Toronto’s Scotiabank Nuit Blanche, the ‘free contemporary all night art thing,’ is certainly no stranger to brand participation (see: Scotiabank) but one installation this year was quite remarkable for its subtle sponsorship and integration.

The ‘iso3D’ project, created by The Media Merchants Toronto, was an all-night projected installation showcased on Union Station, the transit hub of the city’s downtown core.

Sponsored by GlaxoSmithKline brand Sensodyne to promote its new ‘iso-active’ toothpaste, the video projection depicted the station transformed by various forces, natural and man-made alike. First crumbling under the weight of weeds, then filled with water, the Sensodyne product was invoked when the station was virtually covered in foam.

It was the largest branded 3D projection mapping display ever done in Canada, a release on the project claims.

In addition to The Media Merchants, project credits include Grey Canada on creative and Toronto-based Tantrum on visual effects.