Summer Vibes: How Garage’s Marketing Teams Created Their Latest Campaign

Have you ever wanted to go on a road trip with your friends to explore new places while listening to your fave playlists at full blast, or to just stop and take in the view and snap a few pics for Insta, or to feel the wind in your hair? This summer, the Garage Marketing Team stopped calling it a dream and made it a plan. “Let’s go somewhere!” is the theme behind our Garage’s summer 2018 campaign.

A crew of 25 people flew to California to bring this vision to life. Photographers, stylists, models, the Production Manager and Art Director, they were all there to set up their gear at some of the most iconic roadside attractions.

A lot of miles were traveled in order to get the final result.

At GD, ideas and concepts are generated in-house. Our Garage Marketing Team had several meetings and coffees before they came up with this story. Once the concept was locked in, the fun began! Our team wears many hats, from scouting for locations, storytelling, script writing and art direction, to styling, editing, and music selection, and they make sure that every little detail is brand-aligned.


  • The video was shot in two locations:
    • Club Ed Movie Set in Lancaster, California (where the pool was filled just for us!), is a famous movie set built in the high desert and used for many Hollywood movies and television shows. The television show “The O.C.” shot there. It was also most recently used as a set for “Truth or Dare” starring Lucy Hale!
    • Cabazon Dinosaurs, Cabazon, California – You’ve probably seen pics of this place all over Instagram. It’s one of the most iconic roadside attractions. The exhibit features over 50 life-size dinosaurs. Lots of tourists make a stop there before heading to Coachella!
  • The car rented for the road trip portion of the campaign is an old 1986 Mercury station wagon!
  • This 47-second spot took 2 days to film.
  • We brought 2 fully loaded suitcases for the 32 outfits that were showcased.
  • We burned through 8 packs of fireworks before getting the right shot.
  • 53,629 pics were taken, 79 pics were featured in our campaign, and 13 packs of Polaroids were used.
  • 19,142 pics were shot for social media, International, and the March lookbook, and 119 pics were used in 10 mini clips and 16 boomerangs.
  • We spent 196 hours retouching photos in Photoshop.

Shop the summer 2018 collection now!

Our happy campers at GD.CAMP.US!

On September 15, the weather was in our favor as more than 600 employees came to celebrate the end of summer at our annual outdoor BBQ. After painting wood pallets, spray painting more than fifty lanterns and cutting hundreds of branches (yes, we love DYI projects!), it was finally time for employees to go “glamping”! The smell of ribs, chicken wings and, of course, burgers and hot-dogs, filled the air as employees entered the GD.CAMP.US. In continuation of a Groupe Dynamite tradition, our executive team was behind the grills, serving up lunch to the employees. The camp vibe was made complete with a S’mores station, “camp fire” chilling area, awesome music and life sized games.

Relive all the fun (and “yum”) moments with this #tbt photo album. Until next year!



The girls around our office are in love with this Dynamite mini skirt! We asked them why and how they wear it!

It’s that one skirt you want to wear all the time.

“Why not bring your evening mini into your workday? I love combining mine with a fitted sweater. For a night out with my girls, I throw on my favourite pair of pumps and a few accessories into the mix.” 

Sarah-Ève – Technical Designer

Working at Groupe Dynamite definitely has its perks. One of them is being able to wear a faux leather skirt and remain work appropriate. For a touch of glam, I style mine with an off-the-shoulder top.

 Audrey – Merchandise Assistant

I LOVE this black mini skirt, it is so versatile and chic, but simple! On a hot summer day like today, I wear it with a bustier top, strappy heels and bright lipstick.

 Laura – Analyst, Allocation

I will never get tired of the classic black and white combo. This summer, it’s a cross-body white top tucked into my mini black skirt for a crisp, streamlined look that feels sophisticated enough for work.

Mala – Sr. Graphic Designer

Young talent. Big impact.

Remember that article about hiring 50 young talents over the spring? They’re finally here! Our new recruits are being on-boarded into 12 different departments as we speak. From Marketing to Continuous Improvement, they’re pretty much everywhere.

Whereas our Grads have permanent positions, our interns will be spending a total of twelve weeks with us. Members of both programs have quite the summer ahead of them!

On the schedule:

  • A lunch with their leaders
  • Another one with Andrew, our President and CEO
  • A tour of our Distribution Centre
  • Store visits
  • And more!

Throughout their Internship and Grad Program, these young professionals will be guided and provided with meaningful work experience through different tasks and projects specially designed for them. We’re thrilled to have them here to grow with us and shape their careers, like many of our employees who started out as summer interns!

Good luck to all Interns and Grads!


Springing into recruitment

Although the holiday season is most likely the retail industry’s busiest time of year, our recruitment team actually has to hustle most in spring.

We have two programs for what we like to call “emerging talent”, which comprises students and recent graduates: our Summer Internship Program and our Graduate Rotational Program. We actually take on graduates two or three times a year for the GRP, but when spring comes around and we’re hiring for both programs at once, it’s like the perfect storm… Case in point: we’re adding 50 young talents to the GD team this summer (and we couldn’t be more excited!).

You might be asking yourself where we find all of these talented individuals. Our recruitment team is very active in student life; you’ll find our people at career fairs, retail conferences, on judging panels for various fashion competitions, etc. We even host two recruitment cocktails at our Head Office every year! You simply cannot miss us.

If you’re interested in working for Groupe Dynamite one day, don’t hesitate to ask your school’s career advisors when GD is planning on coming to your college or university. If you’re studying in a business or fashion-related program, odds are we’ll cross paths!

At Groupe Dynamite, we are proud to support young talent and it warms our hearts to see the number of applicants grow year after year. Thank you to all who applied to our Summer Internship and Graduate Rotational programs. Although this recruitment season is almost over, we’re around all year. So come say hi because we can’t wait to meet you.

See you soon!

Tiki BBQ

The sun came out in full force for our summer BBQ! Our Executive team sported some aprons and served up some delicious grilled food to employees during this tropical-themed event. 

The summer BBQ is a yearly tradition at Groupe Dynamite. This event gives us the chance to celebrate the summer with our colleagues and to take a small break together before the busy back-to-school period. For our Executive team, it’s a chance for them to give back to their teams. They gladly trade the boardroom for the grill to serve ribs and burgers to more than 700 people! This summer rendezvous celebrates the hard work of each and every employee at the heart of this business, and honours the family spirit that brings us together. It’s an eagerly-awaited event each year!



We asked our interns what kept them busy this summer! Here’s what some of them had to say:

The Back-to-School/Fall 2016 campaigns for both Garage and Dynamite kept me very busy. I was heavily involved in deploying the communication strategy for all store employees. From content creation to developing communication tools, I helped make sure that the teams were aligned. I also got to be involved in a new initiative called R.I.S.E. which aims to increase store efficiency. All very interesting!



Intern, Sales & Operations

I spent my summer looking for inspiration and letting my creativity loose! I surfed the web, flipped through books and magazines, and searched for current worldly exhibitions, all in preparation for the upcoming Holiday 2016 campaign. Once everyone’s inspirations came together, I was in charge of creating mood boards and presenting them to Executives. I truly felt like I was a part of what will be our next Holiday campaign and it amazes me how everyone’s contributions came together.


Intern, Visual | Dynamite

We got to develop and fit our own garments! From the styles provided by a designer, we had to develop the patterns and have them printed and sewed. Once the samples were made, we worked with the designer, our supervisors and a Fit Model to make the proper corrections for the perfect fit. This helped us realize that millions of little steps are involved in the process!

We’re so proud of the finished result and even prouder to have been able to be involved in every part of the process. We were able to take all the knowledge we learned in school and apply it in a context closer to the reality of the industry.



Interns, Sourcing

My summer internship took me out of my comfort zone! I got to learn a completely different approach to design which made me grow as a graphic designer. This experience made me realize the difference between school and work force. That being said, having my work included in Dynamite’s February print selection was definitely my biggest accomplishment.



Intern, Graphic Design | Dynamite

I spent the summer doing what I love… design! I was given the task of designing various promotional accessories, like makeup cases and portable coffee cups! I also had the chance to participate in the production of the Concept Book; what an amazing opportunity! This was such a rewarding experience, and I’m so proud that several of my prints will be in our upcoming collections!


Intern, Graphic Design | Dynamite

I had the chance to work on the planning and execution of the Dynamite booth for the Festival Mode & Design. This project was so inspiring because it allowed me to participate concretely to the outreach of the brand during one of Montreal’s must-see fashion events. In addition to coordinating all of the activities surrounding the Festival, from the fashion show to the installation of the booth, I also helped in the organization of the on-site VIP media event. Since day one of my internship, the team welcomed me like as if I was part of the family. What makes me most proud about this project was that I was able to see it take shape from beginning to end!


Intern, Marketing | Dynamite