the business challenge

Toronto’s cultural brand was due for a reawakening. Despite its world-class talent, venues, and creative community, the city’s artistic pulse wasn’t being felt on the global stage the way it deserved.

The challenge was to reignite that perception — to prove that Toronto is not just a host city, but a creator of world-class artistic moments. To do so, we needed to attract globally revered talent who could view Toronto as a vibrant, open canvas — a place where bold creative visions could come to life.

At the same time, the initiative needed to inspire new audiences, energize local talent, and generate powerful media and tourism momentum during one of the most competitive cultural moments of the year.

the solution

We brought together acclaimed actor and filmmaker Woody Harrelson to direct This Is Our Youth in Toronto — a bold move that blended Hollywood pedigree with homegrown theatre excellence.

The production became a rare collaboration between international celebrity, Canadian theatre professionals, and civic partners.

Through inventive marketing and authentic storytelling, the show transcended a typical stage run — it became a city-wide cultural event.

Key elements included:

A unified multi-stakeholder partnership across public and private sectors

Strategic media positioning during TIFF season

Immersive community engagement and cross-promotion with hospitality, tourism, and arts networks

the resultS

• The production delivered a breakthrough moment for Toronto’s independent theatre scene — fusing star power, artistic excellence, and commercial success into a city-wide cultural event.

• Record ticket sales for a mid-size commercial production in Toronto, with a near to sold-out run and unprecedented audience demand

• Generated 150M+ earned media impressions across major outlets including The New York Times, Variety, BBC, The Globe and Mail, Toronto Star, ET Canada, and CBC Arts

• Boosted local hospitality and tourism, with nearby restaurants and hotels reporting week-over-week traffic increases during the engagement window

• Elevated Toronto’s global arts profile, attracting international press and renewed creative investment interest in the city’s theatre ecosystem

• Earned critical acclaim and multiple award nominations, widely hailed as a “benchmark for independent theatre in Canada.”

“A phenomenon that reignited Toronto’s creative confidence.” — Toronto Star

“Proof that bold theatre can still move the cultural needle.” — The Globe and Mail

“One of the best creative experiences of my career.” — Woody Harrelson

our role

As one of the local producers, Marcello Cabezas was instrumental in every phase —

Pitching and persuading Woody Harrelson and the creative team to bring the project to Toronto

Overseeing creative development, marketing, and community partnerships

Managing stakeholder relationships and ensuring seamless production execution

The result was more than a play — it was a cultural milestone that positioned Toronto as a creative force with global reach.

Bullet for Adolf

The Business Challenge

Toronto’s theatre scene needed a bold, contemporary production that could capture mainstream attention and demonstrate the city’s ability to incubate original, globally exportable work.

Woody Harrelson was searching for a city that could spark creativity — a place where he could develop a new play inspired by a defining summer in his life, just before he landed Cheers. He wanted an environment that felt authentic and alive, surrounded by fearless, vibrant artists who could help bring his vision to life.

The challenge was to create a production that broke through traditional theatre audiences, drew new demographics into live performance, and positioned Toronto as a launchpad for world-class creative collaboration.

The Solution

We co-produced Bullet for Adolf — a raw, fast-paced, and highly original play co-written and directed by Woody Harrelson.

The production brought Hollywood star power together with Toronto’s homegrown creative talent, leveraging the city’s energy as both a workshop and a proving ground for Broadway-calibre storytelling.

Through sharp creative direction, community buzz, and strategic partnerships, the Toronto run became a cultural flashpoint that bridged indie theatre and pop-culture relevance.

The Results

The show’s Toronto engagement sold out, attracted extensive local and international media coverage, and was hailed as a cultural milestone.

Its success led directly to an Off-Broadway transfer — a rare achievement for a Canadian-originating production.

The project elevated Toronto’s reputation as a breeding ground for bold, globally minded theatre and validated the city’s creative ecosystem as one that can attract and sustain world-renowned talent.

Our Role

As co-producers, we led the creative, operational, and promotional framework that brought Bullet for Adolf to life.

Our responsibilities included budgeting and financing structure, casting, marketing and PR strategy, event and production management, and talent/VIP relations.

We acted as the connective tissue between Hollywood and Toronto’s theatre community — ensuring artistic integrity, flawless execution, and a launch that showcased Toronto’s creative confidence on a global stage.