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Hug For Good

Supporting all people and giving a voice to all groups in our society is a foundational pillar at HUG and an integral part of our culture.

Today 75% of our leadership group and over 50% of our team are BIPOC. We are committed to continuing to strengthen our ability to develop and nurture our core people and provide a supporting environment that allows them to realize their potential.

Focusing our company culture and resources as a force for good.

HUG for Good’s core mission is to focus our culture and utilize our knowledge and resources as a force for good. We are committed to working alongside client and agency partners and filmmakers to help create meaningful purpose driven messaging, and to develop BIPOC and female talent in front of, and behind, the camera.

Here are examples of work created through our HUG for Good initiative.

Game On: St. Michael’s Foundation Challenges Ben Stiller to a Paddle Royale Nimble Content, Jesse Senko & St. Michael’s Foundation Rally for a Cause St. Michael’s Foundation is taking fundraising to the next level with Paddle Royale, Canada’s biggest pickleball showdown. The campaign, shot by Jesse Senko for Nimble Content, blends high-stakes competition with a powerful mission—supporting frontline healthcare teams who deliver life-saving care every day. At the center of it all? Dr. Kim Connelly, Head of Cardiology, who’s issued a bold challenge to Ben Stiller—turning a friendly match into a high-energy rally for world-class healthcare. Sleek visuals, sharp storytelling, and a modern aesthetic bring this campaign to life, making an undeniable case for action. March 29 at @rallyatsherwoodvillage, the game begins. Pickleball meets purpose. Let’s play.
St. Michael’s Foundation “Paddle Royale”

Director: Jesse Senko
Client: St. Michael’s Foundation

Darcy Hennessey, Camp Jefferson & Holiday Films shines a light on real-life stories from Canada’s Centre for Addiction and Mental Health (CAMH), aiming to destigmatize mental health and addiction treatment.
CAMH “No One Left Behind”

Director: Darcy Hennessey
Agency: Camp Jefferson

World Vision “Burp”

Director: TAO/S
Agency: Broken Heart Love Affair

TD Bank “Standing Proud”

Director: Jon Elliot
Agency: BOOM Intertribal

RBC “Diversity & Inclusion”

Director: Doug Pray
Agency: Grip Ltd.

Canadian Centre for Child Protection “Sextortion”

Director: Jesse Senko
Agency: No Fixed Address

Sustainability

HUG is committed to working with our suppliers and clients to minimize our climate impact.

We are early Canadian adopters of “Green the Bid”, a US-based organization leading efforts toward sustainable production. We are implementing measures in the ways our projects are managed to mitigate our impact on the environment with the ultimate goal of normalizing sustainability on our productions.