Rogers
TIFF 2025
Discipline(s): XM
Agency: Salt XC
Role: Design Director
CD: Paul Dela Merced
3D Design Director: Mike Beene
Sr. Designer: Natasha Hertle
Designer: Egis Bytyqi
2025 was Rogers’ second year as TIFF’s presenting sponsor, and they wanted to do it even bigger than year one. With two large-scale activations, we certainly achieved that goal. The main activation located next to Roy Thomson Hall gave Rogers’ Beyond the Seat customers access to front row seats to see their fave celebs walk the red carpet and interact with fans. Each side of the build had second-floor viewing decks, with a slo-mo GlamBOT-inspired photobooth on one side and a popcorn bar on the other. The entrance of the experience featured a marquee sign that was updated for each film premiere, offering a unique photo keepsake for visitors.
In Yorkville, the historical home of TIFF, we shut down a portion of the street to build a red carpet experience open to the public that featured a retrospective on the past 50 years of the film festival, from its humble beginnings to its current international acclaim. The entrance commanded attention with a 20 ft arch, followed by 10 freestanding walls flanking the street that displayed photos and facts from each decade of TIFF. At the end of the carpet, a stage provided space for programming which included a live symphony orchestra with singers, interviews with up-and-coming directors, and a live art installation.
Design touchpoints we developed included graphics for the entire red carpet structure, the display boards in Yorkville, content for the digital screens, wayfinding, staff badges, and popcorn sleeves.
ROGERS STADIUM
Discipline(s): XM
Agency: Salt XC
Role: Design Director
ECD: Brad Van Shaik3D Design Director: Mike BeeneDesigners: Arda Cem, Aubrey Pratama
What started as a pitch for a “simple” XM ask turned into a live concert experience unlike any other. For Rogers Stadium’s inaugural year, we developed an activation that featured not only a physical footprint in the fan plaza, but also a custom keepsake video of fans’ experiences they can cherish forever.