Scion Instruments Canada is a highly specialized company providing analytical solutions and laboratory equipment to industrial, government, and academic labs.
When I first met Robert and the team, one thing stood out pretty quickly.
They know their stuff.
They’re incredibly technical and experienced, but they’re also warm, approachable people who genuinely care about their customers.
You just couldn’t really feel that online yet.
As Robert put it:
“We knew that our social media footprint was not representative of who we were.”
They knew video needed to become part of how they showed up.
They just had no idea where to start.
Scion didn’t simply need a nice corporate video.
They needed a library of content that could represent the business across their new website, social media, marketing and future campaigns.
And we needed to take something quite technical and make it interesting and understandable without losing what makes Scion, Scion.
There was also one other little challenge…
Nobody was particularly excited about being on camera.
“When we started planning the video sessions, we were all very stressed.”
There were questions about scripts, how to be natural, and the inevitable thought of having to watch yourself back afterwards.
Pretty normal.
So a big part of my job was making sure they didn’t have to worry about any of that.
We started with the story.
I spent time getting to know the business, the owners and what they actually wanted people to understand about Scion.
And somewhere along the way, the process became about more than creating content.
The three owners started having conversations about their message, their values and what they wanted Scion to stand for as a brand.
Robert later told me:
“We got a lot more out of it than the amazing video material.”
That’s probably one of my favourite things to hear after a project.
Because once we knew what we wanted to say, filming became much easier.
No memorized scripts.
No trying to perform.
I interviewed and guided them, we took another take whenever we needed one, and eventually the cameras just became part of the room.
The team went from being genuinely nervous beforehand, and Robert mentioned afterwards:
“For me, it was actually a lot of fun… it was very easy to be ourselves with Lasse.”
Everything we created came back to one simple idea: Show the real Scion.
The result is a complete visual foundation and growth strategy for Scion Instruments Canada, with over 100 digital assets delivered.
The actual owners. The team. Their customers. Their facility. Their personalities and expertise.
No stock people pretending to work there. Just them.
Today, Scion has a completely different visual foundation – with their own people and their own work across their website, and a library of professional video and photography they can use for social media, advertising, sales and marketing for a long time to come.
But one of my favourite results wasn’t really about marketing.
When Robert first watched the finished films, he told me that after getting past the initial weirdness of seeing himself on screen, he started seeing the company differently.
“There was a sense of pride to look at it from the outside and think, ‘This is us. This is what we’ve built.’”
I loved that.
And something similar happened with the customer testimonials.
I had encouraged the team to ask a few customers to share their experience with Scion. They weren’t exactly excited about the idea. Robert said they were all cringing a little at the thought of asking customers to say nice things about them.
But they went for it.
Three customers agreed – and those conversations ended up becoming some of the most meaningful material from the entire project.
“I had underestimated how powerful testimonials are for the people that work in the business – to realize and hear the impact that you have in the professional lives of your customers was something that really moved me.”
In the end, Scion didn’t just walk away with a lot of content.
They had something that finally felt like them.
Robert summed up the experience better than I could:
“Lasse knocked it out of the park – his ability to understand our situation and our needs, help us structure what our requirements were, make us comfortable in front of the camera, and package the material in a way that we’ll be able to use for the next year, if not longer.”
“It was a very effective exercise and a very worthwhile investment for us at Scion Instruments Canada.”
This was also just a really fun project to create.
A working laboratory filled with interesting equipment, three owners with very different personalities, a great team, multiple cameras, lots of conversations, and plenty of moments where everyone forgot we were actually filming.
That’s usually when we get the best stuff.
And I think the finished work feels exactly like the people I met when I first walked through Scion’s doors.
Professional. Knowledgeable. Human.
Below, you’ll find a selection of our video projects, each demonstrating our commitment to authentic storytelling, professional production quality, and effective video strategies. Click on any project to learn more about its scope, goals, and the results achieved.
