Timing
2021-2023
My Role
Art Direction
Tools
Photoshop, Figma
Context
PC Express, Canada's online grocery shopping brand, aimed to boost its marketing strategy by integrating more visually appealing and branded imagery. The goal was to broaden the brand's image library via a series of art-directed photoshoots.
Process
As the art director, I managed all creative aspects of the photoshoots in collaboration with Rodeo Production. We ensured every element aligned with PC Express's brand identity and marketing goals, and delivered high-quality results within budget.
Outcome
The photoshoots resulted in a set of branded images that improved PC Express's marketing appeal and strengthened consumer-brand connection. This successful collaboration boosted engagement across multiple channels, underscoring the value of consistent branding and high-quality visuals in the highly competitive online grocery market.
Team
Loblaw Digital team: Avery Ironside, Kate Barker, Jenmy Huynh, Jessica McLeod, Jeeval Tailor, Hannah James, Aoife Kilpatrick, Michael Natale, Steven Binotto, Justin Reinsma. Photographer: Daniel Ehrenworth. Digi Tech: Patrick Marcoux, Mori Ariany. 1st Assistant: Adam Coish. Production Designers: Renee Drexler, Britt Skelly. Design Assistants: Nate Lewis, Denis Canhasi, Thalia Hoxford. Wardrobe Stylist: Jaclyn Bonavota. Food Stylist: Michelle Rabin. Additional Retouching: Mark Tyler Production. Rodeo Production: Producer: Charles Reisdanaee. Executive Producers: Vahid Tizhouch, Travis Richel.