Meet Josh Carrasquillo of Taproot Pictures and AAF West Michigan

Today, we’d like to introduce you to Josh Carrasquillo.

Hi Josh, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I am a filmmaker based in Michigan, and I serve as an executive producer and director for Taproot Pictures. Our work encompasses a broad spectrum of commercial and documentary projects. My life began in Houston, Texas, but my formative years unfolded across Oregon, Colorado, and Michigan, each locale imparting a distinct influence on my approach to storytelling.

I graduated with Bachelor of Science from Michigan State University in 2010, and I received my filmmaking training on the job as a content producer for a tech company in Mid-Michigan. This role served as the foundation to put me on the path to adopting filmmaking as a career. I owe a big thank you to everyone who has believed in me along the way. Especially my wife and three kids, who are my greatest supporters. Without their belief in me and continuous encouragement, I wouldn’t be able to do what I do.

In 2016, I began working with Taproot Pictures as a freelance producer, a pivotal career and life move that led to my becoming a partner in the company in 2019. At Taproot, my focus is on executive producing and directing specific projects, where I leverage my experiences to oversee projects that range from documentaries to large-scale commercial productions.

As my responsibility grew, I got more involved with the creative community in West Michigan. In 2020, I accepted the role of vice president at the local chapter of the American Advertising Federation, AAF West Michigan. I was excited to contribute to the vibrant, creative community in Grand Rapids, Michigan.

In 2022, I was voted in as President of the organization and have been helping to guide the chapter through growing The American Advertising Awards in Grand Rapids, our most prominent annual event. It’s also the only organization in West Michigan to host an award show for the entire advertising, marketing, and communications community. In 2024, we witnessed our largest gathering since the COVID-19 pandemic, a clear indicator of our community’s resilience and creativity.

I remain steadfast in my pursuit of creating better creative work and helping others achieve their creative goals. I am constantly seeking to push the boundaries of storytelling and production values. As I conclude my term as president of AAF West Michigan, I reflect on our achievements and the growth of our organization. My experience has been enriched by the people who makeup our community and I hope to continue to make meaningful connections with them.

As I look to the future, my aim is to continue contributing to the film and advertising industries, embracing new challenges and opportunities to innovate and inspire.

Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
Navigating the unpredictable nature of the film production and creative services industry presents a constant challenge. Adapting to the ebb and flow of our client companies’ budgets demands not just resilience but also a strategic approach to maintain stability. Establishing a small business and expanding our team has been both demanding and stressful, requiring meticulous planning.

External factors such as economic shifts, the impact of the COVID-19 pandemic, and political dynamics significantly influence client investment in creative services. This landscape has compelled us to embrace adaptation, innovate new solutions, and venture into uncharted territories with the introduction of new processes and services.

Simultaneously, maintaining a balance between professional commitments and home life is my priority. With three children, who are the center of my world, it’s crucial to ensure that my work does not wholly define my identity. This delicate balance is achievable through the strength of deeply held values and faith, guiding me to separate my personal worth from the success of our business.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Founded by Karl Koelling in 2006, Taproot Pictures began as a film and video production company in Michigan with a dream of creating high-quality films that impact audiences in meaningful ways. Now, our portfolio includes award winning documentaries, commercials, social content, and branded stories that have reached audiences around the world.

Our mission is to help people and brands share meaningful ideas—through film. We hope you’ll see that not only in the stories we tell but also in how we do our work and how we interact with people. And yes, we actually believe that stuff about our greatest success happens when we first help others succeed.

AAF West Michigan is the local chapter of the American Advertising Federation, the nation’s oldest and largest advertising trade association. We serve West Michigan industry professionals who buy, sell, create, or produce services and products related to advertising. In other words, if you’re in advertising, we’re your people. We have the same goals — professional growth, creative integrity, and industry vitality — and our community is the epicenter of everything related advertising.

AAF West Michigan is one of 180 chapters of the American Advertising Federation (AAF), the nation’s oldest advertising trade association and the only association representing all facets of the advertising industry. AdFed belongs to AAF District 6, which includes clubs from Michigan, Indiana, and Illinois.

Can you talk to us about happiness and what makes you happy?
For me, finding joy in life is all about the priceless moments spent with my family, truly being there in the now, soaking up every second. I have three young children and a beautiful wife who truly brings me happiness. There’s something incredibly special about the simple pleasure of being outside, and I enjoy every moment I get to do that as well. I stay active, and I love golfing.

Golf has become more than just a hobby for me; it’s a way to challenge myself and unwind all at once. I love it and enjoy every moment I get to play. Luckily, I live in one of the best states for summer golf. Whether it’s an adventure in a new place or just enjoying the familiar scenes of nature, especially when I’m with the people I love.

Contact Info:

• Website: https://taprootpictures.com/
• Instagram: https://www.instagram.com/taprootpictures/
• Linkedin: https://www.linkedin.com/in/josh-carrasquillo-producer-business-development/
• Youtube: https://www.youtube.com/channel/UC4GeY0Ne1tD8XODC3fq07gA

Image Credits
Russ Climie and Tiberius Images https://www.linkedin.com/in/tiberiusimages