The founder of Minneapolis-based video production company Mighteor is opening a second video and photography business called soona to provide same-day, professional-quality content. Think of soona as the "Kinkos" of original video clips.
“Audiences have a voracious appetite for content,” Mighteor founder Elizabeth Giorgi says. “Be it on Instagram, Facebook or YouTube, the brands with great content win attention. Any brand that hopes to compete today has to serve up beautiful content. Soona aims to help them feed those eyeballs.”
Soona will open this summer in the former Parc Boutique storefront at 320 E. Hennepin in Minneapolis. A "coming soona" sign is now posted in the window. A second location is under construction in Denver.
Founded in 2013, Mighteor creates content for Facebook, TCF Bank, the NFL, and many national brands (Mighteor has worked with TCB's parent company MSP Communications). But its average engagement starts at $15,000 and can take weeks or months to complete. Giorgi—a journalist turned tech entrepreneur and 2018 Tory Burch Foundation Fellow who saw the growing opportunity in creating video content for brands—hated turning away smaller projects. Soona is intended to be an affordable option for agencies and influencers who want to turn around digital content in a day and are willing to pay for something higher caliber than iPhone footage. Photo sessions will start at $199; video will start at $399.
The soona storefront will function as a photo studio and professional video equipment will be available for clients to use. Soona staff will help with the process and delivering assets that are ready for the Internet.
“Soona represents the first true competitive alternative to stock content,” says Mighteor creative director Hayley Anderson, Giorgi’s partner in soona. “Brands can have an idea in the morning, visit a soona retail studio before lunch and post their media to their social feeds by the afternoon.”
And what if demand makes it impossible to keep up that delivery schedule? “That’s when we open more soona locations,” Anderson says.
Visit soona.co for a preview.