“Even if you fall on your face, you’re still moving forward.”
— Gilles Villeneuve
This collaboration started with an old photo.
A frozen moment
@mastercookoo (Melanie) and Christian pulled from Gilles’ family album — the coldest race in Montréal history, a tuque, a victory, a city holding its breath.
From that image, the idea was clear:
Two Montréal legends. One shared memory.
Reconnecting with the Montreal Canadiens felt natural. The right stage revealed itself instantly — La Soirée Québécoise. There was no better night to bring these two icons together.
Designing and manufacturing this capsule in such a short period of time was intense. But when the story is real, the direction becomes clear. Working alongside
@philcossette on the creatives and
@abg.work and the art direction was a real pleasure. The Canadiens team delivered at a high level. As
@lumasaman says: divide and conquer. Execution was flawless.
What has driven me for 27 years — and what continues to drive my success — is bringing authenticity to collaborations and stories. Not forcing narratives. Revealing them.
Thank you Mélanie for the trust — for allowing bold ideas to breathe.
And thank you
@jfdumais for that one text message that set everything in motion.
Constant elevation.
Vers le haut.
99 till infinity
