XM-focused Controlled Chaos has officially launched in Toronto.

Its founder and lead creative strategist, Zoey Purvis (pictured), is a veteran of Toronto boutique PR firms, Milestones and KG&A. “I’ve worked with some really, really great agencies in the past and worked with some really amazing household name companies and brands, and I felt that a lot of people on their teams really wanted to go bold, really wanted to go bigger, but just didn’t see anyone really setting the tone in Toronto to make that kind of thing happen,” Purvis tells strategy.

Purvis says there is opportunity to tap into constantly growing tech, especially the many new social media platforms coming in the next few years. “I think that to stay relevant, we need to consistently be doing the research to find out what our audiences really want to see out of campaigns.”

Lifestyle and beauty is a category where brands are largely doing experiential quite well, she adds, pointing to a summer Hazelton Hotel Toronto pop-up for Hailey Bieber’s Rhode skincare brand as an experience that reflected the “New York/London-esque energy,” she wants to bring to Controlled Chaos activations.

“It really just was something as simple as putting up a photo booth and giving out a free lip balm,” Purvis says, adding that there were big lineups and the event gained a lot of lifestyle pub traction, travelling well online and resonating broadly.

For Controlled Chaos, its work is not about quick wins or fleeting attention, she says. Instead, the aim is to craft experiences that people remember, talk about and want to share. “Whether through a one-night-only pop-up or a high-concept activation, we focus on delivering campaigns that make a lasting impression.”