Explore Edmonton is a not-for-profit organization established by the City of Edmonton, responsible for providing leadership to the economic growth strategy for our city.

They build Edmonton’s reputation, drive the global growth ambition of Edmonton companies, and attract visitors and investment—increasing resiliency and growth of the city.

The Challenge

Explore Edmonton needed to make a push to generate local excitement and buzz. Their dream scenario from a Cineflair ad is increased awareness of the city and its people, not only as a domestic tourism destination, but as a place to call to home.

That’s how we set out to produce a video ad that would not only inspire locals and make them feel proud of their home but would also have a lifespan beyond anyone’s imagination.

We tackled this project from concept to launch. We partnered up with CFL star Mike Reilly who was Edmonton Elks quarterback at the time. We embarked on a shoot led by a crew of 20 people, filming over the course of 8 days at 21 locations and featuring a cast of 42 everyday Edmontonians.