An URBANIA Facebook live for the Rogers Cup

Publié le 17 October 2017


A “Short n’ sweet” style Facebook live with Sarah-Jeanne Labrosse at the Rogers Cup, brought to you by the National Bank. 


Coach Popoc, your URBANIA host, met with Sarah-Jeanne Labrosse, ambassador for the 2017 edition of the Rogers Cup, presented by National Bank. Sarah-Jeanne answered a couple of questions during a “Short n’ sweet”-style interview. This content is part of the National Bank’s initiative to promote their Alt Court event.


Sarah-Jeanne Labrosse answered our rapid-fire questions while simultaneously hitting tennis balls back-and-forth with Coach Popoc. Conversation topics centered around tennis and her career.


In numbers:

85 000 people reached

30 000 views

More than 300 reactions, comments and shares.




Publié le 26 May 2017


URBANIA is proud to announce that its original web series “Vérités et conséquences avec Louis T” won a NUMIX award for best web series in the public affairs, magazine and documentary category at Monument National on May 18th, 2017. The series also took home the C’est juste du web award at the Zapettes d’or 2017 gala, broadcast on ICI ARTV.


In “Vérités et conséquences avec Louis T”, Louis T. tackles current events and major political, economic, environmental and social trends with a touch of humor.




Publié le 9 January 2017


MONTREAL, JANUARY 9TH 2017 — URBANIA is pleased to announce the appointment of Sarah Mizrahi as TV development producer. Sarah will take charge of the development of URBANIA’s television and digital projects, a growth sector within the company.


“We have been collaborating with Sarah for a number of years now, and we’ve always felt that our visions and creative sensibilities were aligned. Her rigor, creativity and ability to seek out and develop stories will be used to their best advantage when developing projects for URBANIA, here and abroad.” says Philippe Lamarre, president of URBANIA MEDIA.


Sarah-Olivia Mizrahi has more than a dozen years of experience working as a researcher, scriptwriter and content producer on more than forty documentary and magazine productions for different national and international media outlets such as  Radio-Canada, Télé-Québec, TV5, Canal D, Discovery et Channel 4.




Publié le 16 November 2016


URBANIA and LA PRESSE have reached an agreement which will allow for the free distribution of a brand-new interactive magazine filled with original content, designed entirely by URBANIA and available through the La Presse+ app. The first edition will be available Friday December 9th.


This new, interactive URBANIA magazine will offer content that is fully distinct from that of it’s print edition. Readers will recognize URBANIA’s trademark audacious and irreverent tone, but in a brand new and dynamic multimedia format made possible by La Presse+’s functionalities. “We’re constantly on the lookout for ways to provide additional content to our community, and especially to find new, interactive, and engaging ways to tell stories. The La Presse+ platform allows us to do so, while conserving our own DNA”, mentions Philippe Lamarre, president of URBANIA.


The interest of Millennials for La Presse+ has been on the rise since the launch of the tablet app. According to an Ipsos-Infopresse study, La Presse is ranked as the 16th most influential brand for Quebecois Millennials, a 16-point increase since 2015.


“The Millennial generation represents a growing readership potential and we wanted to offer content with a distinctive tone that they could relate to. A partnership with URBANIA, a brand that strongly resonates with this target audience, seemed like a natural choice”, explains Michel Gagnon, vice-president of marketing at La Presse.


Advertising sales are handled by the La Presse team, in collaboration with URBANIA. Top-tier advertisers such as TELUS, the National Bank, and the SAQ have already signed on as partners and benefit from complete exclusivity in their market category.


This is La Presse+’s third property in its special edition section, together with the CANADIENS magazine and Les instants Paris Match.


Publié le 15 November 2016


MONTREAL, FEBRUARY 17TH, 2016 — We are proud to announce the appointment of Lyne Farley as director of URBANIA STUDIOS, the content production and creation unit of the URBANIA MEDIA group. In her new position, Lyne will head the studio’s activities in collaboration with the teams already in place and will play a key role in the group’s strategic development.

” In addition to her vast experience, Lyne brings leadership, team spirit, a big dose of curiosity, and a concern for quality, values that are totally in line with those of the company.  Her mandate is to propel us as leaders in branded content at the national and international level. It is a privilege to be able to count on someone of her caliber, seeing as branded content is one of the most rapidly growing fields and it is rare to come across someone with such an impressive track record in that regard.”, says Philippe Lamarre, president of URBANIA MEDIA.

Lyne Farley spent 14 years at Spafax Canada, was editor of Air Canada’s enRoute magazine, and worked for prestigious brands such as Fairmont Hotels, Mercedes-Benz and Bombardier. She holds a degree in business administration from HEC Montreal.




Publié le 23 September 2016


Louis T. seduced the internet’s french-speaking community with his unique and humorous take on current events. In collaboration with URBANIA, Louis T. now proposes a series of 20, 5-to-7 minute episodes on a weekly basis, in which he combs through the news and tackles today’s political, economic, environmental, and social issues with a healthy dose of laughter. Each week, a new social issue is examined through Louis T.’s original lens: freedom of expression, globalization, cultural appropriation, cyber bullying, access to justice, pharmaceutical companies and the intellectual quotient.

A humorous and entertaining approach is used to tackle issues that can often seem off-putting or complex to an audience of millennials. One goal: to present an original point of view that deconstructs pre-conceived notions with the help of statistics, comparatives, and impactful journalistic archives.

10 episodes will air during the fall of 2016 and the remaining 10 will air in january of 2017.


Directed by Gabriel Lajournade and produced by URBANIA.




Publié le 29 September 2015


Founded as a creative design studio in September 2000, TOXA has diversified over time, first with the creation of URBANIA magazine in 2003, then in 2006 when it began its foray into televisual productions. TOXA evolved from offering design to content, and we’re proud to announce that all of our activities and projects will henceforth be signed URBANIA.


“Initially, in 2003, URBANIA was a laboratory within TOXA where we could let our creativity run wild. But over the years, URBANIA has become a well-known and established brand, and as the business celebrates its 15th year of existence, it’s become obvious to us that regrouping our activities under one single banner is the way to go” says URBANIA president Philippe Lamarre.


The URBANIA MEDIA group makes its official debut as of today. Made up of three distinct business branches (Media, TV, and Creative Agency), URBANIA MEDIA is positioned as a choice creative partner for the production and airing of multiplatform content aimed at the much sought-after millennial audience. To find out more about the group and its projects, visit the site


Also, Raphaëlle Huysmans, producer with URBANIA since 2008, has become a shareholder with the URBANIA MEDIA group; and therefore partners with Philippe Lamarre, the business’ main shareholder and founder.


Publié le 15 May 2015


Nominated in the category for Convergent Productions: Public Affairs Magazine and Numix Gala Documentary, [email protected] won the hearts of the jury with its transmedia approach that invites users to also become participants.


[email protected] is a transmedia project, throughout which blogger Tamy Emma Pépin discovers the United Kingdom, accompanied by a virtual community that helps her plan the itinerary for her adventure.  Travel… the social way!


Publié le 6 April 2015


Six years after the launch of its Web portal, URBANIA creates a renewed version of its site,  With rejuvenated design, the platform offers adaptive browsing, making the experience optimal on all devices, regardless of screen size (mobile, tablet, computer).


“When we created the magazine twelve years ago, URBANIA was made and printed by a gang of friends looking for a pretext to get out of the office, meet people, and tell their stories.  This spirit remains alive and well, but waning on many platforms, whether in print, TV, or on the Web”, says URBANIA’s founder and editor Philippe Lamarre.


Frequented monthly by 250 000 young adults, the site was visited by 2 million unique visitors in 2014, and is, consequently, URBANIA’s cornerstone.  These numbers make it a key player in Quebec, particularly with the much coveted Millennial audience.


Publié le 5 April 2015


The documentary game L’Or du golf, designed and produced by URBANIA in partnership with Pliab, for the producer Laterna Films and ICI Radio-Canada, was launched last April 5th.  The game is a complement to a documentary by the same name, directed by Ian Jaquier.


L’Or du golf is a serious game that has users delve into the issues surrounding the exploration and exploitation of oil in Quebec, particularly in the Gulf of St. Lawrence.  Players are invited to take the leadership of Énergie Québec, a fictitious company that handles the province’s energy concerns. The objective is to reduce dependence on imported oil by the year 2040.  To achieve this, players must manage all the phases of exploitation, from a site’s exploration to its closure.  They will discover that the issues and risks are extensive: finding a balance between economic gain and environmental security is difficult.  Will they succeed in finding a way for Quebec to be energy


Publié le 20 March 2015


Watch the pilot for our new original series Les Millionaires, created in partnership with ICI  If you want to see the next episode: share, tweet, and comment, get your social networks buzzing!  Facebook, Twitter, Myspace, Google+: it will be thanks to you if we can finance the Les Millionaires series.


Actors Felix Tanguay and Jean-François Provençal have a long-cherished dream: to become millionaires.  Discouraged by the lack of funding in TV, they decide to abandon their careers in front of the camera to focus on a new project: crowdfunding! Their plan is to come up with a new idea every week that can be financed by a community, and any idea will do… This is how they hope to become millionaires.


Publié le 5 February 2015


The documentary game Fort McMoney is once again lauded, this time with a Grafika Grand Prix in the category for Best Design of a Cultural Web Site.


“Members of the jury rallied around Fort McMoney thanks to efficient design for a new kind of journalism; one that integrates documentary, gaming, the Web, and opinions.  An innovative, striking and engaging production”, explained jury member Vincent Ramsay-Lemelin.


The award highlights the quality of work done by art director Maude Thibodeau.



Publié le 15 January 2015


On January 15th 2015, was officially launched; the result of a partnership between RDS, number 1 sports channel in Quebec, and URBANIA, creator of the off the beaten path multiplatform media.


Balle Courbe is sports nonsense, a zany and playful companion to more traditional sports sites, of which RDS already has the lion’s share.  Balle courbe tackles sports -pun intended – in a different manner; by offering entertainment that runs the gamut from sports news to eccentric humor, thanks to varied content such as lists, untimely news reports, surprising photo galleries, and wacky videos.


Balle courbe is the unlikely meeting between the expertise and credibility of RDS, and URBANIA’s off-the-wall perspective. With this partnership we benefit from the unifying power of sports, and the strength of the RDS brand, to access a new audience, one that’s craving sports entertainment, but with the unconventional approach that is so unique to our publications”, states URBANIA’s editor Philippe Lamarre.


Balle courbe lends itself to audience participation, and user reactivity on most of the popular social media sites, by providing users with a refreshing break on their newsfeeds. The experience is fluid and mobile, sharing on Facebook and Twitter is intuitive and the possibilities for integrated advertising are multiple.

Two Boomerangs!

Publié le 9 December 2014

Par Éric Samson

TOXA received two Boomerang trophies at the 2014 gala, December 4th at TOHU.

We won a prize in the Site ou application de fiction, variété, humour et jeunesse category for DISPARUS as well as a Grand Prize in the Site ou application documentaire category, for Fort McMoney!

Thanks to all our collaborators! We’re already working hard for 2015…

(Photo credit: Sébastien D’Amour)


Publié le 4 December 2014


The latest edition of URBANIA magazine was unveiled last December 4th, at the Saint-Enfant-Jésus Church.  For this very first annual edition, the theme of anonymity was deconstructed and used as a narrative for our era, and to explore, over almost 200 pages, stories as bold as they are original and diverse.

In this edition, URBANIA puts going undercover at the forefront, with novel stories and experiences. The deepweb is explored, the process of a donated organ followed, finding Réjean Ducharme undertaken, and a meeting with a double agent had.

Nearly 1000 people came out on December 4th to get the magazine.  The band Loud Lary Ajust hit the stage to play a few tunes especially for the occasion.

The magazine is on newsstands as of December 5th 2014

Fort McMoney now available for iPad

Publié le 20 October 2014

Par Éric Samson

You can now discover the acclaimed webdocumentary Fort McMoney on your tablets! Even better: a new game cycle has just begun today.

Get it on App Store et in English or French! Don’t have an iPad? The web version is still available right here.

ICI ARTV chooses TOXA to produce C'est juste de la TV

Publié le 5 September 2014

Par Éric Samson
ICI ARTV announced today that TOXA was chosen to produce the weekly magazine C’est juste de la TV, hosted by Marie-Soleil Michon. The TOXA team is extremely honoured to be given the opportunity to workj on the eighth season of this beloved show. TOXA hopes to be able to renew the program, while keeping intact what made the show so successful ever since its beginnings.
The new season begins September 12th, 2014.

Chasseurs d'épaves, on air on August 26.

Publié le 12 June 2014

Par Pauline Boisbouvier

TOXA and Historia are diving deep: Chasseurs d’épaves will be aired starting August 26.

Along with his team of enthusiastic experts, Samuel Côté helps us discover the mysterious depths of the St. Lawrence River as he searches for treasures buried for tens or even hundreds of years. Samuel searches for some of the many ships that lie deep in the river and resurrects their mysteries.

This 10-episode series of 30 minutes each produced by TOXA will be broadcast on Tuesdays at 8:30 pm on the Historia channel starting on August 26!

TV viewers will be able to find exclusive interactive content and ask Samuel Côté questions on the program’s Website, also produced by TOXA.

To see the teaser, clic here!

A great year for TOXA at the NUMIX

Publié le 19 May 2014

Par Raphaëlle Huysmans

On May 15th, TOXA proudly won three awards at the 5th Numix gala, which awards digital productions in Quebec:

  • Winner, Original interactive production, variety and fiction, for Disparus.

An interactive investigation written by the Chick’n Swell, coproduced by ENCORE Télévision and TOXA, in collaboration with Radio-Canada and the CMF.

An app for creating webradio, created by TOXA, in collaboration with Akufen. An Attraction Images production for Radio-Canada.

  • Winner, Original interactive production, public affairs, magazine and documentary, for Toi, Moi et la Charte.

A webdoc produced by the National Film Board of Canada, in collaboration with Urbania.

We really want to thank our precious collaborators who gave us the chance to create such interesting and innovative projects. Yay!

TOXA nominated for the NUMIX

Publié le 9 April 2014

Par Raphaëlle Huysmans

The NUMIX contest announced the finalists for its 5th edition. Several TOXA projects are included in their coveted list : Disparus, in the Original interactive production category – Variety and fiction, Fort McMoney, in the Games production category – Game, web browser, En Direct de l’univers, in the Convergence production category – Variety and drama, for Attraction Images.

The project Toi, Moi et la Charte, produced by the NFB in collaboration with our team at Urbania, is also nominated in the Original interactive production category – Public Affairs, magazine and documentary.

We would also like to congratulate our friends at Folklore, whose DoodleStreetView project, produced for the launch of the Street edition of Urbania magazine, is a finalist in the Cultural production category – Art and culture. We cross our fingers for the gala and shout a loud “Merci!” to our many partners!


Fort McMoney : a film in production

Publié le 3 April 2014

Par Raphaëlle Huysmans

The Fort McMoney adventure only just begun! Indeed, the production of a documentary film on Fort McMurray, Alberta, was confirmed this winter, with our partners, the National Film Board of Canada and ARTE France. Just like the Fort McMoney gamedoc, the film will be directed by the author David Dufresne, this time offering a much more subjective and personal approach. Postproduction of the film will take place during the spring and summer of 2014.


Fort McMoney awarded

Publié le 3 April 2014

Par Raphaëlle Huysmans

This winter, the NFB and TOXA were honoured to be awarded by the Festival international du film d’environnement and the Lauriers de la Radio et de la Télévision, in Paris, for the Fort McMoney project.

The gamedoc was also rewarded with the mention ‘’Site of the day’’ by the prestigious Favourite Website Awards organization.


[email protected], starting March 13th, 2014

Publié le 12 March 2014

Par Raphaëlle Huysmans

England, Scotland, Northern Ireland, Wales : blogger and TV host Tamy Emma Pepin traveled through 12 major regions of the UK, last fall, in her own, unique way. Constantly accompanied by her virtual community, she explored the country off the beaten path, thanks to the public’s recommendations.

The series of 12 one-hour episodes began on March 13th on Évasion. [email protected] is a real transmedia experience, offering a rich web platform dedicated to Tamy’s adventures.


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