Defying Gravity: How One Unforgettable Event Redefined Corporate Celebration
“Defying Gravity” was a groundbreaking, theatrical employee celebration that transformed the largest credit union merger in Canadian history into an immersive brand experience, uniting thousands through emotion, storytelling, and spectacle.
Reveal Events Group partnered with Beem Credit Union to create an unforgettable internal brand launch following the largest credit union merger in Canadian history. The challenge wasn’t just to communicate operational change—it was to bring together five distinct legacy brands, unique organizational cultures, and thousands of employees across multiple provinces into a single, united identity.
Rather than opt for a conventional town hall or announcement, Beem’s leadership envisioned something bolder: a high-impact experience that would emotionally engage staff and mark the beginning of a powerful new chapter. Reveal Events Group rose to the challenge by designing and producing “Defying Gravity,” a one-of-a-kind employee celebration inspired by The Wizard of Oz and Wicked that would merge theatre, strategy, and brand storytelling into a moment employees would never forget.
Held in Vancouver, the event brought together over 750 employees for an immersive journey through a fantastical reimagining of Beem’s transformation, with 22 of Vancouver’s top creative professionals bringing the experience to life.
The Experience
The event opened in a “Kansas” registration area—a sepia-toned, nostalgia-filled space featuring hay bales, harp melodies, and soft lighting—symbolizing Beem’s humble beginnings. Suddenly, a dramatic storm arrived, created through digital projections, wind machines, fog, and lighting effects. In a stunning moment, CEO Brian Harris and a performer portraying Dorothy were lifted 75 feet into the air, symbolizing the company’s departure from the past. A kabuki drop then revealed a vivid, reimagined Oz.
Attendees entered a new world filled with fully immersive environments, each reflecting a chapter in Beem’s new story. The Witch’s Castle offered a dramatic and moody atmosphere with LED projection walls, gothic details, and swirling theatrical smoke. The Emerald City featured a vibrant, futuristic lounge that embodied innovation and elegance. Munchkin Land brought a sense of joy and playfulness with sweet treats and personalized keepsakes, inviting guests to reconnect with their inner child.
Every environment was designed with intentionality, integrating elements from each of the five legacy credit unions so employees could see their histories honoured while stepping into the future. The entire event was choreographed like a live theatrical production, seamlessly blending storytelling, set design, lighting, music, and interactive moments to keep the audience emotionally engaged.
The Impact
The result was more than a brand launch—it was a cultural transformation. Through months of meticulous planning, the Reveal Events Group team executed a seamless, high-production event that left employees energized, aligned, and proud to be part of Beem.
Theatrical moments, immersive storytelling, and symbolic visuals made abstract concepts like unity and transformation feel tangible and real. Employees didn’t just learn about Beem’s future—they experienced it.
“Defying Gravity” succeeded in uniting a dispersed workforce under a single identity, proving that when strategy meets spectacle, internal communication becomes not just effective—but unforgettable.
Let’s bring your story to life.
Let’s create something unforgettable.
Let’s defy gravity together.
At a Glance
10
Months of Planning
750
Attendees
25
Vendors
The team at Reveal consistently went above and beyond, not only fulfilling our expectations but also elevating the experience in ways we never imagined possible. They are masters at turning even
the simplest ideas into unforgettable moments.