BackgroundBrian Calvert is a writer, comedian and film/TV actor living in Vancouver, Canada. He has worked extensively producing online and stage sketch comedy. A fan fave was his “GOtoGAL” series which aired with over 3.3 million viewers on Chek TV.
Brian was looking to build out a stronger brand campaign for the comedic and dramatic sides of his career and publicity. During our discovery interview, we agreed that his current publicity shots didn’t capture the essence of his range. When you’re dealing casting directors and directors/producers, the visual must hook them immediately, or they’ll move on to the next guy.
When working on an actor’s brand, it’s critical that we balance being truthful to his brand, while still stretching his range to hit the roles he will play. It’s a fine mix of reality and perception.
Analysis of Brian’s Brand Strengths
Using our Branding Process, we completed an analysis of Brian’s strengths and opportunities. Sitting with Brian, I was struck by his warm and dry sense of humour, as well as his energy that is very relatable. He reminded me of a favorite cousin, or a small-town hockey coach, or even a talk show host.
The Brand Stories
To create Brian’s Brand Story Kit, I created four stories that I felt would address all of the elements of his career and speak to his audiences in the most direct way possible. Fashion and celebrity photographer Matt Haylett was selected for Brian’s photo shoot.
Brand Story 2: NYC Talk Show Host
The Truth line: “I am dedicated to finding the humour & the truth in all stories; I care deeply about the final product.”
Brand Story 2: Power Meeting
The Truth line: “I control the deal; I weigh all options carefully like a pro poker player who cannot be read.”
3. Weekend Warrior
The Truth Line: “Weekends are about the cottage, goofing around my buddies and watching The Hangover again”
4. Small Business Spokesperson
The Truth Line: “I am committed to my business; a warm expert who has the answers you need!”
The Final Results
Working with the direction of our Brand Stories, Matt was able to bring each story to life beautifully. Brian pulled together all of the wardrobe pieces – borrowed, bought and pulled from depths of his own closet. Moreover, Brian committed to each story like an actor is trained to do! The shots chosen had a consistent thread of sincere emotion and a specific tone. They are beyond portraits, as they each embody their own brand.
Brian’s Brand Stories were completed with perfect timing, as just weeks after we worked with Brian, he broke through with a YouTube video called “The Canada Party“. Brian co-wrote, produced and starred in the video which has received almost 1 million hits and launched him into the media spotlight, including an interview with CNN’s Jeanne Moos.