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Article Substance

15 November 2022

Meet Samuel Lacroix, new producer at Substance / Radiance

We believe there’s power in numbers to launch ideas further and achieve large-scale projects. So new talent joins our agency specialized in digital marketing and communication, to broaden our creative horizons. Introducing our new producer, Samuel Lacroix.

Garnering nearly 15 years experience in the media and television industries, Samuel specializes in marketing content production. With his sharp sense of creative project management, observation and aesthetics, he’s joining the agency’s creative department. Our future goals are focused on more ambitious projects, and the arrival of a new producer is essential to their progress. Samuel’s complementary role to our creative department is a springboard for the future.

His background does not go unnoticed. For his first job, Samuel was an assistant to the producers of the major Quebec television show Star Académie. Since then, he’s worked as a project manager at V Media Group, where he orchestrated the complete redesign of the V Télé brand and coordinated the channel's self-promotion department.

Over the past 5 years, Samuel has been responsible for marketing, promotions and communications at Entract Films, a Canadian distributor involved in the acquisition and distribution of films on a national scale. There, he developed his management expertise and ensured quality control of the production and promotion of films. Samuel was also in charge of press relations, and attended red carpets, premieres and interviews as the head of the artists represented by the distributor. Get your cameras out!

So why the shift from the traditional world to the digital industry? “After accumulating 15 years of experience in TV and film, I found it interesting to step out of my comfort zone to challenge myself. I'd like to put my skills and knowledge to good use in a different field, by pushing the agency's projects further," explains Samuel. Production is all about bringing ideas and concepts to life in a concrete way. And that's exactly what he plans to do.

The creative department is often the engine behind innovative ideas in marketing communications agencies. Vanessa Beauregard is now director of this department, and she sees Samuel’s arrival as a factor for growth for the whole team: "Substance/Radiance is committed to expanding its production offering. Samuel's background makes him a resource that enables us to consolidate and reach this goal. With his complementary skills, the creative department will be able to increase the quality of deliverables and build a solid and credible foundation for future productions," she says of the new producer's arrival. Samuel is another string to the creative department’s bow, all in the goal to further develop our production offering. Our growth objectives are based on acquiring new talents and establishing a deep synergy between departments.

So what should we expect next? As a producer, Samuel wants to fulfill an essential role in the direction, management and production of creative content. We aim to combine the flexibility and agility of the creative team members, so we can continue to conceptualize engaging and inspiring projects. For results worthy of the agency’s clients.

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