Toronto-based TOPIX/Mad Dog (T/MD) created the visual effects for the relaunch of T. Eaton Company Ltd., the Canadian department store chain now owned by Sears Canada, Inc. The new campaign was developed by Ammirati Puris of Toronto, and directed by Floria Sigismondi. The campaign contains one 1:55 spot, one 2:35 spot, one 90-, 60- and 30-second spot and three 5-second Billboard spots. The spots recreate the feel of a 1950s Hollywood musical. The spots feature three principal characters: Gracie, the heroine; Harry Carmichael, Gracie's boss; and Arch, Gracie's right-hand man.