William F. White Announces Creation of Whites Camera

Paul Bronfman, chairman and CEO of Comweb Corp. and William F. White International (Whites), has announced the launch of Whites Camera. It’s a new department at Whites Toronto dedicated to providing professional camera rental and related technical services.

Whites Camera, which will be overseen by Rick Perotto, VP and GM of Toronto and business development for the company, will commence with a range of professional camera inventory complete with lenses and accessories.  The department is expected to be fully operational by mid-2016.

“This strategic initiative allows us to package camera with other core services such as lighting, grip, generators, package trucks and specialty equipment,” states Bronfman.  “Whites Camera will enhance our competitive edge, further complementing our existing strengths-the best people, the best equipment, quality brand recognition and trust.”

Leading the Whites Camera team are Brandon Cooper and Trevor Huys, who have been named director, client services and operations and director, technical services and operations, respectively.  Coming from one of Toronto’s leading camera boutique rental facilities, the duo bring extensive client service and technical experience to these newly created positions spanning nearly two decades, according to the company.

Most recently, Cooper served as GM of business development where he handled client relations on a daily basis for producers, production managers, and crew alike.

Huys has experience as a technical director, both in optics and camera equipment.  He also worked at the original Whites Camera Department in the 1990s for nearly a decade, providing service to a wide range of professional directors of photography.

Both Cooper and Huys will be based in Toronto at William F. White Centre.

“We look forward to helping usher Whites into a new age of digital imaging adding our relationships and expertise to the wide range of professional services the company already offers,” states Cooper and Huys.  “Unsurpassed attention to detail at Whites Camera will only serve to complement our existing business philosophy of precision and quality.”

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Michael Raine is the Editor-in-Chief at Canadian Musician, Canadian Music Trade, Professional Sound, and Professional Lighting & Production magazines. He also hosts the Canadian Musician Podcast.
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