GSM Project partners (left to right) Eric Demay, François Bellehumeur, Erika Kiessner and Nathanaël Meyer are joined by Humanise Collective co-founder Sébastien Fauré. The firm’s new leadership have brought it into Humanise in what both parties are calling a “win-win” deal.

Montreal-based design and production firm GSM Project has become the latest company to join the Humanise Collective.

The firm, which specializes in creating immersive, narrative experiences and has in the past developed exhibitions for the Thomas Jefferson Foundation in Monticello, and worked with the Canadian Museum of History, Bank of Canada Museum and the National Museum of Singapore, is bringing its unique expertise into Humanise’s fold at a time when clients are seeking more “high-touch, immersive experiences,” says Sébastien Fauré, co-founder of the Humanise Collective and CEO of member agency Bleublancrouge.

“In that field, GSM is a world leader – they create fantastic narratives and immersive experiences,” he says. “There’s an opportunity for all of the clients of Humanise to tap into their knowledge and offer more immersive experiences for their brands.”

“The whole narrative – telling the story and the way you approach it and package it in a fresh new way – that’s something we have experience in and we’re bringing that craft to the brand world,” adds Eric Demay, executive producer at GSM. “There’s a lot of desire for that on the brand side, being able to tell their stories to their audiences in meaningful and connective ways.”

GSM and Bleublancrouge, specifically, have worked together in the past on immersive experiences for Lucasfilm properties, such as Star Wars Identities, which just wrapped up a 10-year world tour in Singapore, and Indiana Jones and the Adventure of Archeology. Through those collaborations, the agency and the collective found common ambition and values.

“We’re home-grown creative businesses. We’ve remained independent over the years, and managed to make our talent shine internationally,” explains Demay, who earlier this year took the helm at GSM, alongside partners François Bellehumeur, Erika Kiessner and Nathanaël Meyer.

By welcoming GSM into its fold, Humanise and the firm have achieved a “win-win deal,” Fauré says.

While GSM secures the support of Humanise and a wide array of skillsets from its seven other member agencies – Bleublancrouge, BrandBourg (which joined earlier this year), Fieldtrip, Glassroom, L’institut Idée, Tulipe and U92 – Humanise gains a foothold in new international markets, as well as the opportunity to work with new clients – especially within the cultural sector, where GSM has done a lot of its work, according to Demay. GSM has also worked in Europe, the Middle East and Asia. It has offices in Singapore, Dubai and Paris.

“They have different client connections and they work in different industries and markets, but also, there is an interesting combination of capabilities that we all have to offer,” Fauré elaborates. “We have complementary capabilities, whether they’re in branding, digital, media or advertising – there is a great additional service offering here for the clients of GSM.”