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The Journey: A Canada Goose Experience

For their new retail space at CF Sherway Gardens in Toronto, Canada Goose wanted to do things a little differently. Instead of building a traditional store, what if they used the space to give visitors an immersive brand experience? After an initial research and strategy phase, our kyu Collective partners IDEO reached out to Digital Kitchen to help conceptualize, design, and produce the narrative journey and content that turned the store from an interesting experiment into a must-experience event. As ACD, I was heavily involved in the project from development to implementation, helping to conceive and write every moment of the user journey, including short film scripts, display copy, signage, and a 360° launch campaign. I got to interview the world’s most winningest Iditarod champion and even developed the dialogue salespeople (a/k/a “Journey Tellers”) use to lead visitors through the space. The result: a groundbreaking brand experience that made the entire retail industry sit up and take notice.

Project Roles
Creative Director, Writer
Company
Digital Kitchen
Skills
Content Writing, Copywriting, Creative Direction, Creative Strategy, Experiential
Media
Brand Films, Retail Designs, Short Films, Wayfinding
Project Industries
Advertising
The Journey: A Canada Goose Experience
Collaborators