Creative Direction Behind Alberta’s Top Ad Celebration

Every year, the ACE Awards marks a major moment in Edmonton’s advertising, marketing, communications, and PR scene. It’s the biggest night of the year for the industry and a celebration of the province’s creative excellence and the people behind it.

For the 46th annual ACE Awards, Brandish had the honour of being named the event’s creative sponsor. As a creative agency founded in Winnipeg and now operating in Edmonton and Toronto, this was the chance to properly introduce the agency to the local community. And it had to be done right. After all, this room was going to be filled with some of Alberta’s most creative and competitive people.

The pressure was on: 45 past events, each with a theme that raised the bar. The task was not only to meet that standard but to raise it. After several brainstorms, deep dives, and wild card ideas, the chosen theme was Flex.

Flex felt right because it spoke to everyone in the room. Whether showing off the best work of a career, shouting out a team, or acknowledging the hustle it took to get through the year, this was the moment to flex. To show up, stand out, and have a little fun while doing it.

Creatively, the theme offered endless room to play. The boldness, the colour, the cheekiness, it all came together in a concept that worked on every level, from the visuals to the voice. And because the ACE Awards is as much about the in-person experience as the work itself, Flex needed to come to life in real, memorable ways.

The first task was launching the theme. A series of digital announcements teased and revealed the Flex concept, supported by a suite of social assets to build momentum in the weeks leading up to the show. Each piece gave a nod to classic gym ads and 80s workout aesthetics, while carrying that distinct Alberta swagger.

Once awards night arrived, the real fun began with a fully immersive experience rooted in the Flex brand. From digital displays to themed décor, every detail added to the vibe. Digital signage was designed and animated, including the welcome loop, category slides, and a video intro that had the whole room grinning. Neon tights, pastel headbands, and plenty of synthesizer music set the playful mood. One standout piece was the kickoff video, a montage inspired by retro fitness tapes that set the tone for the evening. While the full version cannot be shared for copyright reasons, it quickly became a crowd favourite.

The Flex theme also came to life through décor and details. Gym-inspired centrepieces, custom menus, workout props, and even bicep-shaped balloons created a sense of fun and helped guests lean into the theme. The Winner’s Book was another highlight. Designed to be bold, clean, and worthy of the work inside, it balanced the qualities of a catalogue, a coffee table book, and a celebration piece.

No Flex moment was complete without a soundtrack. A playlist was curated to match the high-energy, feel-good atmosphere, filling the room with award-worthy anthems and later shared online for guests to relive the night.

The project came together through collaboration with the Advertising Club of Edmonton and the ACE Board, whose trust made the work possible. Every element of the experience reflected the spirit of Flex, showing that the best results come from teamwork and creative partnership.