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For Cole Farrell and Volcan Capital

Commercial film

Filming a brand commercial for Cole Farrell and Volcan Capital

Cole Farrell wanted a commercial that told his real estate story and invited people to learn from him. We filmed it across five locations and cut a version for each landing page, in landscape, portrait and vertical.

By Tony Ellis Martinez · TM Productions

A camera operator framing Cole Farrell as he sits on a white couch in a bright living room decorated for Christmas
Setting up on Cole in the living room of the luxury home location.

Cole Farrell runs Volcan Capital, a Lehigh Valley real estate investment company, and he teaches people how to get into rental real estate. He came to us for a brand commercial that would tell his own story and point viewers to a sign-up page where they could learn from him.

We filmed it across five locations and delivered the finished commercial a few weeks later, along with behind-the-scenes photos and a set of portraits of Cole.

Watch the commercial

The Volcan Capital version of the commercial, 1 minute 42 seconds.

The story

The commercial opens on Cole at a desk in a basement, where he says his journey started with no money and no direction. From there it moves through what real estate changed for him, then turns to what he teaches: how to do a first deal the right way, finding opportunities, underwriting, negotiating and signing. It closes with Cole at his desk asking viewers to take the first step and sign up.

Each part of the script needed its own setting, so we filmed a different location for each one.

Crew members watching a monitor and running a cinema camera while Cole sits at a desk in front of a red wall
The desk setup for the main talking head.
A field monitor showing Cole at his desk, with the red wall and bookshelf behind him
The talking head on the monitor.
Cole in a vest and tie sitting at a desk while a crew member holds the script beside the camera
Running the script at the desk.

Five locations

Along with the basement and the office desk, we filmed at a luxury home decorated for the holidays, at a rental property for a walkthrough scene with a contractor, and in a conference room for the deal signing. The home gave us the exterior walk-up, the kitchen and the living room.

Cole walking up the driveway of a large white farmhouse style home while the crew films from the side
The walk-up at the luxury home.
A camera operator filming Cole standing next to a Christmas tree in a living room
In the living room at the luxury home.
Crew members holding light tubes while the camera films Cole in a marble kitchen
Lighting the kitchen scene.
A camera operator filming Cole, a contractor with a clipboard and another man in a white kitchen
The walkthrough scene at the rental property.
Crew setting up a camera and light in a conference room with two people seated at the table
Setting up the deal signing in the conference room.
Cole and a woman signing papers at a conference table while the crew watches from behind the camera
Filming the signing.
Cole smiling and shaking hands with a woman across a conference table
The handshake at the end of the signing scene.
A camera operator filming Cole in a living room with a tall Christmas tree and a boom overhead
The full setup in the living room.
A camera operator filming Cole and a contractor in a white kitchen with the shot on his monitor
The walkthrough on the monitor.
A camera operator holding a cinema camera under a boom in a marble kitchen
Moving through the kitchen with the camera.
A camera operator beside a cinema camera on a tripod in the conference room
The camera in the conference room.
Crew holding a black flag over the conference table while the camera films the signing scene
Flagging the light on the signing scene.

The crew

Here's who ran the shoot.

  • Director and producerTony Ellis Martinez
  • Director of photographyPJ Knight
  • Grip and gafferLuke Heffelfinger
  • BTS stills and swingZyara Sanchez

Cutting a version for each landing page

Cole needed the commercial for more than one landing page, so we cut a version for the Volcan Capital sign-up page, one for his masterclass and one for his webinar. Each version came in landscape, full portrait and vertical, so he could run the same film on a website, in a feed or in stories and reels without anything important getting cropped out.

Zyara's behind-the-scenes photos you see on this page went to Cole too, along with a set of portraits of Cole at the desk.

A smiling portrait of Cole Farrell in a vest and red striped tie at his desk
One of the portraits of Cole from the shoot.

Thanks to Cole and the Volcan Capital team for trusting us with his story.

Company details via volcancapital.com. Every photo on this page is from our behind-the-scenes and portrait galleries for the shoot.