Justin Kingsley doesn’t just tell stories; he builds worlds through them. From global brands and iconic sports franchises to museum exhibitions and keynote stages, his work spans industries but is grounded in one philosophy: storytelling comes first. In this conversation, Justin shares how he approaches creativity across roles, what makes stories resonate at scale, and what he believes truly matters when stepping in front of an audience. Thoughtful, practical, and refreshingly honest, his answers reveal how emotion beats size, and why great storytelling always starts small.
You’ve worn many hats – author, strategist, creative director, and photographer. How do you figure out the best way to tell a story in each role?
Actually I only wear one hat: storyteller. That’s the key. From there, understanding my role means understanding the goal of the story. Is it purely creative, like fiction? Is it a slogan to build a movement, like a strategy? Is it a photo to capture a moment that tells a bigger story?
The object itself is what determines the story – my job is to understand it and express it the best way possible. No two stories are identical, and it’s important to understand what makes a thing unique and compelling for the audience.
From leading creative for the Montreal Canadiens to turning Star Wars and Indiana Jones into global museum exhibitions, and even branding the Vancouver Olympics with With Glowing Hearts / Des plus brillants exploits – what’s your approach to creating stories that resonate on such a big stage?
Start small. Every project starts from scratch, whether it’s for the Olympics or my local pizzeria. There are no cookie cutters in the real creative world. Then there’s context: what’s the micro-historical importance of the event or brand? And then the real key is understanding the consumer’s wants, needs, and, most importantly, role.
Size doesn’t matter – emotion does.
What are 2-3 things you hope happen after your keynote speeches?
The goal is to be entertaining enough that people don’t look at their phones while I’m up there. That and to provide ideas and learnings that are practical and applicable for everyone in the room the day after the talk. Inspirational is temporary; tools are forever.
If you were an event planner yourself, what are the one or two things you’d look for when booking a speaker?
Someone about 6’3 with blue eyes, bilingual, and a sharp sense of self-deprecating humour.
That, or someone with the insight and ability to tailor a speech for the client and audience. So that nothing feels rehearsed but rather tailored for the moment.
