Toronto’s tourism marketer Destination Toronto continues its travelogue campaign “You Gotta See What We See” with two of the city’s proudest creators.
Toronto-born Julien Christian Lutz, an iconic music video director professionally known as Director X, has worked with Drake, Rihanna, Rosalia, and Kendrick Lamar, among many more. He conceptualized and directed the short film, inviting Mustafa, a Juno Award-winning poet, singer, and songwriter from Toronto to lend his distinctive voice and prose to the spot, describing the city as a “doorway to identity.” Using a split-screen technique, the film pairs complementary perspectives of the city’s offerings and heritage.
Together, through their personal lens they share their hometown pride. “Toronto is a special city,” says Lutz. “We have a truly multicultural city. We live WITH each other, not just beside. Our friendships, experiences, and lives are mixed in ways other cities are not. The people who live here love this place and we want the people who visit to love it too. I made this film speaking to that love and duality.” Watch below:
REELated:
Toronto-based Fela, which Lutz co-founded with partner Taj Critchlow, produced the film. A culture-defining brand that celebrates inclusion and diversity, Fela specializes in making cutting-edge content including music videos, commercials, documentaries, and films.
Their core strength is having the innate ability to tell cultural stories authentically while being a voice for the unheard and underrepresented.
CREDITS:
PRODUCTION COMPANY: FELA
- Director: Director X
- Written & Performed By: Mustafa
- B Unit Director: Kit Weyman
- Executive Producer: Taj Critchlow
- Executive Producer/Producer: Fuliane Petikyan
- COO: Dean Rosen
- Head of Production: Amir Karimi
- Integrated Producer: Mikayla Fasullo
AGENCY: BENSIMON BYRNE
- Creative Director: Lorne Covant
- Associate Creative Director: Ana Segurajauregui
- Art Director: Nina Hang
- Copywriter: Megan Radisa
- VP, Client Services: Laura Robinson
- Account Director: Kylee Berensci
- PMO Director: Jordan Lane
- Senior Project Manager: Jennifer Guth
- Producer: Katie Link
- Producer: Matt Wiele
POST
Editor: Nick Yumul – nimiopere
Colorist: Dave Hussey – Company 3
VFX: Sergii Mashevskyi – Cameo FX
Sound Design & Music Comp: OSO Audio
