Creatives Grab Coffee - #104 Breaking Barriers in Video Production (ft. AVR Media Group)

Episode Date: October 27, 2025

In this episode of Creatives Grab Coffee, hosts Dario Nouri and Kyrill Lazarov talk with Ana Rosales, founder of AVR Media Group, about her journey building a thriving video production company in Texas. We unpack the realities of scaling a production business — managing clients, leading a team, maintaining creative quality, and overcoming industry biases — all while staying grounded in your creative vision. Topics Covered: 00:00 – Introduction & origin story of AVR Media Group 07:40 – Scaling challenges and leadership growth 15:00 – Client communication & expectation management 27:30 – Balancing creativity and profitability 39:20 – Building trust and long-term partnerships 48:00 – Shaping the future of women-led production Key Takeaways: • Why clear client education prevents 90% of project friction • How to build a sustainable production pipeline that supports creative integrity • The role of leadership in developing culture and accountability • Why representation and inclusivity matter in production hiring • How to future-proof your video business through relationship equity 🎥 Guest: Ana Rosales – Founder, AVR Media Group 🎧 Hosts: Dario Nouri & Kyrill Lazarov — Lapse Productions, Toronto https://www.lapseproductions.com 🎙️ About Creatives Grab Coffee: Creatives Grab Coffee explores the business of video production — featuring agency founders, filmmakers, and producers who share tactical insights on creativity, operations, and scaling production companies worldwide. 👇 Follow & Subscribe: Website – https://creativesgrabcoffee.com Instagram – https://instagram.com/creativesgrabcoffee LinkedIn – https://linkedin.com/company/lapseproductionsSPONSORS:Canada Film Equipment: www.CanadaFilmEquipment.comAudio 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.comTo learn more about the show, visit: https://www.creativesgrabcoffee.com/#CreativesGrabCoffee #videographyhacks #videography #videographer #videoproduction #businesspodcast #videoproductionpodcast #lapseproductions #videomarketing #videoproductioncompany #videoproductionservices

Welcome to Creatives Grab Coffee, the podcast on the business of video production. Creatives Grab Coffee is hosted by Daria Nuri and Carol Lazaroff from Labs Productions. Our goal is to share knowledge and experiences from video production professionals around the world. Whether you're a freelancer looking to start your own business or a seasoned business owner aiming to scale your company, this is the show for you. Join us as we develop a community of like-minded creatives looking to learn and help each other grow. Welcome to the business of video production. Welcome to Creatives Grab Coffee. Before we get started with the show, let's go over today's sponsors.

Do you have a shoot in Toronto? Do you need crew or a strong production partner to help you with your project? LAPS Productions is one of the top production companies in Toronto and your go-to video partner. With our strong creative skills and extensive network, we can help you achieve your goal. LAPS Productions is able to offer you production services, white label services, or finder fees for project handoffs. Reach out to us on our website at LAPS Productions.com to learn more. My name is Maran. Welcome to Canada Film Equipment. We are a boutique rental house based in Toronto.

We are here to help you guys out with all production sizes. Feel free to contact us to get a quote if you are a production house and you're looking for lighting, camera packages or lighting and group band packages You can see our contact information in the link below. You're more than happy to help you guys out Make sure you follow and subscribe to creatives scrapcoffee.com. Thank you Thank you Hey, what's up everybody? I'm Matt. Welcome to Audio Process. We are a boutique audio company doing location sound, sound design, post sound, ADR, fully, we service equipment, we do all your audio needs here in Toronto.

We got you covered, come on down, audio processing.ca. Don't forget to like, follow, subscribe, and all of the other internet things to creativesgrab coffee.com. They'll be waiting for you, I'll be waiting for you, and we're all going to have a real good time. And now, let's begin the show. Hey guys, welcome to another episode of Creators Grab Coffee. Today we have Anna Rosales from APR Media Group. Anna, welcome to the show.

Thank you guys. I'm so excited to be here and talking with you. Thank you so much for having me. Happy to have you on. And we're circling back to Miami this time around. We've already been there once. Now we've got some more guests. So Anna, just tell us a little bit about you, your company, and how you got into the biz.

Sure, sure. My name is Anna Rosales. I am the founder and director of AVR Media Group. It's a video production company based in Miami since 2013. So I am from Venezuela and I moved to US in 2010. So yeah, it was a very tough time because I had to start a new life from zero. So I remember those times and of course I had to, I took any jobs to, you know, pay bills and start in a new life.

It was very, very hard. But I don't know, always I had this, you know, dream in my mind, visualizing that I really want to do something that I really love, you know. And I don't know you guys, but my family, I was always the girl just taking a picture, the family, doing the camera with a handy cam. So always I loved the photography and the video. So at the beginning, when I started living here in the United States, of course, I don't have any friends or family around.

my English was really, really bad, so I had to take classes in the school at night and to, you know, improve a little by little my English. But anyway, I was always, you know, thinking and how can I start a business here by my own doing what I really loved. And then it was in 2013 when I just take, you know, the big step to create an AVR media group. So at the beginning, I was offered a creative service like website or graphic design, branding and photography. And in 2014, I had a very good client. She had a big online community in YouTube and she wanted to create a high-end video for her YouTube channel.

So, you know, I produced it, I directed the video, and the final result, it was amazing. So I love it. And then I just, you know, shift to video production, you know, full time. We had a similar start helping out on the YouTube channel and then jumping off and doing our own thing. Yeah, except for us, it was like we were just kind of doing it in a way like for fun as part of like something. like with the university like beforehand it wasn't something that we had thought about like kind of jumping into as a as a business like was that did you like start the business and then started working on the youtube channel or did this opportunity come and it allowed you to do it she started

the business because she started graphic design and what yeah and then of course that's what i'm asking yeah part of the of the of my offer or my services in that time it was photography right and then in that time we're talking about 2013 the video was no very popular and then you know we started to have cameras the small cameras doing very good videos and i don't know i just you know start having clients they wanted to make a behind-the-scenes video or short videos for you know certain marketing stuff and just you know i i was like focused on video because i love it and then you know it started to to to get a new project only on video so yeah that time was a was a time when I think there was a big shift where a lot of people started

seeing more video content being released because it was getting easier and easier to be produced so I think a lot of creators like ourselves kind of broke out at that time in terms of starting to actually turn this industry like kind of like work in it as like a business because that's also when I decided to jump into it and then Dario joined me shortly after. Were a lot of businesses using it though or asking for video because it was getting easier or more so because social media? I think it was a mix of both because it's like, I mean, think of it like this. You start to see it more on social media so then there was becoming more of a demand,

right? So the demand for video started to kind of grow exponentially and it just kind of happened, you know, with the fact that it became easier for people to make videos at the time because at least that's what it seemed like from my perspective. when I was like starting to create content, I just thought to myself, okay, I figured out how to start making videos. Now it's getting a little bit easier,

but, and then I'm putting them out there and then more and more people started kind of asking for it. So it kind of gravitated a little bit like that. Was it like a little bit similar for you, Anna? Or was it? Yeah, yeah, absolutely. Absolutely. Then I don't know why,

but I remember those times and people you starting to use more videos and requesting more better, better videos for their marketing resources. So, you know, I just saw a really nice opportunity to, you know, start to creating a very, very professional videos, you know, with a very good lighting, locations and everything. And I remember those days, like, I spent like entire night watching YouTube videos and how to get a good lighting and, you know, edit because I had to do it.

everything, you know. And it's amazing because I was able to learn about everything, right? So it was very interesting, but it was nice. It was a really, really nice journey. I'm still learning, of course. It's a constant learning. Yeah, absolutely. Like this industry, you're always going to be learning. There's always new things, especially now with like AI and stuff coming out. We have to relearn a lot of things to just kind of like really reinforce our skills. as well. And the funny thing is, like, back then, there wasn't as many resources available online to teach people how to create content. Like, back then, it was more so teaching people how to make movies and films, you know, in a much bigger and more expensive type setting, right? Whereas, you know,

there was this emergence of, like, people working on low budget style content, whereas now there are thousands, if not millions of videos now on the internet about how to light, how to produce social media content like it's it's such a huge amount of content out there to teach people how to make content to the point where there's now videos about how to shoot content that teaches how to shoot content you know it's starting to kind of circle back in that way but um yeah and and now like you really just have to kind of figure out like how to grow and develop further from that especially with the industry changing now right oh yeah absolutely and yeah it's um We have to, you know, we have to move forward with the business right now with the AI thing.

I just, you know, mentioned, I was, I just started a new course and how to create videos and, you know, AI. And yes, it can be really impressive, but you need to, you know, a little bit about the technical knowledge, right? so but i don't know i was wonder if in a couple years everything's going to look the same i don't know why because couple weeks yeah exactly because wow it's too fast it's too fast and uh yeah you can do a really impressive thing but um i don't know it's still looking so fake so it looks uh it looks cool and like kind of like oh almost there for like a week and then you start to see a lot of content it and you're like oh i can i can tell like yeah um the time we're recording this is like early june i remember uh just at the end of may i started seeing um because i think they released google

v o the o3 and then i started seeing a lot of these like historical influencer type of videos and like the first two that i saw like oh wow we're getting there and then it's been like a week now and i just go like oh it looks kind of ai-ish You know, they still haven't, I don't know, like I've said this before, like, first couple of days it looks like really good. And then after that you can kind of like tell that it's fake. But it's getting some of it looks pretty impressive. I think in certain types of content, it thrives a little bit more I've noticed. Like more so in the YouTube space, kind of like in the more informational type content.

I feel like in that type of setting, it's more kind of accepted, you know, with the AI. if there's like little mistakes and things like that. It's kind of like explaining certain, how do I describe it? Because I haven't seen too much good use of video AI on YouTube. The only stuff I start, I'm seeing a, huh? Check out the YouTube channel, Moon. I think that one is done partially with AI. Like, I think not where videos are completely entirely.

I'm seeing a lot of like narrative stuff that's AI and you can kind of tell because the voice just sounds like a little flat and they'll do like. But that's what I mean. Like, I've been seeing, like, a trend of, like, historical videos that's, like, just narrative focus. And you could tell, like, they just created the script and chat GPT and just fed it through a voice AI. And then they just post it on YouTube and they'll pull, like, some marriages. That's what I'm saying. That's what I'm saying a lot. No, I said narrative.

Okay, narrated. Okay. Narrated. I haven't seen a lot of, like, long form. Because YouTube's more like long form content, right? That would take way too long. I think they'd run out of all those credits on those platforms within, like, two minutes. Guys, to me, it can be a very interesting opportunity to us to be more creative and working

that better storytelling, because to me, that's the key. Because you can use AI or whatever you want, but if you don't have a good story, you don't have anything. So, you know. The other thing is, like, you mentioned the concern of how everything might start looking a little bit of a little bit the same, right? that is not like a lot of people are saying that as if it's something new that's not new in our industry there's whenever there's a new trend or some kind of formula that really works people start to copy

and replicate it like crazy like if you look at like the movies that are coming out these days they're all looking the same there's always like the teal orange color palette that everyone uses for color grading so every movie is starting to look the same one of the biggest things I've noticed is that a lot of commercials and and uh short films or movies, they're all being shot and then they're all going, not necessarily just that, but like they're all being shot and they're all being sent to the same color houses, right? The same people are color grading everything.

So what do you think is going to happen? Everything's going to look the same. You all start using the same AI software. Everything's going to have that kind of footprint. So this isn't like a new challenge necessarily. So like you said, Anna, like it's a unique opportunity for people to start to figure out. out ways to be a little bit more creative. And I think part of it is not relying on AI entirely, you know, like making a video from completely from scratch, but using it in accordance with

like other types of real content. I think that is maybe like a place where people can start to try to be a little bit more creative. Absolutely. And try to evoke more feelings, Guy. Yeah. I said the human part. My friend sent me a video. It was like a gimmicky, like, you know, one of those like marketing things they did but they had like one of those Tesla robots operate a camera and it created like and it created like basically a promo video for I think one of their cars and everything I was looking at them like oh my god I think because with all this video I stuff I was like no they're still going to need us and then I saw the robot filming I was like you see the robot just holding the camera right yeah I don't know anymore

I don't know anymore no you know the good thing about that is is actually the one opportunity that that will kind of bring in is, you know, like sending that, sending the robot into more harsher environments, you know, like it makes me think back to when we had a client where it was this wind tunnel, which would go from like negative 40 to plus 30 degrees Celsius weather. You know, like it was very limiting for us at the time because, for example, I couldn't handle the heat very well. Dario couldn't handle the cold very well so we would alternate. In all honestly, though, Carol, those guys, we were doing something. that they didn't really need.

Like, they're testing stuff, right? Like, I just plant a GoPro there for like... Yeah, yeah, I know. Okay, you're talking about a very specific situation. I'm just talking about how in those situations, Dario, where if it's like, say, in really harsh, cold environments that are like negative 40, negative 50 degrees Celsius, where humans can't operate for very long periods,

those are situations where maybe robots can kind of go in and capture the content that we would need, right? And it would definitely open up the possibilities of what can be captured. But yeah, then also there's that flip side where, you know, Planet Earth Season 10 is going to be like that. Just all AI response. I don't know what it's going to happen, guys.

But, you know, we have to educate ourselves and try to, you know, practice and see how that kind of tool can improve our skills, you know, and to offer a better service for our client because that's the, to me, that's the thing. the opportunity to us. Have you used any like video AI? Because we've used it on a couple of our projects already. Like we've extended clips and everything. That's the best actually. Oh, really.

I didn't try it yet. So if you go into, for example, Adobe Premiere, they have Adobe Extend, I think it's called, where if you have a shot, you need at least two seconds of it. And then you can extend the clip a little further. And we had a, we had this one kind of like, small budget project where it was just like a editing kind of like a resort promo video that was like around 30 seconds long. And this client, all they had was an edited video from this hotel and he said, this is all we have to work with. Can you chop this up in a way that we could also

market our stuff? So I took that video, put it into Premiere, chopped it up in little sections, but the clips were very short. They were really like two seconds to three seconds long so I couldn't really use them the way I needed to. So I used the Adobe extend and it actually really helped kind of make it effective as a, as a promo video. Oh, wow. And it's, I found that it's really good in when you're using kind of inanimate objects. The second you start introducing people, though, it gets really funny because like if you're

getting someone walking across the frame and you want to extend it, their legs start to do this really like wonky, wonky, wavy kind of walk that does not look right. Oh, yeah. Yeah, but, but yeah, it definitely, it, it provided something to that client that, you know, otherwise wouldn't have been there, right? You know, there wouldn't have been as much content available to actually produce something good for them. Yeah, and they're getting better. They're getting better.

You know, the tools is improving every day. So how dare you say getting there. Let's see. A couple of years, then we really have to maybe less. Maybe less. Yeah. We're just going to be AI prompters. You know, that's what they say.

Everyone, like, gone and we'll be videographers, just AI prompting. And, I mean, here's the thing. You had that concern, you guys had that concern about the robot that would be filming. You know, that's not exactly a cheap robot, though. So I think certain budgets are not going to be able to afford that. So I'm just saying, we have some security for a little bit. It'll be cheaper to send in humans. It is cheaper to send in humans.

What do you think this? For now, until it gets mass produced, then it's going to be cheaper to send in the robot. Didn't you hear about that one AI company that got sued? It was like a $1.5 billion company because it was cheaper to just hire 700 engineers rather than actually building an AI platform and they made it look like it was AI. Like that was crazy. These companies always crack me up. I'm like, what happens to them if Chad GPT goes offline for like a day?

Oh, that is a really interesting thing. Because, you know, it's like normal right now, everyone. using AI or CHAPT, you know, for everything. And I think it's a really good tool, but I don't know. You have to do the exercise anyway. You have to do the job anyway, you know. It's still just a tool. I think that's what people forget.

It's not like it's one and done, right? Like maybe for certain smaller tasks, sure. Yeah, yeah. But you still have to do, you still have to edit. You still have to make it a little bit authentic. It's a great starting point, but it's not, it's not the final. product necessarily right yeah yeah I know where you're at right now so you mentioned how you got into it so from 2013 14-ish to to now like what do you

what point are you at now with your business right I mean the or as fast specialized what do you think I mean sorry can you repeat are you specializing anything are you focusing on everything like a company like at the beginning of course I had to do everything guys right and And then I try to get focused on corporate and social media content, but a high-end content for companies, for brand, like showcase products. Also, I have an editor. He animated 3D, 2D stock. So we have that services in my company, like animate, and corporate, a lot of corporate events as well. And then it was in 2020, sorry, yeah, in 22 year,

2022. I was invited to be a camera operator in a documentary, and I love it. And I love it. I traveled to Mexico like for two years. And I was completely in love about the project. And then I just started to try to get that kind of project with a more documentary feeling because I really love it. So, yeah, I mean, it's a little bit kind of everything, but mostly in the commercial stuff.

Yeah, those documentary projects are always a lot of fun, but they can be a time commitment depending on what you're role is, depending on what type of project you're heading up. And you just mentioned that you, as a camera operator, you want to work on this project for two years. So what happened in that time with your business specifically? Because as you said, most of the work you do is corporate and commercial type content. So did you basically let all your clients know, like you're on pause or like what, what happened in that? Yeah, because in that specific project, I have a very good friend, he is the director of the documentary, right? And he invited me to be part of the project as a camera operator, mostly because it's a lot of group of women there. I mean, it's a very small

community in Yucatan, Mexico, and just a group of women, they start a softball team. So, you know, to try to connect with the girls and everything. I have to travel a lot there and live with them in their community. It was amazing experience, guys. Amazing experience. Very, very nice people, very humble. And, you know, I try to be organizing my business because I had some time to take a week there in Mexico. But, you know, trying to handle my business by. email, calls and everything. It was very challenged. But I didn't because I think it worked of course at all the time and everything. The experience was amazing. But it was a really nice experience because, you know, it's not only me. It was a very big crew. One of them

from Canada, another guy from Guatemala. So it was a really nice. time to get networking as well, you know, to do networking. But yeah, I mean, I just try it to be organized with my stuff in my company and during the filming or doing my trips to Mexico. Yeah, those projects are, they're very valuable because you can learn a lot in immersing yourself in these kind of longer form contents. You know, like you pick up skills that you otherwise wouldn't, right? Because when you're working in your business and you're doing very similar type content,

you know, like corporate events, corporate promos and stuff like that, like not that you're doing the exact same content constantly, but, you know, a lot of it is very similar and you have like a style that you've kind of created. But then doing, being able to do projects that are different and a little bit more long form can really open up new creative kind of ideas for you, right? like recently we had just like I shot a tennis promo video for our business which is something a little bit different from what we do on a day to day basis and from doing it like after that I was trying to think I was working I was kind of like thinking to myself all right what what did I go about it like what did I do what did I do differently what worked what didn't work and then it started to give me ideas on different kinds of projects and ideas that we can bring to like other corporate type promos and like it really just kind of opened up my eyes a little bit more and just kind of like gave a new new perspective so yeah absolutely like like when those opportunities come to do something very different you know and you know at least something that it will also excite you that's the that's the main thing it needs to be a project that will excite you then you know that there's going to be more of a benefit than just a monetary gain from it right like for example that tennis project

It wasn't exactly a super high budget thing. Like Daria and I, we went about it saying like, all right, well, the guy doesn't have a huge budget. Let's see what we can kind of do with just like one of us, you know, like helping produce the content. But it gave me an idea of like, all right, if we were to do this on a much bigger scale, now I know how we can go about it. Right. So there's a lot of learning that you can do on those projects. Yes, yes. Absolutely agree with you.

Yeah. And yeah, like that I say is we are a constant learning. about you know this business about how we can do it different and in me for example in my personal opinion is always try to see how can i impact um or my community in a good way with this story how we can do it differently even in a commercial stuff how we can tell the story in a very emotional way that you know you can I don't know get something really nice from the the final piece right so and that kind of project like a documentary give me that that you know vision to be very discreet but I'm capturing very

emotional thing I don't know I love it and I try to mix that feeling a little bit with my commercial project so yeah and And that is really nice because it's part of the journey as a creator, try to figure it out how we can do it different. I want to be different for the rest of the social media content that you see every day. So how we can do that. And that is the most challenge part. But I love it. That's nice.

Let's talk about the scene in Miami. like what's the industry like down there like are there specific types of industries that are bigger than others there not really no i mean not much for me honest because i don't know why here it's not a common thing to see i don't know um filming movies around or of course here we have a very big festival miami film festival and you can see a lot of very good movies producing produce it here or in another country but it's not that big like in Los Angeles or another state. Okay like what about for corporate like whether particular industry is there like a lot of events based stuff or yeah it's a

lot of event here because right now Miami is growing too much I mean we have a lot of a lot of tech companies here and now I think in the next year it's going to be the World Cup here so it's going to be crazy with a lot of things yeah are we having it here as well Carol yeah so the World Cup is going to be in Mexico America and Canada they're going to have I think like three four games in Canada about five or six in Mexico and then the rest is in like all spread out throughout the US Miami's like a big destination I think the final is going to be in New Jersey for some reason. Really? Because they have a really big stadium there. That's why.

What a place. Yeah. So here we have a lot of events, you know, and it's a really nice, Nietzsche to, you know, to create stuff, to offer our services to, you know, film events. So, yeah. Is there a lot of, like, a competition? there in terms of like oh yeah production companies a lot a lot of um video production company and videographer as well and it's a competition sometimes not fair because you can see like I can produce a video for a hundred dollars like what

no one can compete with that but you're getting a hundred dollar video it's like the fiver of all you know videos it's crazy but you Yeah, it is. It exists here in Miami. But, you know, it's part of the journey. It's always, we have to figure it out how we're going to, you know, survive to this competition. But I don't know. I think when I talk with my friend, they have, you know, work, you know, they work in company and they always we are always talking about how can i stand as a freelancer or had my own company working by my own and i told them all the time like we are out of the comfort time all the time because you never know what is going to happen next month or next week

it's really hard. It's mindset, to be honest with you. So what do you do to kind of like stay competitive or, you know? You know, I'm a very fan of networking because I think it's very important to get connection. Connection is everything. So I know it's really hard sometimes to, you know, go to networking, present yourself, talk about yourself. You have to sell yourself, of It's part of your duties. But it's worth. I mean, if you really get a really nice connection,

that's what, I mean, to me, has the key for my business. So when the season is slow, I just try to focus on my marketing resources, how can better my website, how can just, you know, my marketing stuff, try to improve it and send it. emails, make calls, something like that. But um, sometimes it can be very tough. Yeah, networking is is really the best way to kind of kind of solidify yourself with people, at least in their minds that you're the video expert, that you know what you're doing.

So it may not necessarily yield work right away, but later on it could potentially do that. Like you mentioned though, like with such a huge influx of competition, do you find that when you're networking, you're talking to people that have already like three or four video people that they already have in contact? Or is it more so the competition when people are reaching out to you cold, like cold emailing or cold calling you being like, hey, like can you do this for this low of a budget because this, this and this? Do you find in that case or like is there a specific situation that you see the competition affecting you? Yeah. Sometimes I see they are looking for a better price. So I try to be, you know, direct to the point, okay, what is your budget

and see what we can do with that. And then if we are in the part of the negotiation, they told me like, oh, Anna, we get to another direction. It's because they maybe find another, maybe low budget. And that's okay. That's completely okay. But I'm always open to negotiation. and the first conversation with my client, I always say that, like, okay, we can work with if you are in a budget, we can work with that, just tell me, try to get that confidence with the client to me is very important, very important, like, okay, I'm here to help, we can do it together, where is the budget, I can help you, you know, try to, I don't know, to put the different option in the table.

there's always room for working with in budgets because we all have different margins and like there's always like the safety spot like you want to get I don't know 10 20 percent on a project and then that means you have up to 20 percent to work with right you'd always do it at cost but at the end of the day as long as there's some money coming into the business you have room to negotiate right and it's also about like knowing what to offer it's knowing what to offer the client you know like if it's a type of project where you know it seems fairly simple you're not going to recommend three cameras with two grips and audio op and everything like that's like a too big of a crew that you know that they don't have the budget for maybe you're going to recommend just

half of that to at least fit it within the budget and then and then work with them right it's just a matter of like knowing how much service or how much resources you need to offer that you know you'll get the job done. Like, you need to obviously know what the bare minimum is on your end in terms of getting the videos done to your standard of quality. There's that, which you can't really compromise on. But, you know, then it's just a matter of like the extra like sauce, I guess. I don't know if that's the right way to phrase it. But yeah. But yeah. And of course, it's going to depend of the project, of course. What they want, what they need, what they want. What they need. What want to achieve. I just always start the conversation with that like, okay, what are you looking

for? What do you need? Okay, I know for my social media. Okay, we can do something, you know, small crew, wind camera, good lighting, something like that. Always try to be open to different options. It's not about the budget. It's about we need to get the project done, you know, nicely and to get the results what you want. So I'm always open the conversation with that. Like, okay, we can do it together. Just tell me, are we going to do some recommendation about how we can work this? And that's it.

Instead, okay, we're going to do a big production. No, because they scare. Okay, no, I don't want to that. It's sound too much money. So it's a band. And not to mention, it's also like, when you explain it to them and especially if like for example if a client comes with a budget that is much lower than you know that what is needed you can explain to them and show them examples of what would be necessary to get it done the way that they would want it done well I had this happened recently with one client where it was originally with their budget just for one person to go in for their event and just do some light be roll capture of everything but then in the conversations after the fact they started mentioning, oh, they want the whole event captured, they want someone

to record the full audio, as well as filmed the entire panel, all the panel speaking from start to finish. And I said, if you want to do that as well, you would need someone, we would need to hire someone else to come in as well. Oh, yeah. So that we can provide that service, right? You know, like one person can't do both jobs, at least not do it well, right? Like if you have someone who has split focus, then everything's going to suffer, right? And when I explained that to them. They understood and they said, yes, let's hire the new person. He'll handle the full event capture and then the second person can handle just the highlight B roll. So once you explain and educate your client on how to do the job well, they will understand. And most of the

time, they will find extra budget to make that happen. That's what people forget. They have the extra budget. But yeah, upselling is awesome. I love upselling. Yeah. Because you just start to present different options to them and then just let them decide. I try not to put too much, I feel like when you first get into this and you start talking to clients and everything, especially if you don't have sales experience, like money is a very emotional thing. So once you separate the emotion from the word, it becomes a lot easier to kind of like pitch them on other stuff. And again, it's not their money either. They just have a budget they're working with and they're trying to figure out what's the best bang for their buck. So it's, it becomes easy.

easier to just kind of present different options to the client and then just let them choose. I always let them choose. So like even when I send out our proposals, like I'll give them the different possibilities. And then I tell them, I say what I recommend. But you guys, I don't know what's going on behind closed doors over there. So you guys figure it out, you know. And yeah, I find our closure rate to be really high because of that. Yeah, but you know, that's that that I say is very important. The first conversation with your client, you have to be very honest. And then, you know, just try to, I don't know, have that conversation very open to the option.

And, okay, what are you looking for? Okay, we can do this. We need an extra crew if you want to something more professional or more, you know, is, yeah, definitely we have to educate our clients. It's happening all the time. And it's crazy because I work with a lot of brands, you know, with the marketing team, and they don't understand. I mean, I was like, okay, they work in marketing

and you don't understand how this thing works. It's crazy, right? For example, oh, Anna, you can, we need a presentation with animation showing the results of the first trimester of the year where we need something very impactful with, you know, very nice. thing for tomorrow. What? No. That is not going to happen.

For $200. $200. But you know, it's happening. I mean, I have a one brand. It's happened all the time. You reach me like Friday and they need a presentation for Monday. And I always, you know, talk to the girls and I say, okay, I can do this, but I need to charge the rush fee because I want to I love when they say, I love when they say we need it right away and I love always going like we can always do that. I can do that. But yeah, of course. I'm always, yeah, I can do that. But it's going to cause, I don't know, I have to share for the rush fee and they told me and it doesn't matter the rush fee, whatever you need. Okay, now we're talking, you know. I love when they start to get delayed on their end. I'm like, perfect. I know what they're going to need. They're going to need a rush order on this. Fantastic. Yeah. But definitely, yeah, sometimes we have to educate our clients. A lot of the time, like you said, is just managing expectations for clients. I feel like that's half the job, you know. It's that and just covering your ass also going like, well, yeah. I can deliver it if we start as of tomorrow. And then they don't start as of tomorrow. They don't start as of tomorrow.

I'm like I told you yeah no and this company the same company they for example I know we need to cover this event it's going to be three days full day covering and we need an audio we need and the interviews but we need it for I don't know what's the most sooner you can deliver this like I don't know maybe a week oh no we needed to three days no no no wait three day of footage it's crazy no my favorite is that but also when they say like oh we need a we need to film all this content and then we needed everything done in a week and we're like okay great are you available on this day or this day they're like no then sorry we have to wait another week so like they can't even make the time to actually do the shoot

sometimes you know and it's like so like if you guys can't if you guys aren't available to actually show up to the shoot then how would we even produce it right so you just got a the easiest way around those conversations just just let them know your timeline and then just just get them to sign the contract oh my gosh once they're locked in now it's like get them committed they'll get them get them committed they'll figure it out on their end and then as long as you tell them it's like we need like seven business day turn around from the shoot date and we need you know five business day before the shoot day for the pre then that's it put on the contract track save your ass let them know and then let them figure it out on their end think think of it like this

if you if you have a swimming pool in your condo you're always going to think to yourself yeah i could go swimming whenever i want i'll get to it you know but if you actually pay 50 bucks to go somewhere to swim you're going to get three hours worth of your time swimming there right where you paying 50 bucks to swim girl i'm making an example you know what i'm you know what i mean where's this guy going sorry you go on vacation to a beach you're going to really make use of the beach when you're there that there is an example for you yeah but yeah you know i i mean um when that kind of situation happened to me i just think about oh my god but they were involved in marketing so they're supposed to know how time this thing need to get done you know so i don't understand but anyway um i mean

In that situation, like just because people work in marketing, like there have been many situations where we've noticed that they have, like some of these people have not done video necessarily before. So they don't know what goes into actually the creation of a video. So they may not know. So like, like we said, it's all education and just communicating, right? Like everyone has different experiences in the marketing world. I feel like in an ad agency setting,

that would be one where they will know in terms of what it's like, in terms of content, but if it's an internal marketing team, not always will they know how a video is made necessarily, right? Absolutely. But yeah, you know, I'm always tried to be very nice to, you know, to explain how we work, how the time we're going to spend doing this in a very sweet way, in a very professional way as well. So to, you know, try to educate.

the client but sometimes it's really hard because they don't they don't understand let's talk about because it's not often we have a what do you call it sorry the coffee is not kicking in today I said often we have a woman owned the production company owner come on the show when we had a handful so far so do you have anything you want to say about like the experience about I'm experiencing about about what? Like being like a female business owner because it's like we've done yeah I think we're almost that I think we're past 100 episodes actually by the time this one releases and we've only

have like a handful come on three or four I think yeah yeah yeah I mean well this of course is easy always easy right and because as you know this is a industry, it's a male-dominated industry, right? But mostly at the beginning, when I started working in the big production, you know, I was the only girl in the crew, and at times it can feel intimidating, right? But at them, you know, when you start having

conversation with your partner, with your crew, and it's, I mean, To be very, very honest with you, I feel grateful because I had a very good friends and, you know, they share their knowledge. And I don't know, I have had the chance to work with an incredible, incredible man, you know. And it has been a very important in my journey running my own business. But of course, you know, sometimes when I had, you know, to work in that big production with a lot of men, you can feel like that that I say, very, you know, intimidated for the crew. And I don't know, that is my very personal opinion about that.

And, you know, I think the big rules and major opportunity often go to men, you know, maybe in the big productions. So for that reason, with my company, I'm trying to hire more girls who give them opportunity to create a nice stuff, mostly women on cameras. So, to me, it's part of my purpose in my business, try to give them opportunities with the girls. And, yeah. That's great. Here in Toronto, like, I don't know a lot, because a lot of, like, to make the jump from videographer, like, to become a production company owner, you're always making the jump from videographer. And then it kind of evolved to that.

I like here in Toronto we don't really I mean I've been in our network we don't know too many female videographers like I know only two on my end I don't know how many Carol knows on his end but it's like a couple in far in between yeah yeah but I think the funny thing is huh oh sorry go no no no sorry I was just going to say that I find that more of the company owners are kind of in the wedding space from women that's the the trend I've noticed like not video some in video yeah I've seen some in video like I don't know them personally but I've seen like you know through like Instagram and stuff like that but a lot of them are obviously in photography as well yeah that a lot of them kind of gravitate more towards photography specifically some photographers that I've talked to like I was just talking to one the other day who said that she also started doing video like they're jumping from photo to video I've noticed from some of them so that's rare yeah yeah because it's I was asking her how she started doing video and she mentioned like a specific like wedding or something that she was shooting photo for and then the couple or something would ask oh you know like aside from that do you mind just grabbing a couple video clips you know and then she would do it for fun and then said like oh I kind of really liked it so I want to jump into it a little bit more so maybe it's a little different kind of path for some people in in that sense you know maybe they do instead of videographer to video company owner first photo company owner.

than video company owner. I wonder why there's more like women in photography. It's like almost reverse. There's like more women in photography and there's more men in videography. I wonder what the reason is for that. I don't know. Maybe maybe gear. You know, there's a lot more gear to carry in video.

I think it's the weight of the gear. Because there's times where I bring stuff and I'm like, man, this is heavy. Oh my God. Yeah. Yeah. And when we started, it was worse. Yeah. Here in Miami have our very good friends.

She had a non-profit organization. It's called it Women's Set. And it's a lot of women in the industry. A lot of videographers, set designer, editor. So they always request my help when she had a very good production because some brands, they want all-female crew for their production. For example, another day we had a production of, brand is for, I don't know how to say that.

I mean, they produced like a path for sea areas. I mean, um, deserians. Yeah, C section. Yeah, they sell pad for C section. So they wanted all women, only women in the crew. So because in the production, we had, you know, a different mother with babies, you know. And the feeling was amazing. I love it.

I love it. So, you know, I can feel like, okay, this is my tribe, my team. This is really good energy here. So she tried to, you know, to get more girls into the nonprofit. So that's great, you know. Yeah, that's a very specific type of content that would warrant and need like a specific type of crew members. to be on there, right? Like I, like, obviously, like, if you were to have like, like, all women in that kind of setting and then one guy, it's, it's going to completely change the

dynamic. So uncomfortable as the guy there. Yeah, I mean, I feel the same when you. Like, why am I here? Exactly. You know, sometimes I feel the same when I have around all men and you can feel like, you know, I don't know, it's, it's kind of feeling, you know. That's a good example to kind of highlight to men. It's like, you know what? You know what it's like for a lot of women in our industry. It's like, think of it like that. You know, it's an all women filming a cesarean section product or whatever. And then it's all girls and one guy. Like, see how you're going to feel in that sudden. You know, when you said that, I was thinking, you know, that's funny. Yeah. And, you know, another day I was, you know, in the production. And I don't know,

remember. It was like five men and I don't know, me and another girl in the crew. And the boys were talking about cameras, lenses, you know, the toys. The toys. And my friend and I were talking about, I don't know, the story, how we can, I don't know, do different stuff. And it was so funny. Are you saying we guys are just gear heads? Yeah, exactly.

Like a little boy is talking about new toys. It's so funny. Oh, that's a good one. That's funny. but it's true a lot of a lot of the time it is true like i like it depends on like the cruise as well you know like uh i find the the camera talk happens with a lot of like uh with with a lot of the guys on set typically yeah to be honest i've seen it happen because i we do a lot of producing now and i see it happening a lot between the grip and the dp always that's funny is that

i react the way you react anna on set sometimes that i'll start talking about gear i'm like who gives the shit like like the stuff that we have now last so long like why you talk about the next one you know oh my guy oh my god guys so I don't know if you're I mean if you're living this I mean kind of situation with the marketing internal marketing team doing content during the filming I mean you're filming stuff like on on their phone and whatever yeah I mean I I I oh Are they getting in your way? Yeah, of course, all the time.

And I have to wait for them. I have a funny stuff. So we don't notice it on our corporate shoots. I think maybe because we don't do a lot of work with agencies. I think you might be doing a lot more work with them than we do. But I have noticed that when we freelance, when we do freelance wedding shoots, and oh, my God, they get in the way. It's such a pain in the ass. And they always say, like, oh, no, we'll be like right behind you and everything.

but the thing is like when I'm on the gimbal and stuff I move and they're not paying attention to the fact that I'm moving or they'll be like right there and it's like I need to move so you're getting in my way yeah yeah yeah so that's happening all the time and I try to you know tell them we need time here to do this then we can give you some time to create the content so you know try to be very respectful very sly so get out of my way way. That's so funny. If that happened on the corporate side, I would have been like, I think I would have

to step in and just say like, hey, you need to be at least three feet away for me while I'm doing this stuff. No, another day was, you know, like, okay, and then I just, you know, saying louder, like, okay, we want to, we want to wait for her when you finish to record accounting, please let me know to keep doing my my job here and she was like oh no Anna no go ahead my god because you know it's kind of like again I'm thinking I've only had this happen with wedding so that's the experience I have with it but I think a good way to go about those situations is I mean in a corporate setting where you do have more time and everything is just

the same approach that we do like with the photographers on wedding sets where it's like basically like okay let them do their stuff and then i usually jump in after that and i take my exactly that's like the the the uh workflow i have in those situations but yeah like if and i guess it might be easier for you because it's like it's just two of you it'll be you and the social uh the content creator versus like on wedding sets it's photographer yeah i had experience doing wedding as well because i i have a lot of friends they are photographer wedding photographer and sometimes when they need a help with uh you know filming weddings and i don't have anything in the schedule i take their jobs and uh yeah uh it's happening all the

time with people with with their fun and you know getting in your way and it's crazy yeah um i think we're at a good point it's like about an hour mark and i think kroll said it's lagging on his end so he's having a bit of trouble joining in on the conversation. So, yeah, he's even laughing. I think it finally came back. I think it finally came back slightly for me. But I don't know what happened the last like two minutes. It was, or two, three minutes.

It just. Yeah, I saw you struggling in, but I was trying to keep the conversation. It's a bit, it's a bit better now. But it was like kind of, I don't know what it, I've, we, I've never had this audio delayed before it was the audio delay too it was delayed it was cutting out so i couldn't even hear the conversation fully and i'm just like just smiling wave but it's all good it's all good um so what are your what are the next steps for you like what are you looking to do i i i was asking more long-term questions on the on the other episodes but i think let's talk more short term like

What are your plans for 2025? Well, guys, right now, you know, I'm just, because right now is a slow season to me here. I don't know why. Maybe, you know, vacation from school and everything. But, you know, I'm working in my SEO and working in my newsletters, you know, in my marketing communication to, you know, try to get. a new project for for next month or you know but I'm trying to be focused right now and I mean that kind of project more in the documentary style right so as a freelancer or like no with my yeah with my company I mean I'm trying to to sell the idea of company like we

can create a brand video and you know in the documentary way so I really want to get focused on that and let's see what is going to happen the next couple months you know because as you know this business it's like a roller custer so what about you guys for this year it's going to be a lot of um just fine-tuning the business so again just focusing on our marketing SEO like fixing up the website there's i'm i'm going through like all the all the pages on the website and slowly like fixing them all up and everything and internally linking optimizing it blah blah blah i would like to give our website a visual overhaul but i am not talented enough for

that so i got to figure out a way to hire someone that'll help us with that and then in a way that also won't tank our our ranking because that's the thing i'm most worried about. So many years I've been wanting to kind of like try to make it a little bit more elevated like in that sense. But like as Daria mentioned, you know, like we're a little limited. Like we're valuing our SEO and our speed more so because that's what gets us in front of clients at this point. So fine tuning and evolving in your business, it'll take time. It's not something you can do overnight, you know. And on the on the content side of things as well, like we're trying to figure out and evolve how we produce our content.

you know, be a little bit more efficient, which has been actually off to a great start this year, which has been a side benefit of me not shooting for the first four months of the of the year, you know, just focusing on the post-production and the editing in a way that I didn't get the chance to do before. And now it's like I'm seeing a huge shift in like the quality even in the content now because I've been able to do that. And, and also focusing on marketing content a bit more that is that is the other part of it and that's the one that's always going to be a hard thing for us in our industry because it's one thing like we're it's so easy for us to create great videos for other clients but you know when it's your own business you know you're kind

of close to it too so that's part of the thing that I think slows us down a bit because you try to make it too nice you just got to create something quick so we can push I know that's that's that's part of what I'm talking about with the the evolving aspect so like I've got some ideas on the works to to that'd be quick like uh had a friend of ours tell us he's like you just got to create like it doesn't it doesn't need to look polished just pump it out because you're going to have to do the same thing within within the next week but yeah so we got we're focusing on the marketing remaining the website our our SEO would be tied in with that our and then I would say we've kind of done quite a bit so

far like in terms of financials we did a lot of belt tightening procedures at the beginning of the year so kind of cutting costs that didn't need to be paid and whatever like we kind of fixed all that stuff up so I don't know what else is left for us except for grinding and focusing a bit more on sales so yeah like newsletters following up with old clients reaching out to potential new clients yeah like So one thing we're going to be doing. Yeah, absolutely. Yeah, I haven't really figured out the best way to do it yet because the LinkedIn, I guess, would be part of it. But I think maybe just focusing on a couple different markets and then just kind of trying to get our foot into those doors.

I don't know how to do it, but we'll get to it at some point this year. Yeah, yeah, yeah. I understand completely understand. It's about marketing all the time. And now we have to sell our services. I mean, we have to do everything. In my case, I had to do everything. So right now, I'm focused on create a very nice team of videographer, photographers, editors.

Like increasing your roster? Yeah, yeah, yeah. And me just, you know, in managing projects and, you know, sending people to the event or the project but yeah that's that's my focus this year but it's it's not easy because I'm a very perfectionist and I mean I really want to work with people very talented people very you know with commitment that's the thing I did that earlier as well this year like maybe two months ago I started reaching like putting calls out for freelancer and everything and I got like a lot of replies and everything and I've only been able to I've only had time to

filter the videographers but man like even just like we have like over 150 people apply and everything and I think maybe like one or two I was like eh let's see so it's like there's a lot of talent there's a lot of freelancers out there I think there's not a lot of good ones based on what I was seeing and a lot of them were like people from like film TV commercial space and I'm like I see like your corporate stuff I was like I like I'm not gonna film like a tea like a show or like a Nike commercial I need to know if you can go to an office and like film the guy properly and make it look nice right can do you have any event B roll stuff I can look at because

that's be professional well that was like I think you need to clear your throw your point be professional because mostly sorry the way you said that I'm lagging on my end and then I don't even know what's happening. Just a little second I need to start talking. And be professional. But yeah, to me, that's a really important thing. Be professional because, you know, you can be good. Maybe not good enough, but you are very professional.

You, you know, you get a tie of the schedule. And the way you communicate with the client to me is really important. I try to be a really good care about that little things. Like how you communicate with the client, how you dress for the events. That's really important because, you know, I'm offering a high-end beta production, you know. So we need to represent that, right? Yeah, it's hard to find videography. that understand that understand that properly like that because there's there's even one

person we know that's like really good videographer but in terms of like talking to the client it's not good we can't we can't we can't yeah it's got to be like we got to come we got to be on set for those types of situations but yeah it's hard like to find people that are that understand and are able to because on the final way is not at VR is Anna is Anna behind the AVR so you know that's my face. So that to me is a big challenge to, you know, find a very talent people, but, you know, align with the same, you know what I mean, right? I think what people also don't understand like that don't do a lot of corporate is that shooting for corporate, it's, there's a lot of stuff that you need to be good at off camera. And like, like saying that you need to be

professional is a very broad term. What we're specifically talking about is being understanding of how to work with these types of clients because you're dealing with people that are not video pros. They are they have a lot of other priorities as well that take precedent a lot of the time which can shift things on a shoot day just like that. And you have to be understanding and know how to roll with the punches and not let it affect you. And like from all those people that had applied, there was one person that did reach out to us that I had worked with once many years ago on like a wedding. Yeah. And we had one of our long-term clients that we had like our quarterly webinars for and everyone was busy and I reached out to him. I

chatted with him. He sent over some of the corporate stuff that he's done. And I knew right away when I was chatting with him. Yeah, he has the corporate experience. So he may not be necessarily like, you know, of the top 1% of like say DPs, right? But he's he's good enough. And he has and he has good quality content when he shoots, but he knew what it was like to deal with corporate clients. And especially on this particular day, it was very necessary to have someone on set like that because the CEO on this particular shoot was all over the place more so than usual. And of course it happens when Dario is not here because he was on vacation. It happened because I was on vacation. If I was there, he would have been more calmer.

Well, it was more so because it was just like the scripting on their end with the, with the client and like the specific information that they were trying to highlight was not was not done on time on their end. And like they were basically giving it to me at the shoot while the CEO is there in front of the teleprompter waiting. They're like, here's here's the new script. And I'm just trying frantically to put it on the teleprompter. It was that last second, right? And like, the CEO would be like, all right, I'm going to come in at 9.30 for 30 minutes

and then come back at 11 and finish it. So we were there waiting for an hour. He didn't come at 9.30, you know, and then he came later at 1130 instead to actually do it. So the point is that stuff happens on corporate sets. And you need crew that understands that and do not get affected by it. And he was cool and calm, and he was just very professional.

And I'm like, yeah, this guy, I know we could rely on him. He's got the wedding background. So he's dealt with pride so that might have had a moment at some point. But the funny thing is he wasn't a wedding. Like, he didn't do that many weddings back in the day. I think it just happened to be one wedding that he did that I was there with. But he does mostly a lot of like corporate event and commercial type content. But in a very running gun kind of style way.

So it's like there's a certain kind of. like there's a certain kind of attitude you need to be yeah absolutely and be very proactive well very proactive to to manage people you know so yeah and where many heads oh my god yeah the guys i had applying like they uh they all have like all their portfolio stuff was like film tv commercial and it's like i know on those sets they had a lot of people right and everyone If it's union, you know, there's one guy that specifically turns light bulbs off and on, like, but on our types, yeah, like on our sets, it's like sometimes you might need to do audio because, you know, there's only two interviews that day and I couldn't sell adding an audio op to the budget. So you need to be able to just quickly bring your audio kit and everything. And also having also having your own gear kit. Because a lot of the guys that I had applying, I was looking at the rates. I'm like, oh, this is pretty low for what they do. But then I was like, oh, wait, it probably doesn't include gear. And I was like, I need to know like the full all in rate because it's like, I can't like, what?

I'm not giving you gear. Like bring your own stuff. You know, this is corporate. This isn't film. Yeah. And it's being flexible. It's like you can tell them it's like, hey, this is the project. This is the budget.

Are you able to do it? Are you able to handle it? This is the ask. And, you know, if you are free and you're down, you can roll with the punches. And that's what this guy was like. And I'm like, perfect. Because he does a little bit of everything. He does some editing.

he does some shooting like this is one of those rare situations where understanding more parts of the process can be beneficial you know in the corporate world so yeah there's there's that aspect absolutely and i think that apply for any project guys to be honest of course you know he has to be about attitude you have a good attitude you are very proactive you are responsible you are a professional now, right, it's your brand. So we have to be very careful about that and how you communicate with your, with your client. So, yeah. And I think that's a good note to kind of end that one off.

But like before we sign off, the one last question we like to typically ask is like, how did you come up with the name for your business? Okay, that's a very interesting question. All right. My name is Anna Veronica Rosales, right? So this is A-V-R media group. Your initials. Yeah, my initial.

So I remember those days when I had another job, and I was talking with a friend, and she told me, Anna, you should create your own company. And I was, what? No, you're crazy. No way, no way. And then I was, you know, thinking about that. And I just told her, you know, you're right. Maybe I should create my own company.

And then it was a very fast though. And I, okay, AVR, media group, because media, and, you know, I can. can offer different services from creative and media services. So, yeah, that's the story of my name, the name of my company. Nice. Well, Anna, thank you so much for joining us on the show and just sharing your experience. And we actually covered quite a bit of quite a few interesting topics today, which I'm glad something a little different.

Thank you, guys. I'm very glad to be here. Great. Well, thanks, and we'll keep in touch. All right. Bye-bye. Thanks for listening to this episode of Creatives Grab Coffee. Please make sure to follow and engage with us on Instagram, TikTok, LinkedIn, YouTube, and your favorite podcast app.

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