What does your pre-production process look like when conceptualizing a shoot with a client?

Most people outside the film world underestimate just how complex it is to achieve a cinematic look.

Before any camera rolls, there’s a lot of conversation—between clients, creative leads, and our production team. We need to fully understand the message behind the video and how we’ll bring that message to life on screen. Pre-production is where we connect the dots between concept and execution.

In lower-budget shoots, we sometimes don’t have the luxury of visiting the location in advance—so we troubleshoot everything from window light to sound dynamics beforehand. It’s that thoughtful alignment across departments (and with the client) that sets the tone for a successful shoot.

How do you help non-actors feel natural and authentic on camera?

It’s a team effort—and it starts before we even hit “record.”

We try to cast the right voices for interviews—often someone warm, extroverted, or naturally charismatic. But we’ve also seen it go the other way: someone’s confident until the red light comes on, and then they freeze. It happens!

Our approach is to give people time, empathy, and a few takes to settle in. Once they relax, the real gold starts to surface—those candid, succinct answers that make the story feel real.

Can you tell us about a favourite project that stood out creatively or technically?

Honestly, every project has its own fingerprint. But one that stands out is a video we created for Vision Loss Habilitation Canada.

We had a strong pre-production window, which gave us time to really plan the lighting, framing, and emotional tone. It was a rare mix of creative freedom and technical precision—and it reminded us how impactful storytelling can be when everything aligns.

Has any specific gear or technique changed the game for how you tell brand stories?

There’s no shortage of tech out there. Gear is accessible. Tutorials are everywhere. But what truly sets work apart is perspective.

Anyone can learn how to operate a camera—but the human lens, the way each filmmaker sees the world—that’s what makes the story resonate. It’s that unique vision, that sensitivity to detail and emotion, that gives a branded video its staying power.

Want to bring your brand story to life with elegance and authenticity? Explore our portfolio or connect with our team.