Twelve people building their own thing
A twelve-part video series about people making their own way in Edmonton's commerce, art and culture. No client, no brief and no fee. We produced and promoted it at our own cost.
THE HYPE was ours. In 2019 we made twelve short films about people making their own way in commerce, art and culture in Edmonton and the surrounding area, then promoted them locally at our own cost.
Twelve is a format
One film is a favour. Twelve is a commitment, and it asks a different discipline: the same treatment every time, so the series carries each subject instead of each subject having to carry an episode.
Every film is shot where the subject works: a theatre company under its own marquee, a bartender behind his own bar, two vintage dealers running a shoot on the sidewalk outside a corner store. We put nothing stylised on top of them, because the point was never the filmmaking.
Why a marketing practice paid for it
Because it is the argument we make to clients, turned on our own city: the substance is usually already there, and nobody outside can see it. That was true twelve times over. None of it needed inventing, only finding and pointing at.