A 90-kilometer journey through the Sonoran Desert helped Mauricio Curts turn a private love of running into Aire Libre. His work asks what happens when a route leads to people, rather than simply to a finish line.

Across telecom, coffee, rail and tourism, Sylvie Charette kept returning to the same practical idea: a brand matters when it makes an experience easier to feel. Her Tourisme Montréal chapter turned residents, seasons and the city itself into the message.