About five years ago when we launched Capture the Moment Media, and have been heavily involved in the wedding industry. These days, we still love going to film a great wedding. It keeps us busy almost the entire summer. In the last several years now, we’ve had the opportunity to be involved in many more commercial projects and it’s been a great playing field for us as cinematographers to really get creative, work with more passionate people and help launch new meaningful projects. But how do you really begin to grow, step outside your niche, and redefine yourself? It hasn’t been an easy road, but we do have some advice to give you get started.

It’s all about your pitch.

When we first discovered Sole, we were still learning the process of working on commercial projects. We loved their product idea and thought the manufacturing process would be a really interesting thing to film. As far as showing them examples of our previous work, we didn’t really have anything relevant to share at the time with a long resume of wedding videos. That’s why a great pitch is so important to your career as a filmmaker.

Ever since then, we spend a lot of time preparing our pitch outline for clients so we can go into meetings with a really strong idea about what we want to do. Sometimes we might be pitching to a company that wants a video that we’ve never done before. That doesn’t mean it can’t be done. In fact, those are the projects we love most. It makes our job way more interesting. But to get those kinds of projects, it’s important to know about how to explain what you want to do. Here’s how we begin:

White Board Planning


We start out by really looking into the company before we even meet them.  Google can often be your best friend as we find out what kind of people they are, what kind of products they are selling, and what their history is. We look at their social, branding, vibe and energy. Then, we begin looking for other videos that can represent what we want to do with ours. Visual references are key for your audience to really be able to connect with your idea.

Designing Shoes for Sole


This is the part of the pitch where we get to really know our clients and they can get to know us. A big thing in our work is building TRUST. Even if they really like our work before meeting us, we have to convince them that we will work well together, understand each other, and can deliver for their company.

Cork Tree Field

The Pitch:

Once we have the above information, we can come up with an idea for the video. This is the meeting where we’ve come up with a concrete plan for the video and find out if the client likes the idea and wants to move forward.


The Storyboard:

Once we have an idea that everyone is excited about. Then we work with a storyboard artist. A good story board can go a long way. It gives everyone an idea of how we need to set up each individual shot, where the camera will go, what the focus will look like and how we can move forward. We try to get a storyboard to our clients as quick as we can when we really want to impress client. We also put together a mood board with images that even further help communicate the feel we want to produce with the video.

Shooting for Sole

This is how we approach our clients now. To us it is important to show the client that we’ve taken the time to really understand who they are before they’ve even decided to work with us. In the case of Sole, at a time when we had no similar work of our own to show them, this was what they needed to see in order to commit to us. Now, we help brave entrepreneurs shoot crowd funding videos through Kickstarter and Indiegogo all the time. They are always really fun projects to work on and Sole was one of our favourite projects. We’ve taken it as a great lesson moving forward in our work. A great pitch can take you to exactly where you want to go.

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