RONA+ in Hull: Filming an Encounter with the Community
In spring 2024, I worked with agency Substance on a video about RONA+’s arrival in Hull, Gatineau. The former Réno-Dépôt became the first Québec store to adopt the banner, with its official opening celebrated on March 21.
My project followed a customer activation organized around that opening. The intention was to show the brand through an encounter with the community: inviting people on site to participate and letting their reactions bring the video to life.
I handled directing, cinematography and editing for this content. Filming used a lightweight, handheld approach, with hosting that created a connection with participants. I needed to pay attention to what was happening and find the images that would tell its energy.
This kind of assignment means working with real situations. An interaction can develop quickly; a reaction can become the heart of a sequence. I love work where preparation helps us stay available and where we keep enough flexibility to welcome what happens before the camera.
In the edit, my role was to connect these moments into a short, clear story. Giving people a place, making the event understandable and keeping its movement: the challenge went beyond simply sequencing shots. We needed to recover the feeling of an encounter.
With Éloïse Côté and the Substance team, this collaboration brought together several dimensions of my independent practice. From recording to building the video, I could follow the same intention and contribute to its final form. What stays with me is the pleasure of working close to the action with people taking part in a shared moment.
RONA+’s arrival in Hull:https://www.ronainc.ca/fr/nouvelles/l-enseigne-rona-plus-est-arrivee-au-quebec
Comments