Project Overview

This campaign follows an intimate lens on four protagonists across Toronto. Through these four narratives, we have a diverse palette of different dimensions of individuals - celebrating their journey with sports. We follow these athletes in their stories of personal change to changing the world around them. By having an open conversation with these athletes, we aim to find a narrative that isn't typically explored through sports. A unique story that is defined by the diverse tapestry of dimensions from each individual. We intentionally paired each athlete with a director of similar cultural background to facilitate a comfortable space for each individual to share their authentic experiences. Sports have played a huge part in their personal growth and the community around them. Play New poses the depth of these questions, "How does sport change you?" and "How do you change the World?"