CANADA GOOSE
AT SUNDANCE
Canada Goose’s relationship with film began long before Sundance.
For years, film crews working through brutal Canadian winters relied on the brand’s parkas for warmth on location, earning Canada Goose a reputation as the unofficial jacket of film crews everywhere it’s cold.
That relationship started below the line — with the people spending long hours behind the camera in conditions where the product had a genuine job to do.
FROM CREW TO CAST: THE MYSTIQUE PARKA
During the filming of X2, Canada Goose created a custom full-length parka for Rebecca Romijn, who needed warmth between takes while playing Mystique.
The design proved compelling enough to move beyond the film set and ultimately became part of the brand’s main product line.
Julianne Moore, Ethan Hawke, and Crew on the set of Maggie's Plan
Build the place
A home on main street
Each year began with the physical environment.
Working closely with the production partner, I helped lead the development of Canada Goose Basecamp — translating the brand’s priorities for that year’s festival into the concept, buildout and storytelling within the space.
That meant thinking beyond what the venue looked like to what happened inside it: how guests moved through the environment, how product and brand stories appeared, what programming belonged there, and how the experience could evolve year over year while remaining recognizably Canada Goose.
The production partner handled the fabrication and operational execution required to bring the venue to life; my role on the brand side was helping define the experience we wanted to create and working collaboratively through its execution.
PROGRAM THE CULTURE
GIVE THE VENUE A REASON TO EXIST
A beautiful space wasn’t enough.
I worked with the Sundance team and external media partners to develop programming that connected Canada Goose to the conversations already happening within independent film — bringing filmmakers, actors, journalists and cultural voices into Basecamp.
Partnerships with IndieWire and The Atlantic helped turn the venue into a place for conversation and community, not simply hospitality.
The venue became a platform for the stories surrounding the films — not just the films themselves.
INDIEWIRE — FEMALE FILMMAKERS
One recurring expression was the IndieWire Female Filmmakers Dinner, bringing together women directors premiering work at Sundance.
THE ATLANTIC — CONVERSATIONS FROM THE FESTIVAL
The Atlantic partnership brought editorial conversations directly into Basecamp.
Programming included conversations with Julia Garner and Kitty Green, Radha Blank and Lena Waithe, and Gloria Steinem and Julie Taymor.
The director's suite
Serving the people behind the films
Alongside Basecamp, the Director's Suite created a dedicated environment for the filmmaking community itself.
Through Canada Goose's partnership with Sundance, festival directors and jurors received official jackets created specifically for them — extending a relationship with filmmakers that had begun decades earlier on cold-weather film sets.
The experience was designed as more than gifting. An adjoining content studio allowed us to capture filmmakers and cultural figures as they moved through the festival, creating timely original content around the people shaping Sundance.
FROM INFLUENCER TRIP TO CREATOR CORRESPONDENT.
reece feldman @guywithamoviecamera
In 2023, I chose to experiment with a new creator model.
Canada Goose had already built a successful history of bringing creators to Sundance to experience the festival and generate social coverage. That format worked — but I saw an opportunity to push the role of the creator further.
Rather than bringing a larger group of influencers to create parallel coverage, I concentrated the investment around Reece Feldman — @Guywithamoviecamera — a then emerging creator with distinctive credibility inside film culture.
The goal was depth over volume.
I led the partnership from negotiation through content development and approval, and worked to give Reece the kind of access that could produce something more substantive than traditional influencer content.
With festival press access, he moved beyond documenting the Canada Goose experience and into the festival itself — conducting red-carpet interviews with actors and filmmakers and creating content from the perspective of someone already fluent in the world Sundance represents.
THAT CHANGED THE CREATOR’S ROLE FROM GUEST TO CORRESPONDENT.
REECE FELDMAN photographed for the cut
DON’T SPONSOR CULTURE. EARN A PLACE WITHIN IT.
The strongest sponsorships don’t behave like sponsorships.
They create something useful for the community around them.
Across Sundance, I helped build Canada Goose’s physical experience, programming, creator strategy and communications, all working as part of the same platform: build a credible home within film culture, then give that world multiple ways to travel beyond Park City.