MiddleGround Capital

Project scope

  • Annual Meeting
  • LinkedIn Marketing
  • Video (Portfolio, LinkedIn)

Project highlight

In the thick of the COVID-19 pandemic, MiddleGround Capital needed to find a way to feature each of their 6 platform companies in their first-ever virtual annual meeting. MGC contacted 51 Labs with this challenge: shoot 6 different portfolio company videos in 6 states across a period of only 6 weeks. Directing virtually and hiring locally, 51 Labs created 6 dynamic, high-quality videos that featured both the sparks on the factory floor and the sparks in the CEOs’ eyes as they talked about the impact MGC had on their growth. Escaping the boring convention of most 2020 annual meetings, MiddleGround was able to do their exciting portfolio justice.

Client background

Founded in 2018, MiddleGround Capital is a private equity firm that invests in B2B companies in the industrial and specialty distribution sectors in the lower middle market in North America. They are differentiated as true operators who have experience working in and managing businesses that range from the lower middle market to Fortune 500 companies.
Juan Malcolm
Dylan Sharrock
Lily Sokolov1
Peyton Website Photo