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Finish this sentence: "Congratulations. You're still in the running towards becoming ..."
If you don't know, then you probably aren't a woman under the age of 30, or you don't have a TV. A success secret of Cloud Nine Creative's principal videographer and newly minted 2007 EventDV 25 honoree Bruce Patterson-who, by the way, isn't a reality TV fan-is to keep his finger on the pulse of what's hot in high-end. So who better to put on the cover of Cloud Nine's luxury wedding magazine WedLuxe than Rebecca Hardy, season 2 winner of Canada's Next Top Model, a phenomenally popular show with the bride-to-be demographic?
It's a formula that works for Bruce and his partner, Angela Desveaux, editor-in-chief of WedLuxe, a national Canadian magazine with both western and eastern editions and an invitation-only advertiser pool. A blogger recently described WedLuxe as follows: "You honestly have to see this magazine to appreciate the quality of it, not to mention the content, which is fantastic."
If it's forward-thinking, technologically superior, and luxurious, then Cloud Nine is probably first out of the gate with it. Bruce has shot weddings exclusively in HD since 2005. Angela pioneered a publication to serve couples in search of decadent details for their soirées and Canada's most gifted wedding professionals. Together, they've done something very avant-garde by bringing the magazine to life in HD online (www.wedluxe.com), which is an idea they call "revolutionary" and will "change the way you experience planning your wedding."
Cloud Nine takes a conscious approach to couture. Bruce strives to be the antithesis of an assembly-line video production outfit, which tends to shoot the "everybride's" wedding day with a vanilla "Here's Suzy. Here's Johnny" flavor. Without a story comprising a beginning, middle, and end or an emotional buildup rivaling a feature film, Bruce says it's merely a "wedding video," a term that makes him cringe. "If you're constantly focused on telling the story, your product will be what you want it to be in the end," he says. Bruce likens his half-hour custom art films to compelling documentaries such as Michael Moore's recent work, contrasting this with films that give documentaries a bad name (Think: a camera on a tripod shooting a tortoise in the Serengeti). His goal is...