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Tonymac

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Featured Project

NAME: Vale Tudo: A Documentary Vignette

  

About the Project

“THERE ARE MANY BATTLES. BUT ONLY ONE IS FOUGHT ALONE.”

The evolution of the combat sport we know today as MMA was once known as Vale Tudo – “anything goes” – founded in Brazil in the 1920s. But the spilling of blood and explosion of violence that made the crowds cheer back then had an unspoken purpose for these fighters: loyalty; honour; pride. In this documentary vignette featuring former MMA fighter-turned-trainer Jesse Richardson, another perspective on the blood sport is revealed that we as spectators never get to see or experience: that the fight between man versus man is really an unseen battle of man versus himself.

 

About Me

I believe what takes place in front of the camera speaks only a half truth; what remains to be seen is the story yet to be told.

The Tonymac Creed

de-fə-ˈni-shən: ANTHONY + MACCARI

Tonymac got its start in 2007 when Anthony Maccari decided to launch a business that would put his passion for digital media and cinematography to work. In these early days, when “going digital” was still in its infancy, Anthony anticipated that video content wouldn’t be the only player in the expansion of the digital media universe. Sure enough, with the rise of social media and other web-based technologies, Tonymac had a chance to showcase its talents by producing creative and “forward-thinking” digital content for the mid-size corporate market. From day one, we have always taken on projects, big or small, with a “no-limit” creative attitude. Since then, nothing has changed.

What I Do

I am a digital media specialist producing both strategy and content to optimize your business' online branding and marketing initiatives.

STRATEGY DEVELOPMENT

A digital marketing strategy outlines the goals and objectives to competitively position your business in the online marketplace and optimize your market reach, engagement, and retention. 

VIDEO CONTENT

Campaigns? Sizzle Reels? Web Commercials? Short Films? Aerials? There are no limits to what I can do with my cameras — on the ground or in the air. I just need you to green light my vision.

PHOTOGRAPHY

From events to products, I strive to put the “art” in corporate photography, to capture not just the subject in question, but to produce images that heighten the visual experience. 

SOCIAL MEDIA

Going social is about listening, conversing, and building community. With an effective strategy and management program, it can help shape an everyday “business” into an unfortgettable “brand.”  

DIGITAL CONTENT DEVELOPMENT

Messaging is more than just catchy ad copy — it’s the information that incites, inspires, and engages your market to take action and become a believer in your products and services. From multimedia presentations to digital displays make sure your sending the right information out there.

WEB APPLICATIONS

Landing pages, registrations pages, WordPress microsites, interactive portals, e-commerce, content management systems — there is a web-based solution with your name on it.

In the Media

Stories, features, and related news about or featuring Tonymac's work in the media

Name: How Glossy Mini Movies Put the Focus on Real Estate
Source: Globe & Mail | Watch the Video
Date: February 2014

Name: Real Estate Agents Turn to Video to Shoot for a Marketing Edge
Source: Globe & Mail | Read the Article
Date: February 2014

Name: Sharp at the Gentlemen’s Expo
Source: Sharp Magazine | See Tear Sheet
Date: April 2014

My Clients

Some of the brands with whom I've had the pleasure of working

My Work

A Showcase of My Featured Projects

Want to see more video work? Check out my YouTube channel.

La Capitale Sales Recruitment Video | Amsterdam

ABOUT THE PROJECT

This sales video was produced for La Capitale in Amsterdam, to help with the recruitment process of new sales agents. Steve Cole as seen in the video is the VP of Sales and Marketing and together with me we put together this 6 minute reel to show some of the perks of working for a great organization.

Tonymac oversaw the project from concept to completion which included ideation, storyboards, talent sourcing, motion graphics, and the editing.

Visit La Capitale website at www.lacapitale.com for more information about home, personal and auto insurance.

Hello Scott | 1 Scott Street | Bosley Real Estate

ABOUT THE PROJECT

The latest lifestyle real estate video (and my fourth) from “super agent” Karyn Filiatrault from Bosley Real Estate. In this trailer-style video production featuring Unit 903 at 1 Scott Street, I kicked it up a few notches with some black and white cinematography (a french maid 1930’s style), putting an interesting perspective on showcasing real estate property — making it sexy and intriguing.

TRIMARK sportswear

ABOUT THE PROJECT

This 1 minute fashion style video was produced for Trimarks annual spring convention in Las Vegas, show casing some of the spring line.

Tonymac oversaw the project from concept to completion which included ideation, storyboards, talent sourcing, motion graphics, and the editing.

Visit TRIMARKS website at www.trimarksportswear.com for more information about sportswear.

Holland Bloorview Kid’s Rehabilitation Hospital

Marissa is a high-performance athlete on track to become a future Paralympian. At just 15 years old, she is a Canadian record holder in the 100-metre sprint, and ranks 5th in the world. Holland Bloorview’s prosthetists are a big part of her training team. She was fitted for her first prosthetic just before her first birthday and since then Holland Bloorview has fitted her for legs for daily use that let her go swimming and play soccer, as well as the high-tech running blades that keep her at the top of her game.

changeforkids.ca/ambassadors/meet-marissa

 

Saeco’s The Perfect Cup, Right at Home TV Spot

  • Release Date: August 2014
  • DoP: Anthony Maccari
  • Cinematography: Artur Zaitsev
  • Scripting: Max Maccari
  • Network: TLN

ABOUT THE PROJECT

A 15 second TV commercial doesn’t allow for much time to excite viewers to promote a household product that carries a larger-than-average ticket price. My goal here was to keep the presentation as simple as possible and showcase strong, concise messaging and accompanying visuals to help build brand awareness for the Saeco Espresso Machine line and its retail and service vendor, Anthony’s Espresso in Vaughan.

Tonymac oversaw the project from concept to completion which included ideation, script writing, location scouting, talent sourcing, voice over sourcing, and editing. The media buy was managed by the client. The TV commercial will begin airing in August 2014 until 2015 on TLN.

Visit Anthony’s Espresso website at www.anthonysespresso.com for more information about Saeco Espresso Machines.

Pleasant, Simply Pleasant!

  • Release Date: June 2014
  • Cinematography: Artur Zaitsev
  • DoP: Anthony Maccari
  • Editor: Artur Zaitsev

ABOUT THE PROJECT

The latest lifestyle real estate video (and my third) from “super agent” Karyn Filiatrault from Bosley Real Estate. In this trailer-style video production featuring Unit 902 at 900 Mount Pleasant Road, Artur and I kicked it up a few notches with some adrenaline-fueled cinematography (notice the aerial from the balcony, thanks to our drone), putting an interesting perspective on showcasing real estate property — making it sexy and intriguing.

Epic Technical Solutions

  • Release Date: March 2014
  • Cinematography: Anthony Maccari / Artur Zaitsev
  • Editor: Anthony Maccari

ABOUT THE PROJECT

Epic Technical Solutions was looking to produce a video that not only showcased their IT service offerings but wanted viewers to step inside their offices to see the people behind the brand. They also wanted to incorporate testimonials from existing clients to support their solid industry reputation. To make the storyline work, I added some web commercial style inspiration into the intro. Voice over was provided by Epic’s founder (and may we dare say, vocal talent extraordinaire,) Jory Lane.

Vale Tudo

  • Directed by: Anthony Maccari
  • Produced by: Max Maccari
  • Cinematography by: Anthony Maccari / Jeremy Robertson / Artur Zaitsev
  • Sound Recording by: Soren Truhlar
  • Production Assistance by: Paul Seymand

ABOUT THE PROJECT

“THERE ARE MANY BATTLES. BUT ONLY ONE IS FOUGHT ALONE.”

The evolution of the combat sport we know today as MMA was once known as Vale Tudo – “anything goes” – founded in Brazil in the 1920s. But the spilling of blood and explosion of violence that made the crowds cheer back then had an unspoken purpose for these fighters: loyalty; honour; pride. In this documentary vignette featuring former MMA fighter-turned-trainer Jesse Richardson, another perspective on the blood sport is revealed that we as spectators never get to see or experience: that the fight between man versus man is really an unseen battle of man versus himself.

2013 Toronto Gentlemen’s Expo

  • Cinematographer / Editor: Anthony Maccari

ABOUT THE PROJECT

“HEY MEN, THERE’S NO NEED TO FEEL DOWN…”

Because the Gentlemen’s Expo was in town in November 2013 to give every man attending (and some women) the special attention he deserves. Featuring 10 pavilions, guest speakers, demonstrations, poker tables, food, drink (boy, there was a lotta drinkin’ going on), and so much more, Tonymac was there to grab photo and video footage of Toronto’s ultimate man show. With radio personality Todd Shapiro as host, I spent three days covering every angle of the floor to produce the first of two videos — the first being a sizzle reel — to help make the 2014 show bigger and better.

Three Pears

Three Pears

  • Photographer: Sean Walsh
  • Date: June 2013

ABOUT THE PROJECT

Three Pears is a Canadian manufacturer of children’s furniture who approached us to photograph their start-up line of products. Photography took place in studio and on location. To learn more about Three Pears, visit their website.

Select any image to open up the slideshow.

Lifetime Developments

Lifetime Developments

  • Project: Social Media Strategy and Management | Content Development
  • Channels: Facebook | Twitter | Pinterest | Youtube

ABOUT THE PROJECT

Lifetime Developments is a real estate development firm building and developing residential and commercial properties across the GTA for over 30 years. In February 2014, they contacted me to put together a strategy that would revitalize their social presence and help build their brand equity. Content development was a key focus. Since past content had consisted of mostly repurposed online posts and with a new development project campaign underway (The Code Condos), Tonymac put together an agenda that would concentrate on the publishing of 80% original content across all channels. The strategy had to stay true to the brand’s “Creating. Defining. Inspiring.” slogan, therefore the approach to managing the channels would require a voice that could engage with consumers first, followed by industry stakeholders.

View Lifetime Developments’ social channels: Facebook | Twitter | Pinterest

Bisha – The Great Wall

  • Film Date: April 2013

ABOUT THE PROJECT

In the first episode of the Bisha Chronicles, LifeTime Developments discusses the required moving of an historical wall in downtown Toronto during the construction process of their new hotel and condominium residence. The sizzle reel style production included motion graphics to heighten the effect of the presentation.

Canadian Tire Power Sports

ABOUT THE PROJECT

To help promote their line of outdoor motorized equipment, Canadian Tire was looking to create a hype video that would bring viewers up close to the experience of riding one of their ATVs or dirt bikes. The video was an internal communications project to give staff and management an inside look at Canadian Tire initiatives to compete in the outdoor sports market.

Brand New Thinking

  • Date: May 2011

ABOUT THE PROJECT

The Reset Branding video campaign takes corporate marketing and branding to an exciting new level: a cinematic production style coupled with smart, punchy scripts and 3D animation throughout. The concept involves the “deconstruction” of various top-tier household products by John Miziolek, co-founder of Reset Branding, and supported with 3D animation. In this production, I filmed the scenes in Toronto’s Yorkville neighbourhood with a cast of extras and a film crew of seven. This first spot was produced as a web commercial to introduce and kickstart the series.

Before Day’s End

  • Date: September 2012
  • Crew: Anthony Maccari / Jeremy Robertson / Max Maccari / Soren Truhlar

ABOUT THE PROJECT

I am pleased to present my first short film — Before Day’s End — filmed for the Christian Labour Association of Canada (CLAC). Filming commenced in Ontario in April 2012, followed by a few days in Saskatchewan, and ended in BC in mid-May. It was an incredible experience. The goal was not to produce a “safety video” that would preach and teach, but a film about real people who suffered real construction-related accidents.

ABOUT THE FILM

Maybe you’ve never been the victim of a serious construction accident. But you probably know someone—family, friend, distant acquaintance—whose life has been forever altered by a tragic mistake, a lapse in attention or judgment on a job site. These things happen, and when they do, the consequences can be devastating. Minor impairment, loss of limb, sometimes even loss of life. And while most of us assume that a serious accident could never happen to us, well, we’re wrong.

Before Day’s End examines the human impact that workplace accidents have on their victims and communities. Through these stories, we see how rehabilitation is but one small step to reclaiming one’s identity and self-worth, and how “moving on” is both a deeply private and introspective process and one that requires a loving, supportive community. Whether or not you can relate to the experiences of the people in this film, one message will hit home: that every moment on the job site counts, and awareness is the first crucial step toward prevention.

Trust your inner voice. It just may save your life.

What will you take away from this short film? Maybe a lesson about “staying safe” on the job — no matter what that job is — but more importantly…

Don’t take life for granted because all the things you’ve gained – your comforts, your  joys… everything you care for can be gone – in a split second. You matter. And the people in your life cannot afford to lose you.   

Visit the film’s microsite at www.beforedaysend.com

Before Day’s End (Trailer)

  • Date: September 2012
  • Edited by: Jeremy Robertson and Max Maccari

“It seemed like any other day…”

Maybe you’ve never been the victim of a serious construction accident. But you probably know someone—family, friend, distant acquaintance—whose life has been forever altered by a tragic mistake, a lapse in attention or judgment on a job site. These things happen, and when they do, the consequences can be devastating. Minor impairment, loss of limb, sometimes even loss of life. And while most of us assume that a serious accident could never happen to us, well, we’re wrong.

Before Day’s End examines the human impact that workplace accidents have on their victims and communities. Through these stories, we see how rehabilitation is but one small step to reclaiming one’s identity and self-worth, and how “moving on” is both a deeply private and introspective process and one that requires a loving, supportive community. Whether or not you can relate to the experiences of the people in this film, one message will hit home: that every moment on the job site counts, and awareness is the first crucial step toward prevention.

Trust your inner voice. It just may save your life.

Contact Me

CALL ME DIRECT

(416) 909-1423
anthony@tonymac.ca

LET’S GET SOCIAL