It all begins with a pitch.

I was approached to direct a campaign for ReMax with a loose concept of ordinary Canadians being quizzed on what they actually knew about real estate. The whole purpose was to show how little Canadians actually knew about real estate (in a light-hearted tone) therefore showing the value in using a ReMax agent.

wanna hear my pitch?

First - I needed to nail the concept.

A few things were important to me, the TALENT, the TONE and the LOCATION.

I began by carefully considering the agency’s vision as well as the brand identity of ReMax. From there, I created a successful pitch that hit the sweet spot between humour and informative.

I also created an in-depth understanding of how the visuals would be captured, how we would find talent and any other pieces to bring this to life.

CASTING, CASTING!

We began casting for someone with comedic chops - someone that could roll with the punches and could make our participants comfortable. 

After 2 days of casting and callbacks, we got our talent.

location. location. location.

Next, where would be shoot the spots? Knowing we had 4-5 final videos to compile so we would need a large bank of material to pull from. Two days of scouting all around Toronto to find 4 locations that would give us a cross-section of Canada - a busy city core, a midtown street, a suburban locale and a waterfront park.

LIGHTS

CAMERA

action.

Finally our 1st of 2 shoots days arrived. Each location we had earmarked roughly 3 hours of filming. Our host’s humour and charm were paying off while the participants we grabbed from off the streets were eager and making for great moments.

The second day of shooting say the wheels were well oiled and we really got into a groove as we moved from location to location. Client was happy, crew was happy and so was I.

POST - PRODUCTION

NEXT UP WAS A RAPID FIRE POST-PRODUCTION SCHEDULE. WITH 5 LONG-FORMS, SOCIAL CUTDOWNS AND A COLOURING SESSION TO MANAGE, THE POST TEAM PULLED TOGETHER TO CREATE THIS CAMPAIGN THAT DELIGHTED THE AGENCY AND CLIENT.

TARGETED VERSIONING ACROSS INSTAGRAM AND TIKTOK ALLOWED US TO HAVE A WELL-DEFINED AND LASER-FOCUSSED AUDIENCE TO REACH LEADING TO SUCCESSFUL CAMPAIGN.