Camille Gervais rejoint Rolling Stone Québec en tant que Directrice des partenariats

With over two hundred music videos directed in a single year and a growing creative empire, The.97 has become a defining force in Canadian visual culture. His work with artists like Coi Leray, Fridayy, Chris Brown and Yung Bleu has earned international recognition, and his influence continues to expand far beyond Toronto. We sat down with him to talk about his journey, his creative discipline and what it takes to build a legacy in today’s visual landscape.

Rolling Stone: You recently did a panel with Gary Vee’s VaynerMedia at their New York office. That is a major crossover moment between creativity and business. How did that come together, and what was that experience like for you?

The.97: Gary DM’d me personally one day, completely out of the blue. It caught me off guard because I had followed his content for years, and seeing him recognize my work meant a lot. He invited me to his New York office, and that visit turned into something much bigger. I met Mike Boyd and the whole Vayner team, and it instantly felt like I was in a room full of people who understood brand storytelling and creative scale. After that, they brought me to Cannes for their events, and that experience shifted my mindset. You see how the biggest agencies in the world think and how they connect art and commerce seamlessly. It was validating and inspiring. It reminded me that Toronto creativity belongs on that same world stage.