Merrell “Winter Lab”

Finding someone who suffered serious consequences from a slip and fall was one thing, but finding a person like Lindsay who was willing to participate in an experiment about confronting her phobia of winter ice – head on, in front of the camera – was another thing entirely.

Safeway / Sobeys “Million Dollar Score & Win Contest”

Our client wanted a non-union performer with infectious enthusiasm, and we wondered if there might be a real coach out there who fit the bill. When we auditioned David Graham of Edge3 – whose full-time job is getting people and businesses fired up and inspired – we knew we’d found our guy.

Mount Pleasant Group “The Memory Box Project”

We weren’t just auditioning people for this series, we were also assessing their precious keepsakes. We fielded a hundred and thirty applicants and met forty in person before selecting the three special people you see here. A compilation ad features them all together, and they each appear in their own spot as well. An accompanying national newspaper campaign featured full-page ads showcasing each person’s unique objects.

Quaker “Parents’ Report Card”

To create a surprise, we cultivated “moles” – family friends who helped us arrange to shoot the kids’ videos without their parents knowing. The results were genuine and touching.

Canon “Syrian Kitchen” and “Urban Farming”

Canon was looking for unique stories about inspiring people over the age of fifty for its website These two unique participants received high-end cameras in exchange for working with us.

The Globe and Mail “Ask the Globe”

When an emergency resulted in the loss of a cast member at the last minute, casting director Chris jumped in front of the camera at the request of a client. This spot screened during the preshow at cinemas across Canada.

Sport Chek “Chase the Gear”

We had just two days to turn this casting around, but our outreach to running clubs, crossfit studios and other athletic organizations resulted in close to three hundred applicants in record time.

Twistos “Mom Cave Surprise”

It took many home visits to find an entire family that was comfortable on camera and that had an appropriate spare room we could work with, too. To make sure Monique didn’t find out about the big surprise in advance, we kept it a secret from everyone except her husband until the last minute. “Vacation Education”

During our cross-Canada search for people who hadn’t taken a vacation in at least fifteen years, we assessed over a hundred applications and recorded more than fifty Skype interviews to find our cast. Candidates were asked about their availability for pretend multi-day focus groups so we could determine their suitability for the project while ensuring we captured authentic, emotional reactions once finalists were selected.

David Cornfield Melanoma Fund “#newfamilyrule”

We fielded a hundred and twenty applications and conducted forty-five studio auditions before selecting the final ten families seen here. To get spontaneous reactions, we spent time convincing parents to sign on without knowing what the ad was for or what questions their children would be asked. At the shoot, a hidden camera captured their delight, pride, and sometimes ambivalent reactions to their kids’ answers.

Canadian Real Estate Association “Testimonials”

Finding real people willing to share their ordeals resulting from not using a Realtor proved challenging for the producers of this spot. We suspected candidates were concerned about looking bad, so in our outreach we highlighted how common these situations were and suggested applicants could make a difference by helping others avoid similar mistakes. This revised messaging resulted in an abundance of applicants.

Yop “Yop Fuels”

Yop asked us to find two youth representing French and English-speaking Canada who had done something physical, visual, altruistic, and so awesome you’d think only an adult could have achieved it. We presented a list of sixty-one remarkable English- and French-speaking kids across Canada, from which Alex and Trinity were selected. “Search for Free” and “French Canadian”

We cast actors and models, too.’s “Search For Free” commercial used real people, but we found a terrific physical performer for their French campaign after screening dozens of self-taped auditions from French-Canadian actors.