Canada Soccer House
Event-wide Media Coverage
Role
Event Coverage
Industry
Sports
Duration
June 2026
What We Noticed
Capture the crazy moments of the energy and frame the brands to match that. For context, this event hosted the screening of Canada's first FIFA game in Toronto at the Harbourfront Centre.
Framing Brand Activations
Canada Soccer House wasn't really about soccer.
It was about belonging.
For one afternoon, thousands of strangers showed up wearing the same colours, cheering for the same thing, and losing their minds together.
The brands were there.
The activations were there.
But the real story was the people.
Crowd Energy
Toronto is ALREADY one of the most diverse cities in the world. But give the citizens a chance to root for the same team and this is what you get. AYCE ENERGYYY!!!!!
How did we approach this?
We had one thing in mind: Capture energy. Communicate energy.
Candid, never staged (there was no need to). 14mm focal length matched with insane angles to match the insane environment. As the game begun and the crowd migrated from the activations to the screens there only one more thing to get right…
Timing was absolutely everything. In our heads, we could see the perfect shot: a shot of the crowd going nuts. With our media access, we sat in the pits and waited… and waited… the crowd went from building hype to groaning at the fumbles. It was funny, but we were just as invested. Then at the height of anticipation, the opponent scored. Everyone was bummed, but we were hired so– *click click* sorry Toronto.
Intermission came and we jumped everywhere and when the game resumed, so did our lock in. We waited and hoped, honestly the ball for the majority of the game was in the opponent's field. The momentum favoured us, so it was a matter of time. AND THE TIME CAME! Everyone bursted in celebration and we did too BUT REMEMBER we were hired so LOCKK IN. This was the moment we were all waiting for! Don't stop shooting! No need to strategically frame the energy when the energy is staring you right at the face. That was our entire creative approach. Unconventional shots mixed with timing.
After though
What we love about what we do is that we bounce between observing and interacting with people. We scout the laughers, the hyped, the ones who can't control their face when it comes to their emotions. If there are three guys who had a little too much, we turn that into good energy. 9 times out of 10 they love the camera.
