By Trevor Howes
I still remember the pub.
The warm wood of the bar, the hum of conversation, a pint of beer between us, and a napkin that changed everything.
It was 2013, and my first week on the job at e=mc² events. I had flown to Calgary for training, still trying to find my footing. Our Toronto office was new, and our client, Special Olympics Canada, had just hired us to reimagine their long-standing fundraising gala.
For me, it was a baptism by fire. A brand-new job. A high-profile client. And the definite buzz of imposter syndrome. I was terrified and exhilarated all at once.
At the end of my second day of training, Keri Miller, our Chief Creative Strategist, and I ducked into a pub next to the office to strategize. We ordered a couple of pints, found two stools at the bar, and began scribbling words like courage, sport, community, and joy on a napkin.
Then one word surfaced that glowed from all the rest: LIMITLESS.
That word changed everything.
It became the name of the event: LIMITLESS: The Special Olympics Canada Gala. In the years that followed, this word became a defining part of the organization’s identity. What began as an inspired moment of collaboration evolved into a shared legacy built on creativity, trust, and partnership that has now spanned more than a decade.
When a Word Becomes a Movement
LIMITLESS became more than a title; it became a movement. It reflects how every Special Olympics athlete feels when they are seen, supported, and celebrated. It represents potential without boundaries, belonging without conditions, and joy without limits.
From 2013 to 2019, I had the privilege of producing LIMITLESS alongside an extraordinary team and client. Together, we built something that transcended an annual event. It became a living expression of courage, inclusion, and the transformative power of sport to unite communities and change lives.
Then, the pandemic arrived. Like so many in our industry, I found myself reflecting on what truly mattered. Around that time, I was also navigating a cancer diagnosis, and my partner and I made the decision to move to the country. Those changes reshaped my sense of place and purpose. My relationship with work began to shift, not away from events, but deeper into the creative strategy behind them.
That’s when I realized that growth doesn’t mean stepping back. It means stepping forward differently.
The Art of Evolution
At e=mc² events, evolution is never accidental. It’s intentional, collaborative, and human.
Over the years, our LIMITLESS team has evolved. There are new voices, new ideas, but the same shared heartbeat. My colleagues Reid, Chris, and Sarah each stepped into new roles, infusing the event with fresh perspective while honouring its legacy. Together, with our client, we reimagined what was possible because great brands, like great teams, are built to adapt.
By 2024, the handoff was complete. For the 2025 gala, our shared focus is clear: elevate the athletes’ voices, infuse even more joy, and celebrate the partners and sponsors whose dedication has made this journey truly LIMITLESS.
For the first time, I won’t be in the room when the event comes to life. I’ll be producing something different across an ocean, but I’ll be cheering from afar, certain that this year’s event will be the most inspiring yet. That’s the magic of a strong creative culture. When you build it with trust and intention, it continues to flourish, and others have the space to shine.
The Strength of Heart
My connection to the Special Olympics runs deep. My mother’s brother, Billy, was a Special Olympics swimmer in the 1960s. He passed away young, but his spirit (and my mom’s love for him) has always stayed with me. Maybe this work has always been, in some quiet way, a tribute to both of them.
At e=mc² events, our four core values are: Honourable, Insightful, Invested, Innovative. They guide everything we do and remind us that how we work is just as important as what we create.
I’ve learned that leading with heart isn’t weakness, it’s strength. It’s the kind of leadership that builds trust, longevity, and loyalty, both within our team and with our clients. It’s what transforms a project into a partnership, and an idea into a legacy.
If LIMITLESS has taught me anything, it’s that creativity and kindness are partners. And sometimes, all it takes to begin something extraordinary is a napkin, a pint, and the belief that when you lead with heart, anything is possible.
Why It Matters
At e=mc² events, this is what creative strategy looks like. It is a single spark of collaboration, guided by purpose, that grows into something enduring.
For almost twenty-five years, our teams have helped brands and organizations evolve, not by chasing trends but by shaping timeless ideas through storytelling, design, and human connection. We believe that when the right people come together [clients, creatives, producers, dreamers] brands don’t just grow, they thrive.
The LIMITLESS story is proof that one inspired moment, built on shared values and trust, can become a legacy.
If you’re ready to shape what’s next, with strategy that adapts, ideas that last, and collaboration that feels effortless, a napkin sketch with brilliant minds awaits you.
Curious how one napkin sketch became a movement? Discover the full story of LIMITLESS: The Special Olympics Canada Gala and its impact here.
This article was provided by Trevor Howes, who is an Experience Producer and Senior Creative Strategist at e=mc² events. With the “e” team since 2013, he has helped brands and organizations tell meaningful stories through live experiences. Trevor believes the best work begins with heart, grows through collaboration, and soars when it is built on purpose and trust.
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