Hero Asset Development Production (completed)
- As the lead project manager for a $1.5M asset development production spanning 18 months, I coordinated the creation of 33 finished videos, 62
b-roll vignettes, and 528 hero images. These assets have been used extensively by both Tourism Calgary and external partners to promote
Calgary. Here’s a breakdown of the project phases: - Pre-Production
- RFP Process: Assisted in the creation and selection of the Request for Proposal (RFP) process, ensuring that all project requirements were
clear for potential vendors. - Creative Briefs: Developed six creative briefs that led to the production of 13 distinct videos, each with multiple cut-downs and aspect ratios,
resulting in 63 total video outputs. In additional to the 62 b-roll vignettes and the 500+ images. - Location and Model Coordination: Created and maintained a robust production spreadsheet with data on 80+ locations, 60+ models, and
scheduling details, which was heavily relied on by a production crew of over 30 individuals. I was also responsible for coordinating
communication with industry partners about the selected locations, securing their buy-in and input on shot lists. - Shot List and Visual Direction: Generated a detailed shot list, utilizing AI tools to clearly convey our creative vision to partners like Colin Way
(photographer), Sherpas Cinema (filming company), and PARK Productions. This ensured alignment with the desired visual outcomes across all
assets. - Logistics: Booked tech scouts, secured models, and acquired volunteers for the shoots, with a focus on ensuring diversity and inclusivity in
representation. Coordinated production meetings to align all stakeholders, from wardrobe selections to location scouting and timeline
management.
- Production
- On-site Coordination: During the shoot, I ensured that all staging, wardrobe, and styling were in line with our creative vision. As volunteer
coordinator, I managed a diverse pool of talent, ensuring the proper representation of Calgary’s unique offerings and demographic diversity in
the content. - Wardrobe and Styling: Worked closely with the production team to ensure wardrobe selections aligned with each location, models, and the
needs of different videos, including leisure, business, and sport. - Real-Time Problem Solving: Oversaw shoot days to ensure everything ran smoothly, from technical setups to handling last-minute
adjustments. Facilitated daily check-ins with the crew to maintain a seamless workflow.
- Post-Production
- Content Organization: Managed the meticulous process of reviewing, selecting, and editing over seven hours of footage to create 62 b-roll
videos that highlighted the best scenes from filmed locations. Organized footage in Master Contact Sheet and included time stamps in each
video description to enhance user experience for future productions. - Image Selection: Established a streamlined process with photographer to review and select 528 images. Ensuring alignment with the original
briefs and project objectives. Managed multiple rounds of revisions to guarantee the final assets reflected the brand’s vision and quality. - Video Production: Worked with film company to finalize 13 hero videos, each requiring multiple cut-downs and aspect ratios for a total of 63
individual videos. Reviewed edits for diversity, storyline strength, and correct branding elements such as logos, URLs, and visual consistency
across all business units (Leisure, Business, Sports). More information under Project Management - deep dive. - Legal Documentation: Ensured all necessary legal paperwork was completed and correctly stored, including production contracts, location
permits, drone permits, and model release forms. This comprehensive documentation process ensured compliance and safeguarded the
project. - Internal & External Communication: Distributed the assets to internal staff and 80+ participating partners, encouraging widespread use across
their marketing materials.
- Post-Launch Results - The assets from this project were widely adopted, both internally and externally, contributing to significant brand exposure
and promotional efforts for Calgary:- Internal Use: The videos, b-roll, and images were integrated into Tourism Calgary’s website, newsletters, and marketing collateral. They were
also featured in prominent broadcast spots like the Rogers Charity Classic Golf Tournament. - External Use:
- YYC Airport Authority used our b-roll footage to create an award-winning video submission for best airline marketing by an airport at the
Routes America 2024 Conference. - Calgary Sports and Entertainment Corporation leveraged the footage to produce a video revealing Calgary’s new event center.
- Calgary Economic Development, in collaboration with the City of Calgary, used the assets for the launch of the new civic brand to the
community. - Numerous hotels and tourism industry partners incorporated the images and footage into their marketing efforts, driving further
awareness of Calgary’s tourism offerings.
- Performance Reporting: Created a comprehensive project summary report that outlined deliverables by location, diversity, industry, and content
format (video, b-roll, photography). This report was used in executive updates and post-mortem meetings with key stakeholders (photographers,
production companies, film crews) to evaluate successes and identify areas for improvement in future productions.
Tourism Calgary Brand Evolution (in progress)
- Lead Project Manager for the $600K+ Brand Evolution Project, Responsible for coordinating audits, discovery sessions, logistics, and timelines
across departments to consolidate Tourism Calgary’s brand identity and align with strategic goals. - Stakeholder Collaboration & Reporting: Act as the primary liaison between Tourism Calgary and ZGM (our marketing agency), creating briefs for
all brand touchpoints and ensuring alignment with scope, deliverables, and budget. Provide regular reports and documentation to C-suites and
executives, enabling data-driven decisions on brand evolution strategies such as logo and business name changes. - Transition to Single Logo System: Played a pivotal role in making the case for transitioning from a multi-logo system (in place for nearly 60 years)
to a single, unified logo. This decision greatly enhanced brand clarity, consistency, and market presence. - Comprehensive Tracking System: Developed and manage a robust Excel-based timeline that tracks each brand touchpoint, including individual
deadlines, statuses, and deliverables. This document is crucial for the project’s success and is heavily relied upon by ZGM and stakeholders to
monitor progress, scope, and budget. - Discovery Sessions & Brand Touchpoints Audit: Led in-depth discovery sessions with department managers to audit and identify 200 brand
touchpoints. These were categorized into four main areas: Brand Guides, Tradeshow Booths, Digital, and Brochures & Informative Materials,
allowing for more structured brand evolution planning. - Cross-Departmental Synergies: Ongoing audits of brand touchpoints to help identify synergies between departments, allowing for resource-
sharing and increasing efficiency. This alignment is strengthening the brand’s consistency and optimizing internal processes, ensuring all efforts
ladder up to the overarching brand strategy.- Uniforms: A key focus is developing a brand-aligned, fashion-forward capsule wardrobe for staff. Currently, there is no consolidated process for
uniforms, identifiers, or SWAG, with each department acting independently. This project is working to bring uniformity and alignment across
departments. We are preparing to go to RFP and involve Calgary’s fashion community, further emphasizing the brand’s commitment to
community ties. - Software/Programs: The audit also revealed that various platforms and external graphic designers were being independently contracted by
different departments to create marketing collateral. This project aims to reduce the number of programs and external contracts, streamlining
processes and finding efficiencies across departments by leveraging shared resources.
- Ongoing Research & Brand Playbook Development: Continuously conduct research on industry best practices to inform the development of the
Brand Playbook, ensuring it meets the needs of Tourism Calgary’s three business units—Leisure, Meetings & Conventions, and Sports—and
resonates with the organization’s three key audiences: Leisure, Industry, and B2B. We are now transitioning to an interactive landing page to make
the brand easy to use, update, and share with internal staff and industry partners.