Choose Canada

This was one of the coolest and most challenging projects ROVE has had the privilege of working on. More Canada was a national broadcast and social campaign we collaborated on under an incredibly compressed timeline, with a message that needed to resonate across the entire country. Working alongside M5 on behalf of the Privy Council Office of Canada, the goal was to create a piece that celebrated Canadian identity, unity, and pride through a positive, inclusive lens. Our role on the project focused on post-production. We were responsible for editing the campaign, handling all sound design, and preparing the final deliverables for broadcast and social. 

We had 2.5 weeks to source through terabytes of footage, endless email correspondence, editing, sound design, bilingual versioning, and multi-format delivery, without sacrificing quality. Because of the tight schedule, a lot of work happened in parallel. While footage was being sourced, we were already building the edit and shaping the pacing. All of the visuals were pulled from existing material, including past tourism projects, provincial and federal content libraries, footage from filmmakers across Canada, and archival material! 

We delivered a 30 second spot with 15s and 6s cutdowns across 16x9, 9x16, and 1x1 formats, in both English and French. Music was licensed from a Canadian band and reworked using stems to fit the edit, alongside full sound design and final mixes for broadcast and social. Despite the tight turnaround, the focus remained on clarity and consistency at a national scale. 

The campaign launched nationally and was seen by millions of people across television and social platforms. Given the timeline and the scope of delivery, we’re proud of how the team pulled it together and how the final pieces turned out.