The Wellness Route Lifestyle Creator Partnership Agreement

Your shoot guide

Preparing for the session

We’re excited to create with you. The session is designed to feel relaxed, natural and elevated, with photo and video moments that reflect wellness at home. You may be asked to move through a simple routine, interact with products, hold relaxed poses, repeat an action for camera, or record a short natural statement. You can always flag a comfort, accessibility or safety concern.

What to wear

• Loose, comfortable athleisure or elevated casual clothing in cream, beige, taupe, soft grey or similar neutral tones, or an all-black look.
• Solid colours only. Please avoid visible patterns, graphics, slogans and third-party logos on clothing, shoes and accessories.
• Bring two camera-ready outfit options if possible so the production team can choose the best look for the set.
• Keep jewellery and accessories minimal. Choose clean, understated footwear or socks suited to an at-home setting.

Hair skin and makeup

• Arrive with light, fresh makeup and a natural, fresh-faced finish. Hair should be clean, dry and styled in a simple, comfortable way.
• Please avoid trying a new facial, peel, injectable, self-tanner or strong active skincare product immediately before the shoot if it could cause visible irritation or sensitivity.
• Let us know in advance about allergies, sensitivities, mobility needs or product ingredients you need to avoid. You will never be required to use a product that feels unsuitable or unsafe for you.

What to bring

• Your two outfit options, any simple touch-up products you prefer, and any personal item needed for your comfort or accessibility.
• Please leave valuables at home where possible. Guests may attend only when approved in advance.

Your partnership gift

After completing the agreed shoot participation, you’ll receive a take-home LED FLEX Mask and curated wellness goodies. These gifts are the agreed consideration for your participation and the content and likeness rights in this agreement, unless additional compensation is written into your collaboration details. If you choose to post about the experience or products, the gifted relationship must be clearly disclosed.

How the content may be used

The Wellness Route and IHP Marketing will each have broad, perpetual commercial rights to the photo, video, audio and creator content covered by this agreement. Those rights do not expire. They include editing and using the content worldwide across websites, ecommerce, organic and paid social media, digital advertising, email, SMS, print, packaging, public relations, events, retail displays, presentations, out-of-home advertising and future marketing channels. IHP Marketing may also use the assets independently for its own agency portfolio, case studies, website, social media, pitch materials, award submissions, advertising, promotion and business development. The full rights and safeguards are set out in sections 4 and 5.

Sharing content

• There is no requirement to post unless a deliverable is specifically written into your collaboration details.
• Please do not share unreleased products, behind-the-scenes content, the private shoot address or campaign details before The Wellness Route approves publication.
• If a post is required, use the approved disclosure and claim language. Personal experience is welcome, but medical or guaranteed-result claims are not.

Section 1

Parties and agreement

1.1 This agreement is between Diana Jenne, carrying on business as The Wellness Route (the “Brand”), and the individual identified as the Creator in Schedule A (the “Creator”).

1.2 The agreement becomes effective on the date it is signed by the Creator. Schedule A forms part of this agreement. If Schedule A conflicts with the body of this agreement, Schedule A governs only to the extent it expressly states that it overrides a numbered section.

1.3 In this agreement, “Content” means all photographs, video, audio, interviews, testimonials, statements, captions, behind-the-scenes material, recordings, designs and other material captured, created, supplied or posted in connection with the Shoot, including raw files, edited versions, excerpts, still frames, adaptations and combinations with other material.

1.4 “Released Parties” means the Brand, The Wellness Route, Diana Jenne, IHP Marketing, the owner and occupier of the Shoot location, and each of their respective owners, officers, directors, employees, contractors, photographers, videographers, agencies, clients, product suppliers, licensees, successors, insurers and assigns.

1.5 IHP Marketing may coordinate, produce, edit, distribute, advertise, promote, publish, display and otherwise use Content and Identity on the Brand’s behalf. IHP Marketing may also exercise every right and licence granted in sections 4 through 6 independently, in its own name and for its own business purposes, including its agency portfolio, case studies, website, organic and paid social media, pitch materials, award submissions, advertising, promotion and business development. These independent rights are not limited to use on the Brand’s behalf. IHP Marketing and Diana Jenne are intended third-party beneficiaries of, and may rely on and enforce, the permissions, licences, releases, waivers and protections in this agreement. IHP Marketing is not responsible for a Brand payment or product obligation unless IHP Marketing separately agrees to it in writing.

Section 2

Participation and shoot conduct

2.1 The Creator agrees to attend and participate in the photo and video lifestyle shoot described in Schedule A (the “Shoot”), arrive at the agreed time, follow reasonable creative and safety directions, and promptly advise the Brand of any accessibility, allergy, health or other concern that could reasonably affect safe participation.

2.2 Participation is voluntary. The Creator may decline a specific pose, activity, product application or statement that the Creator reasonably considers unsafe, unlawful, materially inaccurate or outside the agreed concept. This does not remove any rights already granted in Content properly created before the Creator withdrew from that activity.

2.3 The Creator will act professionally, avoid unlawful or unsafe conduct, and will not bring an unapproved guest, confidential material, third-party logo, music, artwork or other protected material into the Shoot in a way that could restrict use of the Content.

2.4 The Brand may change the creative plan, schedule or personnel, or stop the Creator’s involvement, where reasonably necessary for safety, operations, brand suitability or production needs.

2.5 Unless the Brand approves another look in writing, the Creator will arrive prepared for an at-home lifestyle setting in loose, comfortable athleisure or similar casual clothing in neutral tones or all black. Clothing must have no visible patterns, graphics or third-party logos. The Creator will wear light, fresh makeup and maintain a natural, fresh-faced appearance suitable for wellness photo and video. The styling guide in Schedule A forms part of the agreed creative requirements.

2.6 The Creator is not required to use or apply a product that the Creator reasonably believes may be unsuitable. The Creator will follow reasonable product and equipment instructions, disclose known allergies or sensitivities, and stop immediately if discomfort, dizziness, irritation or another concern occurs. Any take-home product must be used in accordance with the manufacturer’s instructions and warnings.

2.7 The Creator will promptly advise the Brand if illness, delay or another issue may affect attendance. Guests are permitted only with advance approval. The Brand may adjust the call time, sequence, set, props or creative direction and will provide reasonable notice where practicable.

Section 3

Compensation and expenses

3.1 The compensation, gifted products, services, reimbursements and any required social deliverables are only those stated in Schedule A. Unless Schedule A says otherwise, the compensation is full consideration for participation and every permission, licence, release and waiver in this agreement.

3.2 The Creator participates as an independent contractor. Nothing in this agreement or the Creator’s participation creates or is intended to create employment, partnership, joint venture, agency, fiduciary or representative status with any Released Party. The Creator is not entitled to wages, overtime, vacation pay, benefits, employment insurance, workers’ compensation coverage, pension contributions or payroll deductions from a Released Party, except to the extent applicable law requires otherwise. The Creator is responsible for personal expenses not approved in writing and for taxes arising from the compensation.

3.3 If the Creator cancels or cannot attend, the Creator must give the Brand and IHP Marketing at least three calendar days’ written notice by email. If an emergency or circumstance outside the Creator’s reasonable control makes three days’ notice impossible, the Creator must give written notice as soon as reasonably possible. No compensation is owed if the Creator cancels or does not attend, except for an approved, non-refundable expense expressly listed in Schedule A. No cancellation payment or cancellation fee applies. If the Brand cancels, the Brand’s liability is limited to approved non-refundable expenses expressly stated in Schedule A.

3.4 Unless Schedule A states otherwise, gifted products are provided after the Creator completes the agreed Shoot participation. A gift has no cash value, is not exchangeable for cash, and may be subject to separate manufacturer warranties, instructions, contraindications and return terms.

Section 4

Permission to record and use identity

4.1 The Creator knowingly consents to the recording and commercial use of the Creator’s name, professional name, social handle, image, likeness, appearance, voice, performance, biographical information, statements and identifiable characteristics as they appear in or relate to the Content (“Identity”).

4.2 The Creator grants the Brand, IHP Marketing and the Released Parties the worldwide, perpetual, transferable, sublicensable and royalty-free right, irrevocable to the fullest extent permitted by law, to capture, reproduce, publish, display, perform, communicate, distribute, advertise, promote, sell, archive and otherwise use the Identity in connection with the Content and the Brand’s products, services, events, community, corporate communications and marketing. IHP Marketing may exercise these rights independently for its own agency portfolio, case studies, website, organic and paid social media, pitch materials, award submissions, advertising, promotion and business development.

4.3 Permitted channels include websites, landing pages, ecommerce, organic and paid social media, creator whitelisting, partnership ads, boosted Creator posts, search and display advertising, connected television, streaming services, video platforms, email, SMS and other direct marketing, apps, digital signage, retail and event displays, presentations, sales materials, public relations, media pitches, press, print, out-of-home advertising, packaging and any other media now known or later developed. The Creator authorizes the Brand and IHP Marketing to use creator whitelisting, partnership advertising and post boosting on an ongoing and indefinite basis with no contractual end date, subject to platform availability, platform rules and applicable law.

4.4 The Brand and its authorized users may crop, resize, retouch, colour-correct, caption, dub, translate, excerpt, sequence, combine, adapt and otherwise edit the Content, and may use the Creator’s Identity with or without the Creator’s name. They are not required to use the Content, provide credit, tag the Creator, or submit any use for approval.

4.5 The Brand will not knowingly use the Content in pornography, in a defamatory manner, or to portray the Creator as personally making a materially false statement. Creative editing, paid-ad copy, layout changes and use beside other lawful brand material do not by themselves breach this restriction.

4.6 Routine editing may include retouching, background changes, captions, voice cleanup and other production techniques, including AI-assisted tools. The Brand will not use the Creator’s Identity to generate a materially deceptive synthetic voice, statement or digital replica that makes the Creator appear to say or do something the Creator did not say or do without separate written consent.

Section 5

Content rights

5.1 Content captured by or for the Brand is “Brand Content”. As between the Brand and Creator, the Brand owns all rights in Brand Content that the Brand or its personnel create, subject to any rights that must be obtained from an independent photographer, videographer or other creator. The Creator assigns to the Brand any copyright or neighbouring rights the Creator may acquire in the Creator’s recorded performance within Brand Content, for the full term of those rights, including renewals and extensions. To the extent any Creator right in Brand Content is not effectively assigned to the Brand, the Creator separately grants IHP Marketing a worldwide, perpetual, irrevocable, transferable, sublicensable and royalty-free licence to exercise that right for every purpose described in sections 1.5 and 4.

5.2 Content that the Creator independently creates, supplies or posts for the campaign is “Creator Content”. The Creator grants the Brand, IHP Marketing and the Released Parties a worldwide, perpetual, irrevocable, transferable, sublicensable, royalty-free licence to reproduce, edit, adapt, translate, publish, display, perform, communicate, distribute, advertise, archive and otherwise use Creator Content for the purposes and in the channels described in section 4. This licence applies to all Creator Content, including social posts, remains in effect indefinitely, and does not expire when a post is removed, the campaign ends, or the parties’ relationship terminates. IHP Marketing may exercise this licence independently, in its own name and for its own agency portfolio, case studies, website, organic and paid social media, pitch materials, award submissions, advertising, promotion and business development.

5.3 To the fullest extent permitted by law, the Creator waives all moral rights and analogous rights the Creator has in Brand Content and Creator Content in favour of the Brand, IHP Marketing and everyone authorized by either of them to use it. The Creator agrees not to assert those rights against any Released Party or authorized user.

5.4 No ownership or licence in music, platform audio, fonts, stock assets or other third-party material is granted unless the Creator owns or controls the necessary rights. The Creator will identify any such material before delivery. The Brand may remove, replace or decline to use it.

5.5 The Creator is not entitled to receive raw footage, unedited files, unused images or project files unless Schedule A states otherwise. Any preview, select or final asset shared with the Creator remains subject to the Brand’s ownership and usage terms and may not be sold, licensed, materially altered or used to endorse another brand without written permission.

Section 6

Social posts endorsements and advertising

6.1 The Creator has no posting obligation unless Schedule A lists one. Any required post must be published by the deadline, remain live for the stated minimum period, follow the agreed brief, and comply with the applicable platform rules and Canadian advertising law.

6.2 The Creator will clearly and prominently disclose every material connection to the Brand, including payment, gifts, free products, services, travel, discounts or invitations. The disclosure must be visible with the endorsement and use plain language such as “Ad”, “Sponsored”, “Gifted” or another disclosure approved in the brief. A profile bio, ambiguous hashtag, buried disclosure or tag alone is not sufficient.

6.3 Every testimonial or endorsement must reflect the Creator’s honest opinion and actual experience. The Creator will not make medical, therapeutic, performance, comparative, guaranteed-results or other objective claims unless the Brand has supplied the exact approved language in writing and the claim remains truthful for the Creator.

6.4 The Creator will promptly correct or remove a non-compliant post at the Brand’s or IHP Marketing’s reasonable request. By signing this agreement, the Creator authorizes the Brand and IHP Marketing to use creator whitelisting, partnership advertising and boosted Creator posts on an ongoing and indefinite basis with no contractual end date, subject to platform availability, platform rules and applicable law. The Creator will promptly provide, approve and renew any separate technical or platform-level authorization reasonably required to activate or keep these permissions active, using only the platform’s official permission tools. No password sharing is required.

6.5 If Schedule A requires Creator-produced content, the Creator will deliver it in the agreed format and quality, without unapproved watermarks, filters, music or third-party material, and will make reasonable corrections needed to match the approved brief or comply with law. Unless Schedule A states otherwise, one reasonable round of corrections is included.

Section 7

Representations confidentiality and conflicts

7.1 The Creator represents that the Creator is at least 18 years old, has legal capacity to sign, is free to enter this agreement, and is not subject to another agreement or obligation that would prevent full performance or the rights granted here.

7.2 The Creator represents that Creator Content and any materials the Creator supplies are original or properly licensed, do not infringe another person’s rights, and do not include anyone else’s image, voice or personal information without appropriate written permission.

7.3 Before public launch, the Creator will keep confidential all non-public information learned through the Shoot, including unreleased products, pricing, creative concepts, campaign plans, customer information and access credentials. This obligation does not apply to information that is public through no breach, lawfully received without restriction, independently developed, or required to be disclosed by law after reasonable notice where permitted.

7.4 Any category exclusivity applies only if Schedule A identifies the restricted competitors, territory and period. General references such as “wellness brands” are not enough to create exclusivity.

Section 8

Privacy and retention

8.1 The Brand may collect the Creator’s contact information, signature, social handle, payment information, Content and Identity to administer the Shoot, document consent, pay compensation, create and distribute Content, operate campaigns, maintain business records and enforce this agreement. The Brand may share this information with the Released Parties, platforms, printers, media partners, service providers and professional advisers where reasonably required for those purposes, including processing or publication outside Canada.

8.2 Because Content may be published, copied, shared, cached, archived, printed or incorporated into campaigns, complete deletion may be impossible. If applicable law provides a right to withdraw consent, the Creator may request prospective withdrawal by contacting the Brand at the address in Schedule A. Any withdrawal is subject to legal and contractual restrictions and does not require recall of printed materials, deletion from third-party archives, or removal from campaigns or materials already produced, committed, published or lawfully sublicensed before the request.

8.3 The Brand may retain this agreement and evidence of consent for as long as reasonably required to establish and administer the rights granted, comply with law and resolve disputes.

Section 9

Assumption of risk and liability waiver

PLEASE READ THIS SECTION CAREFULLY. It affects the Creator’s legal rights and includes a release of claims relating to injury, illness, property loss and the ordinary negligence of the Released Parties.

9.1 The Creator understands that participation may involve foreseeable and unforeseeable risks, including slips, trips and falls; standing, sitting, walking, stretching, posing or repeated movement; stairs and uneven surfaces; furniture, props, cables, lighting, electrical and production equipment; contact with skincare, cosmetics, wellness products, fabrics or cleaning products; skin irritation, allergic reaction or other sensitivity; fatigue, dizziness or aggravation of a pre-existing condition; acts of other creators or third parties; and loss of or damage to personal property. Risks also include travel to and from the Shoot or related event, transportation chosen or arranged by the Creator, parking, rideshare or public transit, vehicle collisions, road and weather conditions, delays, stops, meals, accommodation, personal errands and other incidental activities or expenses before, during or after attendance. Serious injury, illness, disability or death, although unlikely, may occur.

9.2 The Creator confirms that the Creator is able to participate safely and will disclose before participating any allergy, sensitivity, injury, limitation or other circumstance that reasonably requires an accommodation or makes a planned activity or product unsuitable. The Creator will not participate while impaired by alcohol, cannabis, illegal drugs or medication that makes participation unsafe, and will stop immediately and notify production personnel if the Creator feels unwell or unsafe.

9.3 The Creator voluntarily chooses to participate and knowingly accepts and assumes all risks inherent in or incidental to the Shoot, whether known or unknown, except to the extent caused by conduct for which liability cannot lawfully be excluded.

9.4 To the fullest extent permitted by law, the Creator releases and forever discharges the Released Parties from all claims, demands, actions, damages, losses, costs and liabilities arising from or connected with the Creator’s attendance at, travel to or from, incidental activities related to, or participation in the Shoot or related event. This includes bodily injury, illness, allergic or skin reaction, psychological injury, property loss or damage, transportation or vehicle incidents, delays, incidental expenses, disability or death, whether arising from an inherent risk, the condition of premises or transportation, the conduct of another person, breach of contract, occupiers’ liability, breach of a statutory duty that may lawfully be waived, or the ordinary negligence of a Released Party. This release does not apply to fraud, wilful misconduct, gross negligence, or liability that applicable law does not permit a party to exclude.

9.5 If the Creator appears to require urgent assistance and cannot provide instructions, the Creator authorizes the Brand to arrange reasonable first aid, emergency transportation or medical care. The Brand does not undertake to provide medical services. The Creator is responsible for resulting costs except to the extent a cost arises from liability that cannot lawfully be excluded.

9.6 The Creator is solely responsible for choosing, arranging and paying for transportation, parking, meals, accommodation and other incidentals unless Schedule A expressly states otherwise. The Released Parties do not assume custody or control of the Creator during travel and are not responsible for a carrier, driver, vehicle, route, delay, cancellation, theft, loss, damage or incidental cost, even if a transportation suggestion or introduction is provided, except to the extent liability cannot lawfully be excluded.

9.7 To the fullest extent permitted by law, the Creator also releases the Released Parties from claims arising from the authorized capture, editing, publication or use of the Content or Identity, including claims for compensation beyond Schedule A, privacy, publicity, passing off, defamation created solely by authorized editing, moral rights or approval rights. This release does not apply to use expressly prohibited by section 4.5.

9.8 The Creator will indemnify and hold the Released Parties harmless from third-party claims, damages and reasonable legal costs arising from the Creator’s material breach of sections 6 or 7, unlawful or unsafe conduct, failure to follow reasonable safety directions, or materials supplied by the Creator that infringe another person’s rights. The Creator is not responsible to the extent a claim results from a Released Party’s unauthorized modification or use or conduct for which liability cannot lawfully be excluded.

9.9 The Brand will use reasonable care in organizing the Shoot. Nothing in this agreement removes any duty or liability that applicable law does not permit the parties to restrict or exclude.

Section 10

Termination and survival

10.1 Either party may end unperformed Shoot obligations by written notice. The Brand may end the Creator’s involvement immediately for unsafe conduct, material breach, illegality, harassment, discrimination, dishonesty or conduct reasonably likely to cause material reputational harm to the campaign or a Released Party.

10.2 Termination does not revoke rights in Content already created or supplied, or affect accrued payment obligations. Sections 4 through 10 and sections 12 through 14 survive termination.

10.3 The Brand may postpone or reschedule the Shoot because of weather, illness, location issues, safety concerns, equipment failure or another circumstance beyond reasonable control. The parties will make reasonable efforts to agree on a replacement date. Neither party is liable for a delay or failure caused by circumstances beyond that party’s reasonable control, except for payment obligations already earned.

Section 11

Publicity and relationship

11.1 The Creator may accurately state that the Creator took part in the Shoot after the Brand publicly announces the campaign. The Creator may not issue a press release, disclose confidential campaign details, imply an ongoing ambassadorship, or bind a Released Party without written approval.

11.2 After the campaign is public, the Creator may reshare Brand-published Content through ordinary platform sharing tools and may use Brand-approved final images in the Creator’s portfolio, provided the Creator does not remove required disclosures, imply broader rights or materially alter the Content without permission.

Section 12

Notices

12.1 Notices under this agreement must be sent by email to the addresses in Schedule A. A notice is deemed received on the next business day after sending unless the sender receives a delivery failure notice.

Section 13

Governing law and disputes

13.1 This agreement is governed by the laws of Ontario and the federal laws of Canada applicable in Ontario. The parties submit to the exclusive jurisdiction of the courts located in Ontario, except that a Released Party may seek urgent injunctive relief in any court with jurisdiction to prevent unauthorized disclosure or infringement.

Section 14

General

14.1 This agreement and Schedule A are the entire agreement about the Shoot and replace prior discussions on the same subject. Any amendment must be in writing and accepted by both parties, including by email where the change is clearly identified.

14.2 The Creator may not assign this agreement. The Brand may assign it to a successor to the Brand or campaign and may sublicense the rights granted. The Brand remains responsible for payment obligations accrued before an assignment unless the assignee assumes them in writing.

14.3 If a provision is unenforceable, it will be limited or severed only to the minimum extent necessary, and the remaining provisions continue. A delay in enforcing a right is not a waiver. Headings are for convenience. “Including” means including without limitation.

14.4 Electronic signatures and counterparts are valid and together form one agreement. The Creator confirms having had the opportunity to read the agreement, ask questions and obtain independent legal advice before signing.