City of Toronto Building a City that Works For You
Project Overview
Hidden Z partnered with King Ursa to produce the Building a City That Works for You campaign for the City of Toronto’s 2026 Budget. We helped bring the vision to life through documentary-style video production, photography, and interview development.
Inspired by the storytelling approach of Humans of New York, the campaign centred on the real people impacted by the City of Toronto’s investments, highlighting how programs supporting transit, food security, libraries, housing, road safety, and emergency services make a tangible difference in the everyday lives of Toronto residents.
Hidden Z’s role was to ensure these stories felt genuine, personal, and emotionally engaging while maintaining the production quality expected of a city-wide public awareness campaign.
- Video Production
- Photography
- Interview Development
- Client Details
- King Ursa / City of Toronto
- 2026
- www.toronto.ca
Story Development & Interview Framework
Authenticity was at the heart of every story. The success of the campaign depended on capturing genuine moments rather than scripted performances. Hidden Z developed interview frameworks that encouraged open, conversational storytelling, allowing each participant’s experience to emerge naturally while supporting the campaign’s overall narrative.
Working closely with each subject before filming, our team provided story development and interview preparation to build confidence on camera and create an environment where authentic conversations could unfold.
The result was a collection of stories that felt honest and personal, helping audiences connect with the stories and the people behind the policies.
Photography & Videography
The visual approach balanced cinematic production quality with documentary authenticity. Through thoughtful composition, natural performances, and observational storytelling, each photograph and video was designed to capture an authentic feel while remaining aligned with the campaign’s creative direction.
Content was produced for a variety of campaign applications, including digital, social, and out-of-home media, creating a cohesive library of visual assets that maintained a consistent tone across every touchpoint. Every production decision was made to reinforce the human stories at the centre of the campaign, ensuring the visuals felt both polished and believable.
The Result
The campaign successfully transformed the City’s budget initiatives into compelling stories that connected policy with the Toronto residents it serves. By capturing authentic voices and experiences, Hidden Z helped create content that made complex civic investments more relatable, accessible, and emotionally engaging.
Working alongside King Ursa, the production delivered a cohesive collection of photography and video assets that brought the campaign’s creative vision to life across multiple channels while reinforcing the City of Toronto’s commitment to building a city that works for everyone.
