Challenge

Sparks Street has long been an overlooked destination in Ottawa, lacking the vibrancy and recognition it deserves. When Alphabet Creative introduced the Downtown BIA with their fresh and inviting “Hello” campaign, the challenge was clear—bring this vision to life in a way that highlights the unique character of the neighborhood. Our task was to visually capture the energy of Sparks Street and showcase the people and businesses that make it special, ensuring the campaign resonated with both locals and visitors.

Strategy

With a limited budget and no time for extensive location scouting, adaptability was key. Our crew worked finding the best angles on the fly to showcase each business authentically. Having Alphabet Creative’s Steve Bowker on set helped streamline decision-making, ensuring a cohesive creative direction across both photography and video. Directing unpracticed participants also required a thoughtful approach—icebreakers and humor played a huge role in making business owners feel at ease, allowing their genuine personalities to shine through on camera.

Solution

The result was a campaign that felt as warm and welcoming as its message. With a strong creative foundation in place, our job was to ensure that “Hello” didn’t just look good but felt authentic. The final visuals captured the energy and friendliness of the Downtown BIA, transforming Sparks Street from an undervalued space into one worth exploring.