Kitchener and Waterloo form the densest technology cluster in Canada outside Toronto, and technology companies have one shared problem: nobody outside the building understands what they sell.

Explaining is the job here

A software product, a hardware component or a research spinoff cannot be demonstrated the way a kettle can. The video that works is somebody ordinary using it and saying plainly what changed, which is exactly what UGC does and exactly what a corporate video does badly.

Recruitment is a permanent need

Technology companies here compete for the same engineers as Toronto and San Francisco, and salary alone does not win. Video of the office, the commute, the cost of living and the people is a genuine recruiting asset and it is funded outside marketing.

The university feeds everything

A constant flow of students, startups and research projects, all needing to explain themselves to investors, to customers or to recruits. Startups have small budgets and fast decisions, which suits a creator far better than a slow enterprise procurement cycle.

Business to business video is the volume opportunity

Most of the demand here is not consumer. Demonstrations, customer testimonials, conference material and sales enablement. It is unglamorous work with real budgets and almost no creator competition, because most creators are chasing consumer brands.

English, with federal exceptions

The working language is English. Companies selling to government or into Quebec will need French versions, and technology clients tend to be organised enough to plan that from the start.

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Frequently asked questions

What is the core skill here?

Explaining a complicated product simply.

Why is recruitment video valuable?

They compete for engineers globally.

Are startups good clients?

Yes, small budgets but fast decisions.

Is the demand consumer facing?

Mostly not, it is business to business.