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