Alexander Henry, Holly Rowden, and Shivam Pandya graduated from the Bachelor of Film and Media Production in 2016. They’re now CEO/ EP, Director of Operations/ EP/ Producer, and Creative Director/ Director – AKA the dream team behind Alfredo Films Inc, a Toronto-based production company that represents commercial directors in Canada, the US, Europe and the Middle East. The company develops and produces direct-to-brand ad campaigns through their sister company, Sauce Digital.
We caught up with the trio to find out more about what they’re working on and how Humber helped them get where they are now.
Tell us your current job titles and describe what that means on a daily basis.
Alexander is the CEO / EP. As CEO he manages the overall direction of the company, and managing relations with agencies, clients and partners. As EP he represents commercial directors in Canada and works with ad agencies to plan and execute the production of broadcast commercials.
Holly is the Director of Operations/ EP/ Producer. As the Director of Operations, she runs the day to day business admin and finances, manages employees, and manages marketing efforts of the business. As the EP, she works with Alexander on the duties listed above. As a Producer she is involved with planning and executing ad campaigns directly with various brands.
Shivam Pandya is the Creative Director/ Director. As Creative Director he designs the creative and strategy for ad campaigns. As a director, he directs talent and crew on set.
What project(s) are you working on right now?
Currently we’re working on a broadcast commercial for Ogilvy/ York University, three direct to brand ad campaigns for truLOCAL, Cycle Water and Kotn, two direct to brand projects for MLSE/ Syrup and Princess Margaret Cancer Foundation and one music video passion project for Just John.
Tell us about a favourite project you’ve worked on or a project that you are particularly proud of.
We worked on a series with VICE Media that was a real passion project for us. We worked with VICE to highlight Toronto's up and coming artists across musical and visual platforms. We loved giving back to the art community, and highlighting artists who we admired in our city. When we talk with clients and ad agencies, we commonly reference this as a starting point for our company, and still exhibit this youthful style in our current works. Here are some of our faves from that series
Here are a few more videos we’re also proud of.
How did your time at Humber help you get where you are now?
We thank Humber for our extensive knowledge of the filmmaking craft. We use that knowledge daily and our clients and partners respect our expertise. Additionally, the process of receiving criticism from our peers, and adjusting accordingly is an experience that was invaluable. It's a process we undergo on every project.
Give us a tip (or tips) for students and recent grads hoping to follow in your footsteps.
Holly Rowden is a Chinese-born, Canadian-raised commercial producer and EP with a hands-on background in feature films and documentaries. After graduating from Humber College, she went on to simultaneously line produce co-production series and feature films and build Alfredo Films from the ground up. She now leads TVC projects through Alfredo Films as an EP, and direct-to-brand ad campaigns as a producer through Sauce Digital.
Alexander Henry credits his experience as a two-time Taekwondo Canadian National Champion and Canadian 2012 Olympic qualifier participant for his dedication and persistence as the CEO and EP of Alfredo Films. He founded the company in 2016, shortly after graduation from Humber College, and, as an entrepreneur at heart, built a network of partners, clients and mentors from scratch. Through Alfredo, Alex has produced projects that range from social ad campaigns to broadcast level commercials. As Alfredo Film's ECD, Shivam Pandya is the one with the creative vision. With years of experience in all kinds of creative media, Shivam conceptualizes each project from start to finish. Shivam has been the forefront of campaigns that reach thousands of people. His innovative mind draws on his passion for all things art.
Photo credits: Shivam Pandya