Our Work / Case study
IAB Canada
A sold-out day of panels and a trade floor for Canada's digital advertising industry at the Sheraton Centre Toronto. We've covered IAB Canada's events since 2024, and this one was part of a season-long media package.
IAB Canada is the national association for Canada's digital advertising industry. State of the Nation is its flagship summit: a full day for senior leaders from brands, agencies, publishers, ad tech, and retail media, split into two tracks on the operating environment and on growth.
The 2026 edition moved to a new full-day expo format at the Sheraton Centre Toronto, with a trade floor alongside the stage. It sold out, with more than 450 people registered.
We first worked with IAB Canada in 2024, and kept getting called back. After a few events, we put together a standard media package they could book for each one, so every event in their calendar gets the same crew, the same deliverables, and the same turnaround. They signed on for their full 2025 to 2026 season.
For each event, that means a photographer and a videographer, stage audio, a one-minute recap, a full photo album, and testimonial interviews. The IAB team knows exactly what they're getting and when, without having to brief a new vendor every time.
The full photo album, covering the panels, the trade floor, and the networking, was delivered the day after the event. Panellists and moderators were photographed on stage, ready for IAB Canada to share with speakers and sponsors while the event was still fresh.
IAB Canada picked the soundtrack before we started cutting, so the edit was built around it from the first frame instead of being re-cut later. We edited over the weekend and delivered the recap four business days after the event, in time for IAB's post-event emails, socials, and paid ads.
Beyond the panels and the crowd, we recorded and added sound design for the small moments, like pens on paper, notebooks closing, and a sip of coffee. The IAB team noticed.
“Absolutely love the energy. Goosebumps. That was my first word that came to my mind. And even if it's fast-paced, I can clearly understand what is happening.”Eva Fuleki, IAB Canada
Another member of the IAB team called it her favourite recap we've made for them.
The season plan called for interviews spread across three events. At State of the Nation, we got all six in one day: about 30 minutes of footage with leaders on AI, measurement, and the future of Canadian digital media.
IAB Canada published them on its State of the Nation resource centre. Tap a name to watch.
At the debrief, we brought a content inventory: every interview, what each person covered, and the 16 strongest moments that could become short clips. Spread at one or two a week, it was enough to keep IAB Canada posting from June until their next event in the fall.
“I'm in love with that. I've never come across anything like this before. I like your professional approach.”Eva Fuleki, IAB Canada, on the content inventory
One day at the Sheraton Centre, delivered on the schedule IAB Canada signed up for.
IAB Canada rated the project above expectations. What they value most is consistency, and the people in the photos.
“I love the way you work, and the quality is always reliable. We can always tell who took the picture, because yours are signature pictures. You really make people laugh.”Eva Fuleki, IAB Canada
The recap now leads IAB Canada's State of the Nation resource centre, alongside the interviews. We're covering their last event of the 2026 season next, and they've asked to keep working together in 2027.
Ask about a season package: one crew, one set of deliverables, and the same turnaround at every event. See how we approach conference photography in Toronto.