Episode 95
Niche, B Corp, Proposals, and AI (ft. UpMedia Video)
Anthony Madani did not come up through corporate video. He spent nearly two decades in animation and broadcast television, with work airing on Netflix, HBO, and Prime, before channeling that cinematic pedigree into UpMedia Video, a Vancouver studio that makes purpose-driven films and animation for organizations trying to do some good in the world.
In this episode, Anthony joins Dario and Kyrill for a deep, practical conversation about growth: niching into healthcare and technology, the real process and payoff of becoming a certified B Corp, why detailed proposals beat rushed quotes, how genuine reciprocity beats hard selling, and why he treats AI as a tool to embrace rather than a threat to fear.
Key Takeaways
- Niche strategically. Specializing in healthcare and technology let Anthony position UpMedia as an industry expert and attract higher-quality clients.
- Position as an expert without closing doors. A clear niche builds authority, but Anthony keeps it open enough not to turn away good work that falls outside it.
- Let case studies do the selling. Targeted case studies that show real results are how he attracts ideal clients and proves expertise before the first call.
- Use B Corp as a differentiator. Certification strengthened UpMedia’s credibility, drew socially conscious clients, and set the studio apart in a crowded market.
- Invest in detailed proposals. Thoughtful, professional proposals, not rushed quotes, signal dedication and build client trust early in the sales process.
- Network through genuine reciprocity. Success comes from helping others first and building authentic relationships, positioning yourself as a helpful expert rather than a salesperson.
- Manage client delays with clear policies. Simple, upfront rules for client-side delays keep projects on track and reduce friction in the relationship.
- Treat AI as a tool, not a threat. Embracing AI as a creative and operational aid can improve efficiency and quality and expand what a small studio can do.
- Market consistently. Behind-the-scenes content and steady use of platforms like LinkedIn keep UpMedia top of mind and feed ongoing lead generation.
Timestamps
From Animation to Video Production
Anthony’s roots are in animation and broadcast, work that appeared on Netflix, HBO, and Prime, and that pedigree shapes everything UpMedia makes. When he moved into running a video business, he found value in exploring many industries early before deciding where to plant a flag. That broad base is what later made a focused niche feel like a choice rather than a limitation.
It is a reminder that an unusual background can be an edge, and that a strong animation skill set pairs powerfully with live-action video services.
Niching into Healthcare and Technology
UpMedia’s growth accelerated when Anthony narrowed in on healthcare and technology. Specializing let him speak the language of those sectors, position the studio as an expert, and attract better-fit clients, without slamming the door on adjacent opportunities. Crucially, the niche emerged organically, discovered through the work rather than declared on day one.
Targeted case studies became his sharpest tool for attracting the right clients, proof over pitch. It is the same lesson the show returns to in the power of niching down, and it maps directly onto specialized lanes like healthcare video and technology video.
Becoming a Certified B Corp
One of the episode’s richest threads is UpMedia’s certified B Corp journey. Anthony is candid that certification is an in-depth process, but the payoff is real: stronger brand credibility, a magnet for socially conscious clients, and a genuine edge in a competitive market. Being a B Corp does not just reflect the studio’s values, it shapes who reaches out and how those relationships begin.
Aligning purpose with positioning is a growing theme among the studios on this show, from One Hundred Seconds to Tiny Studios.
Winning Trust with Detailed Proposals
Anthony’s sales philosophy is simple: do the work before you are paid to. Rather than firing off a rushed quote, he invests real time in detailed, professional proposals backed by case studies. That effort signals dedication and builds trust early, often before a competitor has even replied. He pairs it with clear, upfront policies for client-side delays and transparent communication, which keep projects moving and relationships smooth.
It is a masterclass in how to pitch as a producer, and it starts with knowing your value, the same clarity behind what a video costs and offering a clean competitive quote.
“A detailed proposal is not overhead. It is proof you care before you have earned the job.”
Anthony Madani, UpMedia Video (thematic paraphrase)Networking Through Genuine Reciprocity
For Anthony, networking is not selling, it is helping. He builds authentic relationships by leading with value and positioning himself as a genuinely useful expert, so that business follows trust rather than pressure. Consistent marketing reinforces it: behind-the-scenes content and steady presence on platforms like LinkedIn keep UpMedia top of mind and quietly feed the pipeline.
That reciprocity-first approach is how modern studios generate leads and build a durable personal brand without feeling salesy.
AI as a Tool, Not a Threat
On the topic every filmmaker is wrestling with, Anthony is refreshingly clear-eyed: AI is a powerful tool, not a threat. Used well, it enhances efficiency and quality and expands what a boutique studio can take on, freeing the team for higher-value creative work. It fits his broader vision for UpMedia, streamlining operations so the studio can keep leveling up its craft and impact.
It is the same measured optimism the show explored in AI and the future of video production. If you want a Toronto team that blends animation, live action, and that kind of forward-looking approach, that is exactly what Lapse Productions does.
“AI is not a threat, it is a tool. The teams that lean in will outpace the ones that resist it.”
Anthony Madani, UpMedia Video (thematic paraphrase)Frequently Asked Questions
Who is Anthony Madani?
Anthony Madani is the founder and creative director of UpMedia Video, a Vancouver B Corp video and animation studio. He spent nearly two decades in animation and broadcast television, with work on Netflix, HBO, and Prime, before building UpMedia.
What niches does UpMedia Video focus on?
Primarily healthcare and technology, along with education and social impact. Specializing let Anthony position the studio as an industry expert and attract higher-quality, better-fit clients.
Why did UpMedia become a B Corp?
Certification strengthened the studio’s credibility, attracted socially conscious clients, and set it apart in a competitive market, becoming a genuine lead-generation and relationship advantage rather than just a badge.
How does Anthony use proposals to win clients?
He invests real time in detailed, professional proposals and case studies instead of firing off rushed quotes. That effort signals dedication and builds trust early in the sales process.
How does Anthony think about AI in video production?
As a powerful creative and operational tool rather than a threat, one that can improve efficiency and quality and expand what a boutique studio can do for the teams that embrace it.
The Hosts
Dario Nouri and Kyrill Lazarov are the co-founders of Lapse Productions, a Toronto video production company, and the hosts of Creatives Grab Coffee, a weekly show about the business of video production.
About
Creatives Grab Coffee is a podcast about the business behind video production: sales, strategy, pricing, team building, and everything that happens off camera. New episodes every week on YouTube, Spotify, and Apple Podcasts.
Lapse Productions is a Toronto-based video production company serving tech, finance, healthcare, and manufacturing clients with corporate, promotional, testimonial, and healthcare video, plus animation. Weighing a studio versus a solo shooter? Read video production company vs videographer.
UpMedia Video is a certified B Corp video and animation studio in Vancouver, founded by Anthony Madani. Drawing on nearly two decades in animation and broadcast television, it creates purpose-driven content for healthcare, technology, education, and social-impact organizations. Learn more at upmedia.video.
