CONVERSE SESSIONS: Playing to a whole new audience.

Toronto’s music scene has always been world-class. But without the right platform to get the exposure it needs, the City’s best talent remains largely undiscovered.

So we turned retail into a creative playground where musicians could experiment and create by giving underground artists in the City exactly what they needed: an underground recording studio… in the basement of a shoe store.

This project took home a CLIO Bronze in 2024 for experiential activation.