Feels Like Home: “Work Hard. Have Fun. Make Good Ads. Welcome Home”

"Home" is often thought of as both a place and a feeling, but for many, the feeling takes precedence over the physical space. While a place can provide the structure and familiarity that allows us to feel at home, it's the emotions, memories, and connections we experience there that give it true meaning. 

Feels Like Home, a Toronto-based production company, blends a sense of community, one that fuels creativity, well-being, and purpose. It’s a place that feels like a timeless embrace - welcoming, enduring, and uniquely its own. 

"Everyone works best in a place where they feel safe, valued, and fully themselves," says Marni Luftspring, president and executive producer of this female-owned company. "I’ve worked at and have been managing partner at several great production houses, and while I loved it, I  wanted to create a culture and team that truly felt like a reassuring, safe space - a place where  everyone involved in production can be themselves, just like at home." 

Feels Like Home is a fully integrated production partner and client service hub, offering a seamless, home-away-from-home experience for film, TV, and digital content production. With centers in Toronto, Vancouver, and Montreal, Feels Like Home connects clients with top producers, scouts, and crews across Canada. "Feels Like Home is a place where creatives, clients, cast, and crew come together as one. I want everyone, whether local or working from afar, to feel that sense of home when they work with us," she adds. 

LBB sat down with Marni to discuss creative expression, how she built a home base for talented directors, production services, and the importance of inclusivity. 

LBB> What made you want to get into the production business? 

Marni> "I studied film and advertising at York University in Toronto. I love advertising, especially smart ads that make a real connection. When I was in grade seven, I was asked what I wanted to do when I grew up, and I said I wanted to discover the secret of how they got the caramel in the Cadbury Caramilk bar"—a nod to the iconic "Caramilk Secret" campaign by DDB and Gary Prouk,  launched in Canada in the late 1960s, which remains to this day as one of the country’s most  iconic marketing strategies.

LBB> What are the commercials you’re most proud of being involved with? 

Marni> "My top choice would be Moms Demand Action. The powerful 'Choose One' campaign, created  by Patrick Scissons and Grey Canada, included a commercial directed by my longtime friend and collaborator, Tamir Moscovici. It won 8 Cannes Lions, 1 D&AD Black Pencil, and a One Show Gold Pencil. The campaign drew significant attention for its provocative visuals and powerful message on gun control, questioning why everyday items — like skateboards or Kinder Eggs — are banned or heavily regulated for safety while assault weapons remain legal. 

Second would be Rethink's Molson Canadian 'Hockey Heaven' commercial, also directed by  Tamir. As part of the brand’s 'Anything for Hockey' campaign, it celebrated Molson's deep connection to Canadian hockey culture. The ad was recognized for its emotional storytelling and  stunning visuals. Imagine the production challenges of putting an ice rink on top of a mountain!  The spot earned a Silver Clio Award for Joel Holtby & Mike Dubrick and Aaron Starkman. 

The 'Know More–No More' campaign for Breast Cancer Canada, created by Vancouver agency  123w (ONE23WEST), and directed by Lucas Dabrowski for Feels Like Home. This PSA raised awareness about advancements in breast cancer research, particularly in precision oncology. I aim to do one PSA a year to support a great cause, and this campaign’s success in raising awareness and support means a lot. 

If I can sneak in another, it would be the 'Hands-Free' campaign for Cheetos. It was directed by Aaron Stoller for Biscuit Films, created by Goodby Silverstein & Partners, with production services provided by Feels Like Home. I’m also proud of my long-standing relationship with Kim Geldenhuys, the director of 'The Canadians' for Molson, which was shot in South Africa with Rethink… okay, that’s two more! 

LBB> You’re passionate about elevating women’s voices in film. Can you tell us more about that and how you work to make it a reality? 

Marni> I’ve always prioritized inclusivity and have worked with POV Film, the non-profit, to raise funds and create opportunities for BIPOC students pursuing a career in the industry. Our first agency project at Feels Like Home was a campaign called "Give New Voices a Voice" for Reel Start, a non-profit created to empower youth to help change their world through film and television. 

As a female-owned company, supporting the advancement of women in film is especially  meaningful to me. I have a few outstanding female directors on my roster, like Laura Murphy,  and I’m always open to adding more. 

LBB> Having launched during the pandemic, do you feel that experience has shaped your company in any lasting ways? I’m not referring to short-term adjustments like remote filming, but rather the broader impact on the industry. 

Marni> Absolutely, the pandemic has had a lasting impact. We’re grateful to be back filming without masks — those long, protocol-heavy days were challenging — but the problem-solving skills we developed have been invaluable. Working through that time made us more adaptable and open to international collaboration. COVID pushed us to think beyond our local market, embrace new partnerships, explore diverse markets, and test innovative workflows. Those lessons have broadened our perspective and will continue to shape our work going forward.

LBB> According to your site, you describe yourselves as “boutique because you like it that way.”  Why is that your preference? 

Marni> With the right mix of talent - directors who each bring unique styles and perspectives - you don’t need a large roster to make an impact. I wanted this company to be small and hands-on, allowing us to take on fewer projects but dive deeper into each one. That intimacy fosters collaboration and strengthens our creative culture, which is very important to me. Christina Yu (currently the co-Chief Creative Officer at Lifelong Crush in Toronto) was instrumental in helping me build the look and feel of the culture at Feels Like Home. For us, being boutique isn’t just about size; it’s about cultivating the right energy and a vision that prioritizes quality over quantity.

LBB> What's your company philosophy? 

Marni> "Work hard, have fun, and make good ads”. It’s that simple. 

LBB> What is the hardest part of developing a new director? 

Marni> There's two parts to it. First, a director's talent has to match their personality; they need to be hands-on and collaborative. Finding scripts with fresh ideas that resonate with audiences is always a challenge. Secondly, it's become harder to build a new director's reel because there is less work out there, more available talent, and a lack of commitment from the agencies. We do lots of work as favors for agencies, things like low budget and financially-challenged spots, but there's little loyalty.

LBB> Is there any loyalty in advertising? 

Marni> A slow economy means clients and agencies are hesitant to take risks with their budgets on emerging talent. Loyalty exists, but the true challenge lies in balancing loyalty with the risk-reward factor. Hopefully, this will shift as the economy strengthens. It’s essential to nurture local talent and develop the next generation of directors.

LBB> How do you keep your long-term directors happy? 

Marni> I’ve represented many of my directors—like Aaron Stoller, Tamir Moscovici, Anton Josef, and  Ryan Ebner—for over 10 years. We work hard to keep their careers and reels relevant and on track. I appreciate their loyalty, and they seem happy with my guidance. We still laugh together every day, even on briefing calls!

LBB> You also offer production services to international companies. How do U.S. companies, for example, benefit? 

Marni> Our production services offer U.S. clients several strategic advantages. First, they benefit from significant cost savings thanks to the favorable exchange rate. We also provide access to a  talented roster of industry professionals experienced in both local and international  productions, giving U.S. clients versatile, highly skilled crews that deliver exceptional production  value. Additionally, we offer a range of unique Canadian locations that can stand in for diverse  global settings. With our local expertise, we handle the logistics for cross-border productions— managing everything from permits to location scouting and customs—allowing U.S. companies  to focus on the creative aspects of their projects. 

LBB> What are your Feels Like Home short- and long-term goals? 

Marni> In the short term, we aim to solidify our position in the Canadian market by building a strong, diverse roster of directors. This includes introducing new talent like That Jam, who have already made waves working with agencies such as Cossette, while also nurturing relationships with seasoned directors we’ve represented for years to ensure continued collaboration and  excellence. 

Long-term, our vision is to continually discover and support emerging talent, positioning  ourselves as the go-to production company for the next generation of Canadian advertising directors. By fostering fresh voices in the industry, we hope to shape the future of Canadian creative and strengthen client relationships by consistently offering innovative, top-tier talent.