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André Kassermelli, Video Production Manager, PwC Canada
“Relationships are everything in the professional world—and they continue to open doors long after you leave.”
For our Alumni Boomerang spotlight series, we spoke with André Kassermelli about his journey from PwC Canada as a video production manager to launching his own media production company and back again. We discussed how flexibility, storytelling, and relationships have shaped his career.
André, you started at PwC Canada in 2012 and then you left to build your own company before coming back to the firm. What inspired you to take that entrepreneurial leap?
I had a daughter in July 2017, and I left the firm in January 2019. While I was working here, I was fortunate enough to take some time off for parental leave that coincided with my mom being sick. Leaving to work independently and start my own company gave me the flexibility I needed at the time for my family life.
What was your experience like running your own business?
It was really interesting. There are a lot of ups and downs. You learn a lot. I really enjoy playing with cameras, editing footage, and getting my hands dirty in the production and post-production world. The business side of things was tricky. It was a challenge, getting the accounting right and getting all the paperwork needed to be incorporated versus a sole proprietor.
How did your time at PwC Canada prepare you for entrepreneurship?
Even though I didn't have much experience on that side of things, my time here absolutely prepared me for knowing the right questions to ask and where to go for the answers. I got a lot of help on the business side just from having been here and working with people within the firm. And most of the clients I got as a media production company came from former colleagues from the firm who had gone elsewhere [other alumni].
In your current role as a video production manager, how does it feel to capture memorable moments at the firm?
It feels really good. I often say to others that I think I have the best job at the firm because I get parachuted into different groups to help them tell their story. This is regardless of what line of service they’re in, where in the business they are, and where they fall on the org chart.
Can you share a memorable moment you had at the firm?
At the most recent Assurance conference, I met someone I really admire and respect: Laurent Duvernay-Tardif. I did his hype video. It was one of my standout experiences since coming back.
Do you see artificial intelligence (AI) as a creative tool or a disruption to photography and video production?
AI is a powerful tool that helps me in creation a lot. Some of the processes I used to do took days, like just manually cutting out something so I could composite it into something else. The latest tools in my video and photo editing software do that with the click of a button.
Much of the disruption people are experiencing now with AI, with the tools getting quicker, cheaper, more powerful, and more accessible, has been happening in my industry for the last 15 years with camera and editing equipment dropping in price and skyrocketing in power. The critical part is to continuously adapt.
How has staying connected as a PwC Canada alumni influenced your career? What does “Your network for life” mean to you?
One of the biggest lessons PwC Canada has taught me is that relationships are everything in the professional world. If I had any piece of advice, it’s to try to connect and talk with more people and be a little bit more social. That's how I've always gotten jobs, work, and client referrals and had new experiences.
There's a group of us who used to get together after work very frequently when I first came to PwC Canada. They all came over to my place about a month ago and we had dinner together. Everybody's in different spots right now, but we've managed to stay in touch. You just find people you're on the same wavelength with, and you keep them for life.
Outside of work, what activities help you recharge?
Cycling, boxing, hanging out with my kid. I recently participated in the Baycrest Bike for Brain Health ride, a fundraiser for the fight against dementia. They shut down the Don Valley Parkway for half a day, and it was neat to meet a group of people I wouldn't have met otherwise.
I had the idea to take pictures with our jerseys or cycling helmets. Many of us used these for our own LinkedIn profile to promote the rides and solicit donations. It turned out great, with the PwC Canada team collectively raising close to $40K.
What are some photography tips you could share?
Play with angles. I would say go up, lower, or to the side. Play with negative space and angles to make an image much more striking. Sometimes if you just tilt the camera a little bit, depending on what the lines in the background are doing, it can create a whole other image.
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