MBiz

26 WINTER 2018 As principal and executive producer at one of Winnipeg's premier production agencies, Duguay knows the value of making his mark behind the camera — and of working tirelessly to showcase the human stories at the heart of his clients' operations. "At the core, that's what we do, is storytelling," says Duguay. "There's a line we like to use around the office. We feel that every brand has a story to tell — we just need to find out what it is, find out what the value is to their customers, and make sure we're telling the story that best reflects that brand." Having worked in the industry for more than 25 years — first as a broadcast designer for Global, CBC and AOL Time Warner, then as a partner in Coelement's earlier incarnation, Elemental Motion Media — he's seen his share of changes, including at his own company. Originally a one-stop shop that specialized in advertising, marketing and media production, Coelement has been streamlined since Duguay became sole owner, with a renewed focus on video work and an entrenched commitment to customer service. His clients include everyone from McDonalds to Manitoba Hydro, smaller startups to global powerhouses. And though revenues have almost doubled since he took over, the preferred distribution methods have definitely changed. "Five years ago, I would say 85 per cent of our work was broadcast television, commercial work," he says. "That's all changed — literally flipped upside down. Now I would say 85 per cent of the work we do is online, for social [media] and internal corporate communications." Production costs have been drastically reduced as equipment and software become more accessible. What was already a crowded playing field is these days standing-room only, but Duguay's years of experience give him a distinct edge over the competition. "Nowadays anybody can just pull out their phone and shoot a video — it's easy," he says. "What's hard is making videos that are engaging, that are not just professional looking but also entertaining. "That's where storytelling comes into play. As human beings we've been telling stories around the fire since we were cavemen. Video just allows you to tell those stories in a more emotional way." The company's success has allowed Duguay to be more selective in choosing his projects, and to seek out businesses, organizations and charities whose mandates are in line with his own. Recent examples include a pro bono fundraising video for the Vote Open faction of the Portage and Main plebiscite and a branded content series for U.S. mail-order giant Lands' End, which focuses not on the retailer itself, but on smaller companies that rely on its workwear. He's also proud of his team's annual contributions to the Manitoba Chambers of Commerce MBiz awards, a gig that provides a captive audience of potential clients, and an opportunity to showcase his work with a "quiet confidence." "I've been told I should stick my chest out more," he says. "But I don't want to play a video that has me on camera talking about all the things we can do. I'd rather have people experience our product, and then make a decision about who we are." As someone who's only too happy to cede his share of the spotlight to others, Duguay invokes a similar model when describing his ideal collaborators. "For me it's clients that see the value in not always talking about themselves or their product," he says. "What's more important is how valuable your products and services are to your customers — how they're changing their lives, how they're helping them grow their businesses and how they're getting more money to their not-for-profits. "If [clients] can realize that and know the power of that — the power of emotion to drive people that way — then we're aligned, and we can do beautiful work together." ■ << CONTINUED FROM PREVIOUS

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