Video Marketing & Production
Nonprofits / Charities
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Habitat for Humanity
Fifty musicians from the Okanagan Youth Orchestra, a cluttered ReStore in Kelowna, and just one hour to make it all happen.
It sounded challenging—we said yes immediately.
Only 1 Hour
To Film Over
50 Musicians
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200,000+
Social Media Views
In The First Month
Finalist
Celebrated at the
Retailing Excellence Awards
Let Us Bring Your Vision to Life
Nonprofit Campaign Videos That Strike A Chord
Tell your story with video.
Setting The Stage
It all started when the Director of Marketing at Habitat for Humanity Canada reached out with plans for a holiday campaign video.
Details were sparse, resources were limited, and we only had four weeks to make something work.
It was a challenge we couldn’t resist.
Habitat aimed to generate excitement for their work and raise awareness of their ReStores.
The idea was to collaborate with the Okanagan Youth Symphony Orchestra to show what is possible when unique individuals work together.
After production wrapped, we knew we had something special.
But nothing could have prepared us for the overwhelming response we received from the online community when the video was released weeks later…
“...exceptional commitment to quality and attention to detail throughout the entire production process.”
JACK SHAW
Director of Marketing and Digital Strategy,
Habitat for Humanity Canada
The Concept
Habitat for Humanity Canada is a non-profit that helps Canadians enter the housing market by building and providing affordable homes.
Habitat ReStores are donation and home improvement centres that help fund these housing projects.
We were brought on to the project to create a music video featuring a live performance of the classic piece, Farandole, set inside a typical Habitat ReStore.
After exploring the cozy, rustic space, we decided to use floor lamps from the store itself for lighting, adding more character and intrigue to the atmosphere.
The idea was to create something distinctive, something that would leave a lasting impact and have high potential for organic engagement on social media platforms.
“I would have loved to spend the entire day working with these young musicians. But with only 90 minutes to film, every shot had to be carefully planned and meticulously shot. We had no room for error.”
JAYME COWLEY
The Process
During the storyboarding process, the client requested that every member of the orchestra be featured in a close-up or a medium shot. This was complicated.
In order to accommodate this, we had to break the production into three segments, covering three sections of the song as it was performed.
With five cameras that were moved to new positions after each take, we were able to capture 15 angles for each segment of the song, with a total of 45 angles for the entire performance!
We needed to make sure every camera operator knew exactly which musicians they needed to film during each take, so that we maximized coverage in a minimum amount of time.
We had 15 crew and volunteers, four weeks to make it all happen, and a budget of $15,000.
The Results
The response from the community was nothing short of overwhelming.
The video received hundreds of thousands of organic views and countless shares, likes, and comments.
We were featured in many news articles across the country and were even nominated by the Retail Council of Canada as a finalist at the Retailing Excellence Awards.
Without a doubt, there is something truly captivating about witnessing a great collaboration on full display.
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