Differo: Crafting Stories with Empathy and Perspective

For boutique creative agency Differo, the focus is on connecting stories with measurable results. “Differo is an all-service creative and content agency here. It’s boutique, and we help organizations tell their stories through strategy-driven video, photos, design, and digital marketing,” says Will Yang, founder. “Our rule is to simplify the creative process because that’s pretty daunting for a lot of tech brands.” From concept to campaign, Differo allows clients to focus on their mission while handling the storytelling side.

Will’s path into creative content began with filmmaking. “I began as a filmmaker and storyteller. I went to the Screen Arts program at NSCC. It was amazing and hands-on,” he recalls. He started his business before attending film school, balancing professional training with running a business. “The good thing about being a filmmaker operating a marketing agency is storytelling is the key here at our firm. From top to bottom we know how to tell a good story, which is important, not just doing business, but making it interesting.”

Working in Nova Scotia offers both unique opportunities and challenges. “Nova Scotia is a very unique market. It’s not huge and the people here are natural storytellers. The film industry here is great; people are used to watching good stories,” Will explains. His experience as a newcomer gives him a fresh perspective, helping him highlight aspects of Nova Scotia’s scenery and communities that might be less obvious to locals. Working closely with clients in a smaller, personal market allows Will to implement creative campaigns that might be harder to execute in larger, more saturated markets.

Differo’s tourism work illustrates that approach. Will highlights the agency’s projects in Colchester County: “We traveled there many times, created some content, talked to the business owners and tourism operators, it’s a great place for one-day trips with beautiful natural views, parks, mountain bike trails.” By seeing the area through a fresh perspective, Will and his team are able to showcase its hidden gems and tell stories that resonate both locally and with visitors. Will often goes to great lengths to capture a story, fully immersing himself in the environment he’s filming. One standout example was filming on a boat in the Shubenacadie River, chasing the tidal bore with a drone. By getting out into communities and landscapes, Will makes sure each project captures details and perspectives that might otherwise be missed.While working across many mediums, video stands out to him. ‘Video is my favourite because it’s an art of time and you spend time with your audience. That builds connection, and connection makes conversions,’ he explains. He also enjoys producing magazines, appreciating the tactile, tangible experience of print, but his primary focus remains on crafting video content that tells stories and engages viewers.Inclusion and empathy are central to Differo’s philosophy. “I became a more empathetic person through filming and listening to people’s stories, and relating it to my own journey,” Will explains. Being a newcomer has shaped how he approaches storytelling and client work, bringing a sensitivity to different experiences and backgrounds. “Being inclusive is not just a good thing to do; It really opens your market.”Running a small agency requires both balance and collaboration. Will relies on a network of skilled creatives, designers, and technical specialists he has worked with for years, some dating back to the early days of his career. For each project, he assembles the team based on their strengths, allowing experts to take the lead where their skills shine. “A lot of creative ideas come from the team, and I make sure they have full control where it makes sense. It can be hard to let go, but it’s worth it,” he says. This approach ensures Differo consistently delivers high-quality work while giving team members the space to innovate and push creative boundaries.

Looking ahead, Differo plans to expand into Nova Scotia’s tech sector. “The next step for us is to dive into tech… we want to combine our creative ideas with the analytical minds of tech founders. We work well together because we balance each other,” Will explains. The agency will continue building on its tourism and nonprofit experience, using creativity and strategy to support clients locally, nationally, and internationally.

With a small but highly skilled team, Differo demonstrates how a boutique agency can have a big impact through storytelling, empathy, and a deep understanding of clients’ goals. By combining technical expertise, strategic thinking, and a fresh perspective, Will and his team continue to find new ways to make stories resonate and inspire.Check out Differo’s work at Differo.ca