Almost every project put someone new in front of the camera: small business owners, people on the beach at English Bay, Durable's CEO and members of its own team.
The formats kept changing too, from customer stories for YouTube and Durable's website to four SEO tutorials, and every customer story also had to hold up as short Reels for Instagram. Some of it moved fast: the CEO's product update went from first email to shoot day in nine days. None of it would work unless the person on screen sounded like themselves.
We filmed and photographed two customer stories with small business owners in Vancouver and edited two more filmed in New York, then cut all four into Reels for Instagram. We also shot the CEO's product update at Durable's office in Gastown, a street-interview video at English Bay and a four-part tutorial series.
The week before the tutorial shoot, we went to Durable's office with a camera to plan the angles and check the natural light against the style board their team had built in Figma. The whole series then fit into one shoot day: four scripted tutorials, plus footage for the thumbnails. For the product update, Durable's CEO spoke from an outline rather than a word-for-word script, and we sent the first cut a week after the shoot.
