Timing
2024
My Role
Art direction, strategy
Tools
Photoshop, Figma
Context
PC Express aimed to convey that online grocery shopping saves time for hobbies and activities with loved ones. We used the visual metaphor of the red PC Express bag to represent various activities possible with this extra free time – learning to crochet, solving that complicated puzzle, building a model out of blocks, or channeling your inner Monet.
Process
The Loblaw Digital team collaborated with Rodeo Productions to swiftly organize a photoshoot for five scenes. Despite the tight schedule, we creatively utilized a single location and simultaneously designed all campaign assets to meet our deadlines.
Team
Loblaw Digital team: Hannah James, Michael Natale, Justin Reinsma, Kaylin Baker-fields, Avery Ironside, Jenmy Huynh, Jeeval Tailor, Kristin Tom.
Production: Rodeo Production. Executive Producer: Travis Richel. Producer: Júlia Batista. Line Producer: Guillaume Bilodeau.
Director/Photographer: Daniel Ehrenworth. 1st AD: Jonah Allingham. Production Coordinator: Lucas Ranalli. Key PA: Darius Jones. PA: Chinelo Yasin. DOP: Zachary Koski. DIT: Jeff Wilson. 1st Assist Cam: Dave Stuart. Gaffer: Tenzin Woeser. 2nd Electric: Brett Townley. Key Grip: Abe Roberto. 2nd Grip: Steve Clark. Stills Digi Tech: Mori Arany. Production Designer: Renée Drexler. Set Dresser: Denis Canhasi. Wardrobe Stylist: Jaclyn Bonavota. Wardrobe Assistant: Jess Luffman. HMU: Jasmine Merinsky, Racquelle Nembhard. HMU Assistants: Lisa Kolmakova, Joce Cardenas. Editor: John Collucci. Colourist: Ana Escorse. Transfer + Online: Igor Boros. Sound Design, Recording, Mixing: Rodeo FX. Audio Casting: Milo Casting. Talent: Binit Jajal, Justin Mencfeld, Claire Kobylanska, Sadie Kim, Jamie Mills, Liam Gurza. V/O Talent: Madelaine DeCorse, Laurie Normandin (PNA Agency).