Calgary Youth Justice Society

Calgary Youth Justice Society

The Calgary Youth Justice Society’s #StrongNotWrong campaign headed by Evans Hunt was conceived to bring more attention to the important work done by CYJS. Our role was to produce and direct this powerful, emotional film as the video component to the campaign.

+ Producing
+ Directing
+ Production
+ Art Direction

+ You Rock Award



When we look at organizations that we want to collaborate with on film production projects, we analyze the impact of what they do to the community. Calgary Youth Justice Society and In The Lead are two of those that impact communities like no other. We were extremely excited to bring out their story to film, and help promote what they do for young people facing challenges.

Our first step was to get on the same page as Evans Hunt and the theme of their campaign, #StrongNotWrong. In essence it means seeing the strength in people and not what’s wrong in them. Looking past what we perceive to what’s actually there. We knew the production would take on a very emotional tone – learning about Coral, Sebastian, and Carly-Anna and what they went through to get to the place they are now was no less than miraculous – and CYJS was the fire that got them there. We spent hours with each of the students and you see that on the screen.

It’s one of our most emotional and powerful productions. We challenge you to sit through this without a dry-eye and the yearning to act.

“When I learn about someone’s story, I can’t take it at face value. In every story there is subtext and nuance, there’s always a moment when something tilted the wrong way. Yet along that journey to discovery you go through each layer piece by piece until you see what really lies beneath. In the case of CYJS – we got to the heart and soul of what is strong.”

Ryan Northcott, Director

Mood & Inspiration.

By her early teens, Carly-Anna had begun taking drugs and partying with a pretty intense crowd. She ended up leaving home and leaving school. Her loving mother did all that she could do to help her navigate these difficult years. By 16 or 17 Carly-Anna started to find herself again.
At 16 Coral was the mother of a baby girl, living in a run down basement suite, who hadn’t finished high school and had little to no support from family. Rather than feeling powerless as so many would in her circumstance, Coral was fearless. Her interactions with Calgary Youth Justice Society gave Coral the chance to talk about her hopes, dreams and passions—of which there were many—and to feel for the first time like they were possible to achieve.
Sebastian was in a terrible car accident at 17 years old. He had already been hanging out with a crowd of friends who were not a good influence on him. He had been experimenting with drugs and living a pretty fast life—getting in fights and skipping school. After the accident he became addicted to pain killers and was not able to complete school.
Strong Love
In the end this is what makes what CYJS does so important. Go forward, live well, all with the help of CYJS.


Agency: Evans Hunt | Production Company: MEDIAPOP | Creative Director: Geoff McKenzie | Director: Ryan Northcott | Producer: Eric Giesbrecht | Producer: Ryan Northcott | Editor: Ryan Northcott | Special Thanks: Jennifer Barrol, Tara Fleming, Mandy Balak at Branded Magazine

The Film.

 Previous Next