Sports Illustrated
CLIENT
Event Production, Experiential, Sports
SERVICES
Hosting select guests for an unforgettable afterparty experience to celebrate race weekend in Montreal.
Maison SI
CRUEL partnered with Sports Illustrated to bring Circuit Series events to Canada, providing an immersive experience that blends high-quality hospitality experience and a race weekend celebration during Montreal Grand Prix. The ultimate aim was to make the event, Maison SI, an integral part of Montreal's Race Weekend fabric—for years to come.
Leveraging Sports Illustrated's signature approach to events, Maison SI was planned as a unique, premium, and highly curated event, inviting select guests from around the world. To further enhance the event's appeal, it was hosted by internationally recognized DJ and model Chantel Jeffries, along with three-time Olympic medalist snowboarder Mark McMorris.
The debut of the Sports Illustrated Circuit Series in Canada successfully delivered a blend of hospitality, celebration, and race weekend festivities, hosting hundreds of guests for both a VIP media event and a nightlife component. With the involvement of high-profile figures and the brand's unique approach to event planning, Maison SI was positioned as a significant part of Montreal's Race Weekend, reflecting Sports Illustrated's commitment to celebrating sports and providing ultimate fan experiences during Grand Prix’s around the world.
CREDITS
Executive Producer: CRUEL
Sponsorship: CRUEL & Authentic
Production: Spotlight Audio Visual Inc. @savi.av
Videography & Photography: Tristan Forbes @tris416, Kaizen Parcasio @ky.ze
CRUEL is a marketing agency located in Toronto’s garment district, we explore contemporary themes across commerce and culture, unroot deeper strategic narratives, and foster stronger connections through direct marketing, experience design, and integrated creative services. Founded in Montreal in 2013 as a university lifestyle platform, CRUEL quickly became a hub for young people to connect through events and social media. By 2015, it transformed into a full-service marketing agency, leveraging insights into youth culture to help brands thrive. Over the years, CRUEL has delivered award-winning campaigns developing experiential strategies for global brands. Known for blending creativity, technology, and grassroots authenticity, CRUEL bridges online and offline experiences to create impactful, human-centered connections that drive real world results. CRUEL makes digital interactions feel more human and real-world experiences more personal.
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