What I Do




I am a Writer, Creative Director, Director and Producer who has been active for more than 30 years (!)  My creative work in advertising for clients like my old friends at Sid Lee and others has included gigs for Cirque du Soleil, MGM Grand, adidas, Red Bull, McDonald’s, Michelin, Volkswagen, Samsung, and many more, and won me awards including Cannes Lion, Marketing, and Retail Architecture awards, among others. That work has been in print, on television, on radio, on the web, across social media, and in experiential marketing.

I am the author of two books, 20 Years Under the Sun, the authorized history of Cirque du Soleil, and Conversational Capital (with Bertrand Cesvet and Eric Alper.)

Beginning in 2007, I began directing and producing  videos for clients including Aldo, Cirque du Soleil, Aeroplan, and others, as well as my short film with Jesko von Den Steinen and Les 7 doigts de la main, CORPS. You can see my reel here. (Links to more recent, password-protected videos are available on request.)

I became a Creative Director in large-scale, international events and installations beginning in 2006, in collaboration with friends clients including Circo de Bakuza, gsm Project, Aedifica, and Moment Factory. These include the Dubai International Film Festival, two Bell galas, a museum in Amsterdam for the Ajax soccer team, the Red Bull X-Fighters show at the Calgary Saddle Dome, an arena show at Toronto’s Air Canada Center for Canadian Tire, and opening ceremonies for the UEFA Champions League finals and Euro Cup tournaments (as well as the closing ceremonies for the latter.)

From  1994 to 2000, in partnership with director-cinematographer Jacob Potashnik, I  co-produced, performed in, wrote and scored art films including  Spotting Layton, Leonard, Light My Cigarette, The Love Rack and Dancing About Architecture , as well as In the Cooler, a follow-up film in 2012. That work led me to write a feature film adaptation of Leonard Cohen’s Beautiful Losers (with Jacob Potashnik) for Cinémaginaire and Universal Polygram, as well as The Love Rack, a film noir set in Cuba (also with Jacob,) Kabbadi, with Amerique Films, and The Human Fly. I acquired the rights to The Human Fly character and back-story, and have Fly-related projects in development.

In addition to my film work, I have written trailers for Ubisoft games including Far Cry, Driver:San Fransisco, Tom Clancy’s Rainbow 6,and Osiris (formerly Prince of Persia,) and the James Cameron/Cirque du Soleil project World’s Away. In 2017, I wrote and voiced two Cirque du Soleil Youtube series.

In 2007, I began working closely with Moishes, a Montreal restaurant institution and retail brand celebrating its 80th birthday in 2018. My work has included re-defining the brand for a new audience across all media and digital platforms, and at the restaurant itself.

My collaborations on architectural projects with Aedifica have included the design of the poker rooms at the Montreal Casino and Casino Lac Leamy, as well as the development of the award-winning SNACKBOX in New York’s Times Square. More recently, we came with an intriguing plan to incorporate Montreal’s first generation metro cars into a building complex.

I have been collaborating closely with C2 Montreal since the creation of the award-winning conference on creativity and commerce, in many capacities. As the director and host of video content for the event, I have had the pleasure of interviewing Alec Baldwin, Martha Stewart, André Agassi, James Cameron, Muhammed Yunus, and many others.

And that is just scratching the surface. The fun thing is,  I am just getting started.

I can be contacted at tony@tonybabinski.com