January 18, 2017
Members of Yellowknife’s media community can add Volkswagen (VW) to their satisfied client list thanks to the vehicle mogul’s recent visit to the Northwest Territories (NWT) mid-December 2017.
Local talent, including Rosanna Strong (Strong Interpretation), Kyle Thomas (With Media), Pablo Saravanja and Jay Bulckaert (Artless Collective)were brought on by Jeremy Hart, the expedition leader, to support the company’s new campaign, which will include online vignettes and human interest features.
"Twenty five years since covering my first story in the NWT, the spirit and can-do attitude of Northerners is still alive and vibrant,” Jeremy says. “We found a great team of local talent to help facilitate and execute the film shoot and provide the attending media with strong stories and unforgettable experiences. Mother Nature played a game of cat and mouse with us but the flexibility of the team in Yellowknife kept us on track. I am delighted and so are our friends at Volkswagen."
Ice roads were a central theme for Volkswagen’s upcoming commercial which drew them to the Northwest Territories and the Department of Industry, Tourism and Investment’s Film Commission, which was pleased to support the company’s project.
Building Local Industry
Locations managers, interpreters, first aid teams and equipment rentals may not be the first jobs that come to mind for a filming project, but they’re integral for successful, professional productions.
Connecting producers with local service suppliers is one part of the NWT Film Commission’s role. Film and video projects require teams with wide ranging skills and can have surprisingly large positive economic impacts – especially in smaller communities. During VW’s shooting, the team bought and rented winter clothing, visited restaurants, rented equipment, storage space and car detailing services, and hired a local trucking company to build the ice road and support their shipping and vehicle needs.
View the NWT Film Suppliers Guide to learn more about the NWT’s skilled workforce
VW’s foray into the Arctic also provided a top notch opportunity for professional learning and capacity building for those working on the project.
Rosanna was hired as lead fixer, meaning she was responsible for preparation and on-the-ground logistics as well as finding and coordinating local stories, interviewees and film locations. Kyle assisted with on-the-ground logistics during the shoot, and Jay and Pablo were hired for their skills as camera and drone operators.
Pablo explains the significance of these types of film projects: "World class brands can confidently rely on our top-notch NWT film and television service providers to perform at the highest levels, and we're excited about what that means for our industry. We can host local and incoming productions with 100% Northern talent, representing enormous potential for a sustainable creative-economy in the NWT.”
Film and Tourism: Linked Opportunities
The NWT Film Strategy identifies the importance and benefits of linking NWT-based film projects with opportunities to promote the territory as a tourism destination.
In this case, an impressive media contingent joined the VW delegation including Canadian Geographic, Cool Hunting, Driving.ca, National Post, the Winnipeg and Calgary Sun, Javier Moto’s YouTube Channel, LaPrensa and In Flight magazine to name a few; all with a view to publishing pieces that capture their impressions and insights of the North and the unique filming experience.
