We work in Entertainment, Arts, Tech,
and New & Emerging Media.

What we do

Coupling futures-oriented approaches with design-thinking to create new models for holistic and human-focused communications,

AlphaPR & Digital is a bold and innovative communications firm paving the way for sustainable strategies and campaigns.

Learn more about our key offerings here.


Every six months, we meet with the industry’s top minds to analyze data, methods, theories, and findings from the course of our communications works. We bring these learnings to each campaign.


We harness intuition, logic, feelings, and reason to design and develop our communication systems within large, complex contexts and society at large.


We acknowledge the contextual system in which each campaign and communication exists, and take into account their co-relating interdependent parts, allowing us to maximize our approach for optimal results.

Who We Are

Amy Saunders

CEO, Founder

After close to a decade in the communications industry, Amy Saunders has close ties to the Arts & Entertainment media and community in Canada and abroad. Through relationships built over her years at Warner Bros., Hot Docs Canadian International Documentary Festival and while working with AMC Networks, Amy has become a trusted voice and resource in public relations for media, filmmakers and entertainment professionals.

Amy’s specialty is film and entertainment where it has her working red carpets for Johnny Depp, Kevin Bacon, Dakota Johnson, Henry Cavill, Alicia Vikander, Armie Hammer; Run TIFF parties for Sandra Bullock and George Clooney; Executed junkets for Zac Efron, and many more. She is the first person to ever walk two ghosts down a red carpet at TIFF.

A current candidate for OCAD University’s Master of Design, Strategic Foresight and Innovation, Amy Saunders brings sustainable foresight to the communications industry and to individual campaigns in a holistic and innovative approach. Amy’s work is frequently showcased in The Globe and Mail, VICE, The Toronto Star, The Atlantic, the Hollywood Reporter, Indiewire, OZY and The Wall Street Journal.

Sophie van Bastelaer

Publicity Coordinator & Social Media Manager

After receiving a bachelor’s degree in film and women’s studies from McGill University, Sophie van Bastelaer has been making a name for herself in Toronto as an activist, a journalist, and a producer. Her writing on lifestyle and television has been featured in publications including the Toronto Star, USA Today, HuffPost, and Ramona Magazine for Girls.

Sophie also spent time directing a theatre production in Montreal, and her personal blogs have been shared by entertainment industry professionals including Jaime Camil and Zooey Deschanel. She speaks English, French, and some Dutch and has lived and learned in San Diego, London, and Washington D.C., where she has been trained in archiving, public relations, international development, and fundraising.

Sophie joins AlphaPR from award-winning advertising firm Sid Lee, where she produced content for Samsung, Coca-Cola, and Netflix.


Best described as quietly powerful, Vanessa got her start as the publicist and event planner for Paris Hilton’s Sketchers shoe-line launch in Montreal over ten years ago. From there, she was catapulted to Hollywood’s upper echelon as the CEO of Morcom Media, acting as the PR for Drake, Pamela Anderson, Alan Thicke, Madonna, Rihanna, and many more A-list celebrities. Vanessa’s past clients include shows on SLICE, W Network, event planning for Valentino, and multiple films at festivals. She starred alongside rising trans-star Jenna Talackova in E!’s Brave New Girls. Vanessa is now the PR Director for international charitable organization Me to We and is on the Board of Women in PR, Toronto chapter and commits to affecting positive change on a daily basis.



Trudy Goldenberg is a communications and business strategy consultant, advising a variety of organizations on how to align and integrate marketing activities to achieve business goals. Her experience includes 13+ years of overseeing the corporate communications and marketing activities of two of Canada’s leading law firms. She also has significant international communications and cross-cultural consulting experience. Trudy speaks regularly at conferences on client and public relations, thought leadership, ethics, professionalism and practice management. She has a BA from McGill University and did her post-graduate studies in journalism at Concordia University. Trudy is currently the continuing education Public Relations program lead of Humber’s School of Media Studies & Information Technology.



CEO of 30 Comms, Renee Sylvestre-Williams has built a career as a business reporter, creative consultant, media trainer and strategic communications advisor. Renee’s work includes Business reporting for FORBES for many years as well as special projects editor for The Globe and Mail. While writing for national and international publications, Renee also trains clients in media-facing readiness and speech. Renee also runs a female-oriented podcast called ‘Sip and Bitch’ on which her and her co-hosts discuss various topics from politics to the economy to fashion while enjoying a glass of wine.


Advisory Board

Our Alpha Futures-labs with our Board of Advisors are quarterly meetings wherein we gather data on all of Alpha’s campaigns, utilizing systems-mapping to project for communications trends and develop a sustainable approach to PR, media, business design and development.

We seek agility, sustainability and maximum impact while reducing risk and enhancing space for creativity and bold ideas while utilizing a holistic approach.


Design. Optimize. Deploy.


We investigate our clients, learn their in’s and out’s and get to know them and their products intimately. We watch their films, eat their food, listen to their music and inhale their books. We design comprehensive campaigns based on their needs, goals, insights and visions.



We train every client according to their needs; Some clients need a strong media presence coach, others key message training or social media branding. We meet with our clients to determine how to optimize their campaigns while aligning with their key messages, internally and externally.



We execute on a clearly communicated and transparent campaign, keeping our clients abreast of our process at every turn. We work fast and hard, creating rapid iterations of our approach during each campaign to be able to connect with the intended audience best.



The Princess Bride: The Movie Experience in The Toronto Guardian

Nestled in the unassuming Little India, the Redwood Theatre has something special going on inside right now. Vines entangle the ceiling, a …

Read MoreThe Princess Bride: The Movie Experience in The Toronto Guardian


Inside Out 2018: M/M in The Globe and Mail

A queer psycho-sexual thriller that is equal parts minimalist tribute to Berliner nightlife and maximalist send up of erotic genre flicks, Canadian …

Read MoreInside Out 2018: M/M in The Globe and Mail

The_Trolley-8-Toronto-ALRV (3)

Hot Docs 2018: The Trolley in the Toronto Star

“A new IMAX film by director Stephen Low doesn’t feature a chase, but it goes one better by making Toronto’s streetcars the …

Read MoreHot Docs 2018: The Trolley in the Toronto Star



How We Work: Vulnerability & Mental Health

This piece is the beginning of an ongoing series about our values and work style here at Alpha.   When people ask …

Read MoreHow We Work: Vulnerability & Mental Health


What We Love: Tattoos

Tattoos.  The word still makes some people ‘tsk’ disapprovingly or shake their heads in dismay. Some people. But not as many as …

Read MoreWhat We Love: Tattoos

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Film Friday: Love, Simon

Note: let me start by saying that while I have been academically trained to critique film and television, and while I am …

Read MoreFilm Friday: Love, Simon

“Amy is a compelling PR and exceptional strategist. Working with her on TUFF’s tenth year anniversary was a breeze. She delivered great results and kept us informed of the process throughout. I would work with her again anytime.”

Sharon Switzer
Founder of (TUFF) Toronto Urban Film Festival, Lecturer at AGO

“Amy is one of the best PR’s I’ve ever encountered.”

Sadaf Ashan
Arts & Culture reporter, The National Post

“Amy delivered on everything she promised during the 2016 Toronto International Film Festival. She got my film Green White Green much visibility in popular publications like Variety, Vice and IndieWire. Super professional and fun, I’ll put my money on her any day.”

Abba T. Makama
Award-winning International Filmmaker, Osiris Film & Entertainment, Creative Director @ O.F.E.

“AlphaPR is pure magic! Their professionalism, on-time performance and pro-active attitude has delivered great success to our team!”

Arshad Khan
Award-winning filmmaker (ABU)