The Client
CIRA – Canadian Internet Registration Authority
Like many other Canadians, we often take our access to and use of the internet for granted. Especially in the last few months, the internet has become more crucial than ever in allowing us to work together and be close to one another. The Canadian Internet Registration Authority (CIRA) is a cornerstone in the framework of Canada’s internet – what many people know as the organization behind the top level domain .CA is so much more: a not-for-profit dedicated to innovation, security, and community development for all of Canada.
Client’s Other Projects With Us – We are CIRA | Why Choose .CA
The Request
In the wake of 2025 Canada/USA tariff announcements, CIRA approached our team with the goal of producing a video which would help Canadians identify local businesses and keep their spending within Canada’s borders. As a trusted not-for-profit source of countless Canadian e-commerce domains, CIRA wanted to position themselves as a thought leader in the public discourse surrounding how to shop and buy Canadian.
The Approach
CIRA’s communications team identified early on that this video needed to feel genuine, engaging, and a step away from a corporate “how-to” video that would overwhelm viewers with information. In consideration of the importance of timing (the video was to be released in April 2025), as well as the organization’s available marketing budget, CSS opted to propose a mixed-media style that could be executed through a table-top video shoot. Our team adapted an existing article written by Kira Taylor for CIRA’s website to become the script for the video, and kicked off pre-production immediately.
As the proposed approach involved a mix of live-action video, stop-motion animation, and 2D motion graphics, our team first developed a simple animatic as a proof of concept for both CIRA’s team to review, as well as key members of the production crew. This animatic was referenced during the shoot to ensure timing, framing, and motion would be consistent across the video’s different language and platform needs (English, French, 16:9, 9:16, 1×1, and 4×5).
Production of the video occurred at CIRA’s office, with stakeholders from both teams offering suggestions and input over the course of the shoot day. As the final product was ultimately very close to the animatic, post-production was executed quickly, approximately two weeks from the shoot date to final deliverables.
The Result
Clear, consistent, and frequent communication between all parties involved helped deliver this project quickly and effectively, resulting in a bright, eye-catching and entertaining final video. Our team loved trying something new, and we’re grateful for CIRA’s continued openness to creativity. CIRA’s communication team launched the video as a paid post on social media upon completion.
Credits
Concepts – CIRA, Cloud in the Sky Studios
Executive Producer – Julien Cheron
Director / DoP / Editor – Dominic Llanos
Art Director / Talent – Zara Ansar
Gaffer – Kevin Nault
Motion Graphics – Jesse Mann
