Canadian Tire & Canoo

The system

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Two brands, one film, and the usual trap: a partnership that serves neither because it tries to say both things at once.

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I built the story first, a real experience told properly, and let the brands sit inside it rather than on top of it. Canadian Tire's products belong at a campsite. Canoo exists to get newcomers to places like it. The narrative did the integration so the messaging did not have to.

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Every asset was cut for multi-channel distribution from the outset, so the same shoot could serve social, digital and both partners' platforms without losing tone.

Results

The film earned over 20,000 organic views and drove online sales for Canadian Tire, tracked through UTM attribution. It worked as lifestyle storytelling first, which is why it carried two brands without reading as an ad for either.

It also established a repeatable model for partnership work: one narrative, built to scale across channels and to be reused by both partners. A framework rather than a one-off collaboration.

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