For the third edition of the Touring at Night event at Mont Tremblant, The North Face once again selected us to craft an unforgettable brand experience that not only presented the event but also deeply connected participants with the essence of The North Face brand. Through innovative creative conception and strategic production, we designed dual set-ups: an inviting summit welcome area replete with goodies, aspirational storytelling, and iconic brand assets, alongside a vibrant basecamp party at the mountain's foot, offering warm wine, a DJ set, and a plethora of The North Face goodies. This holistic approach transformed the event into a memorable experience that resonated with every attendee.

The North Face entrusted us with a prestigious mandate to elevate the Snowmission event—a cornerstone snowboarding gathering at Mont-Comi. Celebrated for uniting Quebec’s vibrant snowboarding community, Snowmission not only brings enthusiasts together but also significantly impacts the local snowboarding culture.

The North Face, in its ongoing mission to inspire and enable outdoor adventurers, rejoined forces with us for Festival NORR 2023, Quebec's premier outdoor gathering. This all-inclusive weekend, bustling with outdoor activities, resonates deeply with the ethos of The North Face, aligning seamlessly with the brand’s values and its consumers' lifestyles. Entrusted once again with the brand’s activation, we aimed to elevate the experience beyond the conventional, weaving The North Face’s pioneering spirit throughout every facet of the festival.

In a groundbreaking initiative to unveil their revolutionary Futurelight technology in Canada, The North Face orchestrated L’après-ski du Futur, an event that captured the essence of innovation and community within the vibrant ski culture of Quebec. Entrusted with the event's conception and execution, our mission was to create an après-ski party that transcended the traditional, offering an immersive experience where the ski community could not only celebrate but also physically engage with the future of ski apparel.

Parajes Del Valle, the rapidly ascending star of Spanish organic wine in Quebec, selected us for their inaugural sponsorship and brand experience endeavor. Their vision found its stage at the Asian Night Market, one of Montreal’s most electrifying foodie cultural events. Tasked with a delicate mission—to weave the essence of their brand into the fabric of this vibrant market—we were inspired to craft a wine-serving booth that transcended commercial expectations, echoing the authentic spirit of Parajes Del Valle.

In a pioneering collaboration, The North Face and the organizers of Épisode NORR embarked on launching the inaugural edition of this trail running and camping weekend, set against the stunning backdrop of the Lanaudière dunes. Tasked with creating an unforgettable brand experience, we set out to make the first edition of Épisode NORR feel as established and celebrated as its tenth. The event highlighted the essence of outdoor adventure, blending the thrill of trail running with the serene beauty of nature—a perfect canvas for The North Face’s brand ethos.

At the heart of Canada's most prestigious trail running event, the Ultra Trail Haricana of Canada (UTHC), The North Face found its arena for an unparalleled brand experience. As the largest trail running event in the country, welcoming thousands of participants from across the globe, UTHC offered a unique opportunity to deepen bonds with the outdoor community. Entrusted with the brand's presence, our mission was to create an immersive experience that not only highlighted The North Face's commitment to the sport but also its dedication to the participants' journey, from preparation to recovery.

Transcharlevoix 2023, a groundbreaking "by stage" trail running event, marked its inaugural year with an audacious concept: runners camping on-site and embarking on a marathon daily over three days. For this unparalleled test of endurance, The North Face entrusted us to not only represent the brand on-site but also to journey alongside the athletes, adapting our activations to the nomadic nature of the event. Our challenge was to innovate continuously, creating engaging brand experiences that transitioned seamlessly with the runners' path from start to finish.

For the third consecutive year, The North Face placed its trust in our expertise to celebrate Global Climbing Day, an event that champions the spirit of climbing communities worldwide. This special day is dedicated to encouraging both new climbers and seasoned enthusiasts to engage with the sport, emphasizing the joy and communal bond of climbing. Our role was to co-create with climbing gyms across Canada, enhancing the event with unique brand visibility, custom merchandise, and engaging activities to inspire a free day of in-gym climbing for all participants.

For three exhilarating years, The North Face aligned itself with the Psicobloc Open Series, Montreal's premier showcase of extreme free-climbing, where athletes ascend without the safety of ropes or nets, relying solely on skill, strength, and sheer will. This partnership was not merely about brand visibility; it was a commitment to foster a legacy of climbing within the community, particularly focusing on Montreal's youth through support for ClimbMTL. Our role was to conceptualize and execute an on-site activation that resonated with the event's high energy and engaged attendees in a cause close to the heart of the climbing community.

Flash The Dark emerged as Quebec's pioneering nocturnal touring ski event, uniting the fervor of the ski community under the night sky for an unparalleled ascent and celebratory après-ski. Co-founded and co-produced by us, alongside esteemed partners including The North Face Canada, Carlsberg, Rossignol, Mont Sutton, GS Ski Shop, GURU Organic Energy, among others, this event broke new ground in ski culture. Spanning three memorable editions, Flash The Dark offered an immersive blend of adventure, community, and celebration until its untimely hiatus in 2020 due to the global pandemic.

In an ambitious effort to bolster the trail running community and raise awareness throughout Canada, The North Face launched the Social Run Movement in 2023. This initiative was designed to connect runners of all levels, promoting health, outdoor exploration, and community spirit across the nation. Tasked with bringing this vision to life, we were responsible for orchestrating the entire project—from concept development to the execution of weekly running groups, led by local ambassadors in each city.

In an effort to boost traffic to The North Face’s Montreal Downtown store and leverage the vibrant local running community, we orchestrated the Golden Square Mile Run 2018. This initiative, rooted in partnership with a national running club, was designed to not just gather people but to create an engaging in-store experience that blended the spirit of running with exclusive brand interactions. As a turnkey project, we were responsible for everything from the conceptualization to the tangible elements of the event, including custom canvas designs for t-shirts, in-store printing, and photo production, culminating in a meet-and-greet with a The North Face athlete and special discounts for attendees.