TL;DR: Liquid Lemon's production team handled post-production for RBC's promotional advertisement announcing the bank's partnership with OVO, Drake's label, and its co-founder Oliver El-Khatib. The final video, featuring Drake himself, was delivered in two weeks and hit a 95% completion rate on YouTube. RBC's Director of Marketing rated the engagement 5.0 overall in a verified Clutch review.
Who is RBC and what was the brief?
RBC is one of the largest banks in North America. In June 2019, after a week of cryptic teaser billboards at seven Toronto intersections reading "Dream it," "Live it," "Breathe it," and "Earn it," RBC announced a partnership with OVO, the lifestyle brand cofounded by Drake, Oliver El-Khatib, and Noah "40" Shebib. Forbes covered the deal as a pairing of "Canada's biggest celebrity and its biggest bank," with RBC's brand marketing lead framing the goal plainly: relevance with a younger audience.
To announce that partnership, RBC needed a video that could carry cultural weight a bank does not usually have. RBC hired Liquid Lemon's production team, then operating as Big Baby, for full post-production: the bank supplied the raw clips and audio, and the team selected the footage, cut the edit, and assembled the final video themselves. The engagement sits in the $10,000 to $49,999 band on Clutch, with the relationship listed as January 2018 to ongoing.
How did the post-production process work?
Raw footage in, finished film out, with the client in the edit room over Zoom.
RBC sent everything over, the team made the selects and built the cut, and revisions happened in live Zoom edit sessions so changes landed in minutes instead of email threads. Nick Scott ran the engagement as president. In the words of RBC's Director of Marketing in the verified Clutch review: "We enjoyed how they had edit sessions on Zoom so we could quickly change a couple of things."
The full delivery took two weeks. Per the same review: "They are a very laidback team, but they executed extremely well."
Watch the ad
The finished film is published on RBC's official YouTube channel, which is where the 95% completion rate below was measured.
What were the results?
95% of YouTube viewers watched the video to the end.
From the Clutch review: "On Youtube, 95% of viewers finished the video which is way above industry standards."
The qualitative read matched the number. Viewers, per the same review, "were engaged with the video from start to finish."
The engagement scored 5.0 overall: 5.0 for quality, 5.0 for schedule, 5.0 for willingness to refer, and 4.5 for cost, with the reviewer noting the team is "less expensive than most high end production companies." The headline quote: "Their ability to deliver us exactly what we wanted was impressive."
The wider campaign the video served landed just as hard: passes to the OVO Summit, the partnership's flagship event, sold out in minutes.
Why does completion rate matter?
Completion rate is the purest measure of whether creative actually holds attention. Views can be bought. Impressions can be bought. Watching a promotional video from a bank all the way to the end cannot. A 95% completion rate means the edit itself, the pacing, the selects, the structure, did the work of keeping people in the story.
It also compounds on paid. Every major platform prices distribution partly on engagement, so creative that holds viewers earns cheaper delivery than creative that leaks them, and the same media budget buys more reach. Watch-through is not a vanity metric on a media plan, it is an input to CPM.
That is the post-production craft brands pay for: the difference between footage and a film people finish. And when the brand is a bank borrowing cultural relevance from Drake and OVO, the edit is the whole bet. Cut it wrong and the partnership reads as corporate. Cut it right and 95% of viewers stay to the last frame.
What this means for DTC brands
If a bank can hold attention with the right edit, your brand can too. Most DTC video underperforms not because the footage is bad but because the edit does not respect attention: slow opens, buried hooks, pacing built for the brand instead of the viewer. Post-production is where average footage becomes creative that converts.
Creative is the largest lever on paid performance, ahead of targeting and bidding, and it is the one most brands hand to whoever is cheapest. The gap between an edit that holds viewers and one that loses them shows up in CPM, in click-through, and eventually in CAC.
The same operators behind that edit run Liquid Lemon's growth side today, alongside production work like the JBL advertisement with Aaron Judge that lifted sales 35% and the official Rolling Loud aftermovies. Storefront, creative, and growth under one roof is the model behind Triangl's climb from six figures to eight. Different clients, same principle: small senior team, direct communication, work measured by outcomes.
If your brand is sitting on footage that is not pulling its weight, reach out. Email hello@liquidlemon.co.
Written by Andrew Zam, co-founder of Liquid Lemon, a Shopify design studio and DTC growth agency, and Vice President of the Music Managers Forum US. The team behind Liquid Lemon has driven over $1B in attributed growth across $350M+ in managed ad spend, for brands including Poppi, Olipop, Hero Cosmetics, Crumbl, and Beats by Dre.