In Episode 109 of Creatives Grab Coffee, hosts Dario Nouri-Nejad and Kyrill Lazarov welcome back Jon Corbin, Founder of Corbin Visual, for his third appearance on the show — officially earning him the title of CGC Champ.
Jon’s return comes at a defining moment for the video production industry. Marketing budgets are tightening, AI is reshaping workflows, and many production companies are being forced to rethink how they create value — especially in corporate video production environments where ROI scrutiny is higher than ever.
This conversation goes far beyond gear or trends — it’s about adaptation, execution, and staying relevant when the market gets hard.
Watch the episode here:
🎧 Spotify: Listen on Spotify
🎧 Apple Podcasts:Listen on Apple Podcasts
From Trend-Chasing to Client Value
Earlier in his career, Jon built a reputation as an early adopter — experimenting with drones, VR, influencer marketing, podcasts, and emerging formats. But as those tools became commoditized and AI accelerated content creation, that approach stopped being enough — a shift also explored in the impact of AI tools on video production companies.
In this episode, Jon explains how his focus has shifted away from chasing what’s new and toward solving real client problems. Instead of defining his work by formats or technology, he now frames everything through a business lens — employer branding, product education, and long-term brand positioning.
That strategic reframing mirrors conversations around what is a corporate video and how businesses should think beyond one-off deliverables.
That shift also reflects discussions Dario and Kyrill have had repeatedly on Creatives Grab Coffee: sustainable growth comes from client value, not novelty — a philosophy reinforced in benefits of a long-term video production partner.
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Thinking Like a Partner, Not a Vendor
One of the strongest themes of the episode is the importance of zooming out.
Rather than asking “What video do you need?”, Jon emphasizes asking deeper questions:
- What problem is keeping you up at night?
- Where is the real bottleneck in your business?
- How does content support the full customer journey?
This mindset allows production companies to move upstream — from execution to strategy — and positions them as long-term partners rather than one-off vendors, aligning closely with the philosophy behind video production company vs videographer.
It’s the same approach that has helped companies like Lapse Productions build recurring relationships in corporate video production in Toronto, even as budgets fluctuate.
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Inbound vs. Outbound: The Reality Check
Jon is candid about sales in today’s market.
Inbound work is reactive — the phone rings, and you solve the immediate problem. Outbound, on the other hand, is difficult, time-consuming, and almost impossible to do consistently without systems, a CRM, and dedicated effort.
That tension reflects broader conversations around how to choose a video production company and how buyers evaluate trust, process, and professionalism before reaching out.
Instead of preaching a perfect outbound playbook, Jon advocates for speed and experimentation: test ideas quickly, validate messaging, and move on. In slow markets, execution matters more than theory — especially when competing on value rather than price.
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Adapting During Hard Economic Times
This episode doesn’t avoid the uncomfortable truth: many production companies are facing slower pipelines, delayed approvals, and shrinking marketing budgets.
Dario and Kyrill share how adapting scope, reducing internal costs, and staying flexible with production scale helped them continue booking work — even when margins weren’t ideal. These realities echo pricing discussions explored in how much does video production cost.
Jon reinforces a key mindset shift:
Making some money, staying active, and remaining useful beats waiting for the “perfect” project.
Momentum, relevance, and relationships often matter more than short-term profit during downturns — particularly for studios navigating corporate video costs in Toronto.
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Mental Health, Isolation, and Showing Up
One of the most honest parts of the conversation centers on mental health and isolation in creative entrepreneurship.
Running a production company — especially solo — can be deeply isolating. Jon speaks openly about how much it matters to simply show up for people during hard times, without expecting anything in return.
In an industry obsessed with output and efficiency, this perspective reframes success as sustainability — something often overlooked when studios scale without systems, structure, or support.
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Enter Vertical Dramas
Midway through the episode, the discussion pivots into one of Jon’s newest ventures: vertical dramas — 90-minute narrative films designed entirely for vertical platforms and released in short episodic chunks.
Despite never having directed traditional narrative work before, Jon leaned into what he already knew — storytelling for social platforms — a space closely tied to what is Instagram Reels and short-form distribution strategies.
The result was a new creative lane that challenged him technically and creatively, while reinforcing a core lesson of the episode:
Execution beats ideas. Every time.
Vertical dramas may not be for everyone, but they represent the kind of experimentation discussed in broader conversations around future content creation strategy.
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Hiring Better and Letting Go
Jon also reflects on the importance of hiring the right people — not just technically, but relationally. From trusted producers to experienced ADs, surrounding himself with people who understood his leadership style allowed him to focus on where he added the most value.
Letting go of control wasn’t easy, but it was necessary. Wearing fewer hats ultimately led to better work, healthier sets, and stronger outcomes — lessons reinforced in conversations about crew roles in video production and operational clarity.
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Final Thoughts
Episode 109 is a grounded, honest look at what it really takes to survive — and evolve — in the creative industry.
It’s about:
- Values over trends
- Execution over ideas
- Relationships over transactions
- Adaptability over ego
Whether you’re a freelancer, studio owner, or somewhere in between, this episode lands close to home.
About the Guest
Jon Corbin is the Founder and Creative Director of Corbin Visual, a Toronto-based video production company specializing in strategic corporate storytelling, employer branding, and product education. With over a decade of experience in the video production industry, Jon has worked across a wide range of formats — from high-end commercial and branded content to social-first storytelling and emerging narrative formats.
Known for his ability to adapt to shifting platforms and market conditions, Jon has built a reputation as both a creative and a business-minded operator. In recent years, his work has expanded into long-form vertical narrative projects, reflecting his ongoing interest in how audiences consume content in evolving digital environments.
A three-time guest on Creatives Grab Coffee, Jon brings a thoughtful, candid perspective on creative entrepreneurship, client value, and navigating hard economic times — making him one of the show’s most trusted returning voices.
About the Hosts
Creatives Grab Coffee is hosted by Dario Nouri and Kyrill Lazarov, co-founders of Lapse Productions — a top video production company in Toronto helping businesses create cinematic content that drives results.
