Jacob Ettinger: Frame by frame, ever clapping

The flicker of a screen illuminates a young boy’s face in a dimly lit Brampton basement. Eleven years old, fingers trembling slightly as he uploads his first video to YouTube, unaware that this moment marks the beginning of an extraordinary journey into visual storytelling…

Outside, the Canadian winter howls, but inside, a fire has been ignited that would eventually illuminate screens across continents. Jacob Ettinger, now a celebrated director and cinematographer, didn’t follow the traditional path to success. Instead, he carved his own through the digital wilderness, armed with nothing but curiosity, determination, and an eye for capturing what others might miss.

“I had to sit there and watch it, which is hard for a filmmaker, but I realized that I could do anything with the right people,” Ettinger reflects on the first time he showed one of his films, his words carrying the weight of someone who has transformed uncertainty into artistry, fear into fuel, dreams into reality.

Born and raised in Brampton, Ontario, Ettinger’s heritage is as diverse as the visual landscapes he now creates. “I am mixed, my dad is Jamaican, and my mom has European roots,” he shares, his voice tinged with a wistfulness for connections not fully explored. I didn’t get a chance to really learn about that side of me.” This would later form his unique perspective behind the camera, a lens that captures both the seen and unseen, the spoken and unspoken, the harmony and dissonance of human experience.

Growing up Canadian in every sense (hockey, biking, skateboarding) Jacob was a suburban child whose artistic inclinations first found expression through drawing. “I was into cartoons,” he recalls, “My family was artsy.” It was when someone handed him a camera that his true calling emerged. By age eleven, he was already experimenting with visual narratives, posting his creations online and unknowingly laying the groundwork for what would become Ever Slate Productions, a name that would one day resonate through the music and entertainment industry.

What drives someone to pursue such a demanding field without formal training? The answer lies in Jacob’s relationship with cinema itself. “I used to watch movies a lot, and I still watch a movie a day,” he confesses. His particular affinity for cosmic horror films like “Predator” and “Aliens” reveals something profound about his artistic sensibility. “I think, first of all, I was scared when watching them, but the more I watched them, I could see that there was depth to each character. You could see the character development, they all had layers to peel back.”

This ability to see beyond surface terror to underlying humanity would become a hallmark of his work. From teenage prank videos to sophisticated horror-themed music videos, Jacob’s evolution as a storyteller mirrors his personal growth. His most ambitious project, a horror narrative featuring a homeless man transported to another world after being bitten by a vampire, required fifteen-hour days, intricate makeup, and complex set pieces.

It brings him back to his screening at Jack Rollers, attended by 100-200 people, which marked a pivotal moment of self-realization. The theater was dark, filled with expectant faces. Jacob sat among them, his heart pounding against his ribs like a trapped bird. As his creation unfolded on screen, he watched the audience, their gasps, their leaning forward, their collective intake of breath at key moments. In that crucible of public reaction, something fundamental shifted within him. The fear of judgment transformed into the power of connection. He realized that filmmaking was about creating shared emotional experiences that transcended individual perspectives.

“I did not go to post-secondary school for this. Everything is self-learned,” Jacob states matter-of-factly. This autodidactic approach, while challenging, granted him a versatility rarely found in formally trained filmmakers. “When you are learning by yourself, you have to network, but I also was able to do everything. I wear a lot of hats on set.”

His recent four-day production project across Toronto, involving stunt actors and prosthetics, demonstrates how far he has come. Each day presented new challenges: unpredictable weather, equipment failures, creative differences, but Jacob’s stress-tolerant nature and flexible approach allowed him to navigate these obstacles with remarkable composure. “We went from North-west to east end Toronto,” he recounts, “And it is my most challenging video to date. We had to deal with stunt actors, prosthetics, each day was 10 hours long.” Yet even as he describes these grueling conditions, his eyes light up with the unmistakable fire of someone who has found their true calling.

Yet, even as he achieves professional milestones, Ettinger remains grounded in community values. “One thing that I want to do is mentor younger filmmakers,” he shares, his voice softening with conviction. “In my niche of music videos, people unfortunately age out. I want to keep long form videos alive. I want to teach kids to not just rely on school. Learn by doing.”

This commitment to nurturing the next generation reflects Jacob’s understanding that true success extends beyond personal achievement. His transition of Ever Slate Productions toward a community-focused model speaks volumes about his values. The name itself, a clever play on “ever” (forever) and “slate” (the clapperboard used before each scene), encapsulates his lifelong dedication to the craft.

“I am forever clapping,” he quips, revealing the writer’s mind behind the visual artist, but there is more to the story, he hints, a deeper meaning that he reserves for another time, another conversation. This deliberate withholding creates an irresistible curiosity, drawing us further into his world.

Ettinger’s influences reveal his appreciation for both technical mastery and artistic vision. Director X inspired his commitment to the visual language of 90s and 2000s music videos, while contemporary artist Fatty Soprano taught him creative composition techniques. “Instead of shooting something straight on, he would shoot it through a piece of broken glass,” Ettinger explains, illustrating how alternative perspectives can transform ordinary scenes into extraordinary visual poetry.

“I would love to work with Fatty Soprano,” he admits, his voice tinged with admiration. “People don’t clock this man. I want to work with him and haven’t found the right project yet. Cinematography is on point. His aesthetics are soft, and moody. He uses creative artistic visuals that have impact using colour. Studying his work, I have learned creative composition. Instead of shooting something straight on, he would shoot it through a piece of broken glass. I have learned that there are other creative ways to frame a shot.”

With over twelve years of digital media experience, collaborations with notable artists like Armani White and Roy Woods, and partnerships with brands including Warner Music Canada and Rolling Loud, Jacob has established himself as a formidable force in the industry. His portfolio spans music videos, commercials, and event cinematography, with a particular focus on festival and concert filming that captures the raw energy of live performance.

As our conversation draws to a close, Ettinger reflects on the journey that brought him from that basement in Brampton to the forefront of Canadian filmmaking. “I am transitioning my production company to more of a community vibe, that helps younger filmmakers.” This evolution from individual artist to community mentor represents the next chapter in his remarkable story, a story that continues to unfold with each frame he captures, each artist he collaborates with, each young filmmaker he inspires.

The boy in the Brampton basement has grown into a visionary who understands that the most powerful stories are those that connect us all, frame by frame, heart by heart.