How Jordan Canning Is Bringing More TV Quality to Adland

With credits including ‘Schitt’s Creek’, ‘Baroness Von Sketch Show’, ‘Fraggle Rock’, and ‘Star Trek: Strange New Worlds’, Jordan Canning is a name tied to the Canadian TV scene.  It’s also synonymous with a reputation for directing quality comedic work, in a portfolio that delves into everything from sci fi and cop dramas to medical ghost shows and puppets.

“To me, directing is the ultimate form of storytelling, combining visual arts, music, writing, drama and human emotion into one cohesive narrative,” she says. “I think that’s what drew me to it in the first place - it ticked so many creative boxes, and my multitasking brain just screamed: ‘MORE OF THIS FOREVER PLEASE!’.”

However, more doesn’t necessarily mean more TV. Where some directors like to keep it simple, honing their craft within a genre of choice, Jordan is always ready to test her artistic vision across fresh mediums, breaking the mould and trying new things. And it’s been this way since she first started in the industry. 

“After graduating [with a degree in creative writing], I wasn’t sure what to do next,” she recalls. “So I tried turning one of my stories into a short film, and ended up making it through a first time filmmaker’s program at my local film co-op. Honestly, that was it for me - it was like every piece of the puzzle snapped into place. I was hooked. I started making more and more short films and eventually moved into features, web series, music videos and television.”

And this list is about to expand once again. Representing the director’s desire to embrace variety, strengthen and stretch her creative muscles – and meet amazing writers, artists, actors and crews – Jordan recently took her first step into the world of advertising - in the process signing on with Toronto-based production company, Steam Films. 

“I am SO excited to be on ‘Team Steam’ (the ‘Steam Dream Team’?),” she says. “It really feels like the right path. I connected with them immediately. They all just felt like friends I wanted to spend time with, and I’ve learned over the years that those are the people you want in your corner. I can’t wait to see where this new partnership leads.”

Thus far, this new chapter in Jordan’s career seems to be off to a flying start. Despite previous hesitation to venture into commercials - whether that be due to time or scheduling constraints - her decision to make the leap has already resulted in a first piece of advertising work under her belt: a commercial for Crispy Minis.

“I had such an incredible time,” she says, reflecting on the experience. “There was something really magical about the shoot. It was such great material, we had an amazing crew (DOP Bob Yeoman! Excuse me!?). It really all came together in this wonderfully kismet way, and I was surprised by how much fun I had. I want to do another one!”

Building on this, Jordan adds that equally important in the project’s success was the inclusion of the “uber-talented” Annie Murphy (of ‘Schitt’s Creek’ fame), who led the charge on screen with her versatility and hilarious behaviour. “I love Annie. I was lucky enough to work with her on the last two seasons of Schitt’s Creek, and she can do it all. It’s really something to behold.”

In fact, according to Jordan, Annie and “super genius” screenwriter Anna Drezen actually wrote the script for the spot together, allowing her in turn to really connect with the comedy of the piece. “I loved the slightly elevated, somewhat crazed energy, and knew Annie was going to knock it out of the park,” she continues. “Working with her again, it felt like no time had passed. Our previous work together really allowed us to have a built-in trust and shorthand on set, and it just felt like getting to play with your friends (while eating many, many rice cakes).”

However, having a great deal of fun did not preclude the project from being without challenge. Specifically, Jordan highlights the fact that doing a bilingual campaign meant, well, directing the French versions entirely in French… something she hadn’t really used since her time attending university in Montreal. 

“I took French in school, but I was really digging deep into my long forgotten vocabulary those first couple of days,” she laughs. “But, honestly, it was really fun (and often hilarious) to be directing the talent in French. Our French ‘Crispy Minis Ambassador’ was the fantastic Quebecois actress and comedian, Marie-Lyne Joncas. She’s amazing. And I fully got hooked on the French catchphrase for ‘That’s Crispy’… ‘C’est Croustillant!’

It’s here, within this ever-needed provision of flexibility, where Jordan finds her groove. Amalgamating previous years of built up experience and instincts, she’s eager to stretch her capabilities further as she explores and plays in the new sandbox that is the world of commercial advertising. 

But more than this, she believes that regardless of format - whether it’s a 30-second commercial or a full-length feature film - every new project represents an opportunity to communicate a unique narrative that resonates with audiences. 

As Jordan puts it, “My favourite part is the people. There is nothing better than working with a group of collaborators towards a shared goal; the experience of going through something together and coming out the other side a little closer, a little changed.”

In fact, she believes that in spite of every project being different, with unique sets of challenges therein, the one true constant is the fact that, ultimately, you can’t do it alone. “Even if you could, would you want to?” she asks. “So much of being a director is about connecting with people - being open, genuine, confident, clear and communicative. And having a sense of humour definitely helps.”

So what’s next for Jordan? And how will she draw from her arsenal of new experiences to create the bold, new and exciting? While the answer to that remains to be seen, at the end of the day, it’ll more than likely revolve around the fundamental theme all her work embodies - telling an impactful story that’s memorable and moves audiences in some way. 

Putting it simply, Jordan sums it up like this: “I feel very fortunate that I get to do this for a living - to observe, to express ideas, to collaborate, to tell stories. I never feel more like myself than when I’m on set directing, so I just try to trust in that and bring my authentic self to everything that I do.”

“I just know that I love what I do and I hope that joy is infectious!”