The newest film production company in town doesn't make feature films, but it has something in common with studios that do: it creates dreams.
Collateral Films, based in Milan, Italy, designs and films ad campaigns for big fashion companies like Gucci, Armani and Bottega Veneta. It has now opened a Vancouver office, hoping to attract not only fashion industry clients, but also big players in the food and real estate markets in both North America and Asia.
It recently launched a campaign for its first Canadian client, Gastown-based concept store Secret Location, with a stylish video.
It is negotiating with Vancouver-based clients in the real estate and food industries, which, according to Roberta Gigi, managing director and executive producer of Collateral's Vancouver office, have a lot in common with the fashion world.
“Working in fashion, we sell dreams,” said Gigi. “We don't sell a pair of shoes or a dress, we sell the idea of a better dress and a better life. The real estate market is the same. You don't just sell an apartment, you sell a dream.”
To illustrate her point, Gigi shows a real estate teaser video full of beautiful young people and spectacular Vancouver views, all put to a stirring music soundtrack. After watching it, I'm ready to sign mortgage papers for the place, which doesn't actually exist.
Born in Milan, the 30-year-old Gigi had produced many music videos in Italy when two partners invited her on board with Collateral to create and produce video campaigns for Milan's main industry, fashion. Collateral's Milan operation has about a dozen staff and hires production staff on contract to make its videos.
The Vancouver office, with two staffers, has the same modus operandi, hiring a director and a local crew for films made here.
“We're not a big production company, which is why we can be price-competitive,” said Gigi.
Secret Location hired Collateral when owner Carey Melnichuk, travelling in Europe, saw Collateral's work. Gigi travelled to Vancouver for the project, then decided to open an office here.
Why Vancouver?
“It's a growing city, a good starting point to enter the North American market,” said Gigi. “On the West Coast, there are a lot of big companies, there is a lot of growth and a lot of creativity. It is also a good place to reach the Asian market, which we are very interested in.”
Collateral has a few unnamed projects in the works, including one with a high-end Vancouver restaurant and another with a Seattle entrepreneur.
