Do you work with advertising and experiential agencies?
Often, and happily. Agencies book me to meet their client's standard on set: experienced direction, a calm shoot and delivery on the agreed date. Their plan stays intact, and their client sees the work handled with care.
How do usage rights work on a campaign?
Usage is agreed up front by territory, medium and duration, in the terms procurement teams use. The brand gets the rights the launch actually needs, with no surprises afterward. I have priced usage this way since 2022.
Can one shoot cover both photography and video?
Yes, and most campaigns here are planned that way. One director for both keeps the photos and the video consistent. The crew is sized so neither one holds up the other.
How far in advance should a campaign shoot be booked?
Two to four weeks covers most campaigns, with room for concept, casting, wardrobe, and locations. Planning before the shoot is what makes fast delivery possible after it. When a launch date is fixed, the plan is built backward from that date.
How does brand approval work on a campaign?
The brand reviews the work before it goes anywhere. When the camera is connected to a screen, that happens photo by photo on the day. For video, I send the edit to the brand contact for approval. TAG Heuer's finished reel went through the brand's retail marketing director, and IWC's recap film went to Mercedes for approval.
What does the creative direction on a campaign include?
It starts from the brief and the brand's own references, then concept, casting, wardrobe, locations and light are set before the shoot day. I direct the set, shoot and finish the edit. One person is responsible for the idea from the brief to the final photo.
Do you travel outside Montréal?
Yes, often. I am in Montréal and London all the time, and productions run wherever the brand needs them.
