Indspire

Indspire and Giant Tiger’s 2026 Orange Shirt Day campaign featured a shirt designed by Anishinaabe artist Emily Kewageshig. We directed and produced a documentary film to share the story behind her artwork and the partnership’s support for Indigenous education.

The film needed to begin with Emily’s perspective. We built the story around her interview, allowing her to speak about her connection to Orange Shirt Day and what she wanted the artwork to express. Our role was to shape a clear narrative while giving her words the time and space they deserved.

‍

We used the design and the finished shirt as a visual thread throughout the film. In the edit, we stayed close to Emily’s story, letting viewers spend time with the details of her work before connecting it to the broader campaign. That approach kept the artist and her intentions at the centre of the piece.

We created an Indspire film with more room for Emily’s story to unfold, then shaped a 90-second version for Giant Tiger. For the shorter cut, we brought Giant Tiger’s campaign message forward through on-screen text, allowing Emily’s voice to continue carrying the film. Both versions connect the shirt to the initiative’s support for Indigenous students studying Indigenous languages and cultures.

_{Client: Indspire & Giant Tiger}

_{Mallory Rose - Vice President of Communications & Marketing, Indspire}

_{Alannah Jabokwoam - Executive Assistant to the VP, Communications & Marketing, Indspire}

_{Ana Maria Leal - Content & Engagement Strategist, Indspire}

_{Chyana Marie Sage - Digital Lead, Indspire}

_{Kate Bangay - Director, Communications & Marketing, Indspire}

_------

_{WM Creative Studio}

_{Creative Director - Will Murphy}

_PRODUCTION

_{Director • Executive Producer - Will Murphy}

_{Director of Photography - Tyson Burger}

_{Gaffer - Jordan Héguy}

_{Best Electric - Jesse Rocheleau}

_{Prop Stylist - Mauro Souza}

_{Production Sound Mixer - Nicholas Koscik}

_{Catering - Saisons Catering}

_{Editor - Will Murphy}