CCM transformed homes into Hockey Houses across major markets with uber cool features like neon-lit basement locker rooms to engage next gen fans.
Once known primarily as an experiential agency, Mosaic has grown into an integrated shop with a renewed sense of purpose – change the way people experience brands.
Anchored by the tagline “Made to Experience,” its goal is to redefine what experience can mean. “Experience is such a broad, untapped canvas” says Jef Moore, executive creative director. “A billboard is a rectangle and eight words, we have all of experience to play with.”
Mosaic’s Gen Z activations for Samsung fused tech with culture through music, fashion and sport-led experiences across Canada.
Mosaic is focusing on three core pillars – experiential, commerce and field marketing – while embracing a more personal, relationship-driven approach. In essence, Mosaic has set out to evolve the way people interact with brands, and become what they call an “experience agency.”
“We’ve really put humans at the centre of the work that we do.” explains Nick Pilon, group creative director, design. “That allows us to create work that connects with people on an emotional level.”
Mosaic may have the scale of a North American agency, but it operates like a boutique. Its approach is grounded in empathy, collaboration and a belief that technology should serve people, not the other way around. This, in turn, drives a focus on building meaningful connections that speak to the end consumer’s core needs and desires.
In Mosaic’s Galaxy Builders program, kids used Samsung Galaxy devices to code their own planets in an immersive, STEM-focused universe.
That philosophy is rooted in the makeup of Mosaic’s team. As creative director Daniel Berzen explains, part of the agency’s strength lies in the wide range of backgrounds its people bring to their jobs, from music producers and designers to entrepreneurs and digital innovators. This mix fuels creativity, empathy and curiosity and shapes how the agency interprets briefs.
“When I first came back to Mosaic a couple of years ago, I wrote on the whiteboard in our office: ‘We can do anything,’” Berzen explains. “I’d hope that people look at the quality of work and what’s delivered and can see that ethos.”
The agency’s “Hockey House” execution for CCM is the perfect showcase of its capabilities. The goal was to build buzz around the sport for its youngest fans. Instead of following the usual stoic tone found in much of hockey marketing, the agency wanted to flip hockey culture on its helmet, create the feeling of joy around every corner and tap into the burgeoning influential hockey creator community. Part MTV Cribs, part Tik Tok Hype House, CCM Hockey House took over homes in major markets and transformed them into a hockey playground with basements transformed into neon-lit locker rooms and barbershops that only had hockey hair on the menu. The project started in Toronto and has since expanded to Boston, Montreal and Sweden, and has been successfully running for three years.
A student explores her digital creation in Galaxy Builders, Mosaic’s VR- and NFC-powered coding platform that expanded to 200 schools.
Samsung’s Galaxy Builders is another standout. Rather than just marketing devices, Samsung aimed to give consumers real value and inspire kids by putting the galaxy in the palm of their hands. Working with educational institutions, Mosaic built an app and platform where kids could learn coding by creating digital planets and stars using VR, 3D design, and NFC technology. In two years, the program grew from 20 to 200 schools and quadrupled key metrics, including the creation of 15,000 virtual planets. Kids had fun, gained skills and parents were thrilled to see Galaxy Builders turn screen time into a STEM learning experience.
Berzen emphasizes that the goal is always to create lasting value, not just short-term campaigns – something Caralia Gosling, the agency’s VP of client growth, says is part of Mosaic’s DNA. “We don’t look for transactional relationships with our clients,” she explains. “We’re more than a supplier or a vendor. As an agency, we’re truly your partner, and when we win, we win best by having long-term relationships and being able to evolve programs year-over-year.”
For Intel Encore, Mosaic created AI-powered art installations to showcase the creative and ever-evolving potential of technology.
Berzen also highlights the Intel Encore exhibit as a prime example of Mosaic’s experiential marketing capabilities. To showcase AI’s creative potential, the team built an art gallery powered entirely by Intel laptops, but curated by the guests interacting with the installations in the space. Featuring nine well-known digital artists from Canada and the US – all of whom were working with AI for the first time, these interactive, ever-changing artworks invited visitors of all ages to engage. Installations featured AI‐generated music, facial‐recognition art and a photo booth that created “memories” that never happened IRL. The experience softened the stigma of AI in unexpected ways, blending human creativity with technology, and reached millions online as a best-in-class demonstration of AI-powered innovation.
“Those are exactly the sort of powerful relationships we can cultivate,” says Pilon. “It’s about creating a genuine relationship with the brand – and creating something culturally valuable in the space we’re trying to affect.”
CONTACT:
Caralia Gosling
Vice president, client growth
caralia.gosling@mosaic.com
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