels, and platform-specific campaigns. These assets are designed to extend across multiple months and maintain brand alignment.
“We don’t just ask, ‘What do you want to film?’” says Tillotson. “We ask, ‘What do your customers need to see and understand about your brand on a regular basis?’ That shift in focus can lead to stronger audience connections over time.”
This reflects what experienced influencers do to stay connected with their followers—regularly posting stories, insights, and authentic moments that foster trust and relatability. From real estate agents providing immersive property tours to wellness experts sharing practical tips in vertical video format, INDIRAP’s approach emphasizes accessibility and emotional resonance over overt promotion.
Helping Brands Appear More Established
One of INDIRAP’s distinctive capabilities lies in creating content that presents businesses in a more refined and cohesive way. Through a blend of cinematic visuals and story-driven planning, the team produces material that performs well on platforms like Instagram, TikTok, and YouTube Shorts.
“We know how to shoot for the scroll,” Tillotson explains. “Our goal is to capture attention meaningfully—through content that communicates relevance and authenticity.”
Their methodology includes repurposing footage effectively. A single production day often yields numerous clips: behind-the-scenes shots, teasers, testimonials, and short-form adaptations—all optimized for digital engagement.
According to client feedback, this strategy can support stronger brand consistency and enhanced audience interaction. “It’s not just about likes,” Tillotson notes. “It’s about reinforcing credibility. When content appears consistently polished and aligned with your brand voice, people start to recognize and trust your presence.”
Content as a Measure of Professionalism
For Julian Tillotson, the motivation is deeply rooted in personal experience. “I come from a background where you had to carve out your own opportunities,” he says. “That’s the energy we want to pass along to clients—a sense of creative empowerment and control over their image.”
As content creation tools become more accessible, INDIRAP’s approach offers a practical blueprint for businesses looking to compete in today’s attention economy.
“Whether you’re an influencer or a small business owner, your content is often your introduction—it represents your values, expertise, and professionalism,” Tillotson says. “You may only have a brief window to make an impression—so it’s important to approach it thoughtfully.”
With INDIRAP’s support, businesses of all types are finding ways to show up online with clarity and purpose—creating content that resonates, informs, and builds meaningful connections.
