Craft Club is an event series for the creative community focused on the craft behind the work.
The Vancouver edition takes place on Tuesday, September 29 and is hosted by Rethink Vancouver.
This edition of Craft Club explores The Art of the Edit, featuring a panel of post-production experts: Ignacio Florez Zelaya of Rethink, Matthew Griffiths of Cycle Media, Danielle Haythorne of Gladys the Agency, and Matt Swanson of Epoch USA and Suplex Canada. The panel will be moderated by Don Shelford of Rethink.
A famous saying in filmmaking is that a movie is made three times: once in the writing, once in the shooting, and once in the editing. This edition of Craft Club will explore how creatives can set themselves up for the best possible edit, leading to smoother post-production and more thoughtfully crafted work.
The panel will share insights from the perspectives of seasoned creative directors, editors, filmmakers, and post-production professionals. Topics will include:
- The best ways to set a project up for a successful edit
- What helps and what doesn’t during post-production
- Whether clients should ever be brought into the edit room
- How social media is influencing editorial styles
- What should never be left to “fix in the edit”
Craft Club is designed for creatives interested in understanding and improving the craft behind their work.
The event is free for ADCC members and ticketed for non-members.
ADCC members can become members today to attend this event for free.
Tickets are available on a first-come, first-served basis and must be purchased in advance. Membership does not guarantee a ticket. Members can enter a promo code to access tickets. For the membership promo code, contact membership@theadcc.ca.
About the Speakers
Ignacio Florez Zelaya
Senior Motion Graphics at Rethink
Ignacio Florez Zelaya has worked as an editor and motion graphics animator for more than 15 years, with experience spanning documentary, nonprofit, and agency client work. As a Senior Motion Designer at Rethink for more than five years, he frequently bridges editing and animation across case studies and client projects.
Matthew Griffiths
Founder and Editor at Cycle Media
Matthew Griffiths is a 30-year veteran of the North American post-production industry. A longtime fixture in Vancouver’s creative scene, he has edited work for leading agencies locally, nationally, and globally, with projects recognized by award shows including Cannes Lions and the Clios.
Danielle Haythorne
Founder and Creative Director at Gladys the Agency
Danielle Haythorne is a multidisciplinary creative director and writer who combines strategic thinking with conceptual storytelling to bring brands to life.
She began her career in Toronto and has spent the past 15 years working in Vancouver. Her experience includes projects for clients ranging from independent startups to multinational brands, with work spanning beer, burgers, cars, sports, snacks, banks, and more.
Her work has received recognition from national and international award shows, as well as appearing in the everyday social feeds of audiences.
In fall 2025, Danielle co-founded Gladys The Agency, a Vancouver-based full-service creative agency, where she currently works as Creative Director.
She also guest lectures at Capilano University’s IDEA program and coaches the local U11 softball team, the Dickens Chickens.
Matt Swanson
Filmmaker and Commercial Director at Epoch USA and Suplex Canada
Matt Swanson is a filmmaker and commercial director known for combining performance-driven humour with strong cinematic craft.
Raised in the Pacific Northwest and trained at film school in Montréal, Swanson first gained recognition for his award-winning short film Hiro, which won Best Short Film at SXSW and received a Canadian Academy Award nomination.
His commercial portfolio includes work for brands such as Spotify, McDonald’s, and HBO. His work has been recognized by major industry showcases including Cannes Lions, D&AD, and the Shots Awards, where his Spotify campaign won Commercial of the Year.
Across formats, Swanson creates visually inventive, technically rigorous, and emotionally specific storytelling.
Don Shelford
Partner and ECD at Rethink
Don Shelford has worked on both sides of film production. As a creative, he has shot more than 200 commercials while leading creative for brands including Nike North America, Levi’s Global, Volkswagen North America, and Target.
Don also worked in Los Angeles as a director at Caviar Content and HSI Productions, focusing on music videos, commercials, and short films for clients including Budweiser, Microsoft, NBC Network, Pernod Ricard, and Funny or Die.
About the ADCC
The Advertising & Design Club of Canada (ADCC) is a non-profit, non-political organization dedicated to encouraging excellence in Canadian advertising and design.
The Club’s goals are to inspire creativity, provide a forum for the exchange of ideas, and foster a sense of community and integrity among advertising and design professionals.
