A new strategic and creative vision for TIFF The Market was developed in collaboration with the film festival, reimagining the traditional film market as a high-design, deal-making ecosystem. This new model was shared publicly for the first time at the 2025 festival as an elevated, pop-up showroom that communicated the vision through print, multimedia, and full-scale modular booth prototypes. It featured an exclusive VR experience and the work of local artists, successfully engaging 1,000+ participants and securing key partner buy-in for the full 2026 launch.