How Sandy Kelly Is Adding More Fresh Ingredients to Alfredo Films

“Um, I invented the post-it”. 

As far as icebreakers go, Michelle’s in Romy and Michelle’s High School Reunion when confronted by a forensic panel of her former classmates, is hard to top. Never mind that it wasn’t true - after all, who’s really going to go out and fact-check such a claim? 

It’s a quote that’s always stuck with Sandy Kelly, whose extensive production expertise both locally and internationally, is about to be added to the team at Alfredo Films as the production company looks to continue its expansion. The joyful absurdity of that post-it line neatly sums up Sandy’s relationship with film across her career, even going back to her early years growing up in a small Canadian town. Film is a business, of course - but it’s also an escape; something that plays with our imaginations and invites us to dream bigger. 

“I always wanted to work in film production in some capacity”, reflects Sandy. “And the best advice I was ever given was to skip film school and opt for business school instead. I studied my Bachelors of Commerce and Marketing Management, before a Master’s of International Business. And honestly, that’s all been a massive help in my career”. 

The result of that background is an executive producer who balances an intrinsic love of film - and film craft, especially - with the know-how required to make the best things happen in what can be a demanding, fast-paced industry. It’s no wonder, then, that Alfredo Films collectively leapt at the opportunity to bring Sandy on board. 

“Thinking about how we want to grow both outside and inside of Canada and become one of the biggest and best production companies, it’s so clear how Sandy can help us get there”, explains Alexander Henry, Alfredo’s co-founder. “She has experience that we don’t, and that’s going to propel us forward into an exciting new phase”. 

“So not only did we gel on a personal level, but experience-wise it feels like puzzle pieces fitting perfectly together” adds Holly Rowden, fellow co-founder.

For her part, the Alfredo team had been on Sandy’s radar long before the decision to join forces was ever made. “I met Holly and Alex right when Alfredo was first starting out”, she recalls. “They were very green, but I could tell how smart they were and how they had the kind of spark you can’t buy. They had all the ingredients to succeed, and it’s been inspiring to watch them do so ever since”. 

Asked to pinpoint one moment where Alfredo Films’ truly caught Sandy’s eye, the head of production points to the production company’s standout ‘Company’s Coming’ spot for DoorDash. 

Above: The meticulously crafted ‘Company’s Coming’ for DoorDash was directed by Lonan Garcia and produced by Alfredo Films. 

“I’ve been in this industry for over fifteen years, and that spot was just so technical, visual, colourful, and so fun that it really turned my head”, she says. “I knew how unique they were, but the way they were bringing their fresh approach to such a big spot was totally exciting”. 

And that ad also stands up as a perfect example of advertising’s power to help a brand cut through, be noticed, and get talked about. That’s something about which Sandy is passionate. 

“I’m a huge believer in brand loyalty - heck, I’m still loyal to brands that I’ve been buying since I was a teenager”, she laughs. “And given how saturated and competitive almost all product categories are today, that ability to differentiate yourself and communicate with creativity is more important now than ever before. That’s where great, passionate filmmakers - like Holly and Alex - can help them shine”. 

The stage is set, then, for Alfredo Films to accelerate its journey towards becoming a mainstay of the global production landscape. “I told Holly and Alex early on that I didn’t want to work for the biggest production company - I want to work for the next big production company. So that’s what I’ve decided to do”. 

Along with the shared ambition, Alexander touches on a certain degree of poetry in the production company’s decision to add Sandy to the team “It’s funny how life has a habit of coming full circle”, he says. “When we first met Sandy we did so asking if she’d meet with us for a coffee, hoping to pick her brain regarding the industry. It was such a different time in our lives and, looking at where we are now, it’s amazing the distance we’ve travelled”. 

What’s even more exciting than that, however, is the distance they’re about to travel now.