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SELECTED WORK
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CASE STUDY 12 OF 12
GLOBAL
CREATIVE AGENCY.
REPUTATION.
ELEVATED .
OPERATIONS.
SID LEE ยท EXPERIENTIAL EVENTS, GLOBAL CAMPAIGNS
Sid Lee
Creative agency ยท Experiential production
NBA ยท National Bank ยท Carbonleo
Production operations, experiential events, art installations, styling & costumes, photo & video
CLIENT
FIELD
PROJECTS
SCOPE
LIVE SITE
ONE OF THE WORLD'S
LEADING CREATIVE AGENCIESSid Lee brought me in during a pivotal transformation, as its production arm evolved from Jimmy Lee into an integrated, future-ready production model. I worked behind the scenes and on the ground, bringing operational clarity to a powerhouse creative environment and helping big ideas become real, physical experiences.
๐ก SPECTACLE
WITH SOUL ๐ก
CONCEPTUALIZING
ART INSTALLATIONS
EXPERIENTIAL EVENTS
PHOTO & VIDEO PRODUCTION
01
02
03
04
THE
WORK
01 ยท BEHIND THE SCENES
I assessed, refined and reimagined the systems behind the work: production workflows, collaboration between departments, and how campaigns move from concept to delivery. The goal was to elevate execution without dimming the creative fire.
02 ยท ON THE GROUND
That structure came to life in Sid Leeโs experiential work. From early concepts to art installations, custom styling and costumes, live events, and the photo and video that captured them, I helped turn bold creative ideas into experiences people could walk into.
MY ROLE
01. Strategic operations advisor through restructuring
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02. Workflow & collaboration design across departments
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03. Experiential production, from concept to execution
04. Art installations & environment builds
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05. Custom styling & costumes
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06. Event photo & video production
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GABBY MATHER
01 ยท NATIONAL BANK: ALT COURT
To bring millennials into National Bankโs Rogers Cup sponsorship, Sid Lee created ALT Court: an invitation-only gathering for leading young influencers, part nightclub and part art installation, where the codes of tennis were reimagined through design, art, fashion and music.
Built: art installation ยท custom styling ยท event production ยท photo & video
02 ยท NBA: ALL-STAR AFTER PARTY ยท โTRUE NORTHโ
For the first NBA All-Star Weekend held in Canada, Sid Lee created โTrue North,โ a custom VIP experience in downtown Toronto blending a wild northern landscape with urban edge. It welcomed more than 3,000 guests from the basketball world, with special performances by Gwen Stefani and Usher.
Built: custom invitation boxes ยท neon art installations ยท a 360ยฐ immersive environment ยท one-of-a-kind dรฉcor
03 ยท CARBONLEO: ROYALMOUNT CHAMP LIBRE
To give back to Montreal through art and culture, Carbonleo partnered with international artist Maser on Champ Libre, a public art project at Royalmount designed to spark curiosity in peopleโs everyday routines.
Built: large-scale public artwork ยท photo & video
BIG IDEAS
REAL
ROOMS ๐ก
โI enter complex systems and simplify them, not by stripping the soul, but by giving it space to breathe.โ
โ GABBY MATHER
WHAT EMERGEDA more efficient, collaborative production ecosystem, able to deliver world-class experiences with grace, precision and creative integrity.