The BMC Pro cycling team runs itself differently than many other teams. Their secret sauce? Yoga.
After Cadel Evans won the Tour de France, lululemon sent me to Spain to explore the teams' reaction to yoga and how it affects their routine, mental state and over-all performance.
Challenge: With no brief and a suitcase full of random equipment it was up to me to find a story and tell it.
Solution: On the plane on the way to Spain I came up with some angles: Does yoga fit into the world of professional cycling? Do the guys think it's useful or important? Can you, Madeline shoot cyclists out the window of a team car as it winds through the hills of Spain? And off I went documentary style.
Result: This piece showcased yoga in a new area for lululemon. As they branch out and focus on what yoga can do for runners, cyclists, martial arts etc. it was important for them to have a real life international example and testimonial to share on their website and blog.
At G Day, we believe that once upon a time, communities around the world gathered in ritualized celebrations to honour the transition from childhood into adolescence. While vestiges of this tradition can still be seen in some cultural and faith traditions, for the most part in urban, secular life, it has sadly been lost.
G Day is re-imagining this lost tradition and employing it as an antidote to the culture of social comparison and competition by exploring girls’ shared experience in a safe, supportive and inspiring environment.
We are creating a global social movement, starting with holding events in communities across Canada where Girls and their Champions (parents/guardians and others playing a meaningful role in supporting Girls futures) can come together to welcome, witness and receive Girls as they enter the next phase of their life journey.
At G Day, we become the “Village”, if only for a day.
Since its inception in 2014, I have captured each event on video and developed several marketing tools to help us spread G Day around the globe.
Danielle has a strong online and published voice for herself but she had no video presence. Video can be such a powerful tool for authors and public speakers because it allows a personal and visual (rather than written) connection with your audience.
Fire Starter Sessions
Challenge: "I want a movie trailer for my new book."
Solution: After going through an early version of the manuscript for "Fire Starter Sessions" I chose out a few different areas that would make sense to turn into a flashy trailer. Lucky for me, Danielle's writing style and experience on camera allowed the script to basically come straight out of the book.
Result: A technically complex production involving projecting words on Danielle as well as the wall behind her combined with simple graphic integration inspired by the style and design of the physical book.
Immediately after release Barnes&Noble.com and Amazon.com both requested it to accompany her online sales and this video hit 100K views in a few short months.
In 2012 I had the pleasure of shooting, directing and editing a series of music videos for Canada's children's sensation Splash'N Boots.
This was an incredible opportunity to refine my skills as a specialist in directing children, test my patience but most of all get my dancing shoes on. One of the most fun shoots of the year, these videos are still played daily on the Treehouse network and are danced to before, after and during meal times on a daily basis.
Visit www.splashnboots.com to see what they're up to now and where you can join the dance party next.
Challenge: To develop a fun series of music videos including as many kids as possible
Solution: A 2 day 1 camera Toronto studio shoot with limited resources but unlimited fun.
lululemon's founder Chip Wilson is the centre of one of Canada's top success stories.
Armed with a talented author, exciting web team and audience of thousands, it was time to tell Chip's story from the beginning. Hearing his quirks from the mouths of his closest colleagues, friends and family members was a shoot to be remembered. To view the online book experience visit: http://40000days.whil.com/
PeopleNRG helps executives, meeting planners and HR departments navigate their teams through the sometimes rough waters of change. Through creative key note speeches and Leading Change workshops Lawrence Polsky and Antoine Gerschel have assisted countless teams through more processes of change than can be listed!
I had the opportunity to run around New York with these 2 during a whirl wind of a shot. It was exciting to really get to know them and capture their essence on camera.
Challenge: They needed more applicants for their NextGen Internship Program.
Solution: A short, shareable web video that encompassed the values of Pacific Western Transportation, highlighted the many skills you learn during the NextGen program and encouraged interested applicants to learn more.
Result: Over the past few years 'PWT' has been hard pressed to fill only 8 spots through applications and internal candidates. Through an integrated web and video campaign, together we attracted 530+ applications for 8 spots and saw the most qualified applicants to date, excited about changing the transportation industry in Canada.