Canadian Tire · 2023
Voices of Belonging
The Challenge
Canadian Tire's DEI team needed content that went beyond corporate messaging. They'd seen the typical approach: stock footage, executive talking heads, and safe language that changed nothing. They wanted something that would actually move their workforce.
The risk was real. Get it wrong and the content becomes performative. Get it right and people actually talk about it.
The Work
The series puts Canadian Tire employees in front of the camera in their own words, and covers the company's programming, events and milestones.
The Black History Month film, Voices of Belonging, is part of it: colleagues speak in their own words at a gathering in the office, and the people in the room are the ones on screen.
Results
The work captured Canadian Tire's programming, events and milestones. It's part of a relationship that's now in its fifth year.
“Dwayne is a gifted creative leader who has a unique ability to bring initiatives to life through powerful storytelling, photography, and videography. His team's work captured the essence of our programming, events, and milestones in ways that truly validated their impact.”