My WEM, My Way

national broadcast commercial

Produced By
Justin Brunelle, Tony Kinash
Directed By
Justin Brunelle
Cinematography By
Chase Gardiner


NHL all-star Ryan Nugent-Hopkins headlines in this West Edmonton Mall national brand commercial airing nationwide during the 2024/25 season on Sportsnet, Global and CTV.

Filmed across five locations in one of the world's largest malls, this commercial stands as a testament to the skillful artists, technicians, and creatives who brought it to life in just four hours!

Behind the Scenes


Airing across Canada's major networks during primetime television spots, the commercial reaches millions of Canadians everyday. It aims to evoke nostalgia for those who grew up with West Edmonton Mall and inspire new memories for others. Increased viewership of the commercial directly correlates with higher visitor numbers to the mall, thereby boosting revenue for the organization.