My favourite project this year was producing and distributing the public service announcement for Procure Canada in collaboration with their agency Spectrum Advisors, one of our long-standing clients. Building lasting relationships with our clients is a key part of our DNA at Toast, and it’s the reason we’ve had so many loyal clients over the years. This project featured two NHL icons: Wendel Clark of the Toronto Maple Leafs and Guy Carbonneau of the Montreal Canadiens.

It was one of the rare occasions where I developed the project, and I also had the chance to work with the production team on set. It was a wonderful experience to help our client on a project with two of my childhood sports heroes in support an important cause and to raise awareness among their target audience.

It was such a pleasure to work on redesigning the visual identity of the Trans Canada Trail’s Great Canadian Hike challenge. We had an ambitious goal: revamp the image of the Great Canadian Hike, propose a creative, bold, and inclusive approach, and heighten the visibility of the Trans Canada Trail, while maintaining strong ties between the two identities. We’re really happy with the end result!

I had never received such lovely compliments: Huge thanks — the GCH brand is a hit, just a quick note to say: you nailed it. Thanks again for being such fantastic collaborators. You made our jobs easier — and our campaign stronger.

In production, we often start out with an idea that looks great on paper and we can picture the end result—then reality hits.

In this case, there were a thousand logistical and budgetary constraints. We were creating a documentary for the ROC—without being able to film outside Montreal. Necessity is the mother of invention!

Despite the challenges, everyone went into let’s-make-it-happen mode for this project. Proof positive that when everyone pulls in the same direction, a team can deliver something truly exceptional.

From design to execution, everything was in sync: we had a clear vision, consistent tone, and knew exactly what story we wanted to tell with this series.

In terms of content, the casting was spot on. The host was enthusiastic, the guests had real-life stories to tell, and everything really landed from beginning to end.

The editing process settled into a good flow, and the graphic design gave the series a real visual identity.

The result? A production we’re proud of—plus social listening KPIs that exceeded our expectations!

In short, it was an intense, energizing adventure where everyone really rolled up their sleeves, and it showed in the final product.

If I had to pick a favourite project for this year, it would definitely be redesigning the corporate branding strategy for Lassonde, one of Quebec’s crown jewels that has put its brand portfolio front and centre for a long time. Over the past few years, I’ve had the opportunity to assemble and lead our team of strategic and creative experts on this project, whose goal has been to help Lassonde redefine its brand storytelling and finally shine as a brand in its own right.

This year, all those hours of planning came to fruition in spectacular fashion as we delivered our strategic plans and a completely revamped and up-to-date brand guide.

To produce the brand guide, we got to work with a local illustrator, Thaïla Khampo, to bring our strategic vision for the brand to life in images. I really enjoyed the creative collaboration experience (a first for me with illustration).

My favourite project is the CMF’s (Canada Media Fund) MADE | NOUS initiative, because I got to coordinate an amazing creative team to draw up a monthly posting calendar from start to finish. The client gave us free rein on what topics we covered and how we approached them visually. That allowed us to get really creative. It was a breath of fresh air.

The moment that stood out to me the most was when we started doing red carpet interviews at the premieres of Quebec and Canadian films and series during film festivals. Writing questions, getting to ask them in person to actors and directors, and then seeing and giving feedback on the final edit made the project feel really tangible and exciting.

This year, we had the opportunity to create a promotional campaign to announce the new non-stop flights from Quebec City to Martinique. We developed a relationship with a new partner—Quebec City’s Jean Lesage International Airport—and created connections with local media, all to help beautiful Martinique shine in a new market. It’s been such a pleasure to see this campaign come to life in my town!

The year 2025 was our third year of working on social media content strategy with Ungava Spirits Co. We’ve built up a strong sense of trust with the client.

During winter and spring, we rolled out several of our reel-format video content projects filmed in the fall of 2024. It was the first year that we promoted nearly 90% of the content created by our team.

The combined strength of our renewed creativity and 2024 performance analytics enabled us to hit a bullseye. We generated outstanding performances on the Instagram and Facebook pages of Ungava gin and Cabot Trail in particular. People have been sharing our recipe ideas and commenting on and saving our content in droves.

Ungava Spirits Co. is developing several new products. The brands are really gaining momentum in Quebec and Ontario. It’s really motivating to be part of this success story of our local economy! I can’t wait to see what 2026 has in store for us with this project.

The content strategy consulting project for Centraide of Greater Montreal was my favourite project of the year, because I got to put together a passionate and experienced team while supporting a cause that’s close to my heart and incredibly relevant right now. The goal wasn’t to provide specific strategic deliverables, but rather to work together to take their content ecosystem to the next level. To achieve that goal, we collaborated for several months through a series of consulting sessions that were carefully curated and designed to address top-priority needs. That approach ended up being highly effective in transforming a strategic vision into a concrete roadmap.

What stood out most for me was the energy and flow of the conversations we had during our last consulting session. During that meeting, we drew up a list of social-first trends to potentially run with or adapt to Centraide’s brand voice.

Is this a definite “Go”?
👉 Let’s jump on this trend, because it fits with our brand and will resonate with our audiences.

Is this a cautious “Go”?
👉 Let’s change certain aspects and keep some caveats in mind.

Or is this a “No-Go” and clearly misaligned?
👉 Let’s put that idea aside. From coming up with ideas, to designing and working through real examples, to tackling the big questions, it’s safe to say we nailed that brainstorming session!

At first, the Custom.MT project was a little intimidating. With so many possibilities and features, I felt like I was facing an unclimbable mountain. But after lots of testing, it’s become an indispensable tool that’s part of daily life for a number of people at work. I rarely get to see my work making such a clear impact. It’s super satisfying!

We’ve been working with Naître et grandir for several years now, but now that I’m a new mom, their mission resonates with me on a much more personal level. I visit their website very regularly for a myriad of reasons, so it’s always a pleasure when Pascale gets in touch to ask us to translate new content or update previously translated articles!

Plus, the projects we work on are quite varied. We often take on multilingual projects, which is a nice change of pace from our usual routine. It’s also wonderful to see that Naître et grandir wants to reach as many families as possible, no matter what language they speak.

For me, it’s a winning combination: a contact person who’s an absolute pleasure to work with virtually, plus interesting, relevant, and accessible content that’s always written in a way that families don’t feel judged, while providing them with important information. Finally, there’s lots of variety in the projects!

This non-profit works to prevent psychological distress among young people ages 11 to 18 through its awareness programs. I’ve always had a soft spot for organizations that are taking concrete steps towards improving society and the well-being of the community.

We started working with them this spring doing into-English adaptation and translation projects, and it’s been a real pleasure right out of the gate. Honestly, we were happy every time we got an email from them!

Over time, we’ve had the chance to meet people from different departments within the foundation, which has made working together even more enjoyable. Since the organization is growing fast, we’re really happy to be supporting them and to be a linguistic resource they can count on to help move their projects forward.

Without a doubt, translating documents for the Brain Canada Foundation. My mother died very young of a brain tumour, and by working for this organization, I feel like I’m contributing to work that’s fuelling research into diseases and disorders affecting the brain.

My favourite project of the year is the one with Fondation Jeunes en tête. I find their mission to prevent psychological distress among young people in Quebec very inspiring.

My favourite project of the year is definitely Alloprof pédago, because it lets me tap into my passion for learning and have a real, positive impact on young people in Quebec. We translate tools to support students in history, math, and much more. There’s something new every day!

As a translator, I handle a variety of projects every day, but the one that stood out for me this year was the video narration for OASIS immersion’s Amplified experience. I prefer (by far) working on texts for the general public that require creativity, so I had a blast developing the French version, drawing on the spirit and vocabulary of rock music to really immerse people in the experience. I hope they had as much fun watching the video as I did adapting it!

My favourite projects of the year are the ones from Trans Canada Trail. I find it enjoyable and inspiring to translate texts for an organization that promotes better access to nature and encourages people to get active outdoors.

After almost a year in production, a series of hiatuses, a few design adjustments, and a lot of sorting through content, we finalized Apetito’s Meals on Wheels brochure in 2025. It was a huge job in terms of both production and management to produce a 28-page menu. The main assignment was to recreate the existing brochure in a more visual way, improving readability and making it easier to understand for the target audience: seniors. What makes this project my favourite is that we managed to put more intention into this underestimated document and create a better tool for people in vulnerable situations. It was a project that looked simple but was complex to execute, and it will remain one of the most memorable projects of 2025 for me.

I really enjoyed working on the Quipoquiz project. It had all the ingredients of an exciting project: a vibrant visual environment, content packed with rare and unusual facts, and a mission to share general knowledge through gameplay. Then top it all off with a real dream team—what more could you want?

This year, I’ve had a lot of fun working on the Mattel Brick Shop Hot Wheels playbooks. It gave me the opportunity to explore advanced features in Adobe InDesign that I don’t usually use, or use very little. Plus, I almost felt like I was playing with Brick Shop blocks!

Ricardo is the benchmark on the Web in more ways than one! So we were really happy to be able to share our “recipe” and help raise the brand’s profile on MSN. It’s a strong business relationship that’s taking shape bit by bit, and we can’t wait to see where our collaboration might lead in 2026.

On this two-year project, I had the chance to write thousands of questions for the video game adaptation of the TV game show Qui Veut Gagner des Millions (the French-language version of Who Wants to be a Millionaire). Knowing that so many people of all ages might end up laughing at my silly jokes and/or tearing their hair out over my trick questions brings me a lot of joy. :)

Having the chance to work on the Allofrançais project has been a real pleasure for me this year. Being involved, primarily, in creating French learning pathways is a motivating mission—not just because of the exciting daily challenge of creating all kinds of different content, but especially for its main goal: making the work of education specialists easier and supporting students in Quebec as they learn French as their first language. It’s a real honour for me and for the whole team we’ve put together to support Alloprof on this fantastic project!

For the past few years, I’ve been working as a producer of French-language educational content for Alloprof. That means I got to be part of the early stages of the Allofrançais project and be involved in developing it right from the start. It’s been wonderful to see it finally taking shape little by little!

My favourite project of 2025 isn’t a project in the traditional sense, but a collective journey. The team’s ability to question long-standing methods, adapt to changes, and become more agile over the course of the year has been incredibly motivating. Our collective progress has strengthened our efficiency, teamwork, and confidence when facing challenges, and it’s a perfect demonstration of what makes our team so strong.

What really fired me up this year was the project we launched with BRP, which leveraged the expertise of both Espresso and Toast’s talented teams. We did a deep dive into GEO and the impact of AI on content discoverability, drawing on our strengths in copywriting and content creation. The project has been an excellent example of how two complementary teams can join forces for the benefit of our clients.

What sparked my interest right off the bat was the sheer scope of the project and the challenge it represented. Putting together a team of more than 10 people to create educational content and making sure everything ran smoothly was a challenge in itself. Then, what interested me was the diversity of new services and needs that were added. And it was all for a team (the Alloprof team) and a project (learning French) that are probably among the most interesting we’ve ever gotten to work on.

When we had to revise our proposal because the client had changed the call for tenders AFTER the closing date (hugely frustrating), when we had to put a team together to handle motion design video production—even though that wasn’t part of the initial assignment, when we invited the client and their team to come to the office for an expanded kick-off meeting...

In the end, I think it’s discovering a whole new facet of the content production world... educational content. It’s a new area for us, and I think we’ll be putting that new expertise to good use over the next few years.

And to top it all off, this project meant we got to welcome Bianca to our team. ;-)

It’s not a client project, but it’s still a major undertaking. For me, the merger between Espresso and Toast was a fantastic challenge and made a big impact on my year in 2025—I’m sure it will shape the years to come as well! It’s been an experience that’s enabled me to learn and acquire new skills as the months have gone by. I’ve been focusing on how the company and teams operate, the company culture, our shared HR policies, strategic vision, and more. All of this has been new to me after spending 10 years managing projects and client accounts! I’m looking forward to tackling the next steps with the team. :)

I’m especially pleased with the strategic planning we did at the end of the year, setting us up nicely for what’s next. It was a great experience, with lots of reflection and idea sharing! No doubt because we were well supported. :)

I loved developing internal tools using a no-code platform. It was so much fun. I found it really exciting to work with in-house team members to understand their needs on a specific project, create the platform, see it rapidly taking shape, develop it further, and be able to adapt it to their ideas and goals on the go. It opens up the possibility of creating “customized” apps at a reasonable price (but it takes a lot of time!)