THE CORONAVIRUS UNVEILED THE INTENSE DEMAND FOR CREATIVITY
LAPSE, AMA Toronto's video partner, is using creativity to adapt their business to a COVID-19 climate.
The pandemic has presented Canadian businesses with a never-seen-before challenge. The response can come in many forms, from introducing a novel service to a whole business model rework. Most importantly, if forced to alter company structure, chances are you would not have been able to succeed without creativity.
The past months have shown that resilient business models demonstrate the ability to respond effectively to changing and difficult conditions.
Facing an extraordinary challenge, entrepreneurs have had to expand their resources and motivation for creative inspiration while also keeping commitments to local communities.
"Necessity is the mother of invention, and while the pandemic has caught many businesses off guard, it has also sparked creativity and true entrepreneurial grit", said Santo Ligotti, Vice President of Marketing, AMA’s Toronto.
Today, available data proves that marketers need video content more than ever. According to Hubspot’s report, 97% of marketers claim that videos excel at giving customers a very up-close look at a product and service. And 81% of businesses are now using video for marketing.
WHO IS LAPSE PRODUCTIONS?
LAPSE Productions is a Toronto-based Video Production company co-founded by Kyrill Lazarov and Dario Nouri. While most video production companies focus simply on producing on an as-needed basis, LAPSE differentiates itself by putting a stronger emphasis on integrating themselves into their Client’ long-term vision and goals. This means not only taking on a Creator role for the client but also a Consulting role.
Examples of this include the work they are doing with the Digital Media Zone (DMZ), the largest tech startup incubator in the world, and with ACE Ontario Tech, the largest wind tunnel facility in North America. For these two companies, LAPSE has focused on creating a series of content that fits into their overall strategic sales and development narrative. Here are some recent projects that LAPSE completed for their clients:
1. DMZ BIF (Black Innovation Fellowship): An initiative that will provide startups led by Black entrepreneurs with the strengthening support of a top university-based incubator network.
2. ACE Remote Testing: Technological solutions and testing are difficult during Covid which is why ACE launched their Remote Testing Program
In September, LAPSE launched two initiatives: Creatives Grab Coffee (CGC) and 5-for-5.
Creatives Grab Coffee (CGC) is a show that was created to bring on creatives and business professionals to have a conversation about industry topics. The show offers audiences authentic discussions, valuable insights and shared experiences from multiple industries to learn from.
"We started CGC because it provides us the opportunity to learn and network with people across numerous sectors and expand our online presence." - Kyrill & Dario
5-for-5 is a CSR initiative where LAPSE donates 5 percent of the profits from each project to 5 charities. The charities list is based on Charity Intelligence rating, Toronto-based headquarters, and sector. Currently, it encompasses Canadian Blood Services, Canadian Red Cross, Youth Without Shelter, Second Harvest, and Nature Conservancy Canada. In addition to this, they are also in talks to create pro-bono video content for some of these charities.
"5 for 5 was created as a way for us to give back to the community once work picked back up." - Kyrill & Dario
PARTNERSHIP WITH AMA
AMA Toronto's focus on Canada’s Marketing Hall of Legends (CMHOL) and Legendary Leadership series is critical during these difficult times. It's crucial to support the community with insights and access to leadership that has pivoted at various times in their careers and can provide robust backing in our ever-changing environment.
LAPSE’s contribution to CMHOL’s video series is considered a valuable example of the company reflecting its commitment to local communities.
Recently, AMA Toronto has witnessed increased importance and interest in mentorship programs. The critical area of focus for AMA Toronto that also runs the Mentorship Exchange and Career Accelerator programs. LAPSE was happy to partake in the opportunity to create a mentorship video, and it will be released in January to align with the Mentorship month.
“Collaboration is now necessary, and it is crucial to engage the Canadian business community and take pride in helping each other throughout this challenging time,” Santo concluded.
In other words, creativity should help businesses withstand the pandemic's pressure and protect their place throughout volatile and complex reality. Creative successes, in effect, should be studied and examined, leading the way for others, not just through this ongoing disruption but through any turbulent period in the future.
Lapse Productions has been AMA Toronto’s Video Partner since January 2020. This article is the first in a series of partner profiles to showcase collaboration between AMA Toronto and organizations donating time and resources to give back to the Marketing community through their partnership and expertise.
The AMA Toronto Partnership Profile series is researched and written by Dmitriy Frolovskiy, Director PR at AMA Toronto.
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