THE REEL DEAL

Educator Shannon Dey turns a side passion into a growing visual storytelling platform for businesses, nonprofits, and families alike.

WHEN LAKE BLUFF’S SHANNON DEY hits record on her phone, something unusual happens. Everyday life—whether a beautifully designed powder room, a mother and child mixing cookie dough, or a fitness instructor greeting her class—suddenly feels cinematic.

That instinct, that quiet ability to see what others miss, is the foundation of The Reel North Shore—a passion project that has quickly become one of the most sought-after creative services for small businesses, designers, and families across the North Shore.

But Dey never set out to start a business. In fact, she’ll tell you she “stumbled into it.”

A career educator with degrees from Marquette University and Teachers College at Columbia University, Dey has always been a storyteller. She teaches English, creates multimedia projects with her students, and studies how art deepens our understanding of literature.

“I’ve always been drawn to noticing things slowly and intentionally,” Dey says. “It’s about building a relationship with what you’re looking at so you can see it in a deeper way.”

That skill—of paying attention—became the seed of her future business.

Long before Instagram reels existed, Dey was the friend who made iMovie compilations from weekend adventures. Later, while living in New York, she captured snowy walks through Central Park, street jazz musicians, and everyday snapshots of life in the city.

“I love that I can look back at those memories,” she says. “The visuals and sounds bring me right back to that moment in time.”

After her family moved to Lake Bluff, Dey began documenting their home renovation on her personal Instagram—simply because she found beauty in the details. She posted a reel of her son’s bathroom remodel, set it to music, and hit publish.

Her neighbor, designer Katy Evans, messaged almost instantly: “You need to teach me how to do that.”

That comment led to a casual filming session. Which led to another. And another.

Within weeks, Dey created a separate Instagram account dedicated to short-form video. She named it The Reel North Shore, posted a call to action for designers, and soon found herself working with clients like interior designer Annie Liddle.

“The idea was never to be an influencer,” Dey explains. “I don’t want my page to be about me. I want it to be about what I see—the light, the movement, the emotion.”

What makes The Reel North Shore immediately recognizable is its mood: soft, warm, and unhurried. It is intentionally the opposite of noisy, fast-cut, trendy content.

“I was trying to break away from what Instagram wanted,” Dey explains, acknowledging that logic doesn’t really make sense when she wanted her account to be successful. “But my hope was to create something that offered people ease—something beautiful and calm in the middle of all the noise.”

Her early reels were interiors-focused, but she quickly realized where the real joy existed.

“I literally grin ear to ear whenever there are people in the footage,” she says. “I love capturing those tiny moments—someone hugging a friend, a parent reaching for their child. When do we ever get to see ourselves in moments like that? When I film one of those, it’s like bottling up a feeling.”

Those small, human gestures have become Dey’s hallmark.

What began as a few practice reels for friends has grown into a steady stream of clients—interior designers, fitness studios, boutiques, estheticians, community organizations, and more.

While Dey still teaches, The Reel North Shore has given her a creative outlet she didn’t realize she needed.

“As a new mom, I needed something beyond work and motherhood,” she says. “This has been empowering. I never thought I would create a business.”

Entrepreneurship also exposed her to a community of women she finds endlessly inspiring.

“Almost everyone I work with is a working mom or entrepreneur,” she says.

“Their energy and passion motivate me every day.”

Dey dreams of filming newborn nursery moments—tiny toes, warm light, quiet mornings. She also hopes to continue expanding into product work and brand storytelling. And yes, she unapologetically follows Architectural Digest home tours for fun.

“That would be the dream,” she laughs. “To film AD home tour. Someday!”

As she prepares for baby number two this summer, Dey plans to continue balancing teaching, motherhood, and a business that has grown both organically and beautifully.

“The Reel North Shore allows me to capture moments people themselves don’t see, and I get to share those with them,” she says. “How lucky am I?”

To learn more, visit @thereelnorthshore on Instagram.