'We're not in movieland anymore," I joked to photographer Lyle Stafford as we squeezed through a throng of photogenic, sharply dressed young professionals at Temple Event and Catering's crowded Fort Street venue.

Indeed, this wasn't Victoria's film and television industry crowd, though some familiar faces stood out. They included local studio chief and Pioneer Filmworks founder Simon Norton Game and his creative collaborators, whose latest achievement was the reason for such a swanky celebration.

Dozens of designers, artists, financial advisers, real estate agents, media types, contractors, suppliers and entrepreneurs had gathered to toast the launch of Design District. The slick, sponsor-driven online series features decorating and real estate experts taking on design projects to increase a home's value.

It's produced by Amy McGeachy, a Victoria interior design consultant and kitchen and bath design specialist.

She co-hosts with interior designer Danisha Drury and real estate experts Jason Binab and John Byrne. They pool their talents to create practical, economically viable design schemes that match their clients' tastes.

While Amy and Danisha brainstorm on paint colour, lighting, fabric, flooring and countertops, Jason evaluates the home's neighbourhood and resale value, while John, a renovator, harnesses trades to get the job done efficiently.

In the first episode, the team tackles the home of Fernwood newlyweds Rob Cruise, head pro at Highland Pacific golf course, and his wife Jessica, owner of Victoria's Vibes fitness studio.

The couple want to add pizzazz to the home they purchased in 2009, but the flair must fit their budget and be low-maintenance.

Shot in high-definition with two Canon DSLR cameras enhanced with Steadicam footage, the debut webisode is a sleek, polished presentation that clocks in at 12 minutes — ideal for web-surfers with short attention spans.

After conceiving the idea for the series, which doubles as a showcase for local sponsors, McGeachy approached Brook Hewlett (Air Bud), a grip and gaffer with years of experience on commercials and in the B.C. film industry.

Hewlett recently partnered with Game on Pioneer FilmWorks, the production company contracted to do film animation and post-production by Broad Street-based Picture Cloud Film and Animation Studio, a team of independent artists and filmmakers who work with BONE Creative and specialize in digital production.

Game's recent achievements include work on the United Way campaign and corporate videos for self-advocates through Community Living B.C. Features in development include Robbing The Thief, an action thriller Game terms "a modern-day Clockwork Orange," and Berserker Beach, a thriller with a West Coast surfing twist.

He jumped at the chance to direct the monthly series teaming Pioneer Filmworks and McGeachy Media.

"It's a different paradigm than traditional broadcasting, where you do the pilot and try to get a show like this onto the Home network. Everyone's watching everything online these days. I don't even have cable anymore."

McGeachy said while she'd like to pair with traditional media, online is her top priority. "We want to have the interactive experience," she said. "Our viewers can come online, find out more about our cast and crew and chat with us. We'll also be putting out casting calls for future episodes, in case we're looking for a condo that needs to be renovated or things like that."

Design District is her first producing gig after completing studies in entertainment industry production at UBC.

A teaser Meet the Cast spot and the first episode that began shooting in November — highlighted by striking makeovers of the couple's kitchen and bedroom — were completed in just over a month.

"Getting the trades together at Christmas was something else," laughs McGeachy. "Trying to find a drywaller on Boxing Day wasn't easy. We needed one because the old tile pulled the drywall off more than expected. But that's real life."

Game said the challenges he and director of photography Daniel Carruthers faced while shooting "a really great commercial with entertainment value," as he puts it, were mostly lighting related.

"With those cameras, you really have to know your light, but we have a few technical tricks," he said, adding with a laugh: "We try to make everybody look like movie stars."

mreid@timescolonist.com

Design District: The Series. Episode 1

http://www.youtube.com/watch?v=IXX6qfntrp4

Interactive Design District website:

Designdistrict.ca