Case Study · Brand Film
From roll to customer.
McDermid Paper Converters, one of Canada's largest paper-roll manufacturers, was shifting from B2B distribution to direct-to-consumer. We built a brand film that follows a single roll of paper from raw jumbo roll to the customer's hands.
McDermid Paper Converters
2024
Horizontal brand film + vertical cut
Concept, Direction, Cinematography, Edit, and Color. Every frame in-house.
The Brief
McDermid has manufactured paper-roll products in Ontario for over 50 years, supplying distributors across Canada. They were going direct-to-consumer for the first time and needed content that showed their manufacturing process and positioned the brand for a new audience.
The creative concept: follow one roll of paper from its raw state as a massive jumbo roll, through cutting and converting, into packaging, and finally into a customer's hands. One continuous journey, factory floor to front door.
What We Delivered
The Films
The Approach
Instead of a talking-head corporate video, we built the narrative around the product itself. We walked the full 125,000 sq ft facility in Markham to map the paper's journey and plan camera positions around live machinery.
Shot during active production, machines running and crews in their real environment. Cinematic movement through the plant and shallow depth of field turned industrial machinery into cinema.
Concept to color, all under one roof. No subcontracted production.