When Toronto creatives felt left in the dust after the closure of a popular studio space, Cadillac Fairview and North Strategic stepped in. The “Streaming at CF” experience offered a dedicated storytelling space for content creators, celebrities and YouTubers. It also served as an opportunity for increased foot traffic at the CF Toronto Eaton Centre, a creative strategy to compete with the growth of e-commerce. Over a two-week period, North Strategic built a fully operational studio with an accompanying lounge area for Eaton Centre visitors to watch the creative process in real-time. North attracted recognizable talent to participate, which engaged a younger market and generated highly shareable moments. It was a success online with millions of digital impressions and contributed to thousands of dollars in merchandise sales at the launch event alone.