Stories

Turning a passion for storytelling into a thriving business 

June 23, 2023
Photo of boy reading document for parent
Banker Darcy Pinasco, left, with Natalie Hinckley, owner of Hinckley Productions, at her Madison, Wisconsin, studio. (Photo by Ian DeGraff)

Named Business of the Year by the Wisconsin LGBT Chamber of Commerce, Hinckley Productions creates videos for international brands and local small businesses alike 

Natalie Hinckley has always had a knack for visual storytelling, starting out as a freelance video producer as a side job at age 18 while she attended the University of Wisconsin-Madison.

By her early 20s, Hinckley knew she needed to build her own production company to take on the kind of larger projects she envisioned. She gambled her life savings to start Hinckley Productions, and the bet paid off: her company has been trusted by brands including Barnes & Noble, Duluth Trading Co. and the NHL Network to tell their stories.

She now operates her own production studio in Madison and has anywhere from eight to 12 people on staff at any time, including directors, cinematographers, copywriters and camera operators.

“My passion comes from getting to connect with lots and lots of different people in all different industries,” said Hinckley, who works as a producer, director and director of photography in addition to owning her own business.

“This field allows me to watch them pull back the veil and show you the realness of what drives them to get up every day, or how they find purpose and meaning in their own work,” she said. “That’s really special, and what has drawn me to this medium more than anything else.”

She started Hinckley Productions in 2007, which she said turned out to be “an unexpected stroke of good luck” as video on the internet soon took off.

Her company also offered robust live streaming capabilities long before COVID-19 made virtual meetings the default technology to bridge social distancing.

Hinckley Productions’ range of aptitudes has positioned it for a wealth of assignments beyond working with companies, including directing a live concert for the Reverend Horton Heat and filming the anniversary of the landmark civil rights bridge crossing in Selma, Alabama, with Coretta Scott King.

Hinckley has been a U.S. Bank customer since she started working with business banker Darcy Pinasco more than a decade ago. Beyond their banking relationship, Hinkley and Pinasco also worked together with the Wisconsin LGBT Chamber of Commerce – taking a yearlong leadership development course and running into each other at local business functions.

“Watching Hinckley Productions grow and expand into the community over the years has been inspiring,” Pinasco said.

“Getting to know Natalie as a business owner, parent and a leader in the community as an out professional is really what has kept me empowered to live my authentic self as an out professional,” Pinasco said. “Natalie always shows up for the community and is genuinely there to get to know you as a person.”

Hinckley Productions is registered with the National LGBT Chamber of Commerce, and its work within the community has received widespread recognition. In 2016, the company was recognized as business of the year by the Wisconsin LGBT Chamber of Commerce, while Hinckley was named a “40 Under 40 LGBTQ Leader” by the publication BEQ Pride in 2018.

Taking part in organizations like the Wisconsin LGBT and National LGBTQ chambers helps Hinckley remember that she’s part of a broader community and that network can be a valuable resource to tap for expertise. The chambers also help to showcase the positive impact the community has on the economy through the businesses they run and manage, she said.

“It’s really great to see people in different organizations who are out and visible and proud of who they are and are not just tolerated but really celebrated within their organizations,” she said. “That really helps build each other up. It doesn’t have to be a political thing. It can be a: ‘here we are, and it’s good’ thing.”

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Branches in Chicago, San Francisco, Seattle and Southern California recognized.

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Cardmembers who receive points for gas station purchases can now earn up to 4x points or 4% cash back for EV charging.

U.S. Bank advances Real-Time Payment solution for convenient consumer bill pay

Consumer availability in Q1 2022 is expected to spur biller use of convenient Request for Payment tool.

With Card as a Service, U.S. Bank sparks more innovation in digital payments

Solution helps businesses instantly provide virtual corporate cards to customers, employees and contractors.

Innovative program builds diverse talent pipeline for U.S. Bank, other companies

Carolina Fintech Hub has placed 113 participants in tech jobs around Charlotte, N.C.

U.S. Bank completes acquisition of PFM Asset Management

As part of the acquisition, more than 250 PFM Asset Management employees have joined U.S. Bank.

U.S. Bank to donate Minneapolis branch to Seward Redesign for redevelopment

The 2800 E. Lake Street property will be redeveloped for housing, commercial and outdoor retail use and arts and cultural spaces.

U.S. Bank honored for innovating to meet client payment needs with Instant Card

2021 Impact Award in Product Development awarded to the company by the Aite Group.

U.S. Bancorp to acquire TravelBank, an expense and travel management solution

A leader in corporate payment solutions, U.S. Bank integration with TravelBank’s platform provides customers an end-to-end expense, travel and payment program.

U.S. Bank brings the power of Request for Payment to billers

Businesses can now offer this simple, secure, real-time payment option to their customers.

U.S. Bank and Kroger Co. offer new credit card rewards and fuel discounts

Kroger Rewards World Elite Mastercard® gives cardmembers savings of 25¢ off per gallon of fuel plus 5% back on mobile wallet spend.

U.S. Bank and State Farm® offer customers new business banking products

First-of-its-kind arrangement expands alliance between U.S. Bank and State Farm.

How U.S. Bank built a world-class digital accessibility practice

We’re creating an industry-leading experience for people with disabilities.

U.S. Bank announces new cryptocurrency custody services for institutional investment managers

NYDIG will act as sub-custodian.

U.S. Bank Recognized for Supporting Small Businesses

U.S Bank unveils U.S. Bank Nuestra Herencia™ Visa® Debit Card and donates $200,000 to The Cheech Marin Center for Chicano Art & Culture of the Riverside Art Museum and Artist In Residence Program.

U.S. Bank named best big bank in 16 states by Newsweek

Banks evaluated on customer service, savings and checking accounts, and digital tools during COVID-19 pandemic.

U.S. Bank celebrates expansion into Charlotte and its 26th state

The new branch featured a team of bankers and the latest technology.

U.S. Bank acquires talech

Businesses gain simplicity, efficiency and ability to compete in rapidly-growing digital marketplace.

U.S. Bank to acquire small business payments software company, Bento Technologies

Continues expansion of world-class digital capabilities for small businesses.

U.S. Bank initiative with CDFIs will invest in developers of color

Grants to CDFIs will provide technical assistance to real estate developers of color.

U.S. Bank, Enterprise Community Partners announce innovative racial equity bond

The $30 million bond will support housing developers of color.

U.S. Bank announces acquisition

U.S. Bancorp Asset Management will acquire PFM Asset Management.

U.S. Bank provides update on commitment to addressing economic inequities

In the aftermath of George Floyd’s killing in Minneapolis a year ago, our company committed to several initiatives to address social and economic inequities.

Meet Felicia La Forgia, head of U.S. Bank Corporate Banking

New York City leader talks about her immigrant parents’ influence and her new role at one of the largest banks in the United States.

For Juneteenth, heed ‘Separate and Unequal’ warning and move forward together

Our Chief Diversity Officer Greg Cunningham reflects on the historic Kerner Commission – and expresses optimism that this time will be different.

Get to know Hassan Salem, the new head of Commercial Banking at U.S. Bank

Based in Denver, the ski industry expert and theater fan leads a national team serving middle market clients.

U.S. Bank details new cryptocurrency offerings

We’re launching three new initiatives to meet growing needs of clients.

U.S. Bank investing in currency management provider Lumint

Earlier this year, we launched a new passive currency hedging service powered by Lumint technology.

U.S. Bank launches VantagePoint Accounts Receivable Matching

This feature further enhances our leading corporate accounts receivable automation service.

U.S. Bank appoints Marcus Martin head of ESG for Fixed Income & Capital Markets

Martin brings twenty years of industry experience and an established record of success.

Milwaukee developer Brandon Rule aims to help close the racial wealth gap

As part of broad commitment, U.S. Bancorp Community Development Corporation is working to deepen relationships with Black developers.

Barron’s names Gunjan Kedia to 100 Most Influential Women in U.S. Finance

Kedia is vice chair of Wealth Management and Investment Services at U.S. Bank.

This U.S. Bank branch on wheels brings new meaning to mobile banking

When disaster strikes, our Mobile Financial Center ensures customers have access to essential banking services.

U.S. Bank first to offer new AI-powered savings feature

The patented Pay Yourself First feature gives customers intelligent recommendations to increase savings.

State Farm® and U.S. Bank unveil new consumer and business credit cards

State Farm customers can receive cash back on insurance premium payments and the things they buy every day.

U.S. Bank launches Simple Loan to meet customers’ short-term cash needs

Customers can borrow between $100 and $1,000 with no hidden fees.

U.S. Bank Voyager Fleet Program expands to government agencies, schools, more

Our contactless payment solution is now available through Sourcewell.

U.S. Bank customers embrace faster, simpler way to open digital accounts

Digital checking account openings up 200% year-over-year following launch of new application experience.

U.S. Bank commits $116 million to address social and economic inequities

We’re also rebuilding in our hometown Minneapolis to continue to support customers.

U.S. Bank announces several key leadership changes

The executive appointments further our commitment to people, diversity, equity and inclusion, and business transformation.

U.S. Bank adding retail banking to Charlotte presence in 2019

The first branch to be located at 201 S. Tryon Street in historic Uptown area.

State Farm and U.S. Bank announce strategic alliance

State Farm and its affiliates are the largest providers of auto and home insurance in the United States.

New ranking says U.S. Bank has been most essential bank amid COVID-19 pandemic

The Harris Poll ranking polled Americans on resolve, trustworthiness, responsiveness and permanence.

More than 75,000 small businesses secure PPP loans through U.S. Bank

Loans have the potential to support more than 800,000 employees across the country.

Introducing the U.S. Bank Smart Assistant

A unique voice-forward approach will give customers a simplified, intuitive way to bank unlike any other – just ask.

USBCDC finances $50 million in capital to CDFIs amid pandemic

The seven CDFIs receiving capital are across the country.

What the ADA anniversary means to me

Accessibility consultant Christina Granquist shares how designing for disabilities shaped the new voice assistant in the U.S. Bank Mobile App.

Introducing U.S. Bank Access Commitment

It is a series of initiatives across the business to increase wealth building opportunities, starting with the Black community.

1992 kicked off years of rapid change at U.S. Bank

Our Minnesota-based company, and banking itself, looked very different the last time the big game came to town.

100 million transactions later, debit card proves to be a point of Pride

The community-inspired card design empowers customers to turn simple payments into meaningful actions.

Veteran organization finds support, and saves funds with the U.S. Bank team

For nonprofit organizations like the Marine Corps Coordinating Council, the dollars saved with U.S. Bank products make a difference in serving their community

U.S. Bank CFO Survey: Corporate finance leaders tighten belts amid uncertainty

Survey of more than 2,000 U.S. corporate finance leaders revealed the top two priorities are cost control within finance function and across the business

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