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This project features a 3-part video strategy for Mama’s Boy Barbershop, a modern and inclusive barbershop in Montreal redefining the grooming experience. Through short-form, high-impact Instagram Reels, we highlighted the barbershop’s unique vibe, deep community ties, and full-service offerings. From storytelling edits to captioned clips that double as booking funnels, the series dramatically outperformed the client’s usual content — with over 4,500 views in under 12 hours and a 350% increase in engagement. Designed to attract Gen Z, women, and LGBTQ+ clients as much as traditional barbershop goers, the series helped position Mama’s Boy as both a welcoming grooming space and a social hub. Each video was built with Instagram-first formatting, layered branding, and conversion in mind.
TOOLS
Role
01
Overview
Mama’s Boy Barbershop wanted to tell their story in a way that felt authentic — highlighting their inclusive values, community presence, and unique vibe. The goal wasn’t just to create content, but to elevate the brand visually and emotionally, setting them apart from other local shops and ultimately driving bookings through short-form video.
02
From Imitation to Identity
The original plan was to create a series of 10 Instagram reels — one for each barber — inspired by content from another Montreal shop. But during our discovery process, it became clear that Mama’s Boy wasn’t looking to copy anyone. They had a voice of their own.
At the three-year mark in the business, the owner felt it was the right time to invest in storytelling that truly reflected who they were. Through our conversations, we uncovered deeper themes: the space wasn’t just about cuts — it was about culture, inclusion, creativity, and community. That clarity led us in a new direction, focused less on showcasing services and more on telling the story behind the shop.
03
Creative Execution
Instead of producing isolated reels, we created a cohesive 3-part video arc that would live on their Instagram grid and give potential clients a full picture of the brand.
VIBE – A visual introduction to the laid-back, welcoming energy of the shop and its barbershop-salon hybrid identity
COMMUNITY – A look at their involvement with local artists and grassroots partnerships that reflect their values
FAQ – Story-driven answers to common client questions, making the experience feel approachable and professional
Each video was shot and edited specifically for short-form platforms — optimized with cinematic b-roll, voiceovers, captions, and text overlays to increase retention and engagement.
04
Elevating Brand Voice
What makes this project stand out is that not many smaller barbershops take the time to build a visual identity with this level of intention. Every shot, every caption, and every transition was crafted to match the brand’s tone: stylish, inclusive, and rooted in community.
We showcased the personality of individual barbers without creating isolated pieces — instead, we built a holistic narrative that spoke to what Mama’s Boy really is: a creative, welcoming space for everyone. The final series positioned them not just as service providers, but as cultural contributors in their neighbourhood.
05
Results
📊 350%+ increase in views compared to their usual posts — despite having just 1,777 followers at the time
Average 2-3x more engagement than their average (likes, comments, shares, saves)
📈 5,000+ views on VIBE, COMMUNITY reel in first 48 hours, far exceeding their average of 1.5-2.5k views per post
📌 All 3 videos pinned on Instagram to give new visitors instant insight into the brand
💬 FAQ video now serves as an evergreen explainer — used in DMs, replies, and client convos
🔁 Reusable across future promos, run as ads and scalable as new barbers join the team
🧠 Improved internal brand clarity — helping the owner communicate values more confidently across channels
06
Testimonial
Working with Jess was such a great experience.
From the very first meeting, she took the time to understand my needs and goals. As she explained her creative approach and vision, everything just made sense — I found myself agreeing with all her suggestions.
Jess didn’t just film videos — she helped me think more strategically about my content and guided me every step of the way. The quality of the final product is exactly what I was looking for.
And as someone who doesn’t love being in front of a camera, I really appreciated how she made the whole shoot feel relaxed and fun, with a few jokes along the way.
Highly recommend working with her!
- Dante Monchez (owner of Mama’s Boy Barbershop)