Year
Client
Régis Souto
Project Type
Content Creation
CHALLENGES
Exhibit marketing lives and dies by timing. With a fixed window during Pride Month and a location that wasn't a traditional gallery, the content needed to work fast and reach people who weren't already following Régis's work. The challenge wasn't just visibility, it was relevance. The videos had to reflect the weight and specificity of his paintings, not flatten them into generic promotional content. Every piece needed to feel like it belonged to this artist and this body of work.
The Solution
We approached the shoot with a 13-video content plan built across distinct formats: a scripted artist introduction, a rapid-fire This or That, a Pride-focused interview series, cinematic exhibit coverage with voiceover, and a set of concept-driven videos built specifically around the Eaton Centre setting — including a mall directory gag that uses the absurdity of the location as the hook, and a pride-coloured paper airplane tracking shot that lands at the exhibit.
The variety was intentional. Some videos were built for discovery – short, high-concept, designed to stop a scroll. Others were built for depth – giving audiences who found Régis through a 15-second clip a reason to stay and understand the work. Before a single shot was planned, we built a brand reference document anchored in his existing design system: typefaces, colour palette, and the visual language of the paintings themselves. That reference governed every edit.
RESULT
The content released to date has already produced standout results for an account of its size. One reel reached 18,000 views, well above the account's typical ceiling, while driving 400 likes and 17 comments, an engagement rate that points to an audience actively invested in the work, not just passing through. Across the content released, engagement rates have consistently outpaced what reach numbers alone would suggest: the right people are stopping, watching, and responding. The strategy is working before the full series is even out.
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