Meet Alfredo Films: The Production Company That’s Got the Sauce

There’s something you should know about Alexander Henry and Holly Rowden, co-founders of the young, ambitious, and accomplished Toronto-based production house Alfredo Films. It’s a theme which continually crops up throughout our conversation, never far from the surface and continually defining both the work they do and why they do it. It’s important, and it’s simple: 

They love making films. 

And it’s a love which is deeply-felt. It’s why the pair are so keen to stress their appreciation for the creative community from which they take inspiration, be that locally or on their now-annual trip to Cannes Lions. Feeding off the expertise and passion of the industry around them, the pair have successfully launched a Black-and-Asian-owned production company in Alfredo Films which is telling captivating stories for an impressive array of household-name clients. 

It also explains their remarkably organic origin story. “Neither of us had any kind of industry background or experience when we started up Alfredo”, says Alexander, “we just graduated from film school and got to work”. 

Only a couple of years down the line, that ‘work’ includes projects which swept up the highest-profile awards imaginable (The Black Elevation Map), helped brands find their voice in a fresh and entertaining way (DoorDash), and others to articulate their purpose (Chevrolet). Across this seemingly disparate field of filmmaking goodness is that central unifying theme: Alex, Holly, and the rest of the Alfredo Films team are doing what they love and love what they’re doing. That, as Alex playfully suggests, is a ‘secret sauce’ worthy of the Alfredo name. 

“I don’t believe in destiny or anything like that”, says Holly. “But Alex and I were always going to do something like this. We both have this need to make films and tell stories”. 

This blend of art, storytelling, and entrepreneurism is the recipe which makes Alfredo Films what it is: A production company with the world at its feet and co-founders determined to make the most of their potential. For clients, audiences, and filmmakers alike, that can only be a good thing. 

Above: Beautifully-framed shots and vibrant colours helped this DoorDash campaign from creative agency Hard Work Club come to life. 

For Holly and Alex, the best work comes from saying ‘yes’ to creative ideas as much as is feasibly possible. “There’s definitely a right way to be a ‘yes man’”, notes Holly. “You need to do it responsibly, and it needs to be in service of the story at all times”. 

Above: The Black Elevation Map, for travel brand Black & Abroad, picked up awards at D&AD, Cannes Lions, the Clios, and plenty more besides. 

As far as the co-founders and EPs are concerned, that commitment to creative quality has become more of a necessity amidst the saturation of the modern media landscape. “Cutting through the noise and being remembered is probably as difficult now as it’s ever been before, if not more so”, suggests Alex. 

Looking at the work which inspires the Alfredo Films founders, it’s instructive to see where they take their filmic cues. Alex references the ‘anthemic’ nature of work such as We The North for the Toronto Raptors when reflecting on the kind of projects he’d love Alfredo Films to pursue in the future. “That was something that it felt like every Canadian could get behind - something that spoke to people in a way that was so real and true”, he says. “That’s why we still talk about it now, because there was a commitment to an idea which came to life on film”.

But crucially, as Holly explains, these success stories also underline something which Alfredo Films have found to be true in their own work: Creative or filmic quality needn’t come at the expense of effectiveness or ROI. “It’s absolutely not an either/or situation”, she says. “You can build work that puts money in a brand’s pocket or builds awareness, whilst also making something of quality which people react positively to. Doing both is a key feature of the best work”. 

Listening to the passion both Holly and Alex clearly have for their craft, it’s easy to get a sense of idealism - or a palpably contagious belief in the power of this industry. After all, both their best work and the projects which inspire them are high-quality films which move hearts and minds. But theirs isn’t a production studio with its head in the sky. The duo’s appreciation for creative quality and the impact of their work is balanced by a strong sense of reason and practicality. 

“I think it’s important not to drink too much of the Kool-Aid when you’re in this line of work”, notes Alex. “This industry can be a bit of a bubble and it’s not as if we’re going to work every day saving lives. We know that. But at the same time it is realistic to acknowledge how filmmakers can have enormous power. Used correctly, you can move people - and that is something special”. 

Thinking Big 

Looking to the future, there’s no let up in Alfredo Film’s ambition. Like the production companies to which they most aspire, Holly and Alex plan to dip their toes into the world of longer-form narratives via TV. “We’re keen to develop our storytelling muscles and reputation, whilst continuing to grow as a studio”, says Holly, referencing a roster which has expanded in recent months thanks to the likes of Na Forest Lim, Sye Allen, and Amy Becker-Burnett to name just three directors. 

In every sense of the word, Alfredo Films is a young studio. Energetic, talented, ambitious, and hungry to put out work which moves hearts and minds whilst delivering results. 

Holly might not believe in destiny. But there’s no escaping the feeling that the future has big plans for Alfredo Films.