2Heads Talks | MONTREAL Roundtable

Join Nadine Susel (VP, Canada), Rob Lynch (Project Manager), and Dom Lehoux (Design Director) as they reflect on storytelling, authenticity, and why intention drives everything we do.

Experiential Marketing Needs Intention – Not Just Execution

From the first spark of an idea to the final curtain call, the Montreal team at 2Heads believes successful experiential marketing hinges on storytelling, purpose, and emotional connection, not just logistics.

“There’s a dialogue that has to happen, otherwise we’re developing a concept without any intentionality.” – Nadine

This emphasis on story-first creativity is what sets our work apart. For Dom, a self-proclaimed lover of beginnings, curiosity is key: “I like to pull on the core threads of curiosity… and kind of weave a story with those threads.”

Montreal: A Natural Creative Hub

While 2Heads has a rich 40-year history, the Montreal office brings something unique: cultural vibrancy, bilingualism, and strategic positioning to support clients across North America.

“It’s a great sweet spot between locations, geographically, culturally, creatively,” says Rob.

And it shows. The team brings a deep knowledge of the region’s creative scene while pushing experiential boundaries across diverse audiences and industries.

Storytelling, Play, and Purpose

For Dom and Rob, creativity isn’t just about big ideas, it’s about using the left and right brain in harmony. Dom, with his production background, and Rob, driven by purpose and emotion, agree: storytelling and the “power of play” are the bridges that connect brands with audiences.

“There’s a limited number of themes that really matter to the human heart,” Dom explains. “But when you tap into one, the creative unfolds itself.”

Whether through interactive toy sketches, digital prototypes, or make-and-take LEGO experiences at BlizzCon, the team shows how small, tactile moments can lead to big emotional impact.

Authenticity: Behind the Scenes Builds Connection

Authenticity emerged as a central theme. From showing the process behind toy production to the cultural resonance of shows like Drive to Survive, the team explored how today’s audiences crave realness over polish.

“Younger audiences don’t want something shiny and perfect,” says Nadine. “They want to feel like they’re part of it.”

It’s why 2Heads challenges clients to go beyond brand books and ask bigger questions: Who are we talking to? What are we trying to say? And how can we show, not just tell, that story?

Measuring ROI with Heart and Head

Metrics matter, but so do smiles. The team emphasized that return on investment (ROI) should be defined early and go beyond footfall or brand impressions.

“It’s not just how many people walked through the booth,” Nadine says. “It’s how many walked away with a feeling.”

From AI-generated content to pressure-sensitive joy triggers in a Disney activation, the lesson is clear: use tech to serve emotion—not replace it.

Personal Moments That Changed Us

Each team member shared an experience that shaped their approach:

• Rob recalled a grassroots dance production for the deaf and hard of hearing that forever changed his view on accessibility and inclusion.
• Dom remembered the joy of grown adults building Mega Bloks at BlizzCon, and how the power of play created a years-long community touchpoint.
• Nadine highlighted Lululemon’s SeaWheeze half marathon, where pre-event communications created a movement, and inspired her to run again years later.

Looking Ahead: Purpose, Not Pace

As the team reflected on the future of experiential marketing, one word surfaced repeatedly: intention.

Dom predicts more private, flexible brand experiences outside the usual venues. Rob hopes for a slower, more deliberate pace where creativity has space to breathe. Nadine emphasizes designing with clear outcomes in mind—whether joy, connection, or community.

Final Takeaway: Story Over Spectacle

When storytelling drives the strategy, technology becomes invisible and the experience becomes unforgettable. Whether it’s through a curated venue, an AI-powered personalization, or a simple floor pad that sparks joy, intention is the true differentiator.

“We don’t just build booths. We build meaning.” – Rob

🎥 Watch the full episode of Exploring Experiential Marketing in Montreal | 2Heads Talks Roundtable Edition to hear the full conversation.

About 2Heads Talks | Roundtable Edition

Where collaboration fuels innovation. 2Heads Talks | Roundtable Edition brings together teams from across our agency to discuss how we push boundaries, spark creativity, and evolve experiential marketing. These intimate, in-depth conversations explore the power of teamwork in driving industry-changing ideas and delivering unforgettable brand experiences.