Working with the MSSM team, we designed and digitized mural artwork for the activation booth at TIFF’s opening night. The activation was created to celebrate Still Single, a documentary about 2-Michelin Star Chef Masaki Saito directed by Jamal Burger and Jukan Tateisi, which was selected to premiere at the Toronto International Film Festival. The booth, located on King Street, offered free Omakase-style sushi prepared by Chef Saito. Planning and coordination with Makers, Clockwork Productions, and Quintessential Co. spanned nearly two months.
After multiple design iterations, the final concept resembled a traditional Japanese street food stall, 60 feet long by 10 feet deep, with capacity for 10 chefs serving groups of up to three. A canopy roof with an 18-inch flap front and back showcased our panoramic artwork inspired by MSSM Yorkville and Edmonton restaurants.
The main challenge was vectorizing the Yorkville mural, originally hand-drawn. Photographer Danny Yu captured the piece with his medium-format camera, but despite the high-resolution file, we had to redraw the entire 70-foot mural by hand in layered vector form. This ensured razor-sharp reproduction for print production.
Design production and fabrication by Quintessential Co.
Creative direction and artwork production by Chairman Ting
