Great production isn't just about capturing stunning visuals—it's about understanding how to build desire and create an emotional connection with the viewer. When mthree (formerly Wiley Edge) approached us to handle the Canadian production of their global campaign, we understood the importance of integrating our work seamlessly with the footage shot by other teams in London and New York.
At Black Box Productions, our involvement in mthree's Montreal video production went beyond production services and technical execution. With producer and cinematographer Josh Usheroff leading the project, we took advantage of our deep understanding of the local production landscape to bring the client's vision to life.
The Challenge
mthree, a global leader in graduate talent and employee reskilling, needed a campaign that would connect with young professionals. The UK-based agency, The 10 Group, tasked us with capturing the Montreal portion of the campaign. Our challenge was to ensure visual and emotional continuity across the various scenes captured by other crews in London and NYC, while working within the available budget and timeframe.
Our Approach
Understanding the campaign's strategic goals and the existing creative direction, we focused on delivering high-quality visuals with an engaging narrative that would speak to mthree’s target audience. Our local expertise was crucial in finding the perfect locations that would illustrate the protagonist's journey from recent graduate to thriving young professional.
While the client had already developed the creative concept and script, we played a key role in refining the execution on the ground. We advised on location scouting, ensuring that the chosen sites reflected the narrative progression of the main character.. This involved selecting locations that would visually represent the character's growth, such as the historic Atwater Library, Metro Georges Vanier, a gritty boxing gym, a modern office with a view of Mount Royal, a student apartment, and the World Trade Centre Montréal.
The Execution
Over two days of shooting across multiple locations in Montreal, our nimble team—comprising fewer than 10 crew members—worked efficiently to capture the desired scenes. We used the Alexa Mini LF camera paired with Canon V35 lenses to achieve the warm, engaging visuals that the client envisioned. This setup allowed us to match the footage shot in London and New York.
Cinematographer Josh Usheroff brought his expertise to the project, suggesting specific angles, inserts, and traveling shots that enhanced the overall visual storytelling. While we were not responsible for casting or wardrobe, we collaborated closely with the agency director, who was on-site during the shoot, to ensure that every detail aligned with the campaign's vision.
The Results
The final campaign was a resounding success, delivering impressive results:
- 34.6 million impressions across various platforms
- 150.9k clicks to the Wiley Edge website
- 2,900+ registered graduates, surpassing the target of 1,200
These outcomes underscore the effectiveness of our production services. By working closely with the client and bringing our technical knowledge and local expertise to the table, we helped create a campaign that connected well with the target audience and delivered according to expectations.
Key Takeaways
This project highlighted the value of having a production partner who is not only technically proficient but also collaborative and adaptable.
At Black Box Productions, we pride ourselves on our ability to support and enhance our clients' visions, ensuring that each project we undertake is executed to the highest standard. Whether you’re looking to produce a local shoot or need support for a global campaign, you can trust us to deliver results and bring your campaign vision to life.
