ASSIGNMENTS
Anti-Chef
Helping a YouTube creator build beyond YouTube.
Jamie Tracey built a large and loyal audience as Anti-Chef on YouTube. As his popularity grew, he wanted to expand his reach beyond YouTube and create a brand that could open the door to new media opportunities, partnerships and projects.
We started by auditing his messaging through a journalistic lens. We developed a brand tagline and messaging that reflected who Jamie is and what ANTI-CHEF stands for, then wrote his founder story and managed the creation of his website. We also developed a media kit, including a sizzle reel, and identified the strongest narratives to pitch journalists, producers and podcast hosts.
With that foundation in place, we led his earned media strategy, securing podcast appearances, a cooking segment on CTV's The Social, and a feature in Toronto Life. The result was a cohesive brand and media presence that extended far beyond his YouTube channel.
“As a content creator with an audience primarily on YouTube, I wanted to explore other ways of getting my name out there. I brought on Ingrid and Andrea at That Tracks to help expand my reach.
With a clear plan and timeline, they assisted in getting my website launched, securing multiple podcast interviews, a spot on national television with The Social, and a published interview with Toronto Life. Their expertise and professionalism were invaluable in helping grow my business in new and exciting ways. I wouldn't hesitate to work with them again."
JAMIE TRACEY
Anti-Chef
Conundrum Confidential
“an original, fresh concept that redefined our 25th anniversary.”
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] brought together an exceptionally skilled team and managed a complex, multi-format production with confidence, creativity, and precision.
LORNE STEPHENSON
SVP & Partner, Conundrum Capital Corporation
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.
“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
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.
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.
Armagh House
“It not only tells our story; it honours it.”
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.
We interviewed 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.
Walmart Canada
“highly engaging, fun and very useful.”
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.