AMAZON x NBO
Tennis Activation
Toronto, ontario
Scope:
Branded Experience Design · Spatial Planning & Experience Zoning · Event Styling · Guest Coordination · Sponsor & Product Integration · Content Production Support · Talent & Staffing Coordination · Logistics & Production Management · Food & Beverage Direction
Amazon Canada brought BLD and BLD Collective in to bring its presence at the National Bank Open, not as a single build, but across two activations designed for two different energies. This wasn't standard event production. BLD approached the brief as a spatial problem twice over: how do you give courtside creators a room to slow down in, and a separate room to get loud in, without either one feeling like the other's leftovers? Every zone in both spaces was designed around that split.
Two activations, one campaign,
built for two different energies.
built for two different energies.
- A content-designed environment in both activations meant every photo and video captured extended the campaign organically across creator channels.
- Sponsor integration of L'Oréal, Biolage, Garnier, Thayers, Mio, and Newell was built into the spatial experience rather than placed as signage, increasing visibility and authenticity of brand placement.
- Splitting the activation into two distinct formats gave Amazon two different creator behaviours to capture from a single campaign weekend.
- The scope demonstrates BLD's capability to run multi-site, multi-day branded activations for enterprise clients, beyond a single-activation build.
A high-energy, participatory creator experience built around Leylah Fernandez, designed to get creators involved rather than watching from the sidelines.
- Serving Challenge
Led by Leylah Fernandez herself, the centrepiece moment of the activation. - DJ Booth & F&B
Full spread and DJ booth built and run by BLD Collective. - Photobooth Station
A branded, personalizable content moment built by BLD Collective for Newell. - Sponsor Activation Stations
Individually designed zones for each brand: L'Oréal recovery lounge, Biolage popsicle station, Garnier juice bar, Thayers display, and Mio hydration station.
Courtside with Leylah Fernandez
The Suite Experience
- A hospitality-led activation set inside a private suite, giving creators a courtside view alongside a space built for easy, high-quality content across day and evening sessions.
- Photoshoot Area
A content-driven set within the suite, built and run by BLD Collective. - Product Display
A dedicated footprint for each sponsor brand, L'Oréal, Biolage, Garnier, Thayers, and Newellm, rather than a shared table, so guests engaged with one brand at a time.
