Spa Carré Saint-Louis.

A new spa in Plateau Mont-Royal: hammam mosaics, a glass sauna, a rooftop over one of Montreal's most storied squares. A space built to slow people down needed photographs that carry that feeling first.

The agency behind the launch brought a brand guide, a short shot list, and the room to see more. We shot the building the way you would shoot a hotel: architecture, materials, the light at a particular hour.

Two passes: the space alone in dawn quiet, then figures in the thermal experience. We expanded the list with moments it had not anticipated, because the building kept offering them.

The images became the visual foundation of the launch. The campaign built on them reached nearly thirteen million impressions across twenty-nine placements, most national, and the spa grew past five thousand followers from zero in six months.