CONUNDRUM CONFIDENTIAL
Conundrum Capital Corporation engaged That Tracks Content to create a signature creative moment for its 25th anniversary celebration: A 12-minute cinematic brand film fully integrated with a live stage show, to be presented to an audience of more than 300 guests.
They wanted a 25th-anniversary video that was unconventional and memorable, rather than a standard corporate piece. And they wanted to surprise their audience and position themselves as a forward-thinking, innovative firm while honouring the company’s history and communicating key achievements. In short, they wanted to create a moment that would be remembered long after the event.
The project combined multiple formats: a scripted comedic narrative, a cinematic film, a live stage show, a live fireside chat, an AI-generated message, and a keepsake event video. All elements had to be cohesive, technically seamless, and creatively strong.
That Tracks Content developed and pitched three creative concepts. The winning idea was an investigative journalism parody that positioned Conundrum’s history as a story worth “investigating.” Comedy became the access point while preserving the credibility of the firm’s achievements.
We acted as producers and creative leads for the project, creating the concept, interviewing company founders about key moments over 25 years, balancing internal sensitivities, approving the script, casting the talent, and overseeing the full creative and production process.
We built and managed a multidisciplinary team that included comedy writers, a director, actors, extras, camera operators, production assistants, an editor, a graphics artist, makeup artists, and a photographer.
The reaction at the event was immediate and overwhelmingly positive. The film, stage show, and fireside chat became the defining moment of Conundrum’s 25th anniversary celebration and successfully positioned the firm as innovative, confident, and forward-thinking.
“That Tracks Content delivered an original, fresh concept that completely redefined how we approached our 25th anniversary. They brought together an exceptionally skilled team and managed a complex, multi-format production with confidence, creativity, and precision. It became the defining moment of our 25th anniversary and a truly unique experience that our clients and partners are still talking about.”
— Lorne Stephenson, SVP & Partner, Conundrum Capital Corporation
CBC The National’s Adrienne Arsenault profiles Universal Limbs
universal limbs
When we first spoke to Universal Limbs Foundation, we knew two things immediately: we wanted to work with this non-profit startup, and we could land it the earned media coverage it deserved.
The first step was refining and clarifying the message that would become its storytelling foundation. Inspired to act after watching the war in Gaza unfold, the founders decided to use their expertise in tech and development to help those in urgent need: the thousands of amputees, many of them children.
We interviewed the founders, crafted their origin story and gathered and validated the data and statistics essential to building trust with donors, collaborators, and journalists.
With a pilot program already underway in Cairo, we developed the storylines, identified the key visual and narrative opportunities, and pitched exclusive access to CBC’s The National.
They deployed Chief Correspondent and Anchor of The National Adrienne Arsenault, to visit the pilot program, interview the founders, volunteers and patients, and shine a national spotlight on a Canadian charity at the beginning of its journey.
When we first met with Armagh House, it was immediately clear how passionate they were about their mission — helping survivors of abuse — and the future of their organization. They were doing amazing things. They had an ambitious, innovative vision. They just needed help showing it to the world.
We created a documentary-style video for Armagh House that captures the heart of their mission and the impact they have on women and children across Peel Region.
Our process was rooted in journalistic practice: interviewing stakeholders, organizational leaders, and former residents to understand Armagh’s history, purpose, and future. The result is an authentic, emotionally resonant short film that tells their story through the voices of the people at the heart of it.
THE PITCH IS DEAD: how to think like a newsroom
Walmart Canada faced a frustrating reality when pitching earned media: lukewarm responses — or, worse, crickets — nothing at all.
They saw the value in our newsroom-led approach and brought us in to deliver a customized training course.
The Pitch is Dead: How to Think Like a Newsroom is an interactive workshop designed to teach communications and PR teams how to shape narratives that grab the attention of journalists — and get a response.
We spent years as newsroom decision-makers, saying ‘no’ to post pitches and ‘yes’ to a few.
We reverse-engineered our experience and instincts to create a course that teaches teams how to craft better pitches, how to position themselves as the solution to journalists’ problems, and identify the story archetypes editors can’t resist.
MYBOO came to us with a bamboo clothing line and a vision. We helped shape it into a brand by grounding everything in the founders’ own story.
Through deep interviews, we uncovered the motivations, values, and purpose at the heart of the company — and turned that into a brand with real soul.
We also created a full library of AI-generated images for their website, enabling them to launch beautifully, on time, and on budget.
As they put it: “We highly recommend working with That Tracks Content.”
~Micha and Ganesh, Co-Founders, MYBOO
“We reached out to Ingrid and Andrea to help with our website images, and to bring out ‘our story’ that was pivotal for a successful launch.
While the timelines were challenging, they thoroughly understood our requirements and delivered high-quality work along with valuable insights in a timely manner.
We highly recommend working with ‘That Tracks Content’ and look forward to future collaborations.”
Launching EH!, Canada’s first social network, was no small task.
Branding, positioning, taglines, media coverage—everything was on the table.
We built the brand from the ground up and secured significant coverage: a national radio interview on the Alex Pierson Show and a national online feature in The Logic.
“As a new company building a community-first Canadian social platform, finding the right voice was essential, and That Tracks Content helped us find it.
Their work helped shape the tone of EH! in a way that felt authentic, thoughtful and uniquely us, and led to meaningful earned media coverage that helped put our brand on the map.“
~ Jessica Glowacki, Founder, EH!
“AI destroyed the voice of my brand.”
Aspen Peggs, founder of Northern Primrose—a Canadian company specializing in virtual assistants—came to us for help. She needed her website rewritten to sound like her again.
Putting on our journalist hats, we interviewed Aspen to understand what motivates her, drives her decisions, and shapes her vision.
Only then could we get back to the fundamentals of storytelling, find her voice, and rewrite her website to reflect the Northern Primrose brand.
~Aspen Peggs, Founder & CEO, Northern Primrose
“Updating our website copy with That Tracks Content was a seamless experience.
We appreciate when people focus on efficiency and this experience will have us recommending them to anyone who needs content and brand vision.
Their approach was well-organized and they kept communication clear at every stage. They took the time to understand Northern Primrose and delivered copy that genuinely reflects our brand's personality and values.
The entire process felt smooth and stress-free. If you need a content partner who listens, understands your vision, and delivers exceptional results, we highly recommend That Tracks Content!”