The Brief

In 2025, Amazon Ads set out to find an agency that could make a documentary series celebrating small businesses across Europe and Canada, focused on the real work and real setbacks behind running a company.

Whitecoat brought me into the pitching process, and I’m proud that my contribution helped win the job.

As lead producer and shoot director, I ran development and pre-production on a multi-country series built around real business owners, several of whom had never been in front of a camera before.

That meant holding a lot together at once: the contributors’ comfort, their businesses, a small crew, the agency’s creative vision, and the client’s expectations. All of it pulling in slightly different directions at times.

I managed the budget and crew, helped shape the core narratives and interview questions, then scheduled and shot weeks of production across multiple countries. Both the contributors and the client came away happy with what we made.

The series has since passed 20 million views and was renewed for 2026.