Sid Lee

Sid Lee is a multidisciplinary creative agency founded in Montreal in 1993. Originally known as Diesel, it adopted the name Sid Lee in 2006–2007; the new name is an anagram of its predecessor. The agency works across brand strategy, advertising, digital products, content, experiences, and spatial design, bringing storytelling, design, technology, and cultural insight together in integrated brand work.

Its capabilities span campaign development for broadcast, digital, print, and out-of-home channels; brand architecture, identity, packaging, and tone of voice; social and cultural content; e-commerce and full-stack digital implementation; and audience insight, performance marketing, and data-informed creative work. Sid Lee also develops experiential environments, interactive installations, exhibition spaces, retail activations, and corporate events. Through its affiliated architecture practice, it contributes to workspace, retail, hospitality, and institutional environments.

Selected work

• Created the Toronto Raptors’ “We The North” brand platform.
• Developed global campaign, retail, and video work for Adidas Originals.
• Built multi-city interactive installations for HBO’s Westworld.
• Delivered branding, experiential marketing, and show-launch work for Cirque du Soleil, alongside co-founding the C2 Montréal commerce and creativity conference.
• Produced campaigns and brand platforms for Absolut, the Canadian Olympic Committee, FIS, Héma-Québec, Fairmont The Queen Elizabeth, and other organizations.

Sid Lee operates as part of kyu, the strategic creative collective of Hakuhodo DY Holdings. Its work combines commercial creativity with production disciplines including film, photography, post-production, animation, visual effects, colour grading, audio, digital design, architecture, and live experience design.