For episode 10, Matt and Liv sit down with Hamilton-based photographer and filmmaker Owen Mert for an honest conversation about the disconnect that lives at the heart of most small business content.

Clients want viral. They want trendy. They want it fast and cheap. And Owen has spent years navigating that gap — figuring out how to deliver work that actually moves the needle while staying true to the craft he fell in love with.

He talks about growing up wanting to shoot big commercial productions, watching that world shrink as budgets shifted to influencers and quick-turn social, and how that forced him to find a different way to do meaningful work at a smaller scale.

They get into his real estate storytelling approach and why ditching the templated formula in favour of finding the actual story behind a listing changes everything. They also cover what's really in front of the camera — wardrobe, props, lighting, art direction — and why that stuff matters more than any gear upgrade.

Plus repurposing content with intention, the truth about how long a post actually lives on the feed, and the ongoing hypocrisy of telling clients to show up consistently online while quietly neglecting your own channels.

This week we're doing something a little different — our guest is Olivia's sister Quinn, an art director and creative director with over five years of experience building brands from the ground up.

From planning full photo shoots to running social media, email marketing, and everything in between, Quinn has worn every hat in the creative world — and now she's going freelance.

We get into what actually goes into building a campaign pitch, why brand books matter more than people think, the trend cycle moving faster than ever, AI in advertising (looking at you, Pepsi), and why slapping text on a great photo can undo everything.

Quinn also opens up about rediscovering her love of drawing and painting, and what she's most excited about in this new chapter.

Whether you're a photographer, designer, or creative of any kind — this one's for you.

Ariele (aka Babi on the Run) walked into this episode fresh off 4.3 million views, a 31.5km run from Waterloo to Guelph in support of colon cancer awareness, and a news segment — all in the same month. But what's more interesting than the numbers is how he got there.

In this episode, he breaks down how a private Instagram with 31 followers turned into one of the most genuine content accounts we've seen locally. We talk about posting every single day, studying your analytics without letting them run your life, filming in public when every instinct tells you to put your phone away, and what it actually means to show up as yourself online.

We also get into the role community plays in staying consistent, how Ariele balances high-effort cinematic edits with Snapchat-quality iPhone clips, and why he thinks the best time to start was always right now.

If you've been overthinking your first post — or your 500th — this one's for you.