100%

Video, Over 31s - Single

2025

Lifelong Crush, Toronto, ON
e: awards@lifelongcrush.com

"100%" was more than a tagline. It became a visual device, hand-drawn and animated to feel lived in, not layered on—a stamp of pride, applied to moments that define Toronto's spirit. Fast and kinetic graphics matched the pace of raves and unicycles. Others lingered, to make space for the quiet intensity of a chef plating or skater mid-spin. We designed a flexible system of transitions, type movements, and animated accents. They were emotional punctuation that moved with the city and the story.

Ad Agency: Lifelong Crush
Client: Destination Toronto
Chief Creative Officer: Christina Yu, Derek Blais
SVP, Strategy: Geoff Gingerich
Associate Creative Director: Fábio Siqueira, Frank Megna
Art Director: Fábio Siqueira
Copywriter: Frank Megna
Designer: Jake Lim
VP, Business Director: Lindsay Day
Group Business Lead: Krista Blaylock
Account Supervisor: Noah Faigal
Integrated Producer: Sydney Kavanagh
Chief Executive Officer: Andrew Weir
VP, Global Marketing: Paula Port
Director, Creative Marketing: Audree Atendido
Production House: Lifelong Crush
Executive Producer: Demi Veselinovic, Jane Garrah
Director: Christina Yu
Director of Photography: Adam Marsden
Line Producer: Demi Veselinovic
In-House Production Coordinator: Rae Harder
Content Director: Christian Byrne
Offline Editorial: Lifelong Crush
Offline Editor: Chris Stewart
Colour Company: Alter Ego
Colourist: Lily Henry
Colour Assistant: Daniel Saavedra
Lead VFX Artist: Eric Perrella
Sr. VFX Artist: Joel Osis
VFX Artist: Sebastian Boros
VFX Assistant: Nupur Baria
Sr. Motion Designer: Ian Flaig
Motion Designer: Geneva Hines
Producer: Spencer Butt, Harleen Bhogal
Audio House: Pirate Sound
Audio Director: Vanya Drakul
Mix & Sound Design: Ian Boddy
Music Supervisor: Danica Bansie

Winning Entry: youtu.be/yrutYtQ9Fjg?si=c2HyGOZiagVlHx60