La Connexional an experience based business struggled with brand awareness and effectively sharing their story with a global audience. They needed a strategy to boost visibility.
Our prescriptive Formula:
Unique product + Unique experience = Bums in seats.
This replicable Formula is what we at Media 21 use to solve our clients' challenges.
We produced a short documentary to tell La Connexional’s story, raising funds for the project and securing a broadcasting deal with Telus Optik TV to showcase their story to a wider audience. We organized film screenings that sold out across Edmonton, Alberta, boosting visibility and engagement.
By leveraging this documentary, we solved the challenge of brand awareness, both through TV broadcasts and in-person events. Additionally, we developed marketing materials and built a targeted mailing list, which significantly reduced future advertising costs.
Achieved successful PR outreach, with features in prominent publications such as Edify Magazine.
The documentary garnered national recognition, winning multiple awards, including Best Feature Documentary at the Montreal Independent Film Festival.
Featured in prestigious film festivals, such as the Calgary International Film Festival.
Organized and hosted three sold-out film screenings, generating significant revenue through box office sales.
The documentary was broadcast on Telus Optik TV, expanding its reach and impact.
Ideation and strategy development
Budget management
Event coordination and logistics planning
Creation of media assets
Digital marketing and media buying
Influencer outreach and talent management
Customer care
Synopsis:
This documentary tells the story of two African creatives who made the Prairies of Alberta their home and built the community they had always longed for by bringing Afrobeats to the region. Over 11,000 km from its origin, the rhythms of Afrobeat—pioneered by Fela Kuti—have taken root and now resonate across the Prairies. The Rise of AfroBeats in the Prairies explores the history of this art form, its organic emergence in Alberta, and the impact it has had on people who have found a sense of belonging through its music and movement.
Set on Treaty 6 territory, two African creatives crossed paths in their search for identity through dance and music. Their connection with Afrobeats not only gave them spaces of belonging but also nurtured entire communities craving the same sense of home.
Creative Direction:
This hybrid-style documentary combines traditional narrative filmmaking with elements like reenactments, scripted scenes, animation, and special effects to fully immerse viewers in the story. Inspired by African cinema (Touki Bouki), short documentaries, and music videos, the film will evoke the aesthetics and beauty of African culture.
Along with a strong visual narrative, sound and music will play a pivotal role in showcasing the evolution of Afrobeats—from Fela Kuti’s pioneering sounds in the 1960s to the modern alternative Afrobeats of today.
