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British Columbia is a powerhouse in Canada’s film and television industry, with 2022 production spending reaching $3.3 billion. BC's strong infrastructure, diverse locations, and skilled talent make B.C. a top destination for screen production. Still, the province competes with major hubs like Ontario’s production-heavy Toronto, Quebec’s culturally rich and tax-incentivized Montreal, and Alberta’s fast-growing Calgary scene with its scenic landscapes and expanding studio space.
IATSE Local 891 represents more than 9,000 artists and technicians across 19 departments, including construction, lighting, sound, costume, digital editing, and make-up. As the industry grows, IATSE saw an opportunity to better connect with prospective members of all ages—especially younger people and those with transferable skills who may never have considered a career in film.
What We Were Hired to Address
What We Were Hired to Address
Despite the growth of B.C.’s film sector, many skilled and creative workers remained outside of the union—either unaware of the opportunities available or unsure of how to begin their journey into the industry. IATSE 891 recognized a need to reach a broader and younger audience, especially those who may not have considered film as a career path or understood the benefits of union membership.
Success for this campaign meant:
Sparking awareness and interest in film industry careers among new and diverse audiences.
Guiding individuals toward employment in motion picture production and eventual IATSE membership.
Reinforcing union pride and showcasing the wide variety of behind-the-scenes careers.
Engaging digitally native users on platforms where they spend the most time.
Research / Strategy
Research / Strategy
We developed a multi-platform strategy anchored in a user-focused digital tool that made career discovery in film approachable and engaging. The approach centred on the idea of meeting audiences where they are—both digitally and emotionally—through storytelling, gamification, and clean, mobile-friendly design.
At the heart of the strategy was an understanding that younger workers needed more than information—they needed inspiration, clear pathways, and content that reflected their own values and aspirations.
Actions / Execution
Actions / Execution
Our team was responsible for designing and executing a fully integrated digital campaign, which included:
Interactive Digital Tool: A web-based, gamified app allowed users to explore their interests, match their skills to film roles, and identify clear steps toward employment and union membership. The tool featured multiple-choice quizzes, sliding interest scales, and custom pathways to engagement.
Creative Content Development: We produced rich, story-driven content, including spotlight features on real IATSE members from various departments. These human-centred narratives built authenticity and trust while showcasing the union’s diversity.
Visual Identity & Web Design: The campaign introduced a bold new visual language, using refreshed colours, modern photo treatments, and intuitive UX design to appeal to a younger demographic.
Social Media & Paid Media: A robust digital advertising strategy placed targeted content on Instagram, Facebook, and local lifestyle, entertainment, and news media channels. Sponsored posts and stories were designed to appeal to those exploring creative careers, while retargeting ensured sustained engagement.
Campaign Brand: Branded under the banner “This Is Our Work,” the campaign was crafted to celebrate the pride of IATSE members while welcoming new workers into the fold.
Outcomes / Results
Outcomes / Results
The campaign redefined how IATSE 891 connects with the next generation of motion picture professionals. It not only promoted union membership, but provided a roadmap to a meaningful, creative career.
Key results included:
A gamified career exploration app that delivered personalised, step-by-step guidance to industry newcomers.
Member spotlights that humanised the union experience and demonstrated the real-world impact of creative careers.
A surge in awareness and engagement, particularly among younger and first-time workers.
Strong performance across digital platforms, with paid media placements generating high visibility and interest in IATSE 891’s role in building strong, creative careers.
Through design innovation, digital strategy, and real storytelling, the “This Is Our Work” campaign helped IATSE 891 meet the moment—welcoming new voices and talents into one of British Columbia’s fastest-growing industries.
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