In this episode of Creatives Grab Coffee, Israel Bonequi from IND Films (Montreal, Quebec) shares his journey from being a generalist offering multiple creative services to focusing on video production and scaling IND Films into a specialized studio. He discusses the challenges of pricing creative work, the importance of educating clients, and how niching into medical and industrial video has helped the company grow. Israel also dives into the process of building a new virtual production studio designed to make cutting-edge technology more accessible for smaller production companies. This episode offers valuable lessons for marketers and video professionals looking to refine their positioning, improve client relationships, and explore the future of video production.

TIMESTAMPS:

00:00 - Episode Introduction and Guest Welcome

02:19 - Guest Bio: Israel Bonequi from IND Films

03:22 - Lessons from being a generalist in creative services

07:25 - How clients perceive value in video production

10:01 - Client education tax: the hidden cost of cutting corners

14:36 - Transitioning to video specialization and pricing challenges

19:06 - Raising rates and overcoming mindset barriers

21:44 - The reality of difficult clients and nonprofits

23:04 - Asking “why” to uncover true client goals

25:38 - Turning single projects into long-term campaigns

27:57 - IND Films’ focus on medical and industrial video production

32:44 - Niching down and growing through organic opportunities

36:19 - Digital marketing: shifting from Google Ads to LinkedIn

42:21 - Building a new Montreal studio for virtual production

47:41 - The cost, process, and challenges of studio construction

52:01 - Soundproofing lessons for production spaces

55:17 - Balancing family businesses and shared spaces

57:16 - Future growth plans for IND Films

58:27 - Closing remarks and invitation to visit IND Films

SPONSORS:

Canada Film Equipment: www.CanadaFilmEquipment.com

Audio Process: www.Audioprocess.ca

🎵 Spotify: https://open.spotify.com/show/2vHd8BdbkMQITFZmDJ0bo9

🍏 Apple: https://podcasts.apple.com/ca/podcast/creatives-grab-coffee/id1530864140

🎞️ Produced by LAPSE PRODUCTIONS – https://www.lapseproductions.com

To learn more about the show, visit: https://www.creativesgrabcoffee.com/

#CreativesGrabCoffee #videographyhacks #videography #videographer #videoproduction #businesspodcast #videoproductionpodcast #lapseproductions #videomarketing #videoproductioncompany #videoproductionservices

In Episode 101 of Creatives Grab Coffee, we’re joined by Julian Tillotson, founder of INDIRAP (Chicago), to talk about why video alone isn’t enough. Julian breaks down how businesses can build a full content ecosystem, why “going viral” is not a strategy, and how educating clients on ROI is the real key to long-term success. We also dive into the debate of niching vs. staying generalist, the dangers of so-called marketing “gurus,” and what it really takes to build sustainable client relationships in the video production industry. Whether you’re a marketer, creative entrepreneur, or production company owner, this episode is packed with insights to help you scale smarter, diversify your client base, and deliver content that actually drives results.

TIMESTAMPS

00:00 – Episode introduction and sponsor shoutouts

02:18 – Guest welcome: Julian Tillotson from INDIRAP

03:11 – The shift in content marketing: video isn’t enough

06:15 – Breaking down the content funnel (top, middle, bottom)

10:36 – Why client education matters for ROI

12:56 – The myth of going viral in today’s landscape

14:53 – How video companies can become strategic partners

17:25 – Repurposing video into multiple deliverables

19:28 – Why distribution and platform optimization are critical

21:46 – Educating clients through quarterly check-ins and content

23:52 – Building a personal brand with LinkedIn and YouTube

27:23 – LinkedIn strategy vs. Instagram engagement

32:06 – Cutting through industry noise and staying top of mind

34:16 – Time management, scaling, and building strong teams

39:09 – Avoiding burnout with systems and organization

45:34 – Expanding services into paid ads and distribution

49:55 – Measuring ROI: getting real results from video campaigns

53:24 – Choosing clients carefully: why not all money is good money

56:03 – Risks of offering paid ads without experience

59:38 – The importance of long-term brand awareness campaigns

1:01:02 – Fighting back against charlatans in the industry

1:04:17 – The niching debate: generalist vs. specialist approaches

1:09:42 – Retaining clients long-term by understanding their needs

1:13:29 – Diversifying industries to stay resilient in uncertain times

1:18:45 – Calling out fake marketing gurus and iPhone agencies

1:19:35 – Closing thoughts and wrap-up

SPONSORS:

Canada Film Equipment: www.CanadaFilmEquipment.com

Audio Process: www.Audioprocess.ca

🎵 Spotify: https://open.spotify.com/show/2vHd8BdbkMQITFZmDJ0bo9

🍏 Apple: https://podcasts.apple.com/ca/podcast/creatives-grab-coffee/id1530864140

🎞️ Produced by LAPSE PRODUCTIONS – https://www.lapseproductions.com

To learn more about the show, visit: https://www.creativesgrabcoffee.com/

#CreativesGrabCoffee #videographyhacks #videography #videographer #videoproduction #businesspodcast #videoproductionpodcast #lapseproductions #videomarketing #videoproductioncompany #videoproductionservices

WE DID IT! 100 episodes of Creatives Grab Coffee! 🎊 Join Dario Nouri and Kyrill Lazarov as they reflect on their 5-year podcast journey, from sweating it out in a hot condo during the pandemic to becoming a well-oiled machine. In this milestone episode, they dive deep into the biggest topics that shaped the video production industry over the past year.

Timestamps:

00:00 - Intro & Episode 100 Celebration

02:18 - The 5-Year Podcast Journey

03:48 - How We Got More Consistent

05:09 - The Time Investment Reality

06:13 - Posting Schedule Changes

06:55 - Starting a Second Business

08:45 - Partnership Agreements: The Big Topic

10:30 - Business Valuation Reality

14:53 - Partnership Agreement Details

18:13 - Life Insurance for Partners

20:10 - The Difficult Conversations

22:10 - AI in Video Production

24:14 - Dario's Hot Takes on AI

26:04 - Will AI Replace Us?

28:20 - Niching: Case-by-Case Basis

31:03 - The Documentary Midlife Crisis

34:29 - Passion Projects Reality Check

36:30 - B Corp Certification Discussion

37:22 - Business Evaluation Trends

42:23 - Awards as Team Building

44:10 - LinkedIn Strategy Deep Dive

46:56 - Our 2025 Goals 49:01 - Riverside & AI Efficiency

53:14 - Silver Leaf Weddings Story

59:07 - Why Weddings Make Sense

1:02:07 - Multiple Business Management

1:04:31 - Project Satriali's Edit Shop

1:07:15 - Organizing & Backing Up Everything

1:17:42 - Finding New Freelancers Challenge

1:19:45 - Cutting Costs & Storage Solutions

1:25:12 - Advice for Starting a Podcast

1:27:20 - Thanks & See You Next Time

SPONSORS:

Canada Film Equipment: www.CanadaFilmEquipment.com

Audio Process: www.Audioprocess.ca

🎵 Spotify: https://open.spotify.com/show/2vHd8BdbkMQITFZmDJ0bo9

🍏 Apple: https://podcasts.apple.com/ca/podcast/creatives-grab-coffee/id1530864140

🎞️ Produced by LAPSE PRODUCTIONS – https://www.lapseproductions.com

To learn more about the show, visit: https://www.creativesgrabcoffee.com/

#CreativesGrabCoffee #videographyhacks #videography #videographer #videoproduction #businesspodcast #videoproductionpodcast #lapseproductions #videomarketing #videoproductioncompany #videoproductionservices