The heart responds to stories and media drives culture,

 Sam In A Can [Productions] connects the two!

transmedia stories

Using the background of twenty plus years of media production experience, SAM IN A CAN (SIAC) helps clients develop broader stories in which client's brands takes a lead role. SIAC helps clients strategically think through how advertising budgets can reach greater audiences by leveraging a story in multiple ways. Applications include, documentaries, short stories for social media, coffee table books, cause-marketing all integrated with print and television advertisements, to name a few. SIAC is interested in partnering with clients from Concept to Completion to produce inspiring content to be used across more than one targeted communication channel.

Multi-Purposed Projects

Combining both still photography and video production under one umbrella during a single project, SIAC provides a cost effective strategy to tell the client's brand story. SIAC does this extremely well as displayed in the MCDAVID case study below. 

Recent Project

  • CRACKED ICE , Tells the story of winter ice racing, the hardy drivers, their passions, their crazy sport, and of how Minnesota's frozen lakes became the background of transformation from an earlier life of trouble for Pete Tavernier, the racing club's president. CRACKED ICE has secured an agent who is selling the film as TV content – globally. Other products and aspects of the story are in development (see list below).  You can also visit:

DVDs are available for purchase for $20.00.

Please email: for details.

Projects in Development

"CRACKED ICE Reality": a TV show

CRACKED ICE History: a coffee table book

" #ZEROENERGY ": a 45-minute TV documentary and a YouTube channel focused on #SustainableConstruction and #BuildingGreen. Visit to learn more.

" Transformation On Ice ": a 90-minute docudrama. Transformation On Ice, picks up where CRACKED ICE left off in telling the rest of Pete Tavernier's story. This film is being produced as an event film to bring hope to families struggling with kids who have taken a wrong turn in life. Pete got in series trouble with the law right after high school. He has since turned his life around -- restored to his parents, high school friends, is happily married with three beautiful children, ran an successful automotive shop and now is moving to Haiti to teach kids industrial trade skills. 90% of the interviews are complete. 
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-- Print Campaign, Catalog Images, Brand Video, Athlete Interviews and more --

“My agency was taking our client, MCDAVID, through the process of rebranding and Joel showed us how to add video into the project without losing quality or quantity. I've worked with Joel in the past so I knew his style would be perfect in capturing the spirit, intensity and actions of a wide variety of sports. In building MCDAVID's library of brand photography, I knew Joel would be easy to work with, his production experience was rock-solid and that he would do everything it took to get THE SHOT (you know he got the shot when he yells out his awesome "Woo-whooo!!"). 

THE AGENCY AND THE CLIENT COULDN'T BE HAPPIER.” Derek Sussner of Sussner Design Company