the business challenge

Mastercard wanted to deepen its connection with Toronto beyond traditional sponsorships and ads — bringing “Priceless” to life in a way that felt authentically local, showcased the city’s cultural energy, and supported creators.

In partnership with Sceneopolis, the brief was to design a scalable platform that blended culture and commerce, drove local engagement, and spotlighted Toronto talent — all aligned with Mastercard’s lifestyle and experiential strategy.

the solution

We created inTO Series — a city-wide program of events and content celebrating Toronto’s most inspiring creators, venues, and neighbourhoods, “brought to you by Mastercard.”

Featured voices included TIFF’s Cameron Bailey, Broken Social Scene’s Brendan Canning & Justin Peroff, The Satellites and CityTV’s Mary Kitchen.

What it looked like

• Curated events across Queen West, Distillery District, Liberty Village — mixing live performance, culinary storytelling, and neighbourhood exploration.

• Collaborations with local businesses and artisans to generate real economic impact.

• Exclusive cardholder access and Priceless-style moments.

• Integrated content + influencer plan to amplify across social, earned, and partner media.

the resultS

• Positioned Mastercard as a champion of local creativity and a model for brand–city collaboration.

• Strengthened Priceless Cities in Canada through authentic, on-the-ground activation.

• Delivered strong on-site engagement and digital amplification across channels.

• Elevated Toronto’s cultural narrative by showcasing innovators and entrepreneurs to a national audience.

• inTO Series became both a civic love letter and a case study in meaningful localization for a global brand.

our role

As Producer and Cultural Strategist, I was responsible for:

Concept development and experiential design of the inTO Series

End-to-end production and creative oversight

Partner and stakeholder alignment across Mastercard, agency teams, and local businesses

Talent and programming curation (music, culinary, cultural)

Media, influencer, and community relations

Through a mix of creative vision, strategic execution, and civic empathy, I helped Mastercard turn “Priceless” into a lived Toronto experience — one that celebrated belonging, culture, and the power of local connection.