Last night some of our team went down to Toronto for Drake. And some of us went for the projections. I will let you guess which camp we were in.
We all thought it was going to be one album. Drake had been teasing Iceman for weeks, the ice sculpture in the parking lot, the hidden release date buried inside it, the whole city buzzing. Then the livestream dropped, Drake cruised around Toronto previewing tracks, and then came the real bombshell. He was not just dropping Iceman. He was dropping three albums at once: Iceman, Maid of Honour, and Habibti.
The CN Tower had already turned blue hours before midnight. Over two and a half million lumens of light output, 138 million pixels, eleven media servers synced over air fibre, all pointed at one of the most recognizable structures on earth. Then the clock hit midnight, the albums dropped, fireworks exploded over the waterfront, and Toronto completely lost its mind.
Our team was right there in the middle of all of it.
Through the spring leaves · Toronto
And as a company that executes large scale landmark projections, we have to be honest. We were completely obsessed. Kudos to the activation team behind this. The execution was flawless.
What this medium is supposed to feel like
You take a structure that an entire city has looked at their whole lives and you transform it into something they have never seen before. You do not ask for attention. You do not compete with a scroll. You just exist, enormous and undeniable, in a place people are already looking. That is the philosophy behind landmark projection and it is something we understand at Forty North Media because we do it ourselves.
Left: CN Tower with white tulips · Right: The projection rig up close
Look at those scaffolding rigs. Look at the angle of those light beams cutting across the Toronto skyline. That is not a button you press. That is planning, permits, engineering, and technical execution by people who understand light, architecture, and storytelling all at the same time. Our team saw all of it up close last night and came home fired up.
What we do
Forty North Media has executed landmark projections across New York City, including the Brooklyn Bridge, Grand Central Terminal, and the Verizon Building, and we are expanding our footprint every single season. Tell us where in the world your brand needs to be seen and we will make it happen. A cathedral in Rome. A bridge in Tokyo. The Burj Khalifa in Dubai. A landmark in London. We are not limited by geography. We are limited only by imagination.
Where we activate
The right structure, in the right city, with the right creative, stops an entire country in its tracks. That is what we saw last night in Toronto. That is what we deliver for our clients.
The observation pod · CN Tower, Toronto
If you watched what happened in Toronto last night and thought I want that for my brand, my launch, my moment, that conversation starts with us.
We make brands impossible to ignore. Anywhere in the world.