Coal Creative is a full-service marketing agency that thrives on storytelling, creativity, and high-quality production. Whether it’s crafting eye-catching commercials, engaging social media content, or full-scale brand documentaries, our video team plays a crucial role in bringing our clients’ visions to life.
At the heart of this department are Will McHale and Alex Manganella, the creative minds behind Coal’s video production. Together, they bring technical expertise, artistic direction, and a passion for visual storytelling to every project.
If you haven’t had the chance to work with Will and Alex yet—or if you’re curious about what goes on behind the camera—now’s your chance to learn more. We sat down with them to discuss their creative process, favorite projects, and what makes Coal Creative’s video production stand out.
What Does the Video Team Do?
What exactly does Will and Alex’s day-to-day look like?
Their workdays shift depending on the project—some are fast-paced and on-location, while others are focused, collaborative editing sessions back at the office.
As Alex puts it:
“Our days are split between ‘shoot days’ and ‘edit days.’ When we’re filming, it’s a very physically active day. We’re usually up early to pack up, on the road, and on location for anywhere from 2–8 hours. Editing days are less physically active, but they still keep us plenty busy.”
Will adds:
“A typical day can consist of brainstorming creative concepts, coordinating logistics of shoots and projects, outlining, scripting, storyboarding, packing and setting up gear either for studio shoots or travel, and plenty of time backing up and storing footage and editing, editing, editing.”
But before they ever hit record, they work closely with clients to understand:
- The message they want to communicate
- Their brand identity and aesthetic
- The tone—whether it’s serious, playful, or something in between
- The platform the video will live on (social media, TV, website, etc.)
This pre-production phase is just as important as filming itself, ensuring the final product is beautiful and effective.
Once the planning is in place, Will and Alex dive into filming, directing, editing, and post-production, weaving together visuals, motion graphics, and sound design to create a seamless final piece.
The Will and Alex Touch: What Sets Their Work Apart
Coal Creative’s video team isn’t just about recording footage—they craft experiences. Whether it’s a cinematic brand story, an animated explainer video, or short-form content for social media, Will and Alex bring a polished, people-first style to every piece.
What sets them apart?
“We’re an incredibly scrappy team, and we’re able to push the limits of what’s possible with just about any budget. Whether it’s a 30-second commercial or a season of television—we can make it happen,” Alex notes.
“We’re approachable and accommodating throughout the video-making process. Clients are excited to create videos, but not always excited to be on camera. We strive to make shoots as comfortable, stress-free, and easy as possible,” Will adds.
One of their biggest strengths? Their chemistry.
According to Alex, “We’re a dynamic duo. Years of working together have allowed us to develop a shorthand for communicating on set. It really allows us to work quickly and efficiently.”
“Our combined experience has really strengthened our abilities to operate as a team and have fun while doing it,” Will says.
We asked the team what they’ve enjoyed working on most recently.
“I’ve been loving the PHRA assets we’ve been putting together. The new look and feel has been super fun to work on,” Alex says.
“We recently filmed with Pine Creek Structures and had a lot of fun interviewing them and learning more about what they do. We shared a lot of laughs with the team at PCS and had a really great day of filming,” Will says.
Partner with Coal’s Video Team: Let’s Bring Your Vision to Life
When asked about their dream video projects, Will and Alex had some interesting ideas:
“My dream project is season 3 of The Masked Wrestler 👀” Alex says.
“I’d love to work on anything involving music—whether creating a music video, writing a jingle, or capturing a live performance,” Will says.
Whether you need a brand-defining commercial, engaging social content, or high-quality event coverage, Coal Creative’s video team is ready to make it happen. Their ability to turn ideas into compelling, visually stunning content sets them apart—and they’re always looking for new challenges to tackle.
Ready to roll with Coal?
Request a proposal to see what Alex, Will, and the rest of the talented crew at Coal can do for you.