Her work moves across media. She’s worked with sketchbooks, canvases, animation, motion design, film, and photography. These pursuits don’t exist within different silos. Rather, each allows Margaret Lee space to explore new ways to create mood and convey emotion.
“A lot of what I do comes back to images and how they create a story or a feeling,” says Lee, who serves as head of brand and marketing at the Toronto International Film Festival. “I also spend a lot of time thinking about visual language,” she says, “how light, composition, colour, and environment influence the emotional tone of an image or a scene.”
Her role at TIFF, one of the world’s top film festivals, is just one facet of her creative practice. Lee’s work spans branding, creative direction, photography, and commercial direction, extending across digital platforms, live events, retail, and broader cultural and commerce ecosystems. In each area, she blends strategic thinking with a strong point of view. She has collaborated with HBO and The New Yorker, built and led award-winning multidisciplinary teams, and taught motion design at OCAD University in Toronto.
She draws inspiration from everything and credits visionary directors with shaping her perspective on storytelling. Her favourites include Stanley Kubrick (2001: A Space Odyssey, The Shining), Bong Joon-Ho (Parasite, Memories of Murder), and Jane Campion (The Piano, The Power of the Dog). Just the names of these films give one an idea of the creative universe Lee exists in.
“I’ve always been drawn to filmmakers who approach the language of cinema with real intention,” she says. She likes films where every frame feels deliberate, from its composition to production design and its overall tone, each contributing something to the story’s meaning. These layered details allow viewers to discover something new over time. They also contribute to how audiences connect with the story and what stays with them long afterward.
Building lasting impressions is central to how she approaches her work. Above all, Margaret Lee wants to create immersive worlds that resonate long after people connect with them.
Behind the camera
Margaret Lee began as a visual artist, studying fine arts with a focus on painting, design, photography, and art history, before moving into media arts, where she explored film, animation, sound, and editing. She has also done impressive commercial work. Prior to her role at TIFF, she led a 40-person team at Rogers Sports & Media, where she launched and led major rebrands and campaigns across national platforms.
All of these experiences inform her work.
“A lot of my learning has also come from working across different mediums and industries,” says Lee. “I still think of myself as someone who is constantly learning from cinema, music, and visual art.”
Photography has always been a natural part of her life. Early in her career, Lee was involved in projects that required building sets and environments, which she enjoyed because they allowed her to experiment with space, texture, and light, and how audiences might be immersed in a scene or transported somewhere else. That sensibility continues to inform her photography.
The level of detail in her photography calls for a strong connection with the person on the other side of the camera. Here, she has experienced some of her most memorable moments, as filmmakers and actors have allowed her to communicate aspects of themselves to the world.
“Those portrait sessions are typically very brief, but the images often become part of how audiences remember those artists and their work,” says Lee, “which is something I find meaningful.”
Getting those stars to feel comfortable with her is a big part of the challenge. Through a single frame, Lee can reveal another side of Cate Blanchett or Dwayne Johnson. Faces that are everywhere, are suddenly newly discovered. According to Lee, getting her subjects to those genuine moments involves observation, empathy, and instinct.
“Whether it’s a portrait, film project, or rebrand, I’m always interested in how specific details influence the emotional tone and come together to create a human connection,” she says.
Finding the right balance
At TIFF, Lee has brought her creative touch to everything her job entails. She oversees the vision and strategy across the festival’s brand, which includes marketing, digital, and editorial content, as well as retail. Given her multi-medium expertise, she is well poised to steer these projects, reimagining how the year-round cultural organization connects with audiences and how its identity evolves.
Diversity is always a factor. As a Korean-Canadian, Lee came up in the industry at a time when she rarely saw women of colour in executive creative roles. This pushed her to find ways to distinguish herself early on, defining an independent career path. Because of her experiences, she is committed to elevating underrepresented voices, building inclusive teams, and creating work that resonates across cultures.
The only question is how best to do it. Lee says she wants to expand her work as a director and visual storyteller, while continuing to build on her strong foundation in photography and creative leadership. “When you’re working with someone in front of a camera, you have to respond quickly and read people well,” says Lee. “That way of thinking naturally carries into directing.”
