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Excel Martial Arts
Social Media Content
Next, we schedule the actors (usually her staff, as the videos involve martial arts stunts), choose costumes, locations and pick a filming date. Upon completion of production, I convert the footage typically into the 30s - 1 minute long videos (with different crop ratios), tailoring it to the specific platform.
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The video to the left was the first mini-campaign I ever shot for Excel - a 20s promotional video for their Ladies Self-Defence Event. I filmed, directed edited, and even created the music for the video.
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This video was filmed on a Canon T5i camera and shot in 1080p at 60fps. Edited in Adobe Premiere Pro, Garage Band, and Adobe Audition.
I have had the fortune of working with the martial arts company Excel Martial Arts for many years, creating videos, hosting events, and taking promotional photos for their social media.
My goal for creating content for excel is is to keep it short, concise, and eye-grabbing. II start by meeting with the owner, Valerie Peligrino, where we meet to discuss which platforms the content is for. From there, I work on storyboards, scripts, and other pre-production materials, before presenting it to the client for approval.
Let's Kick Cancer
25 to Life x Let's Kick Cancer
The most recent event I collaborated with Excel with was Let's Kick Cancer, a fundraiser partnered with the Canadian Cancer Society. Organized by myself and my team from 25 to Life (an SFU student-run organization set on raising money for cancer research, part of the Entrepreneurship class - BUS 361), I knew I wanted to reach out to Excel to build more rapport and strengthen our working relationship.
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Excel agreed to partner with us and thus the event organizing, promotional content planning, and sell tickets. As part of our promise, we needed to ensure our event promotion was on point, we not only wanted to promote Let's Kick Cancer but also Excel with the goal of event participants becoming interested in attending the Excel dojo after the event.
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The design above is the facebook event banner. The one on the right is the print poster -- both designed in Adobe InDesign & Adobe Illustrator.
The most successful promotion of the campaign with the video we made with Actor Annette Rielly who plays Diana Spellman on Netflix Original: The Chilling Adventure of Sabrina. I had worked with Rielly on a recent short film (Moontime), before inviting her to become a part of our campaign. Rielly herself is a cancer survivor and was happy to help our fundraising efforts.
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The video was filmed on a Panasonic Lumix G7 camera and shot in 1080p at 30fps. Edited in Adobe Premiere Pro, Adobe After Effects, and Adobe Audition.
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Building client rapport & follow-through on promises. For our partnership with Excel, we needed to ensure people attended the event, and the community recognized the time and effort put in on Excels part. For Annette Rielly, we wanted to be respectful of her time and ensure we properly thanked her. For our sponsors and donors - verbal and social media thanks we critical to ensure we were able to work with them in the future.
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Setting realistic goals and being able to pivot and adjust when things aren't seemingly on track. Overall we had a very successful event, raising $4000 for the Canadian Cancer Society and Colon Cancer research. Our original goal was $10,000. While $4000 is nothing to turn your nose at (especially since we had relatively no start-up cost), we realized that due to the martial arts nature of the event, we wouldn't be able to get the number of people needed to raise the 10K. Instead, we shifted our perspective and strategy to market to kids and families, allowing us to raise as much as we did!
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