One day we were planning in-person meetups across Canada. The next, everything went digital.
How do you make a virtual meetup feel like an experience people want to show up for? and not just of another online video.
We kept asking ourselves one question.
What made people excited to come to our events before?
It wasn't just the content. It was the jokes, the fun. The weird little moments between sessions. I wanted to recreate that feeling.
One of our earliest decisions was to build around characters instead of people.
It kept the experience approachable and universal. While giving us friendly characters we could reuse across videos, social posts, and other campaigns.
From hockey sticks on the roof to maple leaves throughout the animations, every detail reinforced the feeling that this was a road trip across Canada. Not just another online event.