Client Spotlight: Reactive Media

Chris Granicolo, the face behind Reactive Media, in his element.

Reactive Media is well-known and respected photography and videography brand in the Sea to Sky.

Its new owner, Chris Granicolo, is potentially the king of local networking, and his friendliness and passion for his work didn’t just get him the job originally - it has also brought him clients, connections, and even the Community Futures loan it took to buy the business!

If you haven’t met Chris yet, or seen his work, here’s your chance to learn more (before you inevitably run into him at a networking event!).

Getting started

Chris's journey with Reactive Media began with a cold email and a lot of patience.

Before moving to Whistler in 2015 after finishing school, he browsed the Whistler Chamber business directory looking for creative companies. Reactive Design immediately stood out.

"They did cameras and photography and video and drone, and I was like, 'This is way cooler than a normal office job.'"

He reached out to several businesses, but it was Reactive Design founder Marc who replied. The pair met for lunch, and while there wasn't an opportunity to work together at the time, they stayed in touch.

Years later, Chris reached out again, this time wanting to develop his video editing skills after deciding to change his career path from tech during Covid. Marc finally had the perfect opportunity to train a new general manager. Chris moved back to Whistler in 2022 and joined the business, with his first project being the Whistler Chamber Business Excellence Awards.

Looking back, Chris credits the relationship they built over several years as the reason everything fell into place.

"It was just a connection, like a cold outreach that I nurtured over six or seven years. Every time I came to Whistler to visit, I’d reach out and we met a few times for lunch and coffee. We eventually developed a really strong friendship, and I eventually bought the business, so it was this whole, wholesome kind of circle."

Taking the Leap into Business Ownership

After proving himself over the following two and a half years, Chris was given an unexpected opportunity.

Marc was preparing to launch his new venture, Wabu Creative, and offered Chris the chance to purchase the business.

Making that happen wasn't easy. Chris spent months juggling multiple jobs, working late into the night, and putting nearly everything else on hold while trying to secure funding.

"It was a lot of hard work. A lot of late nights editing videos into ungodly hours. Learning the craft whilst still upholding a high standard for clients.”

The sacrifice paid off, and in October of 2025 Chris officially became the new owner.

Finding the Right Support

One conversation on a Whistler gondola ended up changing everything.

While exploring financing options for the purchase, Chris was introduced to Community Futures. Although the business was financially healthy, the structure of the acquisition made traditional financing difficult to secure, and Community Futures helped provide the support needed to move the purchase forward.

Chris says former Executive Director Kieran looked beyond the financial statements and recognized his commitment to both the business and the community.

"He saw my vision, he saw my passion, my work, and my connections in town."

Rather than seeing "just a random guy with a camera," Kieran saw someone with a long-term plan to grow a sustainable business, guiding Chris through the funding process and helping make the purchase possible.

Learning to Run a Business

Owning a business has brought a whole new set of challenges.

While Marc spent years teaching Chris the technical side of photography and filmmaking, much of his mentorship focused on business ownership and life.

"Marc always said the technical stuff comes with time."

Chris describes himself as naturally creative and curious, qualities that helped him develop quickly behind the camera. The bigger learning curve has been developing the structure needed to run a successful business.

Time management, discipline, and creating routines have become essential skills.

"I'm an artistic person, and structure kind of scares me, but sometimes I need to be structured!"

A New Name for a New Direction

One of Chris's first decisions as owner was rebranding the company.

Reactive Design became Reactive Media, a change he had been considering for some time.

He felt the previous name suggested a graphic design business, while the company's real focus was photography, videography, and media production. The new name better reflects both the services they offer and the direction Chris wants to take the business.

Carrying Forward What Matters

Although the name has changed, Chris has worked hard to preserve one of the company's core values: exceptional client service.

Marc often reminded him that success wasn't about being the most talented photographer or videographer.

"He always said he was never the best photographer, he was never the best videographer, but he took pride in being the best to work with."

Chris has carried that philosophy into the next chapter of the business. While he's proud of how much he's developed over the past four years, he also acknowledges how valuable Marc’s mentorship has been, both in sharing knowledge and providing access to professional equipment that accelerated his growth.

Creating Work That Makes an Impact

Chris enjoys the variety that comes with running Reactive Media.

Events are always enjoyable because they allow him to think on his feet, but it's larger storytelling projects that excite him most.

Recent work has included promotional campaigns for Spicy Sports, climate action and emergency preparedness campaigns for the Resort Municipality of Whistler, and fundraising videos for the Audain Art Museum.

The museum's annual gala holds particular meaning. Chris' videos are shown immediately before the fundraising portion of the evening, helping inspire donations that support one of Canada's leading art museums.

"I really like those types of videos because they can inspire people and ultimately, help grow the art community."

For Chris, the most rewarding projects are those that combine creativity with a meaningful message or positive community impact.

Inspired by Whistler's Business Community

Chris is quick to credit other local business owners who continue to inspire him.

He admires Jen from Alto Marketing and Management for her diverse skill set, collaborative approach, and work managing elite athletes.

He also points to Erica from Flashback Photo Booth, whose commitment to constant innovation, professional development, and embracing new technology stands out.

Finally, he highlights Britt from Bhavana, whose welcoming community has shown him another side of Whistler.

"Whistler is obviously known for action sports, nightlife, and nature... but there's also a wholesome component to Whistler."

He says that watching Britt build a supportive space focused on health and wellbeing has been inspiring, and the two now collaborate professionally as well.

Looking across these business owners, Chris is inspired by the different ways each of them has built a strong, lasting presence in Whistler.

“They’re three very different leaders, but each has created something meaningful through ambition, innovation and community.”

Community Futures Howe Sound

Community Futures Howe Sound is proud to support businesses such as Reactive Media. By providing character-based business loans to Sea to Sky entrepreneurs, we support business, people, and entire communities.

If you’re looking for a small business loan but have struggled to gain approval from a bank, get touch with us to learn how character-based lending works.