In January of 2021, on the heels of the global COVID-19 pandemic, I became part of the MLSE Foundation Game Changers Executive Committee. Brought on as the Director of Digital Creative for the year, it was my responsibility to create designs that would market the many events hosted by the committee in support of the MLSE Foundation. The events for 2021 were looking a little bit different, however, and we as a committee had to adapt to the new normal of virtual event planning and fundraising.

Our first event of 2021 was a virtual Speaker Series; a panel event comprised of illustrious sports and entertainment professionals discussing what their given industries would look like after emerging from quarantine. This was Game Changers’ first-ever pay-what-you-can event, so it needed to be advertised in order to reach our donation goals.

We were lucky enough to have been given the opportunity to display our ad on all of the MLSE buildings such as BMO Field, Coca Cola Coliseum, and Scotiabank Arena. Anyone driving by on the Gardiner Expressway would be able to see this design, increasing our registration and donation rate beyond our wildest dreams. Any money raised from the event was then donated to the MLSE Foundation to reduce barriers to sports and help youth reach their potential.