In 2023, Rogers wanted to amplify their presence at Pride festivals across Canada with a float that celebrates the uniqueness inside us all.

Client: Rogers
Agency: Midnight Circus/SDI Sports
Role: Creative Director
Category: Experiential

It was imperative to show up in a way that was authentic to both Pride and the Rogers brand. We created a float that involved a dance floor for performers (both Drag and dancers adorned in mobility themed custom costumers), a kiss-cam with roaming camera man, and a DJ booth to keep the hit jams coming and pump up the energy.

In the centre of the float stood a mirrored screen tower. With a giant rainbow Rogers Mobius surrounding the screen, there was a live view of the crowd. This was a way for Rogers to celebrate the parade viewers on the sidelines. As members of the crowd were captured on camera, they were showcased on the big screen with a heart or “like” overlay popping in over top. Accompanied by marching Rogers and Fido employees, this float was present at all major Pride events across the summer. Making it’s way to Toronto, Calgary, Vancouver and Montreal.